What Is Search Engine Optimization

What Is Search Engine Optimization? ( SEO)

This article will learn what SEO (Search Engine Optimization)is, the definition of  SEO, what is good, and why  SEO optimization is not called.

You will find out what the goal of optimizing websites for search engines is, how you will recognize a dishonest SEO agency, an ignorant and experienced SEO consultant (specialist), how to do page optimization step by step.

You’ll also learn how to write SEO Friendly texts (optimized for search engines and people) so that search engines love you.

You will also be interested in the  SEO price list. What is the cost of optimization, how much it usually costs?

I will also look under the lid at the terms SERP (Search Engine Result Page), explain the Long Tail strategy; we will look at the most used  SEO tools.

In addition to explaining basic concepts, you will learn how search engines work and sort search results.

At the end of the article, you can see a short video in English, which explains the principle of how Google and Bing search engines work on simple animated works – comparing them to extensive libraries.


What is  SEO?

What is  SEO

Search Engine Optimization ( SEO ) = search engine optimization is a method of modifying (optimizing) websites to make them easier to find in the organic results of search engines such as Google or Seznam.CZ (in the Czech Republic), or Bing and other search engines. The goal of SEO is to put websites at the top of the organic (unpaid) search result on selected keywords that will bring the highest conversion.

SEO (Search Engine Optimization) is most often translated into Czech as search engine website optimization.


What SEO is good for

  • Increase traffic from organic search (from search engines)
  • Influence search results for relevant keywords in search engines – trying to improve your position in search engines to relevant keywords
  • Long-term source of free traffic – if you have quality website content, search engines will send you new visits even in the long term.
  • Brand Awareness growth – organic visits are growing awareness of your site. This will also increase direct traffic over a more extended period.
  • You don’t pay anything for search engine visits, but that doesn’t mean they’re “free.”  SEO is an investment in the future and can be costly.


The most comprehensive step-by-step guide, both on SEO

If you want a detailed and detailed tutorial on  SEO, read a very comprehensive article on how I do SEO. You will find step-by-step procedures,  SEO tools that I use, my workflow, and evaluation of page optimization for search engines.

”  SEO optimization” is not said.

Attention, the phrase  SEO optimization is nonsense. This term can often be encountered, both on the client-side and  SEO agencies or  SEO consultants (specialists). The error is that SEO is an acronym that already contains the word “Optimization.” So basically, when you say  SEO optimization, that’s what you call OPTIMIZATION FOR OPTIMIZATION SEARCH ENGINES.

Some  SEO consultants are hypersensitive to this “overstep. From my point of view, it is not such a disaster, especially when it is said by a client who cannot distinguish such small terminological nuances; after all, he hires you as an expert.

When someone offers you ” SEO optimization,” it already tells you that this consultant or specialist is not very familiar with the issue (if it was not a typo, typo, or simplification so that the client knows that they are both talking about the same thing).

Even though  SEO optimization is not called, this is how people search for the term.

Equally erroneous is the designation for someone who performs page optimizations for search engines. It is not called an SEO optimizer but an SEO consultant or SEO specialist.

See the most common search terms that contain SEO optimization:

  • SEO optimization (805 searches per month)
  • SEO optimizer (720 searches per month)
  • SEO search engine optimization (215 searches per month)
  • SEO site optimization (159 searches per month)
  • SEO optimization Brno (112 searches per month)
  • SEO optimization price (111 searches per month)
  • SEO site optimization (90 searches per month)
  • SEO optimization Prague (53 searches per month) – in Prague, there are more knowledgeable terminology 🙂

So even though many consultants and specialists are fighting against incorrect terminology, users do not look at it and cheerfully search for it in their way.


What is the goal of optimizing websites for search engines?

The goal of optimizing websites for search engines is to bring more relevant visitors to your website from organic (unpaid) searches.

To achieve this goal, you need to improve your site’s on-page and off-page factors continuously. As the names suggest, it’s about editing specific parameters directly in your web presence and adjusting factors outside your pages.

Focus on increasing organic traffic to “right” visitors to help you fulfill the primary purpose of your website (sales and other conversions fore-shops, length of visit number of pages viewed, or other goals, e.g., for news sites).


Who can help you optimize?

Who can help you optimize

You have countless ways to access a well-optimized website. The most expensive, but at the same time, the surest way is to hire an agency or specialist. You can also start optimizing with DIY style (do it yourself). You have a plethora of resources and information at your disposal. You just have to choose appropriate sources. Choose authoritative websites, official recommendations, and walkthroughs from Google or Seznam.

