What Is SEO?

SEO stands for “search engine optimization.” It is the process of moving your web property from one undesired location to a more desired location. When your web property gets traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines your cost to acquire these visitors or customers is typically much lower than paying per click..

What is Search Engine Optimization (SEO)?

SEO isn't just about building search engine-friendly websites. It's about making your site better for people too. At Moz we believe these principles go hand-in-hand.

SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.

This guide is designed to describe all areas of SEO-- from finding the terms and phrases (keywords) that generate traffic to your website, to making your site friendly to search engines, to building links and marketing the unique value of your site. If you are confused about this stuff, you are not alone, and we're here to help.

Search Engine Market Share

Why does my website need SEO?

Search queries-- the words that users type into the search box-- carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organization's success.

Search engines are unique in that they provide targeted traffic-- people looking for what you offer. Search engines are the roadways that make this happen. If search engines can not find your site, or add your content to their databases, you miss out on incredible opportunities to drive traffic to your site.

The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users. This is true whether your site provides content, services, products, information, or just about anything else.

Why can't the search engines figure out my site without SEO?

In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.

Search engines are smart, but they still need help. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.

Can I do SEO for myself?

Depending on your time commitment, your willingness to learn, and the complexity of your website(s), you may decide you need an expert to handle things for you. Firms that practice SEO can vary; some have a highly specialized focus, while others take a broader and more general approach.

The world of SEO is complex, but most people can easily understand the basics. Free SEO education is widely available on the web, including in guides like this.

In any case, it's good to have a firm grasp of the core concepts.