We search for results on search engines all of the time, and when we do, results show up the first page, but only a few people understand why and how those results made it to the first page in the first place. That is a product of Search Engine Optimization.

What is SEO? Search Engine Optimization or SEO is a method of generating a high amount of quality organic traffic to your website through search engines. Let's break it down a little bit. SEO is not the same as advertising in the sense that it is not paid for –unlike adverts; instead, it is a measure which website owners take to bring their websites to the first page of results suggested by search engines like Google and Bing whenever some specific keywords are inputted in the search box.

How Does SEO Work? Search engines like Google, Bing, Ask, Yahoo! and many others have web crawlers that are sent to gather information from the internet regarding a particular subject matter. These crawlers go out, scan through as much of the website as they can find on the internet taking into account not only the words and the quality of each webpage and then convert them into labeled data with relevancy based on originality (Yes, the content is compared to already stored content), back links, links to other relevant articles and sites which is reported to the search engines to build up or enhance the machine learning algorithms in use for data ranking.

This is in reference to a great book by Michael Stattelman
Get your copy of Meta Leadership!

The search engine algorithm then organizes the data collected and arranges all of in collectively as well as in its parts in order of relevance to the query sorted and presents the results with the best page ranking at the top first page as organic search results. The ranking of the pages is based on a few criteria which can be gathered as the ETA: the Expertise of the content on the webpage, the Trust for the webpage content which is rated based on the number of visitors; and the Authority of the webpage on the subject of the query. Amongst all these, the website owners have to play a crucial role in making sure that their websites and the content within each page of the site is well structured and ‘crawlable' to enable the search engine crawlers to gather enough information for the algorithm. Once the website and the content therein meets a certain level of "crawlability" and the meets the search engines ranking criteria (PageRank in the case of Google), then the chances of the website making the first page of search results are very high.

How to Optimize for Search Engines? Search engine optimization for a website is a collection of technical and creative activities that are carried out onsite or offsite. On-site Optimization: This is also known as on-page SEO where the content and structure of a website are enhanced with aims of generating more relevant organic traffic through search engine results. Well, this doesn't seem so hard, until you actually try to get that 1st page listing. It is a mountain that if you can climb it, you can be well paid for the knowledge gain for use by others. On-site SEO includes the creative construction of website contents using important keywords and optimizing the HTML source code of the website. There are quite a lot to be learned about on-site SEO, and this article isn't aimed at that, but you can get to know more on the subject here.

Off-site Optimization: This is also referred to as off-page SEO, is a collection of activities that are done outside the website with the sole purpose of improving the websites ranking for search engines. What does this mean for a website? It infers that before search engines can recognize the relevance of your website to queries from search engine users, it must have generated a reasonable amount of traffic on its own without the search engines. How can a website earn organic traffics without the search engines? This is what the off-site SEO is focused on, and experts do this through content marketing on other sites and creating backlinks that will direct audiences to the website. By doing this, the ranking of the website is enhanced, and it stands a chance of being optimized for search engines maximally. Learn more on off-site SEO.

Posted In:
S.E.O. Management


  1. Itachi Uchiha
    MARCH 3, 2019

    Yet again Molly Nijmeijer, another great read. Thank you so much for these articles.

  2. William Downs
    MARCH 4, 2019

    Molly Nijmeijer, Where do you find this type of information because the bredth or your interests along the lines of startegy is expansive.

    • Kakashi Hatake
      MARCH 5, 2019

      Agree WIlliam, not only broad but deep enough to provide relevent sontent on the subject.

      • William Downs
        MARCH 5, 2019

        Thank you Kakashi!

  3. Shikamaru Nara
    MARCH 7, 2019

    I always am looking for strategy concepts to expand beyond what I learned in school at H.E.C. in Paris, and this site is a great way to gather those types of concepts. Way to go Molly Nijmeijer