SEO, short for Search Engine Optimization, which is the correct pronunciation of SEO; It is for search engine optimization. In simpler words, all the organic activities that are done to make the website visible and recognized by robots and algorithms of search engines is called SEO.
This means the process of improving a website to increase its visibility for relevant searches. The better the pages are seen in the search results, the more likely it is to attract attention and attract customers to your branding. After the website is seen by the customer, they enter the sales and customer attraction stages.
The role of SEO in website design and digital marketing
If you generate online content, run an online business, or provide online services through Google or other search engines, this article is for you. Unfortunately, this guide doesn’t offer any secrets that will automatically put your site on the top of Google search, but following the provided methods can help improve your website’s performance. In this article, I discussed and introduced Google SEO, its algorithm and robots in detail. From the stages and timing of SEO to the strategy, we have introduced technical SEO issues.
What is the Google search engine and how does it work?
First, it is better to know that all our activities are placed in a platform called Google or other search engines that are considered as a reference. As you know, Google is the most comprehensive and well-known search engine in the world. In order to be recognized in this platform where the majority of the population spends a lot of time searching for various needs and topics such as: shopping, studying, etc., we are forced to follow the rules that are updated every day. Like a country whose laws may change.
In order to compete, we must be familiar with the rules in order to survive in the web world. Everyone who has an internet business knows that rank How important it is to be seen on the first pages of Google results. Therefore, following the right principles can put you on this path.
How does SEO work?
Search engines like Google, Bing, etc. use robots to check pages on the web. They search various sites, collect information about those pages and list them in the results. Using bots, they check that the content is of good quality and not copied from other websites. Then they analyze keywords, links and meta descriptions (meta titles), completely related to the topic of the article or product. Therefore, paying attention to these points is one of the basic rules of a proper SEO. Paying attention to the reactivity of the website (Responsive), speed and security are also very important for search engines.
What is content SEO and how important is it?
content; The key to success is in search engines and digital marketing. With content, you attract the audience and convert them into customers. The contents can be in the form of articles, products (physical or virtual) or both of them, depending on the type of business and the behavior of the audience in the space of websites. According to Bill Gates, content is king; But according to many leading digital marketers, such as Joe Polizzi, if content is king, then context is the key to this kingdom.
Any type of content on websites has some form of article or writing. If you are doing product SEO, you are doing SEO with your product description. Even for YouTube videos, choosing the right name for the desired video is a type of video SEO. SEO of photos, products, categories, tags, categories, page addresses (URLs), pages and choosing the correct schema for all cases are small and important points in SEO.
The impact of content quality on SEO
Content quality in this topic does not mean only the visual quality of the content and the use of high resolution. The quality of the content means the usefulness of the content and its accuracy according to the needs (search) of the audience in search engines. The quality of the produced content is the most important and special type of SEO.
The quality of photos and product descriptions to writing and even the amount of articles are among the things that professional SEO pays a lot of attention to. In the next step, search engine algorithms analyze the pages and content on the site, taking into account hundreds of ranking factors. Then they determine which pages have the most similarity and quality according to the subject searched by the user.
SEO site rules in simple language
In this section, we state some of the basic and basic rules of SEO, and then we talk about other SEO principles.
- Content quality and value
- Unique content
- Creating unique visual content
- Appropriate and efficient site graphics and user environment
- Use meta descriptions
- Having internal and external links
- Use keywords in the text as appropriate
- Use appropriate and targeted keywords
- Site security and speed
- Using tags for internal SEO
- Use precise categories and subcategories
- Correct use of sub-tab
Steps to optimize the site for search engines
Keyword density
Search engine optimization is actually helping search engines understand and present content. Note that content production based on SEO rules should not be annoying to the user while reading. It is true that on average, the use of keywords and their synonyms is 1-3% of the text, but if this number makes your content unreadable and annoying, it is not acceptable in any way. First of all, the quality of the content should be suitable and practical for the user.
