What is SEO?
Search Engine Optimization (SEO) is the process of optimizing a website or web content to improve its visibility in organic (non-paid) search engine results. The goal is to attract more traffic by ranking higher for relevant keywords on search engines like Google, Bing, and Yahoo.
Why SEO Matters
- Organic Traffic: 53% of website traffic comes from organic search.
- Cost-Effective: Unlike paid ads, organic SEO doesn’t require a budget for clicks.
- Credibility: High rankings build trust.
- Long-Term Results: SEO efforts compound over time and bring long-term benefits.
How Search Engines Work
- Crawling: Bots (crawlers) explore the web, visiting pages and links.
- Indexing: Pages are stored in the search engine’s database.
- Ranking: Algorithms evaluate and rank content based on 200+ factors.
Main Types of SEO
ON-Page SEO
Optimizing content, tags, and structure for keywords.
Focus Area
- Content & HTML
Elements
- Title Tags: The clickable headline on search results.
- Meta Descriptions: A brief summary of a page (not a ranking factor, but affects CTR).
- Headers (H1, H2, etc.): Structure content for readability and SEO.
- Keyword Usage: Naturally include keywords in strategic places.
- Image Optimization: Use descriptive filenames, ALT tags, and compression.
- Internal Linking: Link to other relevant pages within your site.
OFF-Page SEO
Building backlinks and domain authority.
Focus Area
- External Factors
Strategies
- Backlinks: Links from other reputable websites.
- Social Signals: Shares and engagement on social media (indirect factor).
- Brand Mentions: References of your brand online (linked or unlinked).
- Guest Blogging: Writing articles on other sites to earn links and visibility.
Technical SEO
Optimizing crawlability, site speed, mobile use, etc.
Focus Area
- Site Infrastructure
Checklist
- ✅ Mobile-friendly (responsive design)
- ✅ Fast loading times (use tools like Google PageSpeed Insights)
- ✅ Secure (HTTPS)
- ✅ Crawlable (submit sitemap to Google Search Console)
- ✅ No duplicate content
- ✅ Proper use of canonical tags
- ✅ Structured Data (Schema.org markup)
Local SEO
Boosting visibility in local search results.
Focus Area
- Geo-Targeting
Essentials
- Claim & optimize Google Business Profile
- Consistent NAP (Name, Address, Phone)
- Get local reviews (especially Google Reviews)
- Build local citations (directories)
- Use local keywords: “best dentist in Cebu”