What is SEO

What is SEO? There are many opinions and at times the subject of Search Engine Optimisation, as well as what is SEO in a more general context, can seem incredibly complex. Well, SEO is indeed complex, but if approached systematically can also be a very rewarding experience.

The answer to what is SEO includes general elements such as definitions and basics, as well as more in-depth, specific parts. Generally, what is SEO can be defined as the process of getting traffic from ‘free’ or ‘organic sources, namely listings on search engines. All search engines have results which are listed in the order of importance, according the search engines’ algorithms. That’s why what is SEO is important to site owners and optimisers, because the position in search engines determines the number of visitors, and implicitly revenue as a result of the exposure to potential and actual customers.

With the general definition of what is SEO explained, the next step is to specify what kind of SEO we are talking about – off site or on site? The two are closely interrelated, but onsite optimisation is different in nature from offsite work such as link building or social media elements. In the order of priorities, onsite has to come first because a well optimised site will be at the centre of any further optimisation work. In the light of the above, what is SEO can be represented as a coin with two sides. The two sides are part of the same whole, but need to be looked at separately in order to get the most of any optimisation work.

Onsite, from content to landing pages, it is crucial to get the structure right, because offsite SEO works best when the onsite part is structured and works from the very beginning. Through keyword mapping to the right pages and content, offsite optimisation then can be carried out with maximum effect. Therefore, what is SEO needs to include answers about onsite optimisation as well as offsite work. Without a well optimised site, link building will turn into an expensive and messy experiment. Furthermore, it might take considerable effort to untangle any untidy SEO work when trying to rectify mistakes.

And last, but not least, when trying to answer what is SEO, we shouldn’t forget that the internet is populated by humans online, and like any other society, the virtual society of the internet has rules, taboos and patterns of interaction. To do well in any society, one must take all its complexities into consideration, and to answer what is SEO and do well in the field of optimisation, any SEO professional and indeed anyone who has to deal with SEO-related issues should study the linkscape of the internet well before taking any action.

It’s also worth mentioning that the world of SEO is a continuously changing one, so learning and sharing experience is a big part of the picture. There is no one single answer to what is SEO, but being something in between art and science, SEO is complex and beautiful at the same time.