SEO is a marketing discipline focused on growing visibility in organic
(non-paid) search engine results. SEO encompasses both the technical and
creative elements required to improve rankings, drive traffic, and
increase awareness in search engines. There are many aspects to SEO,
from the words on your page to the way other sites link to you on the
web. Sometimes SEO is simply a matter of making sure your site is
structured in a way that search engines understand.
SEO isn't just about building search engine-friendly websites. It's
about making your site better for people too. At Moz we believe these
principles go hand-in-hand.
This guide is designed to describe all areas of SEO—from finding the
terms and phrases (keywords) that generate traffic to your website, to
making your site friendly to search engines, to building links and
marketing the unique value of your site. If you are confused about this
stuff, you are not alone, and we're here to help.
Why does my website need SEO?
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!.
Although social media and other types of traffic can generate visits to
your website, search engines are the primary method of navigation for
most Internet users. This is true whether your site provides content,
services, products, information, or just about anything else.
Search engines are unique in that they provide targeted traffic—people
looking for what you offer.Search engines are the roadways that
make this happen. If search engines cannot find your site, or add your
content to their databases, you miss out on incredible opportunities to
drive traffic to your site.
Search queries—the
words that users type into the search box—carry extraordinary value.
Experience has shown that search engine traffic can make (or break) an
organization's success. Targeted traffic to a website can provide
publicity, revenue, and exposure like no other channel of marketing.
Investing in SEO can have an exceptional rate of return compared to
other types of marketing and promotion.
Why can't the search engines figure out my site without SEO?
Search engines are smart, but they still need help. The major engines
are always working to improve their technology to crawl the web more
deeply and return better results to users. However, there is a limit to
how search engines can operate. Whereas the right SEO can net you
thousands of visitors and increased attention, the wrong moves can hide
or bury your site deep in the search results where visibility is
minimal.
In addition to making content available to search engines, SEO also
helps boost rankings so that content will be placed where searchers will
more readily find it. The Internet is becoming increasingly
competitive, and those companies who perform SEO will have a decided
advantage in visitors and customers.
Can I do SEO for myself?
The world of SEO is complex, but most people can easily understand the
basics. Even a small amount of knowledge can make a big difference. Free
SEO education is widely available on the web, including in guides like
this. Combine this with a little practice and you are well on your way
to becoming a guru.
Depending on your time commitment, your willingness to learn, and the
complexity of your website(s), you may decide you need an expert to
handle things for you. Firms that practice SEO can vary; some have a
highly specialized focus, while others take a broader and more general
approach.
In any case, it's good to have a firm grasp of the core concepts.
How much of this article do I need to read?
If you are serious about improving search traffic and are unfamiliar with SEO, we recommend reading this guide front-to-back. We've tried to make it as concise as possible and easy to understand. There's a printable PDF version for those who'd prefer, and dozens of linked-to resources on other sites and pages that are also worthy of your attention.
Each section of this guide is important to understanding the most effective practices of search engine optimization.
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