Many website owners have problems with getting the desired amount of traffic on their websites. There are many strategies that can help enhance traffic, and even though it is not an appropriate strategy for every website, search engine optimization is one of the best strategies out there.

What Is Search Engine Optimization?

Search engine optimization, or SEO, is a process that helps the growth of the online visibility of a website so that it gets unpaid (also known as organic, natural, earned) results which are the goal of every webmaster. It may target different kinds of searches such as image, video, academic, news, and industry-specific vertical search engines.

Who Controls the Market?

With 2.3 million searches performed per second, Google is the leader among the search engines, and with 92.59% of the mobile devices and 72.87% of desktop searches belonging to the company, it has the biggest chunk of the market shares.

Other major search engines include Baidu, Bing, Yahoo, and Yandex who have control of the smaller part of the shares.

What Are the Ranking Factors?

1. Page speed

Top ranking sites have 1,900 ms page speed.

2. Content quality 

Longer and informative content ranks higher.

3. Backlink profile

Rank 1 websites have more links.

4. Bounce rate 

The bounce rate of rank 1 websites is lower.

5. SSL Security

27% of top search results use https.

6. Click-through rate 

Higher CTR leads to higher rankings.

7. LSI Keywords 

These keywords help Google understand what a page is about images – Most of page 1 results have an image on their page.

What Lies Ahead?

With the rapid growth of voice search, 50% of online searches will be voice searches by 2020.

Most searchers are moving mobile as search on mobile devices is starting to dominate. Search engines such as Google are getting along with the trend. They require that websites become mobile-friendly, or get out of the search.

The importance of Google answer box terms is growing as Google answer box gets triggered to about 25% of total searches.

Take a look at the infographic which follows to better understand SEO in 2018.