Search Engine Optimization (SEO)

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What is Search Engine Optimization (SEO)?

Search engine optimization (SEO) is the process of improving the visibility of a website or webpage on a search engine results page (SERP) so as to make a company’s website more discoverable (i.e., on the first page/s), thereby driving traffic and sales. Tedious, involving technical and business decisions, and not guaranteeing results—it nonetheless provides lasting benefits.

SEO often involves the concerted effort of multiple departments within an organization, including the design, marketing, and content production teams. While some SEO work entails business analysis (e.g., comparing one’s content with competitors’), a sizeable part depends on the ranking algorithms of various search engines, which may change with time. Nevertheless, a rule of thumb is that websites and webpages with higher-quality content, more external referral links, and more user engagement will rank higher on an SERP.

The SEO process includes six general phases:

Research, including business research, competitor analysis, current state assessment, and keyword searching
Planning and strategy, including decisions on how to handle content, build links to the website, manage social media presence and technical implementation strategies
Implementation, where optimization decisions on a site’s webpages and the website as a whole are executed
Monitoring, where the activity of web spiders, traffic, search engine rankings, and other metrics are observed for producing reports on which assessment will be performed
Assessment, involving checking the summarized effects of the strategy (and its implementation) against the SEO process’s stated targets
Maintenance, where both minor or major problems with the website’s operation are handled as they arise (e.g., new content that needs optimization according to the strategy)

The SEO process targets mostly organic links and search engine result placement; still, it is often complemented by more aggressive measures (e.g., paid search ads) and is often part of traditional marketing campaigns.

Questions related to Search Engine Optimization (SEO)

What is the definition of search engine optimization?

Search engine optimization is a way to make websites easier to find on search engine result pages (SERPs). This helps users to find you quickly and allows you to increase revenue. It is essential to boost the website's organic (unpaid) traffic by enhancing its authority and relevancy for particular search searches.

To help search engines find your website, optimize meta tags, keywords, and backlinks. It's also essential to focus on accessibility improvements, as this video explains.

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Collaboration between marketing, design, and content development departments is necessary for SEO initiatives. The ultimate goal of SEO is to rank higher on SERPs and draw in visitors and possible customers to a website.

How does search engine optimization SEO work?

The SEO process involves six key phases:

Research and strategy: Study industry trends and analyze the company's goals and objectives. Identify relevant keywords for targeted marketing.
Execution: This involves creating and publishing content. This video highlights the importance of understanding user needs and creating valuable and relevant content. High-quality content is crucial to the success of websites, platforms, or businesses.

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Promotion: The next step is to promote your content through social media, ads, and email marketing.
Monitoring: Lastly, track web traffic, rankings, click-through rates, and other metrics to generate meaningful reports.

What is an example of SEO?

A local grocery store wants to improve its online presence and get more customers. The store owner uses SEO to find important keywords like "local grocery store," “refined flour,” and "hand-wash soap." These are words customers often search for on search engines. The grocery store can track website traffic, keyword rankings, and user interactions. It can also monitor its online performance using tools. Regular assessment can refine your strategy to reach the target audience better.

How much does search engine optimization cost?

SEO costs depend on project size, industry competition, and business goals.

Small businesses and local enterprises can choose low-cost SEO services. These services start at a few hundred dollars per month or less. They can focus on local optimization and targeted keywords.
Medium-to large-scale businesses can spend several hundred to thousands of dollars to create and improve their content.
Larger enterprises operating in highly competitive markets may spend thousands of dollars monthly on SEO campaigns. The campaigns can include global outreach, in-depth analytics, and aggressive link-building initiatives.

How to improve search engine optimization?

To boost your website's SEO, use keywords in headings, titles, and meta descriptions.

Craft high-quality, engaging content that addresses user intent and incorporates multimedia elements.
Prioritize mobile optimization for a seamless user experience across devices.

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Get reliable links by guest posting, reaching out more, and making valuable content.
Use social media platforms to increase traffic and online visibility.
Focus on accessibility by considering diverse user needs and conducting thorough testing. Learn about the ten principles of accessibility for both web and mobile design in this video.

