What is Search Engine Optimization?

In my definition, search engine optimization is the act of improving a website for better search engine visibility, usability and conversion rates.

You might have noticed that my definition differs from most people's definition of SEO. In my opinion, thinking of SEO in search engine terms alone is a mistake. That's why my definition of search engine optimization includes things like usability and conversion rates.

Sure, SEO can help people find your website. But when you take a holistic approach to SEO the way I do, it can also help those people interact with your site and — ultimately — respond in some positive way.

Search Engine Optimization - By the Numbers

To better understand the technical foundation of sengine optimization, let's take it by the numbers. Here's the general process that takes place when a website is found, analyzed and indexed by a search engine:

1. Once a search engine finds your website, it will begin crawling through the site using your hyperlink / navigation structure.

2. If your navigation structure is well-built and easy to travel, the search engine will have no trouble crawling through the site to determine the site's meaning.

3. If your website has original, quality content about a particular topic, the search engine will associate your website (or a particular page of your site) with that topic.

4. If the website finds your site, crawls through it, associates it with a particular topic, and adds the site to its database ... you're in!

So from a technical standpoint, the goal of on-site search engine optimization is to make the process above easier for search engines. The goal of off-site search engine optimization involves link building and networking, both of which are covered here.