Never believe the promises of guaranteed top positions in search results from  SEO agencies, advertising agencies, or SEO specialists. It’s nonsense; no one in SEO can guarantee anything, at least not when it comes to highly competitive words.

The results of sorting search results are sorted according to the relevance of the pages, evaluating about 200 evaluation parameters, which in addition have different weights that change over time.

Search engines are constantly modifying the search algorithm to meet users’ expectations best. No one (except the search engines themselves) knows precisely all the attributes measured, let alone their weights. Success in optimizing search engine pages is a long way to go, full of honest work. And most of the time, if you focus on the visitor and make content for him (for your audience), you do not have fundamental errors in the ON-PAGE factors and functionality of the page; the result will come. Be patient; the first results of the work can come only after a few months from the basic optimization.


SEO consultant /  SEO specialist

Advertising agencies and individuals, sole traders who identify themselves as  SEO consultants or  SEO specialists, can help you optimize your website. These experts specialize in site optimization and are often better placed to deliver better quality services than agencies that SEO offers only in the client’s recommended communication mix package.

But, of course, here, as elsewhere,  SEO consultants are good and less good and downright evil.


How do I know a professional SEO consultant?

How do you know an SEO consultant or SEO specialist who does a truly professional job? Simply put, it will show you his outputs on real case studies. You don’t just want links to !!! That won’t tell you anything. Want to know what his assignment was, what the output was delivered, and the result in the six months! Want to know where their clients have moved in organic search and what kind of visits it has brought them.

Unfortunately, there is no such practice on the Czech market yet, or rarely. Units boast the actual results of SEOts of consultants and specialists. I only know of one case that brags about it, and I think it’s because he can brag about it (and it’s not Pavel Unger). It’s Daniel Gottwald who can get results.


What are the results of SEO consultants in optimizing their websites?

I analyzed “competitive” SEO specialists and consultants, and that gave me surprising results. Based on the keyword analysis, I studied ten Czech leading SEO consultants and how well they cover terms related to their primary business.

I can say with a calm heart that the blacksmith’s mare walks barefoot. From my keychain, I’ve identified over 300 relevant keywords for SEO that consultants and specialists should focus on and try to place at the top of search engines.

And the result? Some  SEO agencies and many SEO specialists did not place any of these 300 relevant terms in 20 places!!! I don’t understand how an entity or consultant can then offer an organic search scrolling service when he cannot declare his abilities on his project.

I have analyzed virtually all recommended professionals from the  SEO professionals section guided by Shoptet on the Shoptet Partners page. And the result was surprisingly bad for me.

But don’t make me so pessimistic. I’m not saying that just because these professionals don’t have optimized sites themselves. They are virtually untraceable doesn’t mean they’re not able to meet their customers’ needs or that they don’t understand. Certainly not 😉

If you choose an SEO consultant or specialist, try to traceable to relevant phrases that he should also be traceable to.


Optimize web pages step by step

Seo can be accessed in several approaches. The procedure described below in the implementation of the SEO strategy describes the method I prefer. In my opinion, long-term, conceptual, and efficient SEO cannot be done without analyzing the current situation, setting achievable SEO goals, analyzing on-page factors, correcting possible errors, keyword analysis, content strategy, creating quality and SEO Friendly content, and subsequent continuous evaluation.

SEO strategy (strategy for optimizing pages for search engines )

So what is the correct procedure for creating an SEO strategy? In general, I propose the following steps:

  1. Analysis of the current situation
  2. Set tangible and achievable SEO goals
  3. Analysis of on-page factors
  4. Correct critical errors (indexation, crawlability, important on-page evaluation factors )
  5. Keyword analysis
  6. Edit a site architecture
  7. Content strategy
  8. Create SEO Friendly content
  9. SEO reporting and evaluation

Of course, it may happen that the client already has a ready-made keyword analysis, or he has everything on the side of on-page factors, in which case it is possible to revise these points only at a speed if they are up-to-date well-realized.

It is possible to optimize only partial parts of the site (partial content). Still, in this case, it is necessary to calculate that the individual does not work synergistically with other things (overall quality content, internal link building, link building, strengthening domain authority…).

In this article, I will try to describe how I work with clients. You can thus imagine what I prefer procedures, approaches, and outputs.

If the proposed procedure makes sense to you, do not hesitate to contact me.

Analysis of the current situation

At the beginning of determining the right SEO strategy, it is important to tell where you are and where you want to go.

