What is SEO? Definition, Basic Concepts, and Benefits

What is SEO? This question is often asked by people who are just starting to create a website or blog. The reason is, by implementing a number of SEO optimization steps, it is easier for your website or blog to rank high in Google search results.

Is this assumption correct?

Yup, in simple terms, that’s the benefit of implementing SEO on a website or blog. However, that’s only a small part of the SEO concept. Well, in this article we will discuss in full what SEO is. From understanding SEO, how it works, the main SEO indicators, to why SEO is important for your website.

Understanding SEO

Search Engine Optimization or SEO is an effort to optimize a website to get top rankings in search results. By getting higher rankings in search results, your potential for organic traffic will also increase.

Apart from generating higher organic traffic, SEO will also help you get the right traffic. So you don’t only focus on high traffic, but also the right traffic according to the main purpose of your website.

To be able to get high traffic that is right on target, you need to follow the rules set by search engines, in this case, Google. You need to understand how SEO works, Google algorithms, and the main indicators of SEO. You will learn all of these in the following chapters below.

How SEO Works

Search engines use certain algorithms to determine which content is worthy of ranking in the top search results. This applies to all search engines be it Google, Yahoo !, Bing, and Duckduckgo.

We will not discuss algorithms in every search engine. Here we only discuss the Google algorithm. Why? Because Google controls more than 90 percent of the search engine market share worldwide. So when it comes to how SEO works, Google’s algorithm is the benchmark.

Google is always updating its algorithm to provide search results that are more relevant and solution for its users. From 2011 to date, there have been at least eight major updates to Google’s algorithm.

So you must always be updated about this Google algorithm. Because optimization steps based on Google’s old algorithm will not have any effect. For example, one of the older tactics used was keyword stuffing.

Keyword stuffing is the practice of entering as many focus keywords as possible in an article. This tactic used to be quite effective, even if your content was short and not at all relevant to the focus keywords you entered.

However, with Google’s algorithm update, this tactic is no longer effective. You can even get a penalty if you get caught practicing it. Your content can be considered spammy if you repeat too many focus keywords.

If so, what kind of SEO optimization steps are in accordance with the latest Google algorithm? There are at least eight SEO indicators based on the latest Google algorithm, from URL structure to website speed.

8 Key SEO Indicators

The main indicators of SEO are always changing regularly. This indicator changes depending on the Google algorithm. When Google updates its algorithm, the SEO indicators change.

1. URL structure

The simple URL structure makes it easy for search engines to identify your website and the main topics you cover. It’s a good idea to create a simple URL structure, containing only the domain name and the article title. Here’s an example of an ideal URL structure:


2. Use of SSL / TLS

Since 2014, Google has started to prioritize websites that use SSL / TLS. Because a website with SSL / TLS encrypts all data transfers that occur on the website. So the security of user data becomes safer.

In addition, Google Chrome has marked websites without SSL / TLS as not secure. If your website domain doesn’t already use SSL / TLS, now is a good time to activate it.

The way to find out whether your website is already using SSL / TLS or not is by looking at the website address in a browser. If it still starts with HTTP, it means that your website is not using SSL / TLS. A website that has activated SSL / TLS, the website address starts with HTTPS.

3. Content Topics

You must have several main topics that are interrelated to build a good website structure. After determining several main topics, you need to create content on those topics.

For example, you have a travel blog. At least there are several main topics such as traveling, culinary, and lodging. The three topics are interrelated with the main topic of the blog, namely traveling.

The more content that discusses related topics, the more likely it is for your website to appear on the first page of search results for that topic. Because websites with content on related topics are more easily recognized by search engines.

4. Search Intent

One keyword can mean two or more different things. Search intent is what most people want for one particular keyword.

For example, when entering the keyword “balls” in Google, the top search results will show various football news portals like this:

Why can’t a website that discusses the meaning of balls, types of balls, various balls win on this keyword? This is because the majority of users who search for the keyword “ball” intend to search for soccer news, not the definition of balls and their types. So Google prioritizes content that matches the search intent of most users.