Technical and content SEO
Optimization begins with technical SEO and content SEO. Based on the predetermined analysis and strategy, start SEO content. Sorting the tabs and sub-tabs, products and its categories, observing UI tips and responsive sites are the first steps. Also, compliance with security and speed points are also very important in addition to the mentioned items.
Then arrange the URL and meta tags and start the SEO process based on the target keywords. The determining factors in identifying keywords will also be based on your goal of SEO, the behavior of contacts and competitors. The amount of content publication can be changed according to the amount of content and select certain hours for content publication. Use SEO tools to improve keyword selection and try to include your brand name and type of business in the keywords.
Content optimization in SEO performance
Search ranking factors can be considered proxies for aspects of user experience. There are several main factors for this, each of which is very important. For example, the quality of the content and the appropriate selection of keywords related to the topic, the non-repetition of keywords and topic titles in the majority of site content, and compatibility with mobile phones and other devices are primary and important factors in optimizing content and sites.
Google algorithms
Google inspects the quality of websites and its contents with the help of its algorithms and robots. One of the most famous Google algorithms is Google Animals. Google uses hummingbird, pigeon, panda, and penguin algorithms/robots, each of which has a specific role and task, to validate and measure sites. Finally, all optimizations are aimed at improving the quality of the site and attracting more audiences. On the other hand, the credibility of search engines is based on the quality and accuracy of the websites they show in the search results.
The role of site speed in seo
Search algorithms are designed to display valid and relevant pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in search results. The proper speed will help to attract and maintain the audience on the website and will prevent them from leaving your site. Audiences are not interested in putting up with slow sites.
In any case, you are on the first line of search results or other pages, you are competing with other competitors. There are 2 types of competitors in the world of marketing and especially digital marketing:
- potential (latent) competitors
- actual (obvious) competitors
Your obvious competitors are the ones at the top of the results. You can provide more accurate and quality content by analyzing them and the audience. Latent or hidden competitors are also those who are trying to get your place. Therefore, when creating content and SEO, you are facing two series of competitors.
Site security in search engine optimization
The security of SEO and websites is to maintain the privacy laws of the contacts and prevent the theft of their information. For this reason, it is important to use valid SSLs. On the other hand, using Google recaptchas (the famous I am not a robot!) also prevents the theft of website information by hackers or other people.
The importance of content production in SEO
Unlike paid search advertising, you cannot pay search engines to get organic search rankings. Therefore, all that matters is the quality of content creation, the website, and the level of expertise you have in your business. As an expert in your profession and business, you have enough study and information on that subject and you can produce relevant and exclusive content.
By writing articles related to your type of business and brand, you can demonstrate your expertise. Having expertise in your type of business and proving it to the customer and audience is the first step to attracting trust and starting the sales process. Texts, images and other contents in pages and writings also need SEO and are important. The most important success factor in digital marketing is content that is done with the previous strategy and is always being analyzed.
Production and publication of content has 4 important steps:
- analysis
- Developing a strategy
- Production and publication of content related to the brand, customer and its publishing environment
- Repeat these steps after publishing
Unique content and compliance with copyright laws
The most important point of the site’s content is to comply with copyright laws and the quality of the content. Search engines can detect duplicate content based on the use of bots/algorithms and the date the content was published, among other things. Of course, search engines cannot remove websites or content without federal court orders including (sexual violence, child abuse, false content that affects people’s lives, copyright of movies and music, and a list of other cases). Only using low scores and negative scores and errors will take the desired website to the last pages of search results. Product photos will not have copyright problems if they are without a background or with a special arrangement.
The importance of visual content in SEO
Content production is not only limited to text and writing, and visual and graphic content is also very important. The graphic design of images and videos related to the subject makes you different from others and Google robots recognize this distinction well. Having infographics helps a lot to understand concepts more easily. In a way, it will also make your articles more interesting and eye-rolling.
