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Explanation of search engine optimization

Explanation of search engine optimization: How to take your website to the top

Search engine optimization (SEO) means the process of optimizing your site to increase its visibility when people search for products or services related to your business in Google, Bing, Yahoo, Yandex, or other search engines. 

How do search engines work?

The better your pages appear in search results, the more likely you are to attract attention and attract potential and existing customers to your business.

Search engines are software systems that are designed to search for information on the Internet and provide search results related to what the user is searching for.

Search engines work using a set of complex processes and algorithms to collect, index, analyze and rank information available online. Here's how search engines work in simple terms:


Search engines send software called “spiders” or “robots” to browse the Internet and collect information from different web pages. These spiders follow links from one page to another to collect as much information as possible.


After collecting information, search engines index and organize it into a huge database called an “index.” This index contains information about each page found, such as page content, title, keywords, and internal and external links.

Page Analysis:

Search engines analyze page content to determine its relevance to potential search terms. This analysis includes many factors such as keywords, page structure, loading speed, and mobile compatibility.

Ranking Algorithms:

Search engines use complex algorithms to determine the ranking of pages in search results. These algorithms take into account many factors such as the quality of the content, the number of links pointing to the page (backlinks), and the authority of the website.

Presenting Results:

When a user performs a search, search engines match the user's query to pages in the index and present the most relevant results in a specific order. Results are often displayed as a list, with the most relevant page at the top.

Most important search engines:

  • Google: The most famous and widely used globally.
  • Bing: Search engine from Microsoft.
  • Yahoo: It was one of the first search engines and is still widely used.
  • Baidu: Most used in China.
  • Yandex: Most popular in Russia.

How does search engine optimization work?

Search engine optimization (SEO) is a set of practices aimed at increasing a website's visibility in organic (non-paid) search engine results. Search engine optimization requires understanding how search engines work and applying techniques that help improve a site's ranking in search results. Here's how SEO works:

1. Keyword Research

  • Start the SEO process by researching the keywords that users are searching for. Tools like Google Keyword Planner, Ahrefs, and SEMrush are used to find keywords with high search volume and low competition.
  • You should choose keywords that are relevant to the site content and have a good chance of improving rankings in search engines.

2. Content Optimization

  • Writing high-quality, useful content that meets users' needs. Content should be unique and informative.
  • Include keywords naturally in titles, texts, paragraphs, meta descriptions, and subtitles.
  • Providing long, comprehensive articles that cover the topic from all aspects may contribute to improving the ranking.

3. Optimizing technical elements (Technical SEO)

  • Improving page loading speed through techniques such as reducing image size, file compression, and using content delivery networks (CDNs).
  • Ensure that the website works well on all mobile devices.
  • Organizing the site structure so that it is easy to browse and crawl for search engines.
  • Create an XML sitemap and send it to search engines to facilitate crawling and indexing.

4. Backlinks

  • Get external links from reputable sites. Backlinks are a strong signal to search engines that a site is trustworthy.
  • Focus on getting high quality links rather than a large number of weak links.

5. Performance analysis and continuous improvement

  • Use tools like Google Analytics and Google Search Console to analyze site performance and track changes in rankings and traffic.
  • Continuously improve SEO strategies based on data and analytics to meet changing search engine algorithms and user requirements.

6. Local Strategy (Local SEO)

Encourage customers to leave good ratings and reviews on search engines and other relevant sites. For businesses targeting a local audience, it is important to optimize local pages, create Google My Business accounts, and register the site in local directories.

Search engine optimization is important for marketing

The most important factors that affect search engine optimization

There are a variety of factors that can affect the ranking. These include:

  • The internal and external link structure of your site.
  • Backlink structure (links to or from other sites).
  • Your site speed.
  • The length of the link per page on your site.
  • The quality and structure of the content you provide on your site.
  • Optimization through media such as video and images.
  • Your site is compatible with mobile and tablet.
  • https encryption.
  • Use a server with fast delivery speed.
  • Use a content delivery server such as CloudFlyer.

Who is an SEO expert?

A search engine optimization expert (SEO Expert) is a professional who specializes in improving the appearance of websites in search engine results such as Google, Bing, and Yahoo. This expert has the knowledge and skills necessary to analyze and improve various elements of the site to increase its ranking in organic search results. Here's more about the role, skills, and responsibilities of an SEO expert:

Skills that an SEO expert must possess:

  1. Understanding search engines:
    • Know how search engine algorithms work and how they affect page rankings.
    • Follow continuous updates to search engine algorithms, such as Google updates.
  2. Keyword analysis:
    • Ability to conduct comprehensive keyword research to identify relevant, competing words used by the target audience.
    • Use keyword research tools such as Google Keyword Planner, SEMrush, and Ahrefs.
  3. Content writing:
    • Write attractive and useful content that matches the needs of the target audience and includes keywords naturally.
    • Optimize texts, titles, meta descriptions, and subtitles.
  4. Analysis and data:
    • Use data analysis tools such as Google Analytics and Google Search Console to monitor site performance and identify areas that need improvement.
    • Ability to analyze data and draw conclusions to make informed decisions.
  5. Technologies:
    • Good understanding of technical SEO elements such as site speed, image optimization, mobile friendliness, and internal link structuring.
    • Knowledge of tools such as Screaming Frog, GTmetrix and Moz.
  6. Link Building:
    • The ability to develop strategies for building high-quality backlinks.
    • Connect with other sites to obtain links and collaborate on joint content.
  7. Local SEO:
    • Optimize local pages and businesses targeting a local audience.
    • Manage Google My Business accounts and interact with ratings and reviews.

