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 If you are interested in writing content and seek to work in this field, you have undoubtedly heard a lot about SEO, or what is known as search engine optimization in Arabic or SEO. Perhaps you tried to read about it, but you were surprised by the huge amount of information about this concept that made you feel lost.

No worries, in today's article, we will provide you with a comprehensive guide that answers all your questions about this concept in an easy and simple way.

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What is SEO?

SEO is an acronym for Search Engine Optimization, or “Search Engine Optimization” and expresses the practices that aim to increase and raise the quality of web traffic (the number of visits to a particular website), through unpaid search results on search engines, what is known as "Organic Search Results" means the regular unpaid search.

Although the term is an acronym for "search engine optimization", this concept is more about people than search engines. It is about:

  • Understand what users are looking for on the Internet.
  • The answers they seek to find.
  • The words they use in their research.
  • The type of content they consume.

When you can identify these things, you will be able to connect users who are searching on the Internet with the right solutions offered by your website.

It is worth noting that SEO or SEO is a two-sided coin, where the first face is to know what users are searching for on the Internet, while the second face is to provide this information in a way that search engines can find and understand so that they can communicate it to the user.

It is worth noting that SEO or SEO is a two-sided coin, where the first face is to know what users are searching for on the Internet, while the second face is to provide this information in a way that search engines can find and understand so that they can communicate it to the user.

How do search engines work?

We can liken search engines to an answering machine, as they collect a huge amount of content, then organize and rate it based on thousands of factors in order to determine the best content that will answer a specific question a user asks when they search for something on the Internet.

Search engines are able to do this by exploring all forms of content available on the Internet (web pages, PDF files, images, videos...etc) through a process called crawling and indexing, and then ranking them according to their compatibility with the query. What a user has entered into a search engine through a process called ranking.

What are Unpaid Organic Search Results?

As we have already explained above, Organic Search Results are the search results that appear to the user as a result of effective use of SEO/SEO techniques, and for which no sums have been paid by their owners to appear on the results page. It used to be easy to spot natural search results. The ad results were visible at the top of the results page, followed by 10 links to natural results. However, over time, the way results are displayed on search engines has changed. So how do you identify natural search results?

Today's search results pages (SERPs) contain more ads as well as unique dynamic natural search results called SERP features in addition to regular natural search results.

Examples of dynamic search results SERP features include:

  • The snippets or answer boxes that appear in the form of an answer to your question at the top of the search page within a box.
  • Relevant results section or People Also Ask.
  • Section images related to your search.

In addition to many other forms of unique results that are constantly changing and evolving in line with the preferences and needs of users.

It is worth noting that the SERP features in the Google search engine are completely natural (unpaid), some of which are affected by SEO techniques, while others have nothing to do with search engine optimization techniques.

Examples of SERP features that are affected by SEO (their appearance on the first page of search results depends on their strength and SEO):

  • The Snippets.
  • Results related to your search, which sometimes appear as "People Also Ask" boxes.

As for the distinguished results that are not affected by SEO techniques, they are those that include information from reliable or specialized sites in the subject matter of the search such as Wikipedia, or IMDb, which specializes in rating films.

Is SEO Important?

Although paid advertising and social media platforms are able to bring more visitors to your website, most of your online traffic comes from search engines.

Not only that, Organic Search results appear to professional researchers more reliable and get more clicks than paid ads. As of the search results shown to users in the United States of America, users click on only 2.8% of paid results.

Not only that, as SEO is the only online marketing method that, if you use it well, will bring you continuous profits and always satisfactory results. If you put relevant content that deserves to be shown on the search results page for a suitable keyword, your site traffic will increase over time for free. Whereas, content marketing by other means requires constant payment of money in order to increase traffic and the number of visitors.

And even though the different search engines are getting smarter, they still need your help. Therefore, you must improve your site so that it can deliver the information better to the search engine, so that the latter can find this information, index it, and then display it on the results page.

Do I need to hire an SEO specialist for my website to be successful?

It actually depends on a lot of factors like:

  • How much do you want to learn more about SEO or SEO?
  • The complexity of your website.
  • The size of your brand.

You can undoubtedly apply some SEO basics if you like, but you can also get help from a professional in the field if you wish, and either way it will benefit you.

However, if you choose to hire an SEO specialist, be sure to choose it carefully, as there are many companies that provide SEO services, but they vary in the quality and effectiveness of the service they provide.

The right SEO will ensure that you save a lot of time, effort and money, while using these techniques incorrectly will do a lot of damage to your site. The best choice is good!

The white hat and the black hat!

Don't worry, we haven't moved on to fashion! We're still talking about search engine optimization. These two terms express two famous techniques in the world of SEO which are also known as white hat SEO and black hat SEO.

1- White hat SEO

It means SEO techniques, best practices and strategies that comply with the laws and conditions stipulated by search engines. It primarily aims to benefit users and provide better results for their search.

2- black hat SEO

It refers to techniques and strategies that aim to deceive search engines, in order to get higher traffic and more traffic from users.

Black Hat SEO strategies may actually achieve higher numbers, but they still put your site at risk of being penalized and banned by search engines, and your site may even be removed completely from search results pages, and this may cost you huge financial losses. Be sure to avoid them and stick to sound strategies and techniques.

Search engines and search site management tools

Optimizing your site for search engines may seem like a difficult task, but you must know that search engines actually want you to succeed, and they will help you with that too. As it, of all kinds, provides webmasters with many web management tools or what is known as Webmaster Tools, and it accompanies these tools with a comprehensive guide on how to use and the best ways to achieve the best results.

Although these tools are different and diverse, they all follow a key rule: don't try to deceive search engines, and instead do your best to give your users a great online experience. By following the general guidelines and fulfilling the User Intent.

