SEO

SEARCH ENGINE OPERATORS

What are Search Engine Operators?

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SEO is the process of increasing the quality and quantity of
website traffic by increasing the visibility of a website/
webpage to users of a web search engine.
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It is the process of improving your website to increase
visitors from Google, Microsoft Bing and other search
engines, whenever people search for Products you sell,
Services you provide, Information on topics in which you
have expertise or experience.
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Technology is constantly evolving, which means that
websites – and the way they are structured – evolve. So do
the devices we use to access search engines
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ADVANTAGES OF SEO

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SEO drives real business results for brands, businesses and organizations of
all sizes. This is because the act of searching, or the search user interface (be
it a typed, voiced or image query format) has become second nature for
internet users worldwide, as the primary way to access the information
sought, within the sea of billions of webpages
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More than 8.5 billion searches happen every day on Google Search and Google
owns 91% of the global search engine market. With such incredible audience
reach, there’s no surprise that in turn, the global SEO industry is forecast to
reach a staggering $122.11 billion by 2028.
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Whenever people want to go somewhere, do something, find information,
research or buy a product/ service – their journey typically begins with a
search. However, search is incredibly fragmented – particularly for consumer-
intent activities. Users may search on traditional web search engines (e.g.,
Google, Microsoft Bing), social platforms (e.g., YouTube, TikTok) or retailer
websites (e.g., Amazon)
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TYPES OF SEO

On-site SEO
Off-site SEO
Optimizing the Getting other sites, and other
content on a pages on your site to link to the
website for users page you are trying to optimize.
and search Backlinks, internal linking, and
engines. reputation are your off-page
MVPs.

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Technical optimization (technical SEO)

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Optimizing the technical elements of a website is crucial and fundamental for
SEO success. It all starts with architecture – creating a website that can be
crawled and indexed by search engines.
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You want to make it easy for search engines to discover and access all of the
content on your pages (i.e., text, images, videos). Key technical elements
include URL structure, navigation and internal linking.
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User experience is another critical part of technical optimization. Search
engines stress the importance of pages that load quickly and provide a good
page experience. Elements such as Core Web Vitals, mobile-friendliness and
usability, HTTPS and avoiding intrusive interstitials all matter in technical
SEO.
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Another area of technical optimization is structured data (a.k.a., schema).
Adding this code to your website can help search engines better understand
your content and enhance your appearance in the search results.
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Content optimization (on-page SEO)

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In SEO, your content needs to be optimized for two primary audiences: people
and search engines. This means optimizing the content your audience will see
(what’s actually on the page) as well as what search engines will see (the
code).
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The goal is always to publish helpful, high quality content. You can do this
through a combination of understanding your audience’s wants and needs,
data and Google’s guidance.
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When optimizing content for people, you should make sure it, Covers relevant
topics with which you have experience or expertise, Includes keywords people
would use to find the content, Is unique or original, Is well-written and free of
grammatical and spelling errors.
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Generative Engine Optimization(GEO): is an emerging specialty within content
optimization. GEO is about optimizing your content for visibility in AI-driven
search engines (or answer engines) including Google’s AI Overviews and
Gemini, OpenAI’s ChatGPT and SearchGPT, Microsoft Copilot and Perplexity.
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Off-site SEO

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Link building (the process of acquiring links to a website) is the activity most associated with off-site SEO. There can
be great benefits (e.g., rankings, traffic) from getting a diverse number of links pointing at your website from
relevant, authoritative, trusted websites.

You can get those links by

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Brand building and brand marketing: Techniques designed to boost recognition and reputation.
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PR: Public relations techniques designed to earn editorially-given links.
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Content marketing: Some popular forms include creating videos, ebooks, research studies, podcasts (or being a guest
on other podcasts) and guest posting (or guest blogging).
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Social media marketing and optimization: Claim your brand’s handle on any and all relevant platforms, optimize it
fully and share relevant content.
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Ratings and reviews: Getting them, monitoring them and responding to them.

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How to set objectives for your SEO strategy

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Setting SEO objectives is a vital part of any SEO strategy. It is important to set SEO objectives – and
align them with your overall business objectives as:
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They encourage buy-in from key stakeholders
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They help you to formulate your SEO strategy
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They ensure goals are met

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SEO Objectives

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When setting objectives it’s important to be realistic. If you’re starting from nothing - i.e. you’re only starting to use SEO
properly - then be modest in your figures but also have ambition.
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If you have already been using SEO and seeing results, be more aggressive with your targets but base them on existing data.
Setting unrealistic percentages will only bring disappointment.
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Here are three examples of SEO objectives that can be used as a guide to setting relevant objectives for your own business or
website:

1. Move 50% of our top 20 keywords onto the first page of Google within nine months This objective focuses on keyword
ranking.

2. Improve our year-on-year organic traffic by 20% in quarter three and 25% in quarter four - This objective focuses on
increasing organic website traffic.

3. Grow our SEO market share from 3% to 5% in the next financial year - This objective focuses on growing market share.

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Thank you

SEARCH ENGINE OPERATORS