What is search engine optimization (SEO)

What is search engine optimization (SEO)

Search engine optimization (SEO) is the process of maximizing the number of visitors to a website by ensuring that the site appears high on the list of results returned by a search engine. SEO refers to the improvement of unpaid results and it excludes direct traffic or visitors and the purchase of paid placements. Search engine optimization services are used to grow your organic presence. When you optimize for specific types of consumer behavior, your business becomes easy to find online.

What you need to know

Your content needs to be visible to search engines to show up in search results. If your site cannot be found, then it will never show up on search engine results pages. To effectively optimize your webpage, you first need to understand how a search engine works.

Search engines have three primary functions: crawl, index and rank. It crawls the Internet for content. It looks over code and content for each URL it finds. During the indexing process, the search engine stores and organizes the content that crawling discovered. Once a page is in the index, it can be displayed as a possible result in relevant queries. Ranking is the process by which results are ordered to best answer the searcher’s query.

Google is by far the largest search engine with over 88 percent of the market. You can check your indexed pages on Google by typing “site:yourdomain.com” into the search bar. If you are not pleased with your results, get search engine optimization services and try these tactics to improve your search results.

  1. Publish relevant content

Quality content is the number one driver of search engine rankings. We all know that content is king, and nothing replaces good writing. That’s why you should brush up on your web writing skills. Think like your client and determine what words or phrases they might search for to get to your specific page. Identify and target one keyword phrase for each page on your website.

Determine where you can use your keyword phrase. The URL, page title and headings are a great start. Just remember to be natural because readability is still the most important factor. You’ll want to repeat your keyword phrase several times throughout the page and you can call attention to them by making their font bold or using other emphasis tags. It is important to remember that you’re writing for the user, not the search engine.

  1. Update your content regularly

Regularly updated content is considered one of the best indicators of a site’s relevancy. Keep content fresh and make updates as needed. It is good to review your content on a set schedule. If you’re an email marketing firm, consider updating your email marketing tips to reflect changes in the industry.

  1. Implement voice search tactics

Many of us use Siri, Alexa, Google Assistant or Cortana on a daily basis. They are great resources for answering short, informational questions. Because so many of us are using this technology, businesses need to respond and change the way they frame information. Optimize content by framing it around a question. This will empower users to get the answers they want and need and allow voice assistants to recognize your content as a solution.

  1. Provide a great user experience

This includes a fast load speed, easy to use and optimization for any type of device. This leads to share-worthy content. Once people want to share your content, then other sites will link to your content and expand your reach. Always use descriptive links instead of something like “click here.”


Your webpage is the door to your business. If you would like help optimizing your website, Outlook Business Solutions can help with our search engine optimization services. Contact us  to learn more about website development and optimization.