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To stay relevant, update and refresh content regularly. Fresh content shows search engines that your site is active.
Stay updated with industry trends and algorithm changes, adjusting your strategy accordingly.
Utilize Google Analytics tools to track important metrics like traffic and conversion rates. Adjust your strategy based on performance data.

What is search engine optimization for YouTube?

Search Engine Optimization (SEO) for YouTube is fine-tuning your videos and channel to boost their rankings and enhance their discoverability on YouTube. YouTube optimization improves critical measures like follower count, brand awareness, website visits, and earnings. It involves optimizing your channel's page, video titles, playlists, metadata, descriptions, thumbnails, and videos. SEO for YouTube is about reaching more viewers and ranking higher in your video category using relevant keywords, catchy visuals, and compelling descriptions.

What is the difference between search engine optimization and search engine marketing?

This article on SEO vs. SEM discusses the differences between Search Engine Optimization (SEO) and Search Engine Marketing (SEM) for freelancers and entrepreneurs. The main goal of SEO is to enhance a website's content and structure. This naturally helps it appear higher in search engine results. It involves keyword research, on-page optimization, and backlink building to improve a site's ranking.

SEM uses paid advertising to make a website more visible in search engine results. Some marketing strategies, like pay-per-click (PPC) advertising, charge a fee for each click on an ad. SEM produces faster results but needs ongoing commitment. In comparison, SEO is a long-term, organic method.

What is search engine optimization and social media?

Search Engine Optimization (SEO) and Social Media are different yet related elements of digital marketing. SEO makes a website easier to find by improving its content, structure, and backlinks. It focuses on keywords, meta tags, and quality content to enhance organic search rankings. In contrast, social media relies on sites like Facebook, Twitter, and Instagram. Social media helps create brand awareness, connect with audiences, and share content.

By combining both strategies, you can create a complete digital marketing plan. This can help you build a solid online presence and reach a broader audience.

How to improve SEO with UX?

To rank high on search engines and give visitors a good experience, you can:

Optimize site speed.
Develop a mobile-friendly design to cater to users on various devices.
Prioritize engaging and relevant content, ensuring it's easy to read and navigate.
Improve site structure, navigation, and accessibility. This video discusses the importance of web accessibility and highlights the interconnected nature of accessibility, usability, and SEO.

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By focusing on the users' needs, you can enhance the overall website experience and improve SEO by meeting search engines' criteria for quality and relevance.

Where to learn more about search engine optimization (SEO)?

Mobile UX Design: The Beginner's Guide course can help you learn about Search Engine Optimization (SEO) in detail. Understanding mobile UX can contribute to overall website performance, including SEO.

The article SEO vs. SEM for Freelancers and Entrepreneurs: Improve Your Marketing Strategy provides a deep dive into Search Engine Optimization (SEO) and Search Engine Marketing (SEM).

Literature on Search Engine Optimization (SEO)

Here’s the entire UX literature on Search Engine Optimization (SEO) by the Interaction Design Foundation, collated in one place:

SEO vs. SEM for Freelancers and Entrepreneurs: Improve Your Marketing Strategy

An entrepreneur or freelancer has two main strategies to tap into when marketing online. Search Engine Optimization (SEO), which attempts to rank your website on search engines “organically”, and Search Engine Marketing (SEM), which ranks your website in search results in exchange for money. Both strategies can be used to build a business successfully—but which one is right for you?

A great way to market your business is to use search engines to help your customers find you online. You will need a sales-focused website (e.g., one aimed at creating contact rather than one aimed at assuring customers that you are who you say you are) if you use this strategy; otherwise, your efforts will likely be wasted.

SEO vs. SEM

You have two ways to use search engines to help people find your website; search engine optimization (SEO) and search engine marketing (SEM).

Jim Yu, the CEO of BrightEdge says: “The key [to SEO and SEM] is to present the right content to the users at the time they need it in an engaging manner.”

Search engine optimisation (SEO) can be incredibly powerful, but it’s often too slow for a start-up who needs clients as soon as possible rather than in six months’ time. It’s cheap, but it’s not free—as your time is worth money, too. SEO can be very effective in the medium to long term.

