Introduction to Organic Search

Now, let's discuss the fundamentals of search. If I had only 30 seconds to explain SEO to you, here's what I would say: SEO is the process of driving traffic from search engines to our digital assets. To better understand SEO, let's clarify what it is not. SEO is not about buying traffic or engaging in illegal or unethical tactics. It is not against search engine terms of service. In fact, search engines encourage SEO. Moreover, SEO is not limited to Google; there are other search engines where SEO can be applied.

While SEO may not yield immediate results, it is not as difficult as it may seem. Once you grasp the basics, it becomes straightforward. Essentially, SEO revolves around three key aspects: document relevancy, authority and attention, and technical optimization. Let's delve into each of these.

Document relevancy is about creating pages that users are searching for and that search engines can understand. In the past, search engines were not efficient at finding relevant pages. However, today, it is the search engine's responsibility to understand user intent and help them find what they need. As marketers, our role is to create valuable content that answers users' questions.

Increasing authority is another crucial aspect of SEO. Imagine having to select the best pages out of millions of results. It is a complex task that search engines face with every search. Generally, authority is determined by popularity, which can be measured through metrics like links, engagement, views, and sales.

Lastly, technical optimization involves the behind-the-scenes engineering that makes it easier for search engines to discover our pages. With over a billion websites out there, technical optimization is essential for visibility.

Throughout this course, we will explore these topics in detail. It's important to note that search is not limited to Google on desktop. Many web applications, such as YouTube, Amazon, and Pinterest, have their own search engines. Each platform aims to provide relevant results by considering what's best for users and their business.

Additionally, search engines frequently update their algorithms, which can impact SEO strategies. Familiarize yourself with these updates to stay informed.

Before we proceed, let's discuss click-through rates (CTR). Studies have shown that the majority of clicks go to the top five search results. If your website is not among the top five, it is essentially invisible to users. This is why SEO is crucial; it ensures that your website ranks high and attracts organic traffic.