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SEO: What is and How to

SEO: What is and How to

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Topic: Digital Marketing

Search engine optimization (SEO) is a critical component of digital marketing, aimed at enhancing the visibility of websites in search engine results pages (SERPs) like Google, Bing, and Yahoo.

By understanding and implementing effective SEO strategies, businesses and individuals can significantly increase the likelihood of their content being found by their target audience, which leads to higher customer retention and higher sales.


Algorithms are the ways by which search engines retrieve websites and content related to a specific search and show them in the Search Engine Pages Results (SERP’s). These algorithms sort websites based on quality and relevance of their content to the search being done by users.

Most Important Algorithms:

  • PageRank: Quantifies website importance via links
  • Florida Update: Penalizes keyword stuffing, manipulative tactics
  • Panda Update: Rewards quality content, penalizes shallow
  • Penguin Update: Targets artificial link inflation tactics
  • Hummingbird Update: Focuses on query intent understanding


There are three types of algorithms, these are not alternative but each of them represents an integral important part that web creators should work on:

  • On-Page SEO: It is about optimizing elements the pages of a website (content, images and their attributes, HTML tags).
  • Off-Page SEO: It is about actions taken outside of the own website to impact rankings and authority of the website (backlinks, social media presence).
  • Technical SEO: It is about working with the technical aspects of the website to improve search rankings (increasing website speed, adding schema markup attributes and JSON-LD codes, ensuring mobile-friendliness, and sorting website content consistently).


Technical SEO is the set of methods used to enable search engines read and comprehend websites’ content, the following are the methods of technical SEO:

  • Schema Markup: Helps search engines understand the website content better by adding some attributes related to Microdata and some JSON-LD codes.
  • URL Structure: Should be simple and userfriendly.
  • Website Speed: Critical for user experience and SEO.
  • Accessibility and Mobile View: Ensures your site is accessible to all users and optimized for mobile devices.
  • Website Path: Organize your site’s content with clear folders and subfolders.
  • Meta Tags: Use title tags and meta descriptions to improve visibility.


Google has stated that they do not have any algorithm that takes specific social media factors like followers and engagement into account when determining a website’s ranking. But if social media platforms, like any webpage, are accessible to Google and contain links, those links are considered by Google. So the more people that tweet a link about your website or share a link to your website on Facebook, the more opportunities Google has to discover an index pages on your site.

So, while social media platforms do not directly influence search engine rankings, a good social media strategy can boost a website’s search engine ranking and authority by driving more traffic to the website, enhancing brand awareness, help the brand earn a better reputation, and even increase content distribution.


There are several websites that provide tools you can use to analyze your website performance and do analysis of your competitors’ websites, some of those websites are:

  • Google Analytics and Google Search Console: For website performance analysis and understanding customer behavior on the website.
  • SEMrush and Ahrefs: For keyword research, site audits, and competitive analysis.
  • Moz Pro: Offers a suite of tools for on-page optimization, link building, and content marketing.
  • Use Cases: Identify gaps in your SEO strategy, monitor your competitors’ SEO activities, and find opportunities for improvement.


SEO is an important part of digital marketing strategy that requires a strategic approach across multiple dimensions: on-page, off-page, and technical SEO aspects.

Make sure to stay updated about SEO algorithms as updates are published from time to time and affect websites’ performance in search engines.

Finally, social media, does not affect website rankings directly, studies has found a decent correlation between social media usage and higher search engine rankings.

Thank you for taking the time to read my insights on SEO. Please add your thoughts and feedback in the comment below or share the article, and should you have any other ideas to add or discuss, do not hesitate to get in touch please:

I look forward to hearing from you and exploring how we can drive the future of parcel shipping together.


The following are some website from which you can learn more about SEO, those websites offer comprehensive SEO guides, toolkits, PPC, social media insights, and community forums:


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