What is SEO? Why do you need it?

08/11/2021 12:00 AM by Admin in Seo tips

When you start creating a website or Marketing Online, you must have heard the term SEO and many peoples even recommend that you do SEO for your website to increase competitiveness and increase conversion rates. So what exactly is SEO? And how can you achieve success in SEO?

When you follow this article, I am sure that many of you already know what SEO is in Marketing Online or what SEO is to do. However, I will still present the overview of SEO, the benefits of SEO for you to understand it completely.

What is SEO?

SEO (Search Engine Optimization) is the process of increasing website traffic and quality. In addition, it increases the visibility of a website or webpage for users on data search engines such as Google, Bing, Yahoo, etc. SEO is related to improving free search results (search "organic"), excluding direct traffic and display advertising purchases. In addition, SEO algorithms are applied for many different types of searches, including image, video, academic content, news, and industry search engine results.

Two main purposes of SEO

  • SEO helps you understand what users are searching for online so you can create high-quality content that meets their intent. 
  • SEO helps you create a website that search engines can find, index, and understand its content. Also, following good SEO practices is a great way to increase the quality of a website by making it user-friendly, faster, and easier to navigate.

The important jobs of SEO

  • Identify what users are searching for about your products and services
  • Create content that meets user intent (creating trust and satisfaction)
  • Provide relevant signals to search engine crawlers and algorithms through various SEO techniques.

SEO methods include: 

  • On-site optimization (On-page SEO, Content, Technical, UX, Internal Links, etc.)
  • Off-site optimization (off-page SEO, Backlink, Social Signals, Guest Post, etc.)

Search engines will choose the most suitable website to serve users on the Internet for a specific keyword they search for.

Why is SEO important in Marketing?

SEO is a fundamental part of digital marketing as people perform trillions of searches each year, most of them for commercial purposes, to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels.

Your website having greater visibility and ranking higher in search results than your competitors will have a big impact on your business results.

Search engines serve millions of users every day, looking for answers to their questions or finding solutions to their problems.

If you have a website/ blog or online store, SEO will help you get free targeted traffic from search engines.

A couple of reasons why SEO is so important:

  • The majority of search engine users (more than 70% - see chart below) are more likely to click on one of the top 5 suggestions in search engine results pages (SERPS).

  • SEO is not only of great significance in helping your website appear in the top positions in search engines, but doing good SEO will improve the user experience and usability of a website.
  • Users trust search engines, and a presence in the top positions increases your website's credibility.
  • SEO is great for widely promoting your website on social media platforms. For example, people who find your website by searching on Google or Bing are more likely to promote it on Facebook, Twitter, or other social media channels.

  • SEO can put you ahead of the competition. If two websites sell the same thing, the search engine optimized site is more likely to have more customers and more sales.

The Advantages of SEO

  • Cost savings compared to other search engine advertising methods (PPC - Pay Per Click)
  • SEO helps to attract a large number of target customers who have a direct interest in the company's business products and services. So SEO brings great revenue to your company.

Investing in SEO is a good strategy. If you can, you should optimize SEO for the website by yourself. If not, you should learn and use reputable SEO services to avoid wasting your time and money.

Four Core Elements of SEO

In the past, the implementation of SEO contained many technical elements. Until now, SEOs also needed to interact well with their communities. They need to improve their ability to write articles, find information to have more opportunities to improve their website rankings.
SEO includes a lot of different jobs, but here are the main pillars of the SEO process:

1/ Technical SEO:

How can your website be best crawled and indexed? That's the part of technical SEO. Technical SEO factors that are not optimized will make your efforts on Content, Onpage, Offpage, can be meaningless.

2/ Quality Content:

Content is one of the most important elements for SEO a website. The content of the website must be significant to the readers. Search engines were born to serve people searching for information on the Internet. Websites with rich, quality content and always up-to-date information will always be in the TOP position.

3/ On-Page SEO:

On-Page SEO is optimization on the site for both Search Engines and visitors.

Until now, this has become more and more important after Google rolled out a series of new updates, especially Google Panda and Google Humming Bird.

4/ Off-Page SEO:

Off-Page SEO is about building links from other websites pointing to your website. It includes all the links from other websites pointing to your site (called Backlinks), from Blogs, Social Networks, News, Guest posts, or comments from Forums, etc.