Here are the guidelines for managing sites from various search engines:

1- Google Webmaster Guidelines

Main principles:

  • Create your pages for users, not search engines.
  • Don't deceive your website users.
  • Avoid using gimmicks and tricks to improve your ranking on the search results page. Before you do anything, ask yourself: "Is this helpful to my visitors?" and "Would I do this if there were no search engines?"
  • Always think about what makes your site unique, unique or more attractive to users.

Avoid the following:

  • Programmatically generated content automatically.
  • Link scams: The use of links in illegal ways in order to manipulate numbers and the order of results on the search page.
  • Creating web pages with little or no content or non-original content (copied from other sites).
  • Content falsification (so that the web indexing bots Crawlers will see different content than it is shown to users).
  • Hidden texts and links.
  • Doorway Pages: These are web pages that are specifically designed to achieve high numbers in a particular search and then transfer that traffic to your own site.

You can read all of the Google Webmaster Helpdesk through the Google Help Forum.

Main principles:

  • Provide clear, deep, engaging content that's easy to find on your site.
  • Keep headings clear and relevant to the content.
  • Don't neglect web page rendering page speed and the importance of providing a satisfactory user experience.
  • Make sure to use Alt Text metadata to describe the images as it helps Bing to better understand the content of the images.
  • Links are a sign of popularity, and Bing particularly appreciates links that grow naturally (without paid ads).
  • Social impact and content sharing on social media platforms is a positive sign and affects your natural ranking on the search results page on Bing.

Avoid the following:

  • Weak content and web pages that only display advertisements or direct users to other sites.
  • Abusive link techniques that aim to increase the number of internal links on a particular page. Like buying links and any other illegal scams.
  • Using plagiarized or duplicate content on multiple web pages.
  • Overuse of keywords.
  • Content falsification or cloaking (so that web indexing bots appear to Crawlers different content than what is shown to users).

2- Guidelines for representing a business on Google

In the event that you own a local business that provides a service or a good directly to customers, here you can build your presence on the Internet, and Google allows you to add your business to the list of Google My Business business, and attract more customers, but you must, of course, abide by the laws and rules Provided by Google.

Basic principles:

  • Make sure you are eligible to create a profile in the Google My Business index: your business must have a real address (even if it's your own home address), and you must serve the public directly either through face-to-face sales or by visiting and serving customers.
  • Record all data about your business accurately and reliably, including:
    • Activity name.
    • the address.
    • Telephone number.
    • website.
    • work hours.
    • Activity categories and divisions.
    • Any other services or features.

              Avoid the following:

              • Create a file for units that are not eligible for this type of classification.
              • Misrepresenting your business by overusing inappropriate keywords in the business name. (Mention services or geographic location in the activity name).
              • Using fake addresses for your business, or virtual office names instead of the real address.

              User Intent and SEO

              After you know the most important webmaster guidelines provided by search engines, you should strive to stick to them instead of trying to trick search engines into getting high numbers.

              In order to do that, you must first understand the intent of the user or the User Intent.

              Always remember, when someone is doing a search on the Internet, they want a certain result, whether it's an answer to a question, a picture of a cute screenshot, an explainer video, or a comprehensive article, and that's the definition of "user intent".

              Your job as an SEO specialist is to provide users with the right content they're looking for and in the right format they like.

              Most Popular User Intentions

              • Informational: in which the user searches for a specific piece of information, for example: "the best scholarships abroad".
              • Navigational: in which the user searches for a specific site such as: For9a.com
              • Transactional: In which the user seeks to perform a specific transaction such as buying or selling. For example: "Computers for sale at attractive prices."

              How do I know the intent of the user

              You can get a general idea of ​​a user's intent by typing the search keyword you want on Google and then evaluating the results you got on the SERP.

              For example, if you see a bar at the top of the page showing related images, it is likely that a large number of searchers for that word are mostly searching in the images section.

              Also, be sure to evaluate the content that your competitors provide about this search word, which you lack on your site. Then consider offering content that is 10 times more valuable than what competing sites offer.

              When you provide high-quality, keyword-related content, you will increase your chances of ranking better on the search results page and increasing your site's credibility and reliability.

              Website and SEO Objective

              It is important to know the intent of the user, but before doing that, you need to first define the main objective of your website so that you can come up with a proper SEO plan.

              Websites vary, so take your time to understand the main purpose of your website (or the site you've been tasked with optimizing for search engines). Knowing this will not only help you figure out which SEO strategies are right for you, but it will also enable you to identify key negotiating points with employers or other on-site SEOs.

              So start by asking yourself: What KPIs should I measure to see how successful the SEO strategy I used?

              Here are some of the most popular KPIs you can adopt:

              • Site sales figures.
              • Download numbers.
              • Numbers of new registrants on the site.
              • The number of applications received.
              • Phone calls received.

              There are many other indicators you can set that vary depending on the website and the nature of it, but be careful! Don't make driving traffic to your site or ranking high on the search results page a primary goal.

              Yes, you may be surprised by this! In the end, you are seeking to improve search engines in order to raise the ranking of your site and increase the number of visitors to it.

              That may be true, but a higher ranking or number of visitors is only a means to achieving the site's primary goal. Think of the following two cases, whichever you prefer:

              • Get 1000 visitors to your site and 3 of them buy your product or service.
              • Get 400 visitors to the site, including 40 people who buy your service or product.

              If you are fully aware of what is meant by SEO and its purpose, then you will undoubtedly prefer the second option, because it is the one that will bring you the financial return and success you seek.

              Always set a goal for your website, and then use SEO techniques to achieve that goal and not the other way around.