Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.
SEO refers to the improvement of unpaid results (known as “natural” or “organic” results) and excludes direct traffic/visitors and the purchase of paid placement.
SEO may target different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines.
Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines like Google ,Yahoo etc. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.
As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.
SEO differs from local search engine optimization in that the latter is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.
Web traffic is the amount of data sent and received by visitors to a website. This necessarily does not include the traffic generated by bots. Since the mid-1990s, web traffic has been the largest portion of Internet traffic. This is determined by the number of visitors and the number of pages they visit. Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are popular and if there are any apparent trends, such as one specific page being viewed mostly by people in a particular country. There are many ways to monitor this traffic and the gathered data is used to help structure sites, highlight security problems or indicate a potential lack of bandwidth.
Not all web traffic is welcomed. Some companies offer advertising schemes that, in return for increased web traffic (visitors), pay for screen space on the site. There is also “fake traffic”, which is bot traffic generated by a third party. This type of traffic can damage a website’s reputation, its visibility on Google, and overall domain authority.
Searchmetrics Glossary – The Dictionary of Search Engine Optimization and Content Marketing
Resources | Glossary
Back to Overview
- What is SEO Visibility?
SEO Visibility is a metric compiled from several relevant search factors that is used to calculate how visible a website is in a search engine’s organic results. This metric has been developed by Searchmetrics to provide a single, universal index for measuring and comparing the online performance of different domains.
How is SEO Visibility calculated?
The calculation of this KPI, used to measure the visibility of a website, compiles several different data points, including information on the search volume of relevant keywords and the ranking positions and frequencies of a domain’s URLs. This means how often, and where the URLs rank for these keywords in the organic search results of Google, Bing, and other search engines. Each position is given an individual weighting in line with the methodology developed by Searchmetrics. Other data from dynamic models for calculating the Click-Through-Rate (CTR) also contributes to the calculation.
In this case, CTR means the following: For search results in general, the top rankings are clicked on more than the search results at the bottom of the first results page or on the next pages. At the same time, a search result that is displayed with a video snippet that ranks at, for example, position five, will probably get more clicks than a simple text link at the same position.
As a guide, the SEO Visibility of a domain will be higher if:
The domain’s URLs rank higher up the search results list
Many different URLs on the domain are included in Google’s index with good rankings
The domain’s URLs rank well for keywords with a high search volume.