The photos between the articles also relieve the fatigue of the readers and the audience and make it possible to bear the reading of longer articles. Visual content of products such as photos and product galleries or product videos are very important for SEO. Writing appropriate alternative text (alt tag), complying with copyright laws and personalizing product images are very important points in SEO and content quality.
SEO strategy
To formulate and implement SEO strategy, we first need to analyze competitors and audiences. Use the behavior of the audience and their type of search in related matters using free tools such as Google Analytics to obtain information on the most searches in related matters (choosing the best keyword). See which search terms have how many results. Develop your content production schedule based on a specific day and time.
Then start producing content or writing your products and after a certain period of time, measure the quality of the content and strategy by using the inputs of your website (if possible, use Google Search Console). Always have a backup plan for your strategies.
SEO strategies can be divided into two primary stages:
- Competing based on words that have less results and easy competition.
- Competing based on words that have many results and thus have tougher competition.
In the first strategy model, the content (article/product/sheet) will rise faster on the first pages of the search results and cause your website to be seen. In the second model, the competition is longer and tougher. It needs more time and competitive and longer content, and more accurate SEO is required in all content and technical aspects.
Note that you should never change a specific content that you have reached with a low-competition keyword on the first pages with a high-competition keyword! You will lose your article points and your competition will naturally start from scratch. Sometimes you are also placed in the position of black hat SEO.
After gaining rank and status, you can have a third strategy. Using both of the aforementioned content models and focusing on the second model. Prioritize keywords with high competition and generate less competitive keywords that are related to your type of business.
Why is SEO important for marketing?
SEO is an important part of digital marketing; Because people do a huge amount of searches on Google every year to find products, services and questions (needs). Being more visible and ranking higher in search results than competitors can have a significant impact on sales. With more visibility of the brand and products (goods/services) of the business, the possibility of selling or attracting customers is growing strongly. Sometimes this sale and attraction is indirect and sometimes direct.
For example, jewelry selling sites generally do not experience direct sales from their website or other social networks due to the price volume and the need to see the jewelry in person. But SEO marketing and social networks will cause the growth of customers indirectly.
With the wrong marketing, you have simply wasted your money and time, and it will be very difficult to get back. Google does not look at new sites with negative scores. But if you have problems due to SEO or especially copyright reasons, it will be very difficult to change Google’s view of the domain. offer Gelavizh For websites that have been facing SEO problems for years; Domain change. which is much faster and more accurate, and there will be no bad history with Google.
The most important feature of SEO and search engines is a marketing miracle; Needs and needs are met personally and 24 hours a day! In marketing science, there is an important element called “need” and practically the whole world of marketing is limited to this word. People are looking for solutions to their “needs”. This need can be related to a product or an application.
Marketing science defines it as follows: people seek to buy in order to satisfy their needs. The better and more precisely and cheaper you can meet their needs, the better marketer you are and ultimately the more profitable seller you are. In line with obvious needs, sometimes there are hidden needs as well. These hidden needs are generally known as startups.
SEO marketing
SEO and website marketing are no exception to this marketing principle. But with a big difference; Customers search for your product (service/goods). They will find you in the search results, compare with competitors and make the best choice in their opinion. This is exactly the miracle! Non-stop, in the pocket (cell phone) of each person, at any time they need, they can learn about your brand and business or buy.
The opposite of traditional advertising is digital marketing. In traditional advertising, you shoot in the dark and try to attract your customers with attractive banners. It is a choice between traditional marketing and modern marketing by presenting your brand and products, trying to gain potential customers or attract them, based on the direct needs of customers.
What are SEO tools?
General SEO tools are published by Google. Some of them are free and others can be used by paying certain fees. These tools are a way to find the best keywords, find site errors, analyze click and visit rates and other important things to formulate and implement SEO and search engine marketing strategies. You can see some of the most popular of these tools in the image below.
SEO key terms
SERP or search results pages
When the user searches for a term in Google, a page opens in front of him in which 10 search results or sites are introduced. At the bottom of the page, other pages can be seen again, and the user can go to the next pages and view the results from 11 to 20 and so on. These pages are called Google result pages or SERP (Search Engine Result Page).