Search engine marketing (SEM), on the other hand, costs money but can deliver very rapid results. Your website must be optimized to make sales or at least drive a customer to get in touch so you can make a sale. Start-ups should approach SEM with care. Make sure you completely understand how much money you have exposed at any one time. Don’t get carried away with the lure of quick victories. Start slow, and evaluate your results.

Search Engine Marketing – How to Use Keyphrases

Keywords and keyphrases are the essence of search engine marketing (SEM) and search engine optimisation (SEO) strategies. These are the words that people type into the Google (or Bing or whatever) search box to try and find information.

If you decide to use search engines to market your business, you’ll need to determine useful keywords and keyphrases to do so.

Which Keyphrases should You Choose?

The most useful of these keyphrases are known as long-tail keyphrases. These are highly specific phrases.

So, for example, a short-tail keyphrase might be “Logo design”. Putting that into Google will get you an awful lot of hits. There’s a lot of competition for that phrase, and it’s not particularly useful for your business, either. There are no buying signals in the phrase – so many people will use this phrase to learn about logo design or to examine other aspects of logo design work.

A long-tail keyphrase might be “Buy logo design in Atlanta, Georgia”—this gives a clear indication of a buying intent, and, better, it also gives a geographical location. If you’re based in Atlanta, Georgia, and you sell logos—if this phrase brings your website up in a search, then you’re going to be in with a chance of winning some business.

Best Methods for Choosing Keyphrases

Identifying useful keyphrases is challenging. The most commonly used method is to visit Google Adwords and to enter a keyphrase.

You can also place speech marks— “ ”—around the phrase to see if you get a more specific set of results. The speech marks ensure that the search engine looks for the exact phrase rather than similar phrases.

E.g., Put “Buy logo design in Atlanta, Georgia” as opposed to Buy logo design in Atlanta, Georgia.

This will give you an indication of how many times a search is performed in a month (low numbers are not very useful unless there is a very clear buying signal in the keyphrase – working hard for five hits a month is not recommended in most cases) and how much the phrase is “worth” per click to advertisers (e.g., how much someone will pay to use that keyphrase). The more it’s worth, the more likely it is that the phrase is delivering business results for someone.

There are also many keyword research tools (some free and some paid) that claim to take the effort out of this process. A popular tool for first timers is Traffic Travis, which can also analyse your competitors’ sites for their keyword optimization strategies and, as a bonus, it can deliver detailed analysis on their back-linking strategy, too. You can also use Moz.com’s incredibly useful keyword research tools – they’re the industry leader, but they come at a somewhat higher price.

If you’re using SEM as a strategy, you’ll need to test and evaluate your keywords. A good rule of thumb is that for every 100 clicks you get, you’ll get between 3 and 10 enquiries. So, to conduct an efficient test, you’ll want to test around 1,000 clicks. That means setting your budget for Adwords at 1,000 times the cost of the click. If you find that this is going to cost too much, you’ll need to find other keywords or a different marketing strategy.

It’s very easy to go broke running an SEM campaign. A click can cost a few cents to a few dollars. The value of the SEM campaign can be calculated by the following:

Value of Campaign = Total Value of Orders Arising from Campaign – Cost of Campaign

So, if you get $5,000 of orders from $500 worth of advertising spend—the value of the campaign is $4,500 to you.

If you get $500 of orders from $5,000 worth of advertising spent, the value of the campaign is -$4,500. A negative number means you’re losing money on the campaign.

Choosing keywords and keyphrases is a science in itself. You might want to spend some time evaluating how to choose those keywords and keyphrases before committing to anything in terms of SEO and SEM.

Search Engine Optimization – a Cheap, Slow and Solid Marketing Strategy

Search engine optimization (SEO) receives a lot of love from inexperienced marketers. It’s seen as “free marketing” in that you can handle your own SEO work (as long as you follow some rules to do so), and thus all it requires is your time to make things happen. SEO is simply what you do to your website and web pages to make them show up in “organic” (or unpaid) search results on search engines.

