What Is Search Engine Optimization

SEO Company in Ottawa

When you hear the word SEO, you might be asking yourself what is it and how would it help your business get ahead of it’s competitors?

SEO, which stands for Search Engine Optimization, is the process of optimizing your website to get organic and free traffic from online search engine results pages. To understand the true meaning of SEO, we have broken down that definition down into three parts:

  1. Why is SEO Important
  2. Biggest Obstacle of SEO
  3. Types of SEO

Why Is SEO Important

There are many reasons why SEO is important for your business.  In short, SEO is significant because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers.

We have summarized in three points why we believe SEO is important:

  • SEO is important because your customers rely on it to find business solutions and answers to their questions
  • Traffic from SEO is more likely to covert
  • SEO can dramatically lower your customer acquisition costs over time

The Biggest Obstacle Of SEO

The main reason why some choose not to invest into SEO is because SEO takes at least 6-12 months to be effective. The reason for this delay is that it takes time to setup your website correctly for SEO and for Google to start identify your website as useful to their search engine.  To succeed at SEO, you will need to adapt the right strategy, have discipline, and have patience. Over time, you can enjoy the compound effects of SEO traffic.

Types Of SEO

Type 1: Pay Per Click

Paid Advertised

Companies pay Google directly to provide an immediate exposure to their business. These are companies paying for every click they get to their website and are ranked on the first page of Google by using Google AdWords. Leveraging Google AdWords is immediate exposure and can be effective.

Type 2: Organic Search Engine Optimization

Organic search engine optimization is a process of optimizing your website in order to help your website rank higher on search engines like Google and Bing. By doing so, potential customers can find you quickly and easily. You might be asking yourself well this all sounds good but how does organic SEO work? Below are three steps to help you understand how the process works. This process is a similar process that our team of SEO experts at ITsPaul performs when we are hired to run an SEO campaign.

  1. Determine the keywords you want to rank for on Google. You should choose your keywords based on what is Relevant to your business, Volume, and its Competitiveness.
    • Relevant Words are simply words that are related to your products or services. If you are ranking for words that drive traffic to your website but does not motivate people to purchase your product or services you end up with a bunch of traffic and no results, so choose your keywords carefully based off of buyers intent. You also want to make sure that the words you wish to rank for are actually being searched for on google, for this you can use a tool search such as Google Keyword Planner to look at the search volume and the competitiveness.
  1. Help Google understand your website which this process is called On-page SEO. In short you need to tell Google that you have the answers that the keywords that people are searching for. This gets done by adding keywords to your website title, description, content, image tags and Google tags but also not limited to sitemap and ensuring your website is HTTPS and site speed.
  1. Help Google trust your website. Just because Google understands your website does not mean they trust you. To push your website up the search engine you need to demonstrate that your website is trust worthy.
    • In the SEO industry we measure this trust form with a metric called Domain Authority and the higher the Authority of your website the more likely you are going to rank once Google indexes your website. To improve your Domain Authority, you need to produce signals that shows your website is useful to users and the simplest way to do this is to provide a great user experience by making sure your website is easy to navigate, loads quickly and most importantly it’s valuable to the user.
    • Google looks at website metrics like, click through rate, time on site and bounce rate to determine if your website is useful to the user. Another major way to improve your Domain Authority is through off-page SEO such as BackLinks, which are links from an external website that points to your domain. The more backlinks you receive from credible websites that Google trust the more Google will trust your website. Think of backlinks as a letter of recommendation from that website to Google. Google picks up on these signals to rank websites and their search results and ultimately once Google understands and trusts your website it’s when you will start to move up the search engine.

To accomplish SEO and get on top you need to understand the SEO algorithm inside and out and this is where we at ITsPaul can help you with both on-page and off-page SEO. Contact us today so we can start your SEO campaign.

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