Ranking
Based on a series of criteria that Google has specified in its algorithm/bots, Google ranks web pages in order for each keyword from the most relevant and best page (based on SEO principles) to the worst and displays them on the SERP results page. This process is called ranking.
Website traffic
The number of users entering the site is called website traffic.
Organic search
When a user finds your site through a Google search (not through an ad or banner you have placed on other sites), it means that they have found you completely naturally and through natural search. This practice relies on the SEO process.
Organic Traffic
Traffic that enters your site through natural search is called natural traffic.
Organic Results
Natural search results are the list that appears on the search engine results page after searching for a term. For example, in Google, some results appear with an ad symbol. These results are not natural and are ads that have been paid to appear in the index. But other results appear natural and have been placed in their place as a result of site optimization.
Paid Results
Another part of SERP page results that are not displayed naturally, but paid for and displayed as an advertisement at the top, sidebar or bottom of the results page, are called paid results. It is one of the most common SEO methods that we have mentioned in full in the search engine marketing article.
Featured Snippet Google’s special offer
Snippets are short selections of text that appear at the top of Google search results and are designed to answer a searcher’s question. Content that appears in a box is automatically removed from web pages in Google’s index. Common types of snippets include definitions, tables, steps, and lists. This feature is not yet activated for Farsi language.
Redirect
Redirect means transferring the content of one website page to another page and announcing this to Google. You can redirect to external sites. This trick can be used to solve the problem of duplicate content.
Redirect 301
A 301 redirect is a permanent redirect from one URL to another. 301 redirects send site visitors and search engines to a different URL than the one they originally typed into their browser or selected from a search engine results page.
anchor text
You must have seen that when we link a phrase, that part turns blue (or other colors) and if we place the mouse pointer on it, the shape of a hand appears. The linked phrase, which is usually seen in blue, is called anchor text.
Follow & NoFollow links
Every link that is created will be checked by the bot/algorithms of Google and other search engines. The person creating the link (SEO) can instruct the robots to follow that link or ignore the link and pass through it by placing a piece of code.
On Page SEO
Any trick that improves the visit of the internal pages of the site is called on-page SEO. These tricks usually include optimizing URLs, paragraphing and correct SEO writing, technical optimization and link building, meta tags, using images, and even optimizing technical and other related items.
Off Page SEO
The methods of getting links naturally and unnaturally (manually/purchasing) by other websites to get input for the website are called off page SEO. The links that other websites give to your website without charging a fee are called natural links and other methods that involve payment are called unnatural links (manual/purchasable).
link building
The meaning of link building is to refer an article or a page to another article or page of the site. Now, if there is a link from another site to your site or vice versa, external linking has been done, which is called backlink movement. This means that other sites will link their article, product or a page of their site to your website due to their trust in you and the content on your site pages. In internal linking, you link one article to another on your site. It is better to have at least 3 to 5 links on each page.
The role of users in site SEO
Now that we have learned some information about SEO, we should know that SEO is a set of rules and dos and don’ts that, if you follow them, search engines will choose you and according to the quality of the content and the mentioned items, they will place your website in different pages of search results.
Finally, it is true that this will help you to be seen by search engines, but we suggest that you design and optimize your site for users. If your site has useful and quality content, many users will be attracted to it, and you will have the best advertisements that are advertised by audiences and customers.
If users feel confident that your website and brand are reliable and that you will be able to meet their needs, the sales process will begin. Create a triangle of trust and pay attention to the functionality of your website. The level of attention and interaction of users with the website has a significant impact on Google scores. The amount of impressions (interaction) and the click rate of the website can be seen by registering in Google Search Console. Try to make the audience comfortable with the website and user environment and have easy access to all parts of the site. This does not only mean using the website menu in all its parts, such as the footer and other items, and it includes many items.