Unfortunately, SEO is also a slow process. You can make “quick wins” in markets which are ill-established using SEO, but the truth is that the vast majority of useful keyphrases (including long-tail keyphrases) in competitive markets will already have been optimized for. It is likely to take a significant amount of time to get to a useful place in search results for these phrases. In some cases, it may take months or even years of concentrated effort to win the battle for highly competitive keyphrases.

What is a useful place in search results? Ideally, you need to be in the top three search results returned. More than 70% of searches are resolved in these three results, while 90% are resolved on the first page of results. So, if you’re not in the top three, you’re going to find you’re missing out on the majority of potential business—and if you’re not on the first page, you’re going to miss out on nearly all potential business.

If you want to build your business by solely using SEO as your marketing tool, you may well be better off staying in your current job and doing SEO work in your spare time until you start achieving the results you need in a search. SEO is a poor launch strategy for marketing for a new business.

However, if you are going to use SEM to build your business in the first instance, it’s worth pursuing SEO as a slow-burning strategy to replace/complement SEM in the longer-term.

How to Get Started Using SEO

SEO is a complex discipline and at the cutting edge. Encyclopaedic volumes of information regarding how to use SEO buckle bookshelves in libraries and stores with their weight.

We can’t cover all of that in this article, so we’ll stick to the basics, which breaks down into two categories on-page SEO (the work you do on your website) and off-page SEO (the work you do on the rest of the internet).

This will help you get started with SEO, although if you intend to pursue this as your main marketing strategy, we highly recommended that you read up on the more complex aspects of SEO as soon as you have the basics in hand.

How to Use On-page SEO

On-page SEO is the work you do on your own website to get a high rank in search engines. Your goal is obviously that your website will show on the first page and perhaps even among the first three search results. On-page SEO does not carry as much weight as off-page SEO in the rankings, but if you don’t get the basics right… it’s unlikely that your off-page SEO will deliver results, either.

Checklist for Your On-page SEO

This list is not in order of priority, and it should be used as a checklist for your on-page SEO:

Content is king. Your content needs to be written so that it provides value to your audience. It should be a mix of long and short posts on your blog or website. You should not try to “keyphrase stuff” (mentioning a keyphrase over and over again to try and attract search engines) as this gets penalized by search engines now. However, your text should contain the most important keyphrases at least once and ideally two to three times—ideally, it should appear in your title. However, readability and value are much more important than keyword positioning today.
Complete Meta descriptions. The Meta description is not a huge ranking factor, but it is the text that people will see in search engines about the piece. Make it well written and see more visitors for it. Meta descriptions are HTML codes – you can find a link to HTML codes and how to use them at the end of this article.
Title tags. Try to use your keyphrases (where practical) in your titles. Keep it shorter than 70 characters if you can. Make sure titles are natural and readable.
Heading tags. Always use H tags to optimize your content layout. Try and use variations on your keyphrases in some headings, too. Don’t repeat keyphrases in headings unless it’s absolutely necessary. (This doesn’t stop you from needing to repeat the keyphrase in the body of your content). H tags are HTML codes – you can find a link to HTML codes and how to use them at the end of this section.
Don’t duplicate content. Even if you have a clever CMS (Content Management System) that lets you create multiple URLs for a single page, don’t do it. Google hates repeated content and delists it from searches. If you must create multiple URLs… you’ll need to research canonicalization first.
Create readable URLs. Many CMS systems have an option to create URLs from header text – if yours does switch it on. Otherwise, you may need to do this manually. Yoursite.com/why-you-should-invest-in-a-logo is much better than yoursite.com/1.2.Index.
Check your robots.txt file. Make sure you learn how to hide content you don’t want indexed from search engines and that search engines can find the content you do want indexed, too. (You will want to hide things such as repeat content, which can be penalized by search engines but is still necessary on your site). You’ll find a link to how to modify the robots.txt at the end of this article.
Use a responsive or adaptive theme for your website – these are themes specifically designed to change their shape depending on the device used to access the website. Older themes won’t display well on mobiles and get lower rankings in a mobile search because of it.
Learn to use alt tags on images. You can SEO your images, too, if you learn to use the tags on them properly. Again, don’t spam your keyphrases, but do use variants on a theme by all means.