The SEO Process and Strategy

You need to plan SEO with the right strategy and process that has been recommended by top SEO experts. Below is 6 SEO process steps:

  1. Analyze website
  2. Keyword Research
  3. Onpage SEO optimization
  4. Create and optimize engaging content
  5. Offpage SEO optimization (link building, web promotion).
  6. Measure and improve your SEO strategy.

How does the Google Search Engine work?

No one knows 100% exactly how these algorithms work, but we do have a clue, at least from Google.

Here's what they said  Click Here

To provide users with the most accurate information that also meets their search intent (Intent & Usage), Search Engine algorithms must consider many factors. Includes: 

  • Search query terms
  • Pages Relevance, and usability (Usage), 
  • Expert knowledge of the sources. 
  • It's also important to mention the Searcher's Location and Context.

Salience applies to each element differently depending on the nature of your search.
For example, Content freshness is more important in answering searches on current news topics than dictionary definitions.

For Google, this is the search engine most of us use - at least for web searches. That's because it has the most reliable algorithm by far.

How to optimize your website for Google Search Engine?

Google uses more than 200 factors to rank websites. It is too much to start for beginners. So, we recommend that you should learn these key SEO factors first as below:

According to Moz, to get started, we can follow these seven steps for SEO success:

1. Crawl accessibility: engines can reach and index your content.

2. Compelling content: that answers the searcher's query.

3. Keyword optimized: to attract searchers & engines.

4. Great user experience: including a fast load speed, ease of use, and compelling UI on any device.

5. Share-worthy content: that earns links, citations, and amplification.

6. Title, URL & Description: to draw high CRT in the rankings.

7. Snippet/ Schema markup: to stand out in SERPs.

Now, I will show you more detail about several factors that affect search engine rankings and visibility.

1. Crawlability

Before Google can consider ranking your content, it first needs to know that the content exists.

Crawling starts with a list of web URLs from previous crawls and sitemaps given by website owners. When Google's crawlers visit these websites, they use links to find additional pages. The program prioritizes new sites, updates old sites, and dead links. To do this, they use a computer program called Spider.

Assume that your homepage has a backlink from a website already in the Google index. Next time they crawl that site, they'll follow that link to discover your site's homepage and possibly add it to their index. From there, they'll crawl the links on your homepage to find other pages on your site. That said, a few things can block Google's crawlers:

  • Poor internal linking: Google relies on internal links to crawl all the pages on your site. Pages without internal links will generally not be crawled.
  • Internal links using Nofollow: Internal links with the Nofollow tag will not be crawled by Google.
  • Pages using Noindex: You can exclude pages from Google's index by using the anti-indexing meta tag or the HTTP header. If other pages on your site only have internal links from pages that aren't indexed, likely, Google won't find them.
  • Robots.txt file: Robots.txt is a text file that tells Google where it can and cannot access your site. If pages are blocked here, it will not crawl them.

2. High-Quality Content

Google always wants to rank the pages containing the most high-quality, helpful, and trustworthy content.

To do this, they look at content-related signals such as Expertise, Authority, and Trustworthiness (called E-A-T)

Quality content is the foundation of a solid Content Marketing strategy. It is considered one of the most important factors to get your website ranked in the SERPs and attract your target audience.

But what does that term, Quality Content, really mean? How do search engines know you have good content? How do you determine if it's worth the visitor's time? 

 We will analyze the factors that create quality content together in another article.

3. Keyword Optimized

You need to create great content and find the right keywords to meet searcher intent (User Search Intent).

It's hard to overstate how important the concept of Search Intent is to SEO. I'm not exaggerating when I say that if you want to rank in 2021, understanding and creating content with search intent in mind is crucial.

Google aims to provide users with the most relevant results for their queries.

How do we know? For starters, Google's success with a business depends on them doing this successfully.

4. Mobile Friendly

63% of searches on Google come from mobile devices, and that number is growing every year. With that statistic in mind, it's perhaps no surprise that in 2016 Google announced a ranking boost for mobile-friendly sites in its mobile search results. Google also switched to mobile-first indexing in 2018, which means they now use the mobile version of your page for indexing and ranking. But here's an even more important statistic from Adobe: Nearly 8 out of 10 consumers will stop interacting with content that doesn't display well on their devices.

Use our Mobile-Friendly Test tool ► Click Here

5. Page Speed

Page speed is how fast your page loads. It's a ranking factor on desktop and mobile.

Why? Again, Google wants to please its users. If their users click on search results that take too long to load, it leads to dissatisfaction.

