What is SEO?

What is SEO and what do you need to know?

There you are, you have a great website full of cool products or valuable information. But there's one problem. No one knows you exist and even worse, no one can find you. This is where SEO (search engine optimization) comes in. This profession apart helps you rank higher in search engines like Google, so people finally do know how to find you!

More than online findability

SEO is about more than just "becoming findable." It's about attracting the right people and keeping them on your website with the right on-page SEO. In this blog I will teach you the basics of SEO and give you useful tips to get started right away. High time to make your website findable for the right visitors who also like to spend time on your website. Hopefully you have a cup of coffee (or tea) in front of you, because we are really going to start now!

Why SEO still matters

Why put time and effort into SEO? Simple: it makes you visible to your target audience, which are, in other words, your potential customers. The higher you rank in search results, the more likely a potential customer is to click on your website. It not only gives your brand more exposure, but also builds trust with your visitors. People often associate top rankings with reliability and quality. Therefore, SEO is a global market worth nearly 70 billion euros for a reason.

SEO is a long-term solution

SEO can be thought of as a marathon that will save you costs in the long run. Unlike paid advertising, a high position in the organic search results costs nothing per click, but you have to be there! That's why we at OMA say:only with the right pace will you really get ahead. What do we mean by this? At OMA, we want to get one step further, every day, for the long haul. If you want to know exactly how we do this, read 'The OMA way' on our about us page.

Well, now that that has been said we can finally begin to answer the question; what is SEO?

The three pillars of SEO

To properly understand SEO, it is helpful to know that there are three main pillars: technology, content and authority. Each of these pillars plays an important role in how search engines rate your website. They are all interconnected. So don't focus on just two of the three components, but make sure all three get adequate attention.

The technical side of SEO

This piece of SEO is about the basics. Think about a fast website, a mobile-friendly design, and a good structure that helps visitors navigate easily. If your technology isn't up to par, Google will immediately judge you for it.

Pro tip: Are you having a new website created? Try to get feedback from an SEO specialist through an SEO scan. Most web developers make a site workable, but not findable.

Content is still king

It may be eye-opening, but content is what your visitors see, such as text, images and videos. It serves to inform or entertain. Good content connects with your target audience's search intent. It answers questions or offers solutions to problems. Getting better at writing? Then check out this formula for writing blogs that will help you rank in Google.

Building authority

This section revolves around the trust search engines (such as Google) have in your website. Is your website an authority for the industry, yes or no? If yes, chances are good that search engines will approach your website to satisfy someone's search intent. If not, there is work to be done.

Authority is also measured largely through backlinks, or links from other Web sites to yours. The more relevant and reliable websites link to your site, the more authority you build. * Link building is therefore really an integral part of search engine optimization to rank higher.

* You can't just start posting links on sites. I explain a bit more about this later in this blog article. 

How does SEO work?

If you ask me, SEO is like a competition, who has the best online repertoire? Google wants to show its users the very best results for every search query. To determine who will appear at the top of the SERPs, Google looks at hundreds of factors. These in turn can ultimately be divided into one of the three aforementioned pillars.

How qualified do you make yourself appear? Does someone search for apples and you sell apples? Then that should be obvious to Google as well. Maybe the following image will give you some more clarity.

If you were Google, which website would you choose? Website A, B or C?

Stick to the rules of the game

A score like "Website C" like this is what everyone wants, of course, which is why, really everywhere, you have people cheating. To get a good website score, it is important to follow Google's rules of the game. But what are the rules of the game? Good question! There are actually two terms: White-hat SEO and Black-hat SEO.

White-hat SEO

These are all practices that stand for sustainable solutions and long-term success.

White-hat SEO consists of techniques that are completely in line with search engine guidelines. It focuses on improving the user experience (UX) and growing the website organically. This is done through usability (pillar 1) quality content (pillar 2), and link building (pillar 3). Although the results may not be seen as quickly, white-hat SEO offers stable and sustainable growth.