You may need to create an awful lot of content with respect to each keyphrase—depending on the levels of competition for it. These basic rules are not for the whole of on-page SEO but should be enough to get you started.

SEO looks pretty simple at first glance, but the more you get under the hood, the more complex it becomes. It also takes a lot of time to be successful – it’s why we don’t recommend starting your marketing only with SEO.

How to Use Off-page SEO

And if all that on-page work wasn’t enough, you also need to work on off-page SEO. Fortunately, this can be summed up in a single main idea—creating backlinks. What’s a backlink? It’s simply a link on any other website than your own that links back to your website.

However, before rushing off to create 10,000 incoming links, you need to know some basics. Again, backlink building is a complex area (much more so than we have space for here), so if you want to get heavily into SEO, you should read up on it once you’ve mastered the basics.

First, it’s important to know that not all backlinks are created equal. Those published on PR0 (“PR” stands for “page rank”—the “0” means the lowest value) sites offer very little weight in search; those published on PR9 (the highest page rank) sites offer very great weight in searches (in fact, a single backlink on a PR9 site might be enough to deliver top-three rankings for a keyphrase in some cases). Examples of high page rank sites include Wikipedia, the BBC, The New York Times, Mashable, etc.

Page rank is an assessment of the authority and value of a website in Google’s algorithm. You can find plug-in tools for your browser or online tools (see the references section for links to some of these) to check the page rank of any given site. You can also check your own website’s page rank. The higher the page rank, the more likely it is that your SEO efforts are succeeding.

Note: Very high page ranks – those above 6 – may be out of reach for a single freelancer; they tend to be awarded to massive sites with tons of useful data, so don’t despair if you get stuck at page rank 5 – that’s an incredible achievement.

How to Create Your Backlink Strategy

Once you know this, you can start to create a backlink strategy which affords a mix of sites. PR0 sites are not completely worthless, and your linking strategy should be natural – which means you want links on PR0, PR1, PR2, etc. sites as well as the heavy hitters.

Creating backlinks is time-consuming at first, but if you create great content, it eventually becomes easy as other people will do it for you.

What do you need to know about backlinks?

The text of the links should be varied, and no more than 30% of your backlinks should contain your keyphrase, while no more than 30% should contain variants of that phrase – the rest should be “click here”-type links.
One attribute assigned by some websites to links is called rel=”nofollow”; strictly speaking, this means search engines are supposed to ignore the link in their rankings. In practice, they don’t, and they expect to see a natural mix of nofollow and dofollow links – a 30%/70% split is probably ideal here. You can find a link to how to create these HTML tags at the end of this section.
Similar content matters. If your links come from blogs, websites, etc. related to your own content, then they will be weighted much more heavily than if they are spammed at random around the internet.
Black hat SEO is to be avoided. This is basically link spamming. You can pay somebody peanuts to do this on your behalf and, for a very short period, it brings results. Then Google sees what’s happened, and they delist your site permanently from search engine rankings. Now, you need a new website and new content, etc.—so, black hat SEO is a terrible idea.

Backlinks and social media

The other place where backlinks occur a lot is on social media. If people are sharing, liking, etc. your content on social media, the search engines take note and give you a boost in the search rankings for it.

That means if you’re going to focus on off-page SEO, you’ll also have to learn to do a bit of social media marketing in the long run. However, it’s probably best to master the basics of SEO (if it’s your main strategy) before getting bogged down in learning another form of marketing.

Getting Backlinks

The best strategy to get backlinks is to create great content and let other people promote your content. However, to get started, you can create your own links to content on your social media platform, ask your friends to share your content on their websites and social media, and if you can find questions in forums that your content answers, you can always post it there.

DO NOT SPAM. Seriously, don’t spam your backlinks. There’s nothing worse than a spammer, and it won’t help your marketing in the slightest. If you’re going to place a link to your content on another site, make sure it’s useful, and make sure it’s in keeping with the rules of the site. Courtesy and respect count hugely.