To kick-start organic traffic growth, you need to have an elementary connection to Google’s analytics tools, namely Google Analytics and the essential  SEO tool for every website administrator, Google Search Console.

Analytical tools will help us determine the default situation, index status, crew ability (throughput of the web by search robots), etc.

Based on traffic information, we can set realistic goals; see the next chapter.


It is setting real and achievable SEO goals 

I write in detail about setting SEO targets in KPI – KPIs. Below I just summarize what goals it is good to arrange for SEO (site optimization).

  1. Increase in organic traffic (e.g., increase in monthly organic traffic by +5%)
  2. The shift in the positions of the keywords being tracked (how many relevant keywords are in the top 3, TOP 10, TOP 20)
  3. Conversions and Leads (what organic traffic conversion has – conversion rate )
  4. Bounce Rate (or Dwell-time) lowest (or acceptable)
  5. Average pages per visit
  6. Length of visit
  7. Address pages with unreasonable exit rates
  8. Crawl errors

Of course, you can set individual goals only for specific topics, keyword groups, or other metrics that you evaluate as helpful.


Analysis of on-page factors ( SEO audit) 

Along with keyword analysis, this analysis of ON-PAGE factors is the most important to kick-start the increase in organic traffic on your site correctly.

See a comprehensive description of on-page factor analysis.


How analyzing ON-PAGE factors will help you improve your website, the goal of ON-PAGE analysis.

The analysis of on-page factors aims to:

  1. Detect browsing and indexing errors that prevent search engines from indexing your pages
  2. Thoroughly analyze the most important on-page factors, reveal where you have hidden reserves and room for improvement (subtitles, meta captions, headlines, images)
  3. Prepare a valuable foundation for the website operator to help him correct current errors that may hinder organic growth.
  4. Propose a repair procedure, explain their seriousness, assess the severity of the errors detected

ATTENTION: on-page analysis alone will not improve your position in search engines. It’s the basis for fixing and editing the site. The analysis price does not include the correction of detected errors.


Sample output of on-page factor analysis

The output of the analysis of ON-PAGE factors is a document that draws attention to technical and optimization problems and errors, gives tips and advice on improving and developing the website. All tabular outputs related to ON-PAGE factors are included.

Example of on-page factor analysis.

Sample of the overall report Analysis of on-page factors.


Correct critical errors

(indexation, crawlability, important on-page evaluation factors )

Before we start optimizing existing content, it would be good to correct the critical errors and issues identified that would make our work complain. We do not live in a perfect world, so even our e-shop or web project may not be ideal.

Some mistakes and imperfective of the search engine are gracefully overcome and overcome. However, some fundamental errors can harm us, prevent search engines from crawling, indexing, and more. Some issues may be because you are not in better positions in the search result(SERP). You can read about all possible problems in my SEO Academy.

Keyword analysisKeyword analysis (key) is the most important document that forms the essential springboard when optimizing web pages.

SEO cannot be done conceptually, long-term, strategically, and most importantly, efficiently without keyword analysis.

What keyword analysis is suitable for:

  • The basis for web page architecture
  • The basis for creating a content strategy
  • The basis for managing PPC campaigns
  • Information about the existence of Landing Pages
  • Complete audit and revision of the current status of SEO (position in search engines, search…)
  • Identification of SEO opportunities (what to focus on, how to achieve rapid success – by identifying relevant KW with a high degree of examination and low competition)
  • Analysis of 3 direct competitors for which KW generates the most significant traffic, which their site is successful


Sample keyword analysis outputs

Sample keyword analysis outputs

Sample from keyword classification analysis – analysis of keyword and phrase search, sorting into categories, competition of expressions + ten other rating parameters.

Sample summary statistical data for each category in keyword analysis

Edit site architecture

We get a lot of valuable data from keyword analysis. These also include suggestions for new product categories and parts of your website, optimizing category names, etc. The design of the architecture itself can significantly help with the increase in organic traffic. This creates essential landing pages for keyword files that have not yet been covered.


Content strategy

Suppose you already have priorities included in your keychain (ideal preferences about the benefits of your business or the goals set). In that case, it is straightforward to develop a content strategy. The content strategy is immediately linked to the analysis of keywords.

As always, don’t forget what page optimization is (see the beginning of this article) and set a content strategy with that in mind.

The content strategy is intended for customers who have a keyword analysis. Without this fundamental analysis, you will not effectively and correctly determine the following content-building process.

