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What is Search Engine Optimization / SEO?

What is search engine optimization and how do website owners use it to increase their traffic levels and overall success? What is SEO and how can you put it to use on your own website? These are the questions and definitions we will address in this SEO lesson.

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.

What's the Point of SEO?

Some search engine optimization firms will explain that the goal of SEO is to improve the website's ranking in Google, Yahoo and other major search engines. In my opinion, these people are shortsighted. By themselves, Google rankings do not provide any value. But they can be a path to bigger and better things, such as website traffic, leads and sales.

So what is SEO by my definition you ask? I define it this way:

Search Engine Optimization - (noun) The process of improving a website for better search engine visibility, with the ultimate goal of (1) improving the website visitor's experience, (2) increasing the value and usefulness of website, (3) increasing usability, and (4) increasing the overall profitability of the website.

Search Engine Optimization - By the Numbers

To better understand the technical foundation of SEO, 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 SEO is to make the process above easier for search engines. This will result in better rankings and more qualified traffic to your website. Both good things, right? So the next time somebody asks you what SEO is ... you have a solid definition to give them. More importantly, you know what the search engine optimization process involves, so you can properly implement it on your own website.