Google’s mission is to organize the world’s information and make it universally accessible and useful. Google wants to show their users the best result for a specific keyword. If you want to rank for that keyword, you should simply try to be the best result.
SEO is the acronym for Search Engine Optimization. It’s the practice of optimizing websites to make them reach a high position in Google’s – or another search engine’s – search results. SEO focuses on rankings in the organic (non-paid) search results. In this post, I’ll answer the question “What is SEO?” and I’ll explain how we perform SEO at Yoast.
In order to make web pages appear in high positions in the search results, SEO tries to shape a website according to Google’s algorithm. Although Google’s algorithm remains secret, over a decade of experience in SEO has resulted in a pretty good idea about the important factors.
In our view, the factors in Google’s algorithm can be divided into two categories, which determine the ranking of your website together:
On-page SEO factors
On-page SEO factors are all the things you can influence on your own website. All kinds of technical aspects of your website are important for the chances of your website to rank in the search engines. WordPress actually is a rather SEO-friendly platform. Combined with our Yoast SEO plugin, most technical challenges are covered.
The structure of your website, your site speed and the content of your site are other important on-page SEO factors.
Off-page SEO factors
Next to on-page SEO factors, there are off-page SEO factors. These off-page SEO factors are a bit more difficult to influence, though. The most important off-page factor are the links to your site. The more (relevant) sites link to your website, the higher your ranking in Google will be.
Being the best result means focusing on technical excellence, great User Experience, flawless website security, and really awesome content. You should focus on all the aspects of website optimization in order to be the best result. That’s what our holistic SEO strategy is all about!
Why an holistic SEO approach?
good technical SEO;
a great user experience;
writing quality content;
keeping your site secure.
Having an awesome website with high-quality content, a great user experience and up to date security will not instantly improve your ranking. In the long run, though, it will definitely have a positive effect on your SEO!
Attractive websites have a lower bounce rate and a much higher chance to receive social media attention. These are exactly the two things you need to make sure your website will keep ranking well in the long run. If nobody ever talks about your website on social media, how can Google keep thinking it’s a good site?
Staying up-to-date is an easy statement to make, but for website owners in the day-to-day, we realize how hard this can be. Our websites are complex beings, we have 150 different things going at any given time, and sometimes it’s difficult to apply the changes quickly. A recent study shows that 56% of WordPress installations were running out of date versions of the core. Updates need to extend beyond WordPress core. The same study shows that a very large percentage of the website hacks came from out-of-date, vulnerable, versions of plugins.
Posted by Yoast SEO