Key responsibilities of an SEO expert:

  1. Conduct a comprehensive site audit to identify issues affecting its ranking in search engines.
  2. Provide recommendations to improve site structure and content.
  3. Develop and implement comprehensive SEO strategies based on data analysis and business objectives.
  4. Identify priorities and initiatives that can deliver the greatest impact on rankings and traffic.
  5. Work with the content team to create optimized articles, blog posts and product pages.
  6. Ensure that content meets search engine standards and matches keyword strategy.
  7. Implementing strategies to build external and internal links to improve domain authority.
  8. Monitor backlinks and verify their quality and impact on the site.
  9. Monitor the site's ranking in search engines and organic traffic regularly.
  10. Providing periodic reports on performance, results obtained, and future recommendations.

What are unpaid natural search results?

Organic search results refer to search engine results that cannot be influenced by paid advertising. Natural search results are ranked according to their relevance to the search term. So natural search results do not include ads, but can include search snippets such as maps, images, articles, or knowledge graph.

What are paid search results?

When you type something into Google, you are presented with a list of results; Or SERP (Search Engine Results Page) which displays organic results and paid results. Paid search results have a small green box with the word “ad” before the listing; 

This is where a company, like yours, has paid to have their page appear at the top of the list. This can be done through a Google Ads search campaign, which charges you a fee when someone clicks on that link. Paid search drives traffic to your website through relevant ads.

What are the keywords?

Keywords are the words and phrases that people type into search engines to find what they are looking for. 

For example, if you're looking to buy a new jacket, you might type something like “men's leather jacket” into Google. Even though this phrase consists of more than one word, it is still a keyword.

Of course, no one outside of the SEO industry tends to use these terms. Most people call them Google searches or queries. Just know that keywords are synonymous with both of these things.

What are the types of keywords?

In search engine optimization, there are 3 types of keywords, which are as follows:

  • One-word keyword, for example (Germany)
  • Two-word keyword (German universities)
  • A keyword consisting of a connected sentence (the cheapest German universities to study medicine).

Are keywords important?

Keywords are important because your site can appear when people type them into search engines. For example, if you Google “Scholarships to study medicine in the UAE 2024”, we will appear at the top of the search results.

Free keywords for your site

What are featured snippets?

Featured snippets or otherwise known as Google's Featured Snippets These are specific search results that appear at the top of Google's organic results below the ads in the box. Featured snippets are intended to answer a user's question instantly (hence their other common name, “answer boxes”). Being featured means getting extra exposure for your brand in search results.

There are 4 main types of featured snippets:

  • Paragraph (the answer is given in the text). It can be a box with text inside it or a box with text and an image inside it.
  • List (answer is presented in list form)
  • Table (the answer is given in a table)
  • Google FAQ Chart

Google uses the question and answer feature in search results for visitors, and this is basically an excellent feature in order to save users the trouble of browsing common questions that many people search for.

The importance of search engine optimization in e-marketing

Search engine optimization (SEO) is an essential part of digital marketing because people perform trillions of searches every year, often with commercial intent, to find information about products and services. 

Search is often the primary source of digital traffic for brands and complements other marketing channels. Increased visibility and ranking higher in search results than your competitors can have a material impact on your bottom line.

However, search results have evolved over the past few years to give users more direct answers and information that are more likely to keep users on the results page rather than directing them to other websites.

Also note, features such as productive results and knowledge panels in search results can increase visibility and provide users with more information about the company directly in the results.

Examples of search engine optimization on your website

To understand the word search engine optimization, you must think a little about the following sentences

  • What do users search on the Internet?
  • What are the expected answers from users before searching?
  • What are the answers that appeared in the search result?
  • What are the words that visitors used to search?
  • What type of content are visitors looking for?

Let us explain the previous statements one by one in order to finally understand how SEO works.

We will take the following example before explaining, and then we will summarize the ideas in order, quoting and based on our example:

Khaled is a 20-year-old young man who wants to study in Germany. He is interested in getting university admission from a British university, but at the same time he does not have enough money to study there due to the high prices of universities. In addition, Khaled is a young man who excelled in high school and obtained it with a score of 99%. Khaled now wants to enter Google and search for what is on his mind about studying in Germany in order to obtain more information to benefit from it. What can Khaled write in Google?

In our example, Khaled could write:

  • Study in Germany.
  • Costs of studying in Germany
  • Study in German universities for free
  • Study medicine in Germany
  • What are the conditions for studying medicine in Germany?
  • What are the best universities in Germany to study medicine?

Based on every word Khaled wrote in the search engine, a result that may be different or similar to the first result will appear. But what is important to us, as website administrators or people working in search engine optimization, is to understand the following:

  • What do users search on the Internet? (Study in Germany, specializing in medicine)
  • What do users search on the Internet? (Searching for the topic of universities and studies)
  • What are the expected answers from users before searching (they are expected to obtain information about German universities for studying medicine)
  • What are the answers that appeared in the search result? (Results will appear explaining them costs, Universities, medicine, Opportunities...etc??)
  • What are the words that visitors used to search?_(*)
  • What type of content are visitors searching for (looking for educational content)
The most important factors that affect search engine optimization