In the content strategy, I set publication priorities, identify the most significant publishing opportunities. I compare the possible reach of particular topics, affinity for business, and competition of personal expressions or issues.

The fundamental pillar for the content strategy is data collection, analysis, and subsequent evaluation.

The content strategy aims to:

  • Identify appropriate topics that promise a high and ideal conversion audience
  • Identify content opportunities where we can generate new organic traffic


Why build content

  • The content building must always correspond to one or more marketing goals
  • Thanks to high-quality content, we can get backlinks
  • Building quality and relevant content will increase your organic traffic
  • Generate new conversions and leads with quality content
  • New content will help you improve brand awareness
  • Content building is an essential part of content marketing


Long Tail Strategy

Long Tail,” a long tail ” or “long tail,” is a term that explains the relationship between search and traffic of the most searched keywords and, on the other hand, the search and traffic generated from phrases and long phrases.

One-word terms have a vast search; on the other hand, there are too many websites that contain this word. Therefore, the word is very competitive, and it is not easy (sometimes even impossible) to put you at the top of search engines on this keyword. Examples of such words are, e.g., car, coffee, reality, TELEVISION, furniture…

On the other hand, the multi-word phrases that users increasingly use when searching increase the chance for pages with a large amount of relevant text in the issue. Multi-word words tend to be considerably more conversational because the search user is already in the final stages of the decision-making process.

If we consider the see / THINK / DO / CARE marketing model, the customer is already in the stage of acting, i.e., in the DO phase. On the contrary, one-word or very general keywords and phrases occur in the SEE or THINK degree when the customer is just looking around and considering a purchase in some time frame.

Figure: Long Tail shows the relationship between the length (specificity) of the search term, the probability of search, and the rate of subsequent conversion (conversion rate). The more specific the user searches for, the more relevant the search engine results can offer it, and the more likely it is that the searcher will find the corresponding outcome.

The Long Tail strategy uses the Pareto rules (sometimes the Pareto principle or rule 80/20), which the Italian economist Vilfredo Pareto based on observations. In our case, the government is that 20% of traffic from organic search engines is made up of popular keywords, 80% of traffic is made up of particular words or phrases with a low popularity rate.

The Long Tail strategy can be applied to SEO (building effective content)and PPC campaigns. If you do an advertising PPC group in a highly competitive world, you can expect a high price and, paradoxically, a lower ad impression rate. If you create reports for a comprehensive database of words and phrases, their search volume will be significantly lower. Still, you can considerably better result with a lower cost per click and a higher conversion rate.

Remember that each of us is different, and everyone uses other phrases, words, phrases to search. Thus, one result can be achieved in several ways. This can be seen in google analytics (Acquisition -> All Traffic -> Channels -> Organic Search), where you’ll find that three or more word search terms are the absolute primary and the one-word keywords you’ve tried to optimize in the past for better search engine traceability have only units of percentage in organic traffic.

The search engine displays search results on the keyword and sorts the listing of results from the most relevant. This results page is called the Search Engine Results Page (SERP).


The output of the content strategy – editorial and publication plan for each category

The output of the content strategy is a pdf document that recommends creating content, suggesting as a priority to process specific topics about their possible reach, low competition, and relationship to the business of the web project.

Content of the output Creation of a content strategy.

Managerial medium of content strategy creation. Recommendations for the most important and compelling content steps.

Specific content recommendations based on keyword analysis evaluation.

Recommendations of TOP content according to Google’s search and competition.


Creating SEO Friendly content

To make it in organic search in 2019, you need to create high-quality content, be sufficiently comprehensive about the topic, be professional, trustworthy, and written by an authority (a person with experience in the subject – information). Such data must be processed based on SEO analyses and subsequently processed as  SEO Copywriter.

I consider SEO Friendly Copywriting to be the most basic and essential aspect of website optimization. I do not mean, of course, the meaning of the word in a narrow conception, but in the whole context, which I will explain immediately.

The latest SEO trends for 2019 describe how search engine algorithms are changing. What worked no longer works, works again, and is certainly more profitable for end readers, buyers and users.

To make it in organic search in 2019, you need to create high-quality, sufficiently comprehensive about the topic, be professional, trustworthy, and written by an authority (a person who has experience in the subject – information). Such data must be processed based on SEO analyses and subsequently processed as  SEO Copywriter.

I create, optimize and pass on such content to you in a form you can publish immediately on your shop.


What is  SEO Copywriting?

SEO copywriting has evolved because Google is constantly innovating its algorithms, and things that worked before no longer work.

