SEO in a Nutshell

Your website can’t stand without a strong backbone, and that backbone is technical Search Engine Optimization (SEO) - one of the most misunderstood and misinterpreted terms in the world of marketing. If you’re new to SEO or you just want to polish up your knowledge for empowering you eCommerce, keep reading!


What is SEO?

SEO stands for Search Engine Optimization, and refers to a set of marketing rules that focus on increasing the quantity and quality of traffic to your website through organic (non paid) search engine results.

There are many aspects to SEO, from the words on your page to the way other sites link to you. Otherwise speaking, this practice turns your website user-friendly, faster and easier to navigate.

If you still don’t get it, lets dip into this definition:

  • Quantity of traffic: The right people clicking through, thanks to those search engine results pages (SERPs)
  • Quality of traffic: Your goal is to attract visitors who are genuinely interested in what you offer.
  • Organic results: Organic traffic stands for visits that you don't have to pay for.


To keep it simple - think that SEO interpretation comes right from our own perception of social popularity. Apply these questions a person - how do you define who’s interesting in your life? Who’s relevant? Who’s popular? It’s common that these people have many connections (links!), someone might recommend them as great people (reviews!), and they might actually be very good at what they do or represent (valuable content!).

Now, let’s figure out how this works on the actual internet.


How SEO works

Imagine the World Wide Web as a network of subway stops in a big city.

Now, imagine each stop as links (usually web pages, but could be a PDF, JPG, or other file). The tourists (search engines) need a way to “crawl” the entire city and find all the stops along the way, so they use links.

Search engines have a crawler that gathers information about every content they can find on the Internet.


As we mentioned before, links enable the search engines' automated robots to reach the uncountable interconnected documents that rest in the web.

Once the engines find these documents, they decipher their code and store selected pieces in massive databases (algorithm) to be recalled later when needed for a search query.  These search engines are better known as “answer machines”!

When someone searches anything online, the engines scour the billions of documents it had previously stored and perform the following: 

  • Provide only with those results that are relevant or useful to the searcher's query.
  • Rank those results according to the website’s popularity.


SEO process is meant to influence both relevance and popularity. You might ask yourself how do search engines determine the relevance and popularity of the content? The first thing you need to know is that they are not determined manually.

All this is done by mathematical equations also known as algorithms that help sorting the relevance, and then ranking each website’s popularity. Search engines typically assume that the valuable each page’s content is, the more popular a site a site should be.


Moz (SEO software) discussed with more than 100 experts and rated the influence of the following areas according to the ranking factors of Google. Each area was rated from 1 (not influential) to 10 (highly influential):


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Inbound Marketing with SEO

The key to having a good SEO is investing time, effort and resources. Remember - the most important part of search engines is the person who is searching. You must deliver what they are looking for... Useful, trustworthy, and shareable content!


How can you make amazing content for SEO?

    • Write content that is easy to understand and put into action

    • Publish it on a user-friendly platform

    • Provide direct and relevant information to the query

    • Make sure it’s professionally designed and accessible to modern browsers

    • Deliver high quality, legitimate, credible content


An important thing to remember is that search engines can’t yet understand text, view image or see the resource the same way your visitor can. Mostly, SEO sees everything in numbers: shares, bookmarks, return visits and inbound links. All of these add up and contribute to a higher ranking of your content when it comes to internet popularity.


Some factors to take into consideration for SEO

  • Content is the key driver

If you want to get organic results without ads, start publishing relevant, qualified, engaging content daily. Think of blogs, event calendars, social media posts, webinars, among other assets.


  • Links, links, and more links

The "formula" for determining search engine results is based upon how  websites and other online content link among each other. Not only internal (content that belongs to your website) but also external. If the search engine you use perceives that links to your site are related to authoritative and relevant sources, then your page or document becomes relevant too.


  • Optimize your web for mobile

We live in a world where mobile is here to stay, and businesses should begin thinking about mobile users.

Surveys point that 57 percent of mobile users will abandon your website if it takes more than 3 seconds to load, and 30 percent will abandon a purchase transaction if the shopping cart isn’t optimized for mobile devices.


Why should I go mobile?

  • Nearly everyone is mobile - so as might be your customers

  • Over half of web traffic is mobile

  • Your competitors are going mobile

  • Mobile users buy more

  • Social media referrals are also on mobile platforms


Avoid plagiarism!

Plagiarism decreases your organic traffic. Why? Simple. Search engines hate plagiarism as much as everyone else, and for instance, your website will be punished for it and sometimes lead to legal issues. Be authentic!


Measuring and tracking

Numbers never lie, that is why we have to track and measure our SEO to discover if we’re making progress. Although businesses are not the same and the metrics can vary, some universal metrics must to be taken into account: traffic to your page, referrals, visits, conversion rate, and links. Analyzing will help you get on the road to success and keep growing even more.

However, choosing the right tool to help you with such an important part of SEO can be sometimes a bit difficult. Here’s a list of a couple of free analytics software that can help you out:

  • Google analytics
  • Yahoo! Web analytics
  • Woopra Website Tracking
  • Clicky Web Analytics

In conclusion, SEO is essential for your eCommerce! It still is the perfect way to optimize your website and take it to a higher ranking. Plus, it drives organic traffic and fulfills your business purposes, giving your site more visibility and popularity as seen from your customers’ eye.

Now that you know what SEO means and how it works, get ready to optimize your website page and crank it up!


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