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What is Search Engine Optimization?

What is SEO?

Learning how to improve the SEO of your website can greatly enhance the visibility of your business through online search engines.

What is Search Engine Optimization?

To keep it simplistic, search engine optimization (SEO) is the name given to the process of enhancing the position of a website in the organic rankings of popular search engines such as Google, Bing and Yahoo for particular keywords and phrases.

The higher a website features in search engines rankings will generally attract more traffic to their websites and the potential to also get more business. Of course, if somebody was looking for a “plumber in Bangkok”, they are more likely to look at the top results for that search rather than those a few pages further down.

Ideally, any website should be aiming for the first page of search results and if possible the number one organic ranking. The very top ranking might not be feasible in many cases and will largely depend on the market that your business operates. The bigger niches will be very competitive and it will be difficult to top the rankings unless you have a substantially large budget.

Spiders and Keywords

The search engines have a number of tools that they use to help them determine the rankings of websites, though one of the more commonly known are pieces of software called “spiders”. These pieces of software trawl the internet methodically to look at each and every website they come across. They look at all of the content found on a site and check for commonly used keywords and phrases.

The spiders then use any data they have collected to decide just how relevant a website is to keywords and search phrases that people use in the search engines.

So essentially, the spiders are looking for keywords, phrases and other content on your website that is relevant for your particular niche. For this reason, you should be selecting keywords and phrases to be used among your content that would be searched for on the search engines by potential customers.


Website ranking is also affected by the quality of any inbound and outbound links to and from other websites.

It used to be that the more links you had; the higher you would rank, however, these days it is all about the quality of the links. It is also important that the majority of links come from websites in the same niche as yours.


Outbound linking to authority sites will also benefit your site, so be sure to hyperlink to any site that you may reference.


The above is just a brief description of the core aspects of what search engine optimization is, yet in reality there is quite a lot more to it than simply choosing keywords and linking. This is why it is important to speak to SEO experts that are able to not only further explain what is search engine optimization but also share with you what they can do to help your business website rank higher.

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Benjamin S Powell

CEO & founder at DSA global
A Digital Marketing expert and CEO & founder of DSA Global. Ben has over 10 years experience solving complex business problems in both client and agency-side roles.

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