What is SEO, and why do you need it?

What is SEO, and why do you need it?

Many are still wondering: What is SEO, and why do you need it? SEO is a relatively young field, but as such, it has already gone through its ups and downs. It has proven to be a significant help to companies of all sizes and has found its place in today's turbulent internet marketing world. Those more experienced in this field often say that SEO is almost as old as the Internet for the general population only, so it did not have a defined name.

What is SEO? Is SEO a cost or an investment, Is SEO needed in 2022?… While those who have learned the answers to these questions have new ones: How best to site optimization, What are the latest SEO site optimization techniques, Is there a relevant SEO course somewhere, Is it possible, and how to get an SEO certificate. There are many questions, and some of them will be answered if you continue reading this text.

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What is SEO? (Search Engine Optimization)

Be sure that you can currently find at least 1000 different definitions on the Internet. What is SEO, but somehow the most accurate, although too broad, is the one that reads: SEO is a process that brings together all activities aimed at positioning your site as high as possible in organic search results of all search engines.

And perhaps the best definition is: 

SEO is the art and science of publishing information in a format that will convince search engines that your content meets the needs of their users for relevant queries.


There is a whole list of activities divided by areas that aim at the one hand to raise your positions, and on the other hand to increase the number of relevant visitors to your site. Some of the activities are often intertwined with some other internet marketing areas, but as long as the goal is the same, this should not be a problem.

Why do search engines exist, and how do they work?

To understand why SEO is important, we must first understand why search engines exist. They are present on the internet to provide people with the highest quality results for their search. So, the only ultimate goal of every search engine is to deliver the most relevant data to its user in the shortest possible time. The whole search engine story could most easily be presented as a three-step process:

  • the first step is the query that the person enters into the search form;
  • the second step is all those steps that search engines do in the background that we don't see;
  • the third step is the results that search engines show us. 
What is SEO and how Search Engine works ?
For the topic of our text, the most interesting part here is the Index server. If it is not clear from this illustration when a user enters a word or phrase he wants to find, search engines do not go online at that time looking for the most relevant information. Instead, search engines strive to have all the pages on the Internet in their databases, filter them by quality, and offer them to the user as quickly as possible when required to do so. To make this possible, search engines, simply put, achieve this through three general areas.

First: They send their "spiders" (crawlers; spiders) to search the Internet 24 hours a day and visit all the pages they come across. The spiders then send all those pages (newly found and existing) back to the data centers. It is a constant process and never ends.

Second: Search engines develop and constantly improve their algorithms that filter the quality of all those collected pages. An essential process for users and SEO! Here, quality search engines are separated from wannabe search engines. The better the algorithm, the more relevant the results will be, and the more satisfied the users will be (if we remember, this is the goal of every search engine).

OK, what does that have to do with SEO?


SEO is there to optimize web pages (and entire sites) in such a way that the search engine algorithm accepts that optimized page as the most relevant for the user's query.

Third: This is about the technical side of the story, and we wouldn't bother you much. There are currently over a billion sites on the Internet, and their number is increasing by the second. If we multiply that number of sites by the number of pages, images, and other things that make up one site, we come to unimaginable numbers. All this needs to be collected in their databases and delivered to users with tremendous speed.

Add to that all the math the number of users making queries, that is, requesting a search engine from their database, and this all further complicates the whole story. That's why search engines are investing a lot of money in this part, opening their data centers around the world and keeping them as if they were Fort Knox. But this is a different story.

Google and SEO

Google has been the largest and most important search engine for years (holding about 90% of the market), so site and online business owners have recognized the need to "flatter" it. Some of them did not have time, and many of them did not know, so the need and space were created for experts to do this work. So, SEO is another one of the many business positions created by modern businesses. 

Google and SEO

SEO experts have begun to make efforts to ensure that all sites are maximally adapted to search engine algorithms (especially for Google as the dominant one) and thus try to position themselves well. Because search engines, for understandable, reasons do not want to reveal the parameters of their algorithms, SEO experts research and analyze all available data and establish standards that lead to good positions for their clients. At the same time, they are in line with search engine standards. It is sometimes science, sometimes experience. In practice, it is a mix of all the above.

Since ten results are displayed on the first page of the search engine after the query, it was logical to do research that would show which place in the results carries how much potential traffic. This is the purpose of SEO activities - to attract as much organic traffic.

