SEO Explained: The Basics of Getting Found Online

What is search engine optimization? It's the process of optimizing your website to be found, understood, and ranked higher by search engines. The goal is to boost your visibility in organic (non-paid) search results, driving relevant traffic to your business.

Getting found online is essential. With billions of Google searches daily, showing up when people search for what you offer is a huge opportunity to reach potential customers. This guide breaks down how that works, helping you bring in free, high-quality traffic.

I'm Hansjan Kamerling. With over 15 years in product design and digital marketing for SaaS platforms, I've seen how crucial understanding what is search engine optimization is for success. My experience building search platforms and redesigning websites for millions of users has always focused on one thing: connecting people with the right information.

At its core, SEO helps search engines deliver the best, most relevant answers to users. To rank high on Google, your content must be the best solution to a user's query.

My experience has taught me that SEO is as much about understanding human behavior as it is about technical skill. As digital marketing expert Jean-François Monfette points out, many searches are questions. He wisely warns that "If you’re saying you’ll answer a how-to question, you need to answer it." This means matching your content to "user intent"—whether someone is looking for information, a specific site, or to buy something.

SEO has evolved dramatically since its inception around 1997. Early tactics like keyword stuffing are long gone, replaced by a need to adapt to constant algorithm updates. For example, Google made over 500 changes in 2010 alone, pushing for fresher, more relevant results. To master this, foundational resources like Google's SEO Starter Guide are invaluable.

A Search Engine Results Page (SERP) is a mix of different elements, all competing for attention.

The elements on a SERP change based on search intent, which is why understanding the SERP for your target keywords is so vital.

While other search engines exist, the focus is typically on Google. Why? The numbers speak for themselves. Google handles over 92% of global internet queries. This massive market share means that optimizing for Google's algorithm generally yields the greatest return, as it's the primary gateway to information for most users.

It's also important to understand Google's business model. Advertising generated over 76% of its $348 billion in revenue in 2024. This gives Google a vested interest in keeping users happy with high-quality organic results, which directly influences its algorithms.

While I focus on Google, other search engines dominate specific regions. Baidu controls about 70-80% of the market in China, and Yandex accounted for over 63% in Russia as of late 2023. However, for most global businesses, Google is king. You can explore more via Statista research on Google's market share.

Understanding what is search engine optimization means grasping how search engines work. It's a three-step process that happens billions of times a day.

First, crawling: Search engines use automated programs ("crawlers" or "spiders") to explore the web by following links. As Google's trends analyst Gary Illyes said, "MAKE THAT DAMN SITE CRAWLABLE." If crawlers can't find your pages, you're invisible.

Next, indexing: Once found, content is analyzed and stored in a massive database, like a library catalog. Search engines understand what each page is about and how it relates to other content.

Finally, ranking: When you search, algorithms sift through the index to find the most relevant and trustworthy results, considering thousands of factors.

SEO is about making each stage work in your favor. You help search engines find, understand, and value your content. For a deeper dive, see Google's How Search Works guide.

Effective SEO stands on three pillars that work together to build a strong foundation for online visibility.

On-Page SEO is everything you control on your website, from content to HTML, to clearly communicate your page's purpose.

Off-Page SEO involves building your site's reputation and authority through backlinks from other credible websites.

Technical SEO is the behind-the-scenes infrastructure that ensures your site is fast, secure, and easy for search engines to crawl.

While Google's exact algorithm is a secret, years of observation have revealed what matters most.

Humans play a crucial role in search quality. Google employs third-party quality raters whose feedback helps fine-tune its algorithms. Their evaluation centers on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.

This framework is critical for "Your Money or Your Life" (YMYL) topics—content about health, finance, or safety—where high standards of accuracy are demanded. While not a direct ranking factor, E-E-A-T represents signals that algorithms use to assess content quality. Focusing on E-E-A-T naturally leads to creating the trustworthy content search engines want to promote. Elements like author bios and source citations signal that your content is legitimate. You can explore these concepts in Google's Search Quality Raters guidelines.

Let's explore the practical "what" of what is search engine optimization. Think of SEO as a three-legged stool: each pillar supports the others to create a strong online presence.

On-page SEO involves everything on your website pages to tell search engines and visitors what your content is about.

It starts with Keyword Research to find the exact phrases your customers use. While free tools like Google's Keyword Planner are a great starting point, many professionals rely on comprehensive platforms like Ahrefs or Semrush for deeper insights into keyword difficulty and search volume. The Title Tag is the clickable headline in search results; it should include your main keyword and be a concise (55-60 characters) description of the page. The Meta Description, while not a direct ranking factor, is a short (155-165 characters) ad that entices users to click.

Header Tags (H1, H2, H3) organize your content into easy-to-read sections. Your Content Creation must focus on high-quality, helpful, and original material that answers the user's query. At Adaptify.ai, we focus heavily on this, as great content keeps users engaged. You can find More info about content strategy on our site. Finally, Internal Linking connects relevant pages on your site, helping users and spreading authority.

Off-page SEO is about building your reputation across the web. The more trusted sources vouch for you, the better you look to search engines.