Black-hat SEO

This is the dangerous game for quick results. Black hat SEO is the collective term for all techniques that, you might expect, go against search engine guidelines to achieve higher rankings quickly. These practices, such as keyword stuffing, cloaking and the use of private link networks, may produce short-term results, but they carry great risks.

Search engines like Google are getting better at recognizing and penalizing these tactics, which can lead to loss of visibility and even complete exclusion from search results. In short, don't.

'More backlinks are automatically better'

Mr. White: "You got one part of that wrong!

Totally agree, this is obviously wrong. What matters is not how many links you have, but the quality of those links. A single link from a reputable site may have more value than dozens of links from unknown or irrelevant sites. That second one might remind you of Black-Hat SEO.... Wait a minute, Mr. White!

Okay...let's move on quickly!

SEO is an ongoing process

I think this is one of the biggest misconceptions about SEO. 'SEO is something you do once and then you're done.' So no, that is not the case. In fact, if it were, most agencies would no longer exist. SEO is anything but a one-time task. In reality, SEO is and always will be an ongoing process. Trends and algorithms (like Google's) are constantly changing, so you have to keep responding to these changes and keep optimizing. How can you do that? Let me give you the first tip in advance:

Tip 1: Make use of Google Search Console

Getting started with SEO doesn't have to be complicated. It's all about improving your Web site one step at a time. Start by analyzing your site's current performance. For example, I like to use Google Search Console (GSC) to check the (current) performance of a website and specific pages. GSC is full of reliable data that gives you insight into website performance, how pages rank and where your opportunities lie. Want to know more? Then check out this blog about search formatting within GSC.

SEO is more than technique

There is also a perception that technology is all-important. While a technically sound Web site is a basic requirement, content and link building are just as important. It's all about the right balance. As I mentioned earlier, a Web developer can create a workable site, but by definition it is not immediately findable. That's the job of the SEO specialist, employee internally responsible for content or maybe it's you yourself. Should that be the case, read the following tip:

Tip 2: Create organized content

It's fine to use jargon here and there, but make sure the content is understandable to as many people as possible. Use keywords, but don't overdo it. Google likes natural text that really helps the user. My rule of thumb: "would I put it that way myself?" Additionally, you have a certain structure when you speak, try to hold that way of speaking while writing as well. In other words, also think about the structure of your pages. A clear layout helps not only your visitors, but also the search engines understand your site better.

A good SEO strategy pays off

SEO does offer a lot of benefits that you should not underestimate. Most importantly, the right SEO strategy produces lasting results. Unlike ads, which stop as soon as your budget runs out, good SEO adjustments continue to have an effect. In other words, you are literally investing in the future of your website.

In addition, SEO creates trust, because when you have a question you go to Google. And, you're not alone, Google gets about 3.5 billion searches a day, that's 1.2 trillion searches a year! People ask all they want, and then if you get ranked at the top organically by Google, you're the best party in that field at that moment. The result? More visitors, better conversions, and ultimately higher sales. Maaaaaar wait a little longer! Don't get me wrong, but if you really want to score on all fronts and stay ahead of your competition, you also need to advertise. This is where SEA comes in, but I won't cover that further. What I will cover briefly are useful tools that you can use to get started.

Useful tools for beginners

If you're starting out with SEO, there are a few tools you absolutely must use. I have so listed them for your convenience:

• Google Search Console

• Google Analytics

• Google Tag Manager

• Google PageSpeed Insights

• Answer The Public

• Semrush

• Screaming Frog

• Keyword Finder (from Mangools)

• Authority Checker (from Ahrefs)

Want to learn more about these (and other) tools? Then check out this blog by Daniel in which he explains 11 tools for greater insight into technical SEO.

What is SEO? Something you shouldn't make more difficult than it is!

SEO doesn't have to be higher math. If you start with the three pillars - technology, content and authority - and keep working consistently on your website, you will be well on your way. The key to success, as far as SEO is concerned, is patience and perseverance. It may take a while before you see results, but once it works, you'll benefit for a long time.

Do you have questions or want help in the area of search engine optimization? Don't hesitate to get in touch. Together we can make sure your website finally gets the attention it deserves! 🚀