Search Engine Optimization is improving the ranking of your website in search engines, Google, Bing, etc. through natural methods. This is not paying for advertising or (PPC) pay-per-click as it's often called.
Nowadays, 97 percent of local consumers use the internet when searching for a product. Visibility for your brand, website, product, cause, etc. will all be affected by your search engine optimization.
Quite simply your goal should be to be on page 1 of the Google search rankings. According to research, page 1 of Google search results gets 95.8 percent of clicks for a given search term. The top SEO ranking, the number 1 spot will get 40 percent of the overall clicks. Here's what's interesting, people often think that they can pay for pay-per-click and other advertising methods and get the same amount of traffics. Well Google tells us that natural searches get up to 8 times the number of clicks as paid advertising. Again, there's no cost for search engine optimization. It is a natural method of improving the visibility of your website.
Most SEO is done through backlinking. A backlink is simply a link back to your website from another outside website and you can consider a backlink a "vote" for your website. Just like politics, the more votes you have the better off your ranking will be. However, unlike politics, not all votes are equal. Higher authority sites like sites ending in .edu or .gov can carry more weight or what we call "link juice". So it's important to try to get those sites to link to your website.
Once you've got a decent start of your search engine optimization and you've got a few links coming to your site from creating good content and then having outside websites link back to you, now it's time for you to diversify the source of those links. That means, getting profile pages, forum posts and social media to link back to your main page. It could be Google+, Facebook, Twitter or all sorts of things. But at this point, let's work on diversifying the source of your links.
The one thing that Google definitely appreciates is that your links are built overtime. If your links appear suddenly, that will not appear natural to the search engines.
Google is known to what is called "sandbox" websites that engage in SEO practices that they deem inappropriate. The tough part about this is, Google does not let you know what is and is not appropriate and they will always change their rules. So, when in doubt, err on the side of caution when creating backlinks.
However, once that your site is established you can take advantage of what I'd like to term "link velocity". During the first 90 days of the SEO efforts, you can build progressively more links each week and you break that down simply. You build 10 the first week, you can build 15 the next week, 20 the week after that. That's the link velocity because what happens is, frequently visited sites typically build increasing numbers of links and popularity and this looks natural to Google. Then on top of that it seems that Google rewards momentum and that link velocity in sites with their search engine optimization rankings.
Now, one of the tricks that's often overlooked by many search engine, so called experts, is that they only link to the homepage of their website. Well, Google likes a "healthy website" that is multiple pages contributing to a positive end user experience. So, one little trick could be to link to the about us page, services page, content page, as well as the main page, link to some blog post within your website. Google values this end user experience and Google believes that if your website is showing more links to more pages, then your website is extremely more valuable and they're going to bump up your SEO a little bit.
Here are some "Super Sneaky Secrets".
This is for those of you who've got the basic backlinks down, you're starting to diversify your links a little bit and you're using this link velocity. I'm going to give you some little insider tricks and benefits of SEO.
The first is, each page only has one vote. So, only include one link per page to a specific webpage that you're linking back to. So if you want to add multiple links to a page, send them to unique webpages within your domain. Again, that can be the services or the about us or product page or a specific blog post but only one link per page to a specific webpage will count as a backlink according to Google.
If you have a business, whether it's online or a basic brick and mortar business, a quick way that you can build links pretty easily is to swap links with your customers and your vendors. Have them link to your website and you link back to their webpage. This will pretty quickly develop a network which Google values.
The other one is, many of you are out there doing paying pay-per-click for your advertising for a specific programs or your general website. Well, backlinks can be a pay-per-click campaign maker. When you build backlinks to the landing pages of your pay-per-click campaigns, you're going to increase the authority of your landing pages that you're sending traffic to and Google places great value on this. As a result, you have much lower cost per click for your pay-per-click campaigns. For many businesses, this can either make or break the product or the campaign and its a huge impact in the businesses profitability.
That's how SEO works, and I hope it can benefit your business, whether it's a local or an online business.