The most significant factor is Backlinks—links from other websites that act as votes of confidence. Analyzing your backlink profile and your competitors' is crucial, and tools like Moz's Link Explorer or the backlink analysis features within Ahrefs are industry standards for this task. The focus is always on quality over quantity. We use Link Building Strategies like creating shareable content or guest posting to earn these valuable links. My team at Adaptify.ai specializes in these strategies, and you can learn More info about backlinks on our approach. Even unlinked Brand Mentions and Social Signals (likes, shares) can boost visibility and indirectly lead to more authority.

Technical SEO ensures your site is a smooth, fast, and accessible experience for users and crawlers.

In what is search engine optimization, you must choose the right approach for long-term success.

White Hat SEO refers to ethical strategies that follow search engine guidelines. It's about providing genuine value to users. My philosophy, and Adaptify SEO's core approach, is firmly rooted in white hat practices because they build sustainable results.

Black Hat SEO involves manipulative tactics to trick search engines. Examples include Keyword Stuffing (unnaturally cramming in keywords), Link Schemes (buying or faking links), and Cloaking (showing different content to users and search engines).

While black hat tactics might offer a fleeting boost, the risks are severe. Search engines penalize sites using these methods, which can lead to a total loss of rankings and traffic. Adhering to Google Webmaster Guidelines is essential for building a lasting online presence.

Understanding what is search engine optimization is the first step. The next questions are practical: "How much will this cost?" and "When will I see results?"

Businesses often ask whether to focus on SEO or paid ads. They are different strategies with unique strengths.

Think of paid search via Google Ads as renting: you get immediate visibility, but it stops when you stop paying. SEO is like buying: it's a long-term investment that builds a lasting asset. Organic search delivers 53% of all website traffic, with roughly 20 times more traffic opportunity than paid ads.

The smartest approach is often to use both: paid search for immediate results while building an SEO foundation for long-term growth.

SEO pricing varies based on needs and competition. Agencies might charge several thousand dollars per month, while hourly rates for consultants and freelancers typically range from $75 to over $150. These costs cover strategy, implementation, and content. An experienced SEO specialist's salary averages $71,000 annually, making agency expertise cost-effective.

At Adaptify.ai, we use AI to automate time-consuming SEO tasks, offering more efficient solutions for agencies and businesses. With offices across North America, Europe, and APAC, our automated approach can significantly reduce costs while maintaining quality.

Regarding timelines: SEO takes patience. Expect to see meaningful results within 3-6 months. It's like planting a tree—it requires nurturing, but once it grows, it provides value for years.

Focusing only on rankings is a mistake. The real goal is achieving business objectives.

Monitoring these factors together provides a clear picture of SEO's real impact on your success.

Understanding what is search engine optimization includes tailoring efforts to specific geographic areas, whether local or global.

For any business with a physical location or service area, local SEO is essential for connecting with nearby customers. It's your digital "open for business" sign.

The cornerstone is your Google Business Profile (GBP). Optimizing this free listing is the most crucial step for visibility on Google Maps and in local search results. Consistency is also key: ensure your Name, Address, and Phone number (NAP) are identical across all online directories to build trust with search engines. Managing these "local citations" can be streamlined with services like BrightLocal or Whitespark.

Online reviews are gold. Positive feedback boosts local rankings and sways customer decisions, so actively encourage and respond to them. Finally, create localized content that speaks to your community, optimizing for terms like "best Italian restaurant in [your city]" to attract relevant local traffic. Our Adaptify.ai teams, with offices across North America, Europe, and APAC, have extensive experience helping local businesses connect with their neighborhood customers.

For businesses targeting a global audience, international SEO ensures your content reaches the right people in the right language and location.

Hreflang tags are HTML tags that tell search engines which language and region a page is for, preventing duplicate content issues and serving the correct version to users. Using country-specific domains (like .de for Germany) or subdirectories (example.com/fr/) also sends strong local signals.

A multilingual content strategy is more than just translation; it's "transcreation"—adapting content to the cultural nuances and search behaviors of each market.

While Google is a giant, it's not the only player. Researching search engine market share is crucial. Baidu dominates in China (70-80%), while Yandex is a major player in Russia (over 63%). Understanding these local nuances is key to global success. For these ambitions, Adaptify.ai offers comprehensive strategies, including white-label SEO services for agencies, to help businesses scale across any border.

I hope this guide has clarified what is search engine optimization. It's a powerful tool that can truly change your online presence and grow your business.

My experience shows that SEO isn't a one-time task but a continuous process. Like tending a garden, it requires constant attention as search engines, user habits, and competitors evolve.

The key takeaway is to always put your audience first. Create helpful, trustworthy content and ensure your website is fast, secure, and easy to use. When you focus on a great visitor experience, you're doing exactly what search engines want.

Looking ahead, the future of search is exciting, with advancements like AI and voice search changing how people find information. Staying on top of these trends is key to staying ahead.

For businesses ready to boost their SEO, or agencies looking to streamline client services, Adaptify.ai is here to help. Our automated SEO solutions reduce manual work and boost efficiency, letting you focus on what you do best. My team and I are passionate about helping businesses like yours thrive online.

Ready to open up your full organic potential? Why not take the next step? Book a Demo with us today!