What is SEO
Search engine optimization (SEO) is a marketing strategy that focused on growing visibility in organic (non-paid) search engine results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.
SEO contains both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web.
Why website needs SEO
Most of the web traffic is driven by the major commercial search engines, namely Google, Bing, Baidu, and Yahoo!. Search engines are the primary method of navigation for most internet users.
Search engines are unique in that they provide targeted traffic—people looking for what you offer. Search engines are the roadways that make this happen. If search engines cannot find your site, or add your content to their databases, you miss out on incredible opportunities to drive traffic to your site.
Search queries—the words that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can enhance an organization's success. Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have tremendous rate of return compared to other types of marketing and promotion.
Why can't the search engines figure out my site without SEO
Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.
In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.
How do search engines determine relevance and popularity
To a search engine, relevance means more than finding a page with the right words. In the early days of the web, search engines didn’t go much further than this simplistic step, and search results were of limited value. Over the years, smart engineers have devised better ways to match results to searchers’ queries. Today, hundreds of factors influence relevance.
Popularity and relevance aren’t determined manually. Instead, the engines employ mathematical equations (algorithms) to sort the wheat from the chaff (relevance), and then to rank the wheat in order of quality (popularity).
These algorithms often comprise hundreds of variables. In the search marketing field, we refer to them as “ranking factors.”