What is search engine optimization?
Search engine optimization (SEO) is the practice of optimizing a website or web page so that it shows up higher in search results on a given keyword, phrase, or topic. Search engines provide most users with an easy way to find information online by ranking websites and displaying them according to relevancy for each query. SEO includes activities such as creating unique content for your site; writing compelling meta descriptions & titles about your pages; using keywords throughout your text; ensuring you’re visible in organic search results via Google Webmaster Tools and Bing Webmaster Tools.
What are the 3 pillars of search engine optimization?
The three pillars of search engine optimization are on-page, off-page and technical SEO. On page refers to the content you put up on your website that is relevant for a user’s query with keywords in them. Off page means anything outside of your website like social media posts or blog comments that can help improve rankings by getting more links from other websites pointing at it, called backlinks. Backlinks refer to when one link points towards another webpage which gets indexed into Google’s indexing system because they believe there might be something valuable inside the linked webpage (e.g., an article about SEO). Inversely, the higher a linking website’s authority is, the more valuable and authoritative its link will be. This makes it possible for websites to have their value determined by google through backlinks from high-authority sites.
Technical SEO deals with the technical aspects of a website, like how it’s structured. A website can have great content but if search engines (Important: bots not humans) don’t understand it they’ll negatively impact its rankings in their index.