If you want to create helpful content that googles search engine likes and your customers simultaneously, you need to take both of these entities into account.

SEO copywriting is about creating useful, compelling, and valuable content that focuses on specific keywords, phrases, and search terms. It then evaluates SEO Friendly Copywriting texts as highly relevant, useful and prioritizes them in search results. The usefulness of the range ensures user feedback in the form of sharing and feedback links (social signals), which in turn is well received by Google.


SEO Copywriter creates original, structured, relevant, informational, and conversion content

I create and write this content as SEO Copywriter. From my point of view, this is the only way to succeed in search results in 2019! You must offer your customers, users who search for information on the Internet, and, after all, search engines, original, structured, relevant, non-packaged, conversion, informational content.

Search engines want to offer readers the most relevant results; they have been trying to do so since the search algorithms. And they will offer them content that does not lie, answers questions (user search queries), is informational value, and is written by an authority ideally in the given field.

And that’s the content I’m trying to create, that’s the content I’m trying to write and create. I rely on all traceable resources in his work, from which I draw information and inspiration. I create original and valuable content that both readers and search engines love.


Optimize content on SearchQueries, not just keywords

What is the difference between keyword and Search Query? Keywords are general, widely used words in the singular, in the basic word form. But people look different. They use whole search phrases. Try to answer people precisely what they’re asking and how they’re asking it.


For which search engines do we optimize our site.

If not dominant, whatever website you run, at least a significant traffic share will be traffic from internet search engines. In the Czech Republic, it is good to focus on optimizing your site for two search engines, Google. Cz. CZ(Google.com) and Seznam.

A small percentage of users use Bing. CZ. Google’s worldwide dominance is already evident in the Czech Republic, where until recently, it ruled in Seznam .cz search engines. Google is number one in all countries except Russia (Yandex), Japan (Yahoo!), China(Baidu), and Korea (Naver).

How users search

It’s simple. When a regular user wants to find something, they open their favorite search engine (usually Google or Seznam. CZ)and enter the search term, the so-called keyword. In the case of multiple words, we are talking about keywords.

A keyword means a separate word or phrase (a string of words) that a user enters into search engines.

An increasingly common phenomenon is that users enter multi-word terms into search engines from which they expect more relevant results (e.g., the name of the product they are looking for – “Samsung UE55JU6472 TV”). Such long strings of words upload rich content on websites and bring users from the so-called long Tail.


SEO reporting, evaluation of actual results

Measure your SEO activities regularly. It’s the only way you’ll know you’re doing the right thing. See what SEO reporting entails—control of the achievement of the set targets every month.


Conclusion on SEO strategy

Does the SEO strategy procedure above make sense to you? Do you have any follow-up questions? Do not hesitate to use the contact (phone, email); I respond immediately (away from nights and vacations).

Want to take a look at all the services I offer? Please visit  SEO services.

What is the cost of optimizing pages for search engines? SEO price list!

Seo prices from 700 to 2500 CZK per hour excluding VAT are offered on the market. I also encountered the extreme of someone offering CZK 500, but this was one exception. When it comes to the price list for optimization, always consider the price vs. RESULT ratio. What good is investing in optimizing 10,000 (with zero results) instead of 20,000 (with excellent results)?

My SEO prices are entirely transparent. You know exactly how much money you invest in optimizing your site and what exactly you get for that money for output—both in the field of analysis and  SEO copywriting.

Other vital concepts in SEO

SERP (Search Engine Results Page)

Search Engine Result Page (SERP)is a results page displayed by an internet search engine that returns a listing of relevant websites based on the keyword you are looking for.

Linkbuilding backlinks

Building backlinks has been one of the basic successes of optimizing the web in the past. Google was based on the fundamental premise that when someone links to someone, the site is valuable (from today’s point of view, we could say it has authority).

But as everything shifts, so do search algorithms and the power of the meaning of backlinks changes. I do not believe that the backlink is of such vital importance today that you would not be able to get to the top of the search engine without it. Today, there are significantly more critical factors.


SEO tools

You can read about essential  SEO tools in detail in my  SEO tool category. There you will find SEOtools that you can’t do without optimizing websites. I describe in detail the features, properties of applications, and how I use them. There are also examples of what you can do in them, what these SEO tools are helpful for, and how you will use them in your work.

Operation, instructions, advice, and tips on applications that are for  SEO consultants and specialists so-called MUST HAVE. Want more information on SEO tools? Visit the RESOURCE SEO page to read about other applications you can use for your analytics and optimizations.

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