To test your site speed, use our Google Pagespeed Insights Checker tool ► Click Here

6. Backlinks

Google's ranking algorithm is based on what is known as Pagerank. In a word, this interprets backlinks as votes. In general, pages with more votes tend to rank higher.

How do we know? Ahrefs studied nearly a billion websites and found a clear correlation between referring domains (links from unique sites) and organic search traffic.

Read more about Backlinks in this article ► Click Here

7. Authority

Backlinks from high authority sites are better than links from low authority sites. Unfortunately, Google stopped calculating the public Pagerank score in 2016. That means it's impossible to test how authoritative a site is by Google. Of course, backlinks are not the only way to enhance the authority of a website.

URL ranking also considers internal links, meaning links from other pages on your site contribute to Page Authority.

If you want to increase the authority of a particular page and you are trying to build backlinks to that page. Consider adding some relevant internal links from other high authority pages.

Optimizing Basic SEO Factors

Google, Yahoo, or Bing are search engines. So, it builds standards to evaluate and rank websites. The more a website meets the standards of the search engines, the better it will be rated, the higher the chances of being in the TOP will be. Currently, there are some methods to optimize SEO for the website:

Title tags

Title tags are one of the most important parts of the website. According to SERP standards, the title tag is only allowed to have a maximum of 70 characters, and SEO experts advise it should be less than 54 characters. With search servers, Facebook, Twitter, etc. When you create a title longer than 70 characters, your title will automatically be truncated and added a "..."

The title tag belongs to the <head> section of the HTML standard and is displayed as follows:

<head><title>Example Title</title></head>


Meta Description Tags

The meta description is an HTML property that gives a short explanation of a web page. Google and other search engines frequently display the meta description in search results which can impact click-through rates.

<head>  <meta name="description" 
content="This is an example of a meta description. 
This will often show up in search results."></head>

Google declared in September 2009 that neither meta descriptions nor meta keywords factor into Google's online search ranking algorithms.
However, meta descriptions can influence a page's CTR (click-through rate) on Google which can improve a page's potential to rank.
As a result, among other things, it's critical to invest some work into meta descriptions.


Heading helps users and search engines read and understand the text. For example, Headings act as signposts for readers and make it easy for them to find the content of a post or page.

Headings also identify which parts of your content are important and show how they are linked together.

Heading components (H1, H2, H3) were genuine ranking criteria in the early 2000s. If you wanted to rank, you had to include your keywords in the headers.
However, this has not been the case for many years. Nonetheless, worrying about keywords in heading tags is a typical SEO strategy.
Including keywords in header tags has become a standard SEO practice. It's also done not because it is useful but because it is a habit. Take a look at the top-ranked sites for nearly any query, and you're unlikely to find websites that seed heading tags with keywords.


Image SEO is the process of enhancing the readability, indexability, and quality of pictures used on a website to improve user experiences and obtain higher ranks in web and image search. Images on websites are used in a variety of ways: they help describe more complex topics, they enrich product pages on eCommerce sizes, Images help illustrate articles and break up long walls of text, and so on. 


Build a user and search engine-friendly static URL that shouldn't contain special characters (%, $, ~,...). Instead, the URL should look like the directory path in Window. It makes it easier for search engines to find and crawl your website's content.


Link building includes the internal link and backlink building. Backlinks are links from other websites that lead to your site. It is based on linking with websites with the same related topic content with high authority, good quality, it will be more effective.


Link building is like building personal brand relationships in real life. Building authority, each link is like a vote of trust, and a link from a  high authority website is similar to when you receive a piece of advice from an experienced person. It's an important ranking signal with search engines.

How to start SEO correctly?

SEO works by proving to search engines that your content is the best result for the current topic. All search engines have the same goal of showing the best, most relevant results to their users. Exactly how you do this depends on the search engine you are optimizing.
If your rankings and organic traffic are increasing, then this means you are on the right track. Otherwise, you will have to re-adjust your SEO strategy and action plan.

Understanding how search engines work and their properties are the first things you need to do. However, search engine algorithms often tend to innovate, and there's no guarantee that what's important today will remain important for years to come. Factors like Backlink, Authority, and Search Intent will still be essential factors for years to come - and there's no sign that that's going to change anytime soon.
Just like other marketing methods, SEO needs a clear plan and strategy. So, to develop and see results, you need at least 3-6 months. SEO will not be suitable for short-term purposes.

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