The well-known fact is that the more your site is positioned on search engines, the more visits you will get, and potentially the higher the profit. So, the goal is to be on the first page, ideally in the first place.

One of the largest studies on this topic was done by the Chitika advertising network in 2013 and obtained the following results (similar results were achieved in some other studies):

Position on the first page of Google search engine and average traffic percentage:

First position

32,5%

Second position

17,6%

Third position

11,4%

Fourth position

8,1%

Fifth position

6,1%

Sixth position

4,4%

Seventh position

3,5%

Eighth position

3,1%

Ninth position

2,6%

Tenth position

2,4%

Data from these and similar researches have laid some foundations for activities that SEO experts should include in their work for the results to be appropriate.

 

What do I need SEO for when there are Google ads?

One of the eternal hot topics in the internet marketing world - SEO vs. PPC. If viewed objectively and professionally, both areas have their purpose of existence, and which should be (more) decided on depends on several things. Those who are at least a little more knowledgeable will often use a mix of both areas. Those who ardently discuss this topic emphasize only one area as the right one for all you should look with hesitation about their expertise. 

We will give you a brief overview of some advantages and disadvantages, both of these areas.

The high positioning of the site on search engines, ie the organic traffic it generates, is the main result of SEO activity. Generally requires more time to be realized, but in return, its impact lasts much longer.

FOR: Long-term results, not expensive attracts over 85% of internet traffic, ROI is easy to track.
AGAINST: It takes a long time to see the results, it is more complicated than PPC, the results are difficult to predict.

Inorganic traffic, in this text with a focus on PPC. It can deliver results faster but is less effective over the long term compared to SEO optimization.

FOR: Faster results, great for targeted traffic, much more powerful in branding.
AGAINST: It can be very expensive. After the end of the PPC campaign, your visibility in the search results is zero. It requires constant fine-tuning.

Objectively speaking, SEO should always be a long-time strategy, while PPC should be used as a tactic that, if used properly, can indeed be very effective.

But even so, the paradox is that SEO, which brings 75% of search engine traffic, spends less than 15% of the average SEM budget, while PPC, which brings about 25% of search engine traffic, holds about 80% of that same budget.

Can anyone do SEO?

Yes, anyone who wants can do this. It takes a long time to get into the whole area, be aware that this area changes very often. You must be prepared to update and supplement your knowledge regularly. But is there something in life that can be done with quality, without having been learned before, and after that, the knowledge was renewed and expanded?

There is no formal SEO school, but you can find quality SEO courses that will prepare you well. Unfortunately, there are not many such courses, so analyze what a certain course offers.

Many individuals and organizations offer these courses of dubious quality to earn quick money. Especially beware of video tutorials that will "teach" you how to do SEO site optimization in 5 minutes or how to become the first on Google overnight.

Top 3 benefits that SEO will bring you

SEO has long been recognized as an effective, important internet marketing strategy. While there are many benefits to a good SEO strategy, I’ve singled out three, hoping you’ll recognize why SEO is what it is.

Increased volume of organic traffic - High positions on the pages of search results (SERP - Search Engine Ranking Positions) bring the most organic traffic, and SEO optimization of the site is what will allow you to do so. Also, optimization will create informative and relevant titles and meta tags for your keywords. Quality optimization will also affect CTR (Click Through Rate) as well as relevant organic traffic. And increased organically relevant traffic = increased profit!

Measurable ROI - SEO activities provide results that can be easily measured and from which a lot of data can be extracted, so ROI is always easy to track. Today, it is possible to track almost every aspect of online business, so the results achieved in ranking, organic traffic, and conversion will easily show the ROI values related to your optimization.

Raising Awareness of Your Brand (Brand Awareness) - As we have already determined, most of your potential consumers use search engines daily. High positions on them will bring you a large number of impressions to your target population, and every day - 24x7.

So many regular displays/mentions of your brand can gain greater consumer trust and be recognized as synonymous with quality. And you will agree that this will bring you potentially increased traffic, i.e. profit. So, the higher your position, the more profit you can expect. Very simple.

One thing is for sure, whether you want to learn SEO for personal business or to become an SEO manager, knowledge in this area will help you improve the online presence of any business.

Jasmin K.

SEO Blogger Tips The main goal of this site is to provide quality tutorials, tips, courses, tools, and other resources that allow anyone to work online and master digital marketing.

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