SEO income and price
Digital marketing is expanding day by day. content; The most important tools of digital marketing and SEO; It is a detailed process in content optimization. The income from SEO depends entirely on the level of knowledge, experience and resume of each person. An SEO resume is an obvious thing and only by simple search of keywords of specific brands, you can find out the quality of knowledge and experience of each person.
The income from SEO varies in the form of content optimization or other parts, and the amount of content, keyword competition, and website volume are the most important factors in determining the price in SEO. The correct implementation of SEO requires up-to-date knowledge and experience. The rules of the search engines are changing periodically and the up-to-date information will play an important role in the success of the time and therefore the cost.
Another factor that determines the price and income from SEO is content production or non-production. Many SEO professionals have the ability to produce a variety of visual content or articles. A competitive point for other SEO workers and an easier choice by the employer is one of the important points in increasing the level of knowledge.
The ability to speak and write, by itself, will not lead to writing quality SEO content. SEO knowledge and density of keywords according to the strategy, compliance with the amount of images and text, compliance with the number of words required to write an article, mega article or product, etc., is a certain amount to determine the quality of SEO content of websites.
SEO training and its best method
As we mentioned, SEO is a process that relies on practical knowledge and experience. To start SEO training, online training can be enough. After acquiring basic SEO information through free training websites (especially YouTube) and if you are interested in this lovely profession, start acquiring professional knowledge.
There are many schools and professors that you can choose according to the degree you need or the quality of education. Unfortunately, in Iran, there are only a handful of schools that have both internationally recognized degrees and the quality of up-to-date and useful education. Depending on your needs, get information at the desired stage and try to enter the SEO world in a practical way.
You can buy a cheap or free domain and hosting and use the WordPress content management system and valid SEO plugins (such as Aast) start as a test. View the acquired information in the practical and real world and find your problems.
The preference of some businesses is to train their employees in SEO matters. With the difference that they can reduce running costs in the long term and at the same time have a full-time SEO force. According to the conditions and needs of each business, this method has its own advantages and disadvantages. But the important thing is to rely on experienced SEO professionals to develop a strategy or support and questions and answers of the SEO group.
Gelavizh SEO team
In Gelavizh, from the beginning of website design, business idea consulting Digital marketing services We provide support after website design, SEO, content production and marketing, advertising and everything you want from the digital world. It is your right to use our free consultation and have the necessary information and knowledge for your services before receiving any service.
Frequently asked questions
1. What is SEO and why is it important for businesses?
SEO or search engine optimization is a set of methods to improve a website’s ranking in Google results. The higher the position of the site, the more visits and customer attraction. SEO increases brand visibility and sales growth online.
2. How does the Google search engine work?
Google crawls, indexes and ranks web pages with its bots and algorithms. These robots analyze the quality of content, speed, security, links and user experience and based on that, determine the position of the pages in the results.
3. What is the difference between technical SEO and content SEO?
Technical SEO is related to site structure optimization, speed, security and coding.
Content SEO focuses on generating and optimizing text, images, titles, and keywords. Both are complementary and must be done at the same time to reach the top ranks.
4. Why is content quality important in SEO?
Search engines prioritize useful, accurate and unique content. Content quality means real response to user needs. An article or a product that has informational value increases the retention rate of the user and increases the site’s ranking.
5. What role do Google algorithms play in SEO?
Google algorithms such as Panda, Penguin and Hummingbird are responsible for measuring the quality of content, links and user behavior. They penalize sites with spam or duplicate content and give a higher score to reliable and user-friendly sites.
6. How to develop a successful SEO strategy?
SEO strategy starts with competitor analysis, choosing targeted keywords and continuous content creation. Then, with tools such as Google Analytics and Search Console, the results are analyzed and the ranking improvement process is evaluated. Continuity in content production is the key to success.
7. Why does site speed and security affect SEO?
Google considers user experience very important. Sites that load faster and use SSL are more attractive to both users and Google’s algorithms. Low speed or lack of security certificate reduces the SEO score of the site.
