What exactly is SEO?

By Kanyi Kiuru, September 20, 2020


Digital marketing is a piece of cake if you learn what it’s all about. The world has gone digital, so don’t be left behind. In this article, a form of digital marketing, i.e., SEO, will be discussed.


Let’s start with the basics. SEO stands for Search Engine Optimization and is a relatively free form of digital marketing or advertising.

Just from its name, we can derive its definition. SEO refers to the process of optimizing your website to increase organic traffic. In other words, it is the process of improving the quantity and quality of traffic to your site without having to pay. SEO influences organic search results. i.e., obtaining high ranking, which is not paid for.

Quantity traffic refers to when your website is visible to a large number of users.

Quality traffic means the right audience is interested in seeing your webpage.

Organic traffic is free traffic. All you need to do is to publish high-quality and relevant content.


How Search Engine Optimization works

SEO is made possible through the help of search engines. They mainly assist your website to gain visibility with your audience. Search engines have evolved into answer engines. Examples of top search engines include Google, Yahoo and Bing.

The main task of search engines is to find, interpret, and organize content on the internet to present relevant information to the user.

But, the main question is, how does search engine optimization work?

  1  Crawling

  2  Indexing

  3  Ranking

1  Crawling

We all know that there are hundreds of millions of web pages that exist, to find information, a search engine employs specialized software robots, called spiders. They help in collecting information about a website and the links related to them, and also help in validating the HTML code and hyperlinks. This process is called crawling.


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2  Indexing

From the content found during the crawling process, search engines organize and store this information to facilitate fast and accurate information retrieval on the search engine result pages

3  Ranking

From the indexed results, the search engines rank the information; thus, it appears on the result pages from the most relevant content to the least.

What do we learn from this?

If the search engine does not index your website, it cannot show it among its results. Also, your website being ranked among the top sites is vital to gaining organic traffic.

Search engine optimization is not that hard to keep up with; all you need to do is to:

1      Come up with high-quality content that answers the searcher’s query.

2      Do keywords research and optimize to attract users and search engines.

 Remember, when you have good SEO, you can attract more traffic to your website and get more opportunities to convert potential customers.

Kanyi Kiuru 32px

Kanyi Kiuru

Tevin Karani is a motivated young digital marketing professional, with a bachelor's degree in international business administration centered around marketing.

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