Definition and History
S. C. O. Which is short for search engine optimization. Also known as Organic search, is the process of optimizing a digital asset like a website or an app to give it the best chance of ranking highly in search engine results. And the practice of this optimization helps drive more clicks to your U. R. L. And thus drives more traffic to your website. The first website was launched in 1991, followed by a deluge of hundreds of thousands of websites. And search engines quickly realized that they needed to build an algorithm to organize all of this information on the web. So fast forward to the early 2000s. And google started focusing more on users and less on the web masters who owned the domains. So as a result of that they launched personalized search results which took into account users history when they showed them results in the search engine results page. And they also launched local search and local search provided maps of brick and mortar locations and other details directly in th...
e search engine results page so that users didn't have to spend more time going to those websites. Around this time. A few years later, google rolled out the knowledge graph, which continued the trend of google adding even more information directly into the search results page has also shifted the focus onto content optimization. Content became king and website content had to be both valuable and shareable to reach the top positions in the search engine results page. Both search engines and users have continued to evolve, which has led to the art of Technical SEO. And to understand technical S. C. O. And its objective. So we first have to understand search indexation indexation is the process by which search engines like google and bing evaluate your website and determine where to position it in the search engine results page. The search engine results pages also known as the CerP and I will refer to it as the syrup going forward. For the purposes of this course will focus on google. So when a site goes live, google's search engine bots crawl a website and look at each page to try to understand what type of content is there and you can think of this as a driver and a car exploring a new city. So they drive down each of the different streets trying to understand what their favorite spots will be and what the simplest routes to take. Our SEO tactics can be buck it'd into three different core components on site off site and Technical SEO on site. SeO has to do with the content on a site. So this is any body copy, metadata, anything that lives on the site offsite S. C. O. Has to do more with anything off the site. So back links, social media, pr any of these links that are driving back to the site but still bolstering the value of the site and then Technical SEO ensures that the site is clean and easy to navigate. So that search engine bots can crawl the site without an issue. Google weighs hundreds of ranking factors and organic results, And it updates its algorithm over 500 times a year. Now, that doesn't mean that every time that Google updates its algorithm, that that's going to drastically affect the way a website is crawled or ranked or penalized, but keeping your website up to date and healthy will give it the best chance of ranking highly.