5. Content Structure

Apart from adjusting the content with search intent, you must also create content that is easy to understand. Make it easy for readers to find answers in your content with a clear and neat structure.

The method is quite easy, namely using headings and subheadings for the most important points in the content. You can also add photos, illustrations, infographics, or even videos to help readers understand your content.

6. Meta Tags

Meta tags consist of the title tag and meta description. Its function is to help Google understand the overall content on a website page. First, the title tag is the title of your article that appears in search results. The title of the article cannot be too long because Google will cut it according to applicable standards.

Second, meta description is text that summarizes your content in search results. This text is located directly below the article title and URL. Meta description usually consists of 120 to 130 characters.

7. Backlinks

Backlinks are still one of the main factors of SEO. The more backlinks to your website, Google will consider your website to have high credibility. However, the backlink must also come from a quality website or blog, not a low-quality blog or website.

8. Website Speed

Website loading speed plays an important role in your SEO. Since 2018, Google has set website loading speed (on desktop and mobile devices) as one of the main indicators of SEO. The faster the website loads, the more likely it is to rank higher in Google search results.

Types of SEO

There are two types of SEO, namely on page SEO and off page SEO. They are both important and related. So you have to apply both of them for optimal SEO practices on your website.

On Page SEO

What is on page SEO? On page SEO is the SEO optimization steps that are carried out on your website. Some of the on-page SEO optimization steps include: permalinks, content titles, content structure, use of headings, website speed, responsive themes, to internal linking.

You can read more in the article How To Optimize On Page SEO .

Off Page SEO

Different from on page SEO, off page SEO is a number of SEO optimization steps taken outside of your website. So optimizing your content and website is not enough. There are many factors outside of the website that can affect the quality of your SEO.

One of the factors outside the website that quite affects the quality of SEO is backlinks or inbound links. Backlinks are an indicator that your content is referred to by other websites. The more quality websites that refer to your content, the better. Google rates your website as a authority website and increases your chances of ranking up.

Why is SEO Important for Websites?

SEO is no longer an option, but an obligation for all websites. Why is this optimization step so important? What are the benefits for your website?

1. Search Engines are a Source of Information

Now people can get information with just one click, namely the search engine. In Indonesia alone, 75 percent of internet users are accustomed to using search engines such as Google to search for various kinds of information, from price information, news, health information, to political information.

2. Traffic is dominated by content on the first page

Appearing in Google search results is not enough. If your content only appears on the second, third, or even above pages, it is less likely to get traffic. Your content must at least appear on the first page!

According to Infront Webworks , 91.5 percent of traffic is dominated by websites that appear on the first page of Google search results. In more detail, 91.5 percent of the traffic is dominated by the top three positions. Sequentially, the first, second, and third positions received traffic of 29.6 percent, 13.1 percent, and 9.2 percent respectively.

3. Your Website Is Found Through Various Keywords

By implementing SEO optimization steps, your website will be easier to find from various keywords. You can reach more audiences using a variety of keywords related to your main topic.

For example, the main topic of your website / blog is sports. There are many sports-related keywords that you can target. You can discuss football, basketball, volleyball, badminton, and other topics that are still related to sports.

4. Brand Awareness and Credibility Increased

As many as 88 percent of consumers conduct online research before making a purchase. This situation requires business owners to have good brand awareness so that they can always be found in cyberspace. One of the best ways to build brand awareness in this digital era is by improving the quality of SEO.

The easier it is for your website to be found in Google search results, the more people will find out about your website. That way people will be more familiar with your business and your online brand awareness will increase.

5. Organic Traffic Easier to Convert 

One of the reasons why SEO is so important to businesses is the ease of conversion. Visitors who come organically tend to be more easily converted into leads or customers. Based on SimilarWeb data , organic traffic is 10 times easier to convert than traffic from social media.

Are you ready to implement SEO optimization?

This is an explanation of what SEO is and how it works, indicators, and benefits. I hope by reading this article you will understand the basics of SEO, from understanding SEO to the main factors that influence it.

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