What is SEO?

SEO (Search Engine Optimization) – Search engine optimization is a set of strategies implemented to ensure better ranking of websites in search engines. This process increases the visibility of a website among users, helping it gain more organic (unpaid) traffic.

SEO mainly consists of keyword research, content optimization, technical improvements, and external link building. Search engines such as Google and Bing use complex algorithms to present users with the most relevant and high-quality results. Through SEO, businesses can reach their target audience more easily and increase their sales.

Why is SEO important?

The importance of SEO is increasing in today’s digital world. SEO is an essential strategy for websites to reach the right target audience and obtain organic, that is, unpaid traffic. Achieving higher positions in search engines like Google helps businesses attract more customers and promote their brands. Being ranked at the top of search results is one of the key conditions for gaining users' trust and gaining an advantage over competitors.

SEO is particularly important for newly created websites because certain optimization processes need to be implemented until search engines recognize them. Creating original and high-quality content, using keywords correctly, and ensuring a mobile-friendly structure are key elements of SEO. To speed up the indexing of a website, technical optimization work such as fast loading, clear navigation, and a user-friendly interface must also be carried out.

The effective implementation of SEO brings long-term results and increases a site’s visibility without the need for paid advertising. Modern internet users primarily conduct their searches through Google and tend to trust the results appearing on the first page. Therefore, SEO enables websites to receive more clicks and reach potential customers more easily. With properly executed SEO strategies, businesses can achieve a strong position in the digital market.

What is SERP? Why is it important for SEO?

SERP refers to the list of results displayed when a keyword is searched in a search engine. This page includes various websites, advertisements, rich snippets, graphics, SEO-optimized articles, and other results ranked based on different algorithms. For Google and other search engines, SERP is highly important for online visibility.

Organic results hold significant importance on SERP. Organic content is ranked by Google’s algorithms, commonly known as "crawlers" or "bots." These bots visit web pages and analyze content, title structure, internal and external links, structured data, and other elements. Based on these analyses and comparisons with competitor websites, organic rankings are formed.

With the right and effective SEO strategy, it is possible to rank high on SERP. Achieving a higher ranking increases website visibility and leads to more clicks. As a result, it becomes easier to attract potential customers and boost sales. To succeed in the digital market, continuous SEO optimization and adaptation to new algorithms are essential.

How does SEO work?

SEO (Search Engine Optimization) is a collection of strategies and techniques applied to help websites rank higher in search engines. This process consists of keyword research, content optimization, technical SEO, and link building. Search engines, such as Google, analyze websites to determine how useful and relevant they are for users. With properly executed SEO, websites can obtain more organic traffic and reach their target audience more easily.

SEO activities can generally be classified into three main categories:

• On-page SEO
• Off-page SEO
• Technical SEO

What is On-Page SEO and how does it work?

On-Page SEO is a process aimed at optimizing various elements of a website for search engines. Through this process, the content and technical features of the site are improved to achieve higher rankings. Page loading speed, keyword usage, title tags, and meta descriptions are the main components of on-page SEO. Search engines, especially Google, evaluate the structure and content of websites to present users with the most relevant and high-quality results.

The primary goal of on-page SEO is to increase a website's organic traffic and attract potential customers. This optimization process helps create a better experience for both search engines and users. Title tags, URL structure, and internal links are key factors of on-page SEO. Google's algorithm updates have further increased the importance of on-page SEO. It is not enough for a website to rank high; it must also be useful and engaging for users.

Every day, billions of web pages are updated, and millions of new articles are published. Therefore, search engines use increasingly complex algorithms to assess the quality and value of websites. On-page SEO helps websites become more understandable to search engines and rank higher. When applied correctly, these strategies significantly increase website visibility and click-through rates. According to Google's data, organic search traffic can make up 90% of a website’s total traffic.

On-page SEO is also an integral part of digital marketing strategies. A well-optimized website gains an advantage over competitors and attracts a larger target audience. On-page optimization allows businesses to achieve better results without allocating extra budget for advertising. As search engines become smarter, website owners and marketers must pay more attention to on-page SEO.

