The Definition of Search Engine Optimisation (SEO)
Search Engine Optimisation is best defined as its aim is to increase the likelihood of a webpage getting the most traffic from queries (keywords) typed or spoken into search engine and then appearing in those results. The aim of a search engine is to provide relevant webpages based on a query.
If a particular webpage appears on the first results page, it is likely to attract more traffic than another page appearing lower down in its results. Where a webpage appears listed on a results page is called ‘ranking’. Rank 1, means it appears first on the first page of search results. This is the SEO professionals golden egg – to get to and remain at position 1 or as high as possible on the first page of the search engine results page.
To comprehend the significance of SEO, it is vital to understand the role of search engines. Search engines employ complex algorithms that analyze and evaluate webpages based on numerous factors (there’s around 100 grouped areas for Google’s ranking).
Various methodologies, techniques, and tactics are employed by individuals depending on the goals of the website. SEO practitioners may follow the guidelines specified or insinuated from a search engine (white-hat SEO), or utilise techniques which game results but contravene the ‘ethos’ of the search engine (black-hat SEO).
What distinguishes them is not merely intent. Methodologies which were previously accepted by search engines to pick, rank, and display a ‘relevant’ page frequently change. Search engines alter their preferences about which pages they deem ‘relevant’ to a query.
Search engines employ complex and countless algorithms to select a ‘relevant’ page.
In 2017, other factors such as ‘user experience’ were a substantial factor defining if pages would be shown as ‘relevant’.
However, the definition of ‘user experience’ is often debated, with some arguing that it should prioritise accessibility and usability, while others contend that it should focus on engagement metrics like time on page and bounce rate.
Additionally, the use of black-hat SEO techniques, such as cloaking, keyword stuffing, and link farming, remains a controversial topic. While these tactics may yield short-term gains, they violate search engine guidelines and can lead to penalties or even de-indexing of websites. The ethical considerations surrounding these practices are hotly debated within the SEO community.
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