Search Engine Marketing – an Expensive and Effective Marketing Strategy

Search Engine Marketing (SEM) is a way to get results without expending tons of effort on SEO. The vast majority of marketers who opt for SEM as their first marketing strategy will, in the longer term, also work on their SEO. Why?—because SEM costs money, sometimes a lot of it; SEO enables them to work on reducing their SEM costs over time.

How does it work? In essence, you use Google Adwords (or another search engine’s equivalent – depending on the market you work in; in China, you’d be looking at Baidu, for example) to place bids on keyphrases; you write an advert based on that keyphrase; the search engine places the advert near the top of the search rankings, and you pay the amount of the bid every time someone clicks on your advert.

Normally, there will be competitors for the keyphrase, and the more you are willing to pay per click, the more clicks you’ll likely receive.

SEM can be a dangerous game to play if you don’t start slowly. Dip your toes in the water with low-cost-per-click campaigns, and limit your overall spend (to say $50 or $500 depending on your budget). Examine the results you get before committing huge amounts of money to SEM.

If you’re getting the clicks but not converting sales—look at your website. How can it be improved to facilitate sales?

If you’re not getting the clicks… you may need to invest more money per click. As you might expect, there are algorithms in play for SEM. Also, the more you pay, the more likely you are to be served with high-value (in terms of potential spending with your business) clicks. Or, you may just need to re-evaluate your keyphrase – maybe it’s not as popular as the figures, provided by Google Adwords, suggest?

Google Adwords and most other SEM providers offer in-depth tutorials on how to use their SEM tools effectively, and they’re worth going through if you intend to spend money on SEM.

The alternative might be to hire an Adwords professional to help set up your initial campaign and to get things heading in the right direction. This may cost a little more, but if it can cut down your time and effort to winning business, it’s worth it.

If you are going to use SEM, you must build the costs of using this form of marketing into your cash-flow forecasts and the prices you’re charging for your work. Spending $3,000 a month on Adwords to land $20,000 of business is eminently sensible in most cases. Spending $3,000 a month to land $3,500 of business, on the other hand, is likely to be a disaster for your business’s ability to trade effectively in the long term.

SEM can be a great way to get instant sales for a start-up business. Many start-ups aren’t comfortable with “active” marketing such as telesales or walking into a business and asking to speak to a buyer; SEM is probably the most effective “passive” marketing technique in terms of its ability to bring fast results.

Don’t forget to stop any SEM campaigns for a while if your order book is full to bursting for the next three months. Winning business you can’t handle is pointless, and the risk of overcommitting yourself might compromise your work’s quality—and your reputation.

Don’t forget that not all markets use the same search engines – Google may be number one in the world, but it’s nowhere in China (for example).

The Take Away

Search engines are a great way to find business online. They offer “passive” marketing approaches for those who don’t want to get into “active marketing”. SEO can be incredibly powerful, but it’s often too slow for someone who needs clients today (rather than in six months’ time) to be a good marketing strategy when you launch your business. It’s cheap (though it’s not free – your time is worth money too), and it can be very effective in the medium to long term.

SEM, on the other hand, costs money but can deliver very rapid results. Your website must be optimized to make sales or at least drive a customer to get in touch (GIT – in marketing terms) so you can make a sale. You should approach SEM with care and make sure you completely understand how much money you have exposed at any one time. Start slow and evaluate your results.

References & Where to Learn More

Hero Image: Author/Copyright holder: Pixabay. Copyright terms and licence: CC0

Find out more about meta tags and how to use them.

Find out more about H tags and how to use them.

Find out more about the nofollow tag and how to use it.

Learn how to use robots.txt.

You can check your site’s page rank here or here.

Learn more about Search Engine Optimization (SEO)

Take a deep dive into Search Engine Optimization (SEO) with our course Mobile UX Design: The Beginner's Guide .

In the “Build Your Portfolio” project, you’ll find a series of practical exercises that will give you first-hand experience with the methods we cover. You will build on your project in each lesson so once you have completed the course you will have a thorough case study for your portfolio.

Mobile User Experience Design: Introduction, has been built on evidence-based research and practice. It is taught by the CEO of ExperienceDynamics.com, Frank Spillers, author, speaker and internationally respected Senior Usability practitioner.

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