There are several key elements to consider in on-page SEO, including:

• Keywords: One of the most important steps to achieving high rankings is using the right keywords. Ensuring that keywords match the content users are searching for is crucial. Properly selected keywords help directly reach potential customers searching for a product or service, attract organic traffic to the website, and convert visitors into customers.
• High-quality and user-friendly content: The content should reflect the information, product, or service users are searching for. Well-prepared content enhances user experience, builds credibility, and increases engagement.
• Title (Meta Title): The title is one of the most critical elements of a website. It creates the first impression of the page's content for both users and search engines. A precise and effective title increases click-through rates and helps achieve a higher ranking in search engines. The title affects visibility in search results, user experience, and click-through rates (CTR). To create an effective title, it is important to use keywords, keep it concise and understandable, make it attention-grabbing, accurately describe the content, and stand out from competitors.
• Meta description: A short summary that appears under the title in search engine results pages (SERP). This summary helps users get more information about the search results they see and influences their decision on which result to click. The meta description increases click-through rates, provides a hint about the topic on the page for search engines, and enhances user experience.
• URL structure: The website’s address, which also plays a crucial role in search engines. A properly structured URL improves both user experience and search rankings. The URL should be short and clear, using relevant keywords that match the content of the web page.
• Mobile compatibility: Today, most internet usage is carried out through mobile devices. Ensuring mobile compatibility is essential for both improving user experience and ranking higher in search engines.
• Fast loading speed: Users do not like waiting for pages to load. A slow website discourages visitors from using the page. This negatively affects both user experience and search engine rankings. Fast loading improves user experience, engagement rates, and search rankings.

What is Off-Page SEO and how does it work?

Off-page SEO (external SEO) is a strategy that helps a website rank higher in search engines. This strategy includes activities carried out outside the main content of the website and contributes to brand recognition. The main goal of off-page SEO is to enhance a website’s authority by acquiring high-quality backlinks from reputable sites. For small businesses, collaborating with other websites to obtain backlinks is particularly important.

Google determines a website’s value not only by its internal content but also by its connections with other platforms. Although social media platforms do not directly affect SEO rankings, they can help a website reach a wider audience. Articles and social media shares about a website increase its credibility and attract more potential customers. Establishing relationships with media organizations and business partners is one of the most effective ways to gain more mentions for a website. A strong off-page SEO strategy can lead to long-term organic traffic growth.

Key elements to consider in off-page SEO include:

• Backlinks: These are links from one website to another. They indicate to search engines how reliable and valuable a site is. Backlinks positively affect search rankings and increase website traffic. A high-quality backlink should come from a reputable and authoritative domain, be relevant to the content, and appear natural.
• Social media shares: Social media is one of the most powerful marketing tools today, with a vast user base. It indirectly influences SEO by increasing brand visibility, organic traffic, and backlinks, as well as helping content get indexed and improving user engagement.

What is technical SEO and why is it important?

Technical SEO is the optimization process that ensures a website is effectively analyzed, indexed, and ranked by search engines. This process includes improving the site’s technical structure, fixing errors, and making it compatible with search engine guidelines. Key elements of technical SEO include website loading speed, mobile-friendliness, HTTPS certification, URL structure, and the presence of a sitemap.

Technical SEO focuses more on the technical aspects of a website rather than its content, helping search engines better understand the site. SEO experts analyze search engine algorithms and optimize websites accordingly.

Ensuring proper indexing of website content and providing easy navigation for users are the primary goals of technical SEO. Mobile-friendliness is another crucial aspect since Google and other search engines positively evaluate mobile-friendly websites.

Enhancing website security, using the robots.txt file to guide search engines, and removing incorrect URLs (404 pages) are also essential parts of the optimization process. Proper internal linking and removing unnecessary pop-ups to improve user experience are additional advantages of technical SEO.

Another tool that helps search engines understand website structure better is structured data and sitemaps. These allow search engines to better comprehend a website’s content, ensuring pages appear more accurately in search results.

One of the greatest benefits of technical SEO is that it increases website speed, keeping users engaged for longer. A technically sound website is better evaluated by search engines and, as a result, gains more organic traffic. In the long term, technical SEO strengthens a website’s competitive advantage and creates a more user- and search-engine-friendly environment.