What is Search Engine Optimization?

Have you ever wondered why certain blogs or websites come last when searched on the web with the likes of Google, Ask, MSN, Yahoo or Bing? Ever also wondered why if you search a certain word or phrase, some websites or links appear first before others even though they all have the same content? In simple words, the process used to rank these searched phrases or content is what is termed as Search Engine Optimization (SEO). The process attempts to improve these rankings based on several factors such as content and relevance to the researcher. When you try to find out more about a given famous personality, through Google search engine, it will display the most recent activity that person has done as well as the person’s biographical page within the first five search results. For football fans, if you Google the name of a professional football club, it will display the name of the most recent club activity such as the latest signing or recent match results; if it is a live match it will display live commentary for the same before any other information is displayed. This is basically what SEO does.

Understanding SEO

Understanding-SEOSearch Engine Optimization is the process of influencing the traceability or visibility of a website or page in any of the search engines free outcomes. It is often referred to as organic or natural results. The more frequently a site appears on the website, the higher it is ranked which translates to more visitors. These visitors can be researchers or potential customers if you are running an online business. Researchers can also be converted into customers of the site they visit based on the content of those sites.

SEO can include a variety of search patterns and types such as images, local news, related videos, books and publications as well as academic materials. If you have a website or blog about any of the above articles, provide fresh and educative content and get relevant links to the specified area of interest of any visitor that visits that site and you stand a chance to be ranked highest in the search engines results.

Search Engines Criteria

Search engines basically use two major criteria in order to compile a list of web pages of a specified search term. They use pertinence and authority to evaluate search terms.

a) Pertinence or Relevance

For a webpage to be considered important and worth viewing, it must provide some fresh and relevant content with some bearing to what the researcher is looking for or after. Relevant content can improve your website’s traffic. It is achieved when the content topics and keywords as well as the search engine criteria exactly match what the target or surfer is looking for.
Article content that strictly follows the searched topic and offers more insight on the same will be seen as very relevant by the target researcher, search engines as well as other linking websites. A relevant site also builds on the authority and the two synchronize to create a perfectly optimized site.

b) Authority

Basically for a website to gain and maintain traffic, it must have credibility. Credibility is attained by having authority. But what exactly is authority? It is the power gained through Search Engine Optimization process that recognizes your website as efficient and reliable source of information. This can only be attained if you have pages with valuable and up-to-date content. Links from other websites referring people to your site adds value to the reader, which consequently builds on authority.

Authority is gauged through analytical analysis of the quantity and value of links from other related or non-related sites. Authors who write their articles by use of authorship softwares and post them online also gain some significant amount of traffic following their preferred topics of interest and specialty. This helps build on their publication web sites through creation of authority.

Relevance and authority work hand in hand with Search Engine Optimization process to build on a website. They all work in a harmonious and synchronized manner; relevance builds on authority as authority on the other hand also builds on relevance and together they improve their ranking in SEO patterns. A website which blends the above two factors seamlessly will, by default, gain more visitors and back links.

Link building

link-buildingIf you have high quality content in your web site, you will have relevant links that can help you build on them. Other websites will only be providing back links to your site if you have relevant and authoritative content. Link building is the process of trying to get other external web pages to link to any page on your website, a process in which quality and not quantity should be considered.
Links from well established, reputable and authoritative websites increases your SEO rating as compared to a link from newly established website. This is where quality is instrumental. You might get a lot of links from new websites but still have a lower SEO rating than that site with just a handful of links from authoritative sites. In a nutshell, when trying to develop links, consider the following;

  • Linking page which helps SEO process to send the reader to the exact page where the content he is looking for is located instead of the home page of your site.
  • Quality of linking sites helps improve SEO ratings as already mentioned.
  • Anchor texts are the actual text the linking page uses to refer to your site. More use of them increases your site’s SEO visibility.


In order to achieve high-end organic search ranking in the different search engines, contents with authority and relevance stand a higher chance than those that provide dull non-educative content. The whole point of e websites existence is to make money through the high number of people that visit it. These visitors can be turned into customers with appropriate content, links and an overall high search engine optimization rating.