What is SEO
Simply put, search engine optimization or SEO is the process of optimizing your website for better rankings on search engine results pages. This optimization allows search engines to show your web pages higher on search results. Search engine algorithms ensure that people receive the most relevant information from the most reliable sources.

This article will show you what SEO is, and how it benefits to businesses.
Please note that SEO is not a one-time thing. SEO is a continuous process with no end. This means that you should constantly optimize and add relevant content to your site.

Benefits of SEO

There is nothing more important than attracting visitors to your website. A good website with zero visitors is worth nothing. Luckily, there's something you can do to manage your traffic.

Let's examine traffic in three different ways to find out what SEO is:

Quality traffic: The more traffic your visitors turn into buyers, the better your traffic quality. You can use the conversion rate to determine the quality of the website traffic.

Although this depends on your business type and goals, a 5% conversion rate is good for most of the businesses.

Good traffic is also when your website visitors search for the products you offer. If you sell Blackberry smartphones you should not come from traffic from those who want to buy fruit.

Traffic amount: It is true that traffic quality is important. However, the amount of traffic is just as important.

You can measure your traffic from the number of visitors. But there's more to watch: visitors, page views, bounce rates and visit duration. You don’t need to calculate these elements manually of course. Tools are available to help you increase website traffic, such as Google Analytics.

Organic traffic: Organic traffic is the favorite of website owners. It is both free and can bring more visitors and conversions. Although it sounds simple, the competition for organic traffic is high. So, you need to do good SEO to get the results you want.

For detailed information about benefits of SEO: https://www.yeapdigital.co.uk/blog/seo/

SEO has two main categories: On-site SEO and Off-site SEO. Let’s check them!

On-Site SEO

As you can understand from the name, on-site SEO is a way to optimize your site from the inside.

The main purpose of on-site SEO is to observe and improve the components that are inside of a site. The process should start with a technical review of the website. Performance and technical aspects of the website are improved so that Google bots can accurately analyze the website and provide users with the most accurately indexed pages. In order to do this, tools that simulate Google bots are used

The output of these tools determines how Google and other search engines see your web pages. And what kinds of errors are there to be solved. In order to solve these errors, SEO consultants conduct their research and then share their work with clients. With good SEO practices, websites can be easily crawlable and indexable for search engines.

Then, you should select the right keywords to get a good amount of organic traffic from any content you post. Keyword research is very important. This will help you understand which keywords people use to find you. Make sure that the headings, the headings within the text, and the body text contain the keywords you're targeting.

Some factors affecting on-site SEO are:

  • SEO friendly URLs
  • Good website structure
  • Proper use of keywords
  • Alt texts for your images
  • Use headers (H1, H2, etc.)
  • Get a sitemap
  • Robot.txt files
  • Never leave broken links on your website
  • Fix errors on pages
  • Easy navigation
  • Mobile-friendliness
  • Website speed
  • Relevant content
These are very important. A good structure informs search engines which pages of your website are important. Easy navigation will keep visitors on your site longer.

Relevant content will also bring quality traffic. Once visitors come to your website you should serve them well. If people come to your site for your products, offer them the best user experience.

You can use categories to allow them to easily find what you are looking for. In addition, you must include detailed information on all products, including relevant images.

If you have a blog on your website, content categories will make your visitors easier to navigate your site.

Also, pay attention to your page layout. Visually appealing websites can attract new visitors and make them stay longer on your site.

In addition, your website should be fast. Regardless of your content, users should not have any difficulty to navigate through your site. So, you need to have a fast and mobile-friendly (or responsive) website.

Off-site SEO

PageRank, Google's algorithm, used to the score that represented the values of web pages. However, Google stopped updating and sharing this data because it was open to manipulation. Although Google has stopped updating this value, the basic logic has been grasped by many webmasters, so it remains to be seen as important.

To put it briefly, just as in our social life, being recommended by the quality and reliable sources creates the image that the proposed person or object is quality and reliable. Google also thinks, if a website receives links from reliable and quality sources (recommended and referenced), that website is also qualified and should be shown to users more.

Content marketing can be a basis for off-site SEO. By providing visitors with high-quality, interesting and shareable content, it can be possible to get backlinks from other websites.