The 4 SEO pillars explained
Senior SEO-specialist
SEO, or search engine optimization, is the process of optimizing a website to increase its visibility for relevant searches in search engines.(1) A well-optimized site attracts more visitors, which can lead to increased brand awareness, leads and ultimately sales. The art of SEO includes a series of strategies and techniques divided into four SEO pillars : technical SEO, SEO content, link building and UX (User Experience).
SEO pillar #1: What is technical SEO?
Technical SEO refers to the process of optimizing the technical aspects of a website to improve the ranking of its pages in search engines.(2) It focuses on improving elements such as site speed, mobile-friendliness, and security, to ensure that the site is easily crawled by search engines and provides a good user experience.
Website speed
A website’s loading speed is crucial to both user experience and search engine rankings.(3) Sites that load quickly are more likely to rank high in search results because search engines prioritize fast websites. Techniques such as optimizing images, minimizing code and using content delivery networks (CDN) can significantly improve load times.
Mobile-friendly
With an increasing number of searches being performed on mobile devices, mobile-friendliness is an essential aspect of technical SEO. A responsive website design that adapts to different screen sizes provides a better user experience and contributes to higher search engine rankings.
Security (HTTPS)
Security is a top priority for both users and search engines. Using HTTPS, a secure version of HTTP, helps protect visitors’ data and is seen as a positive ranking factor by search engines.(4)
Clean code
Clean, well-structured code makes it easier for search engines to crawl and index a website. Removing unnecessary code, using semantic HTML tags and ensuring a logical structure can all contribute to better SEO performance.
Tools for technical SEO analysis
There are several tools available that can help analyze and improve a website’s technical SEO. Google’s PageSpeed Insights and Mobile-Friendly Test offer valuable insights into a site’s loading speed and mobile-friendliness.
For deeper analysis, tools such as Screaming Frog SEO Spider and Google Search Console can provide insight into crawl errors, security issues, and other technical SEO aspects. Using these tools regularly for audits can help identify and resolve issues affecting SEO performance.
SEO pillar #2: What is SEO content?
SEO content is content designed specifically to improve the visibility of Web pages in search engines. This includes optimizing various elements such as text, images and videos with the goal of ranking higher in search results for relevant searches. An effective SEO content strategy focuses not only on integrating keywords, but also on creating valuable, informative and engaging content that meets the needs and questions of the target audience.
The importance of keywords
Keywords or keywords play a crucial role in SEO content.(5) They are the words and phrases that searchers use to find information in search engines. Strategically incorporating these keywords into the content makes it easier for search engines to determine the relevance of the Web page for particular searches. However, it is important to integrate keywords naturally into the text and avoid keyword-stuffing, as this can reduce readability and negatively impact search engine rankings.
Structure and readability
The structure and readability of SEO content are essential for both user experience and search engine optimization. Well-structured text with clear headings, sub-headings and paragraphs makes content easily scannable by readers and helps search engines understand the key points of the content. Using lists, bullet points and bold terms can also emphasize important information and improve readability. Moreover, writing in simple, understandable language contributes to a positive user experience and can increase the time visitors spend on the page.
Content types for SEO
Different types of content can be optimized for SEO, each with its own benefits. Some examples include:
- Blog posts and articles: These are the most common forms of SEO content and offer a great opportunity to target a wide range of keywords and provide valuable information to the target audience.
- Infographics and visual content: Visual content such as infographics can present complex information in an easy-to-understand and shareable way. Although search engines cannot read the text within images, the surrounding text, including the title and description, contributes to SEO value.
- Videos: Videos can increase user engagement and offer the opportunity to appear in search results, especially on platforms such as Google-owned YouTube.
- Guides and how-to’s: Instructional content that explains step-by-step how to do something can be very valuable to users and achieve strong search engine rankings.
By creating and optimizing a diversity of content types for SEO, websites can not only increase their visibility in search engines, but also meet the diverse needs and preferences of their target audience.
SEO pillar #3: What is Link Building?
Link building is the process of obtaining hyperlinks from other websites to one’s own site.(6) These links act as a voice of trust between websites and are a crucial factor for search engine optimization (SEO). Search engines, such as Google, use these links as indicators of a website’s quality and relevance, which affects its position in search results.
Strategies for effective link building
Effective link building requires a strategic approach. Some proven strategies are:
- Content creation and promotion: Create engaging, valuable and informative content that naturally attracts attention and is shared by others.
- Guest blogging: Writing articles for relevant blogs or websites can help get backlinks to one’s site.
- Broken link building: Identifying broken links on relevant websites and offering your own content as a replacement.
- Outreach: Contacting website owners directly to discuss link opportunities can be effective, especially if one has something valuable to offer.
The importance of backlinks
Backlinks are essential to SEO because they act as a signal of content quality to search engines.(7) Websites with a high number of quality backlinks are often seen as authorities in their field, resulting in higher rankings in search results. Importantly, it is not only the quantity, but more importantly the quality and relevance of the links that count.
SEO pillar #4: the user experience (UX)
User Experience (UX) and SEO are closely linked. Search engines value websites that provide a positive user experience, as this often results in higher visitor engagement and satisfaction. Factors such as usability, loading speed and mobile-friendly design play a role in both UX and SEO.
Conversion optimization
Optimizing the website to increase conversions is essential. This includes simplifying the purchase process, clearly presenting calls to action (CTAs), and ensuring an intuitive user interface.
A logical and simple navigation structure helps users and search engines explore the website efficiently. Clear menus, a structured hierarchy and internal links improve user experience and SEO.
Page speed
The speed at which pages load is crucial for both UX and SEO. Faster load times reduce the bounce rate and increase the time visitors spend on the site, which is a positive signal for search engines.
Lower bounce to improve SEO
A high bounce rate can indicate user experience problems, such as slow loading times, irrelevant content, or complex navigation. Improving these aspects can not only lower the bounce rate, but also improve SEO performance by demonstrating that the website provides valuable content that meets visitors’ needs.
Summary
In summary, effectively applying technical SEO, SEO content, link building, and UX principles forms the basis for improving a website’s visibility and ranking in search engines. By carefully integrating and optimizing these four pillars, websites can not only increase their findability, but also provide a better user experience, ultimately leading to higher conversion rates and long-term success in the digital space.
- SEO Starter Guide: The Basics | Google Search Central | Documentation | Google for Developers. (s.d.). Google For Developers. https://developers.google.com/search/docs/fundamentals/seo-starter-guide
- Pol, T. (2024c, Feb. 8). What Is Technical SEO? Basics and Best Practices. Semrush Blog. https://www.semrush.com/blog/technical-seo/
- Camarena, A. (2023, March 7). What Is Page Speed & How to Improve It. Semrush Blog. https://www.semrush.com/blog/page-speed/
- Pol, T. (2024a, January 22). What is HTTPS & how does it work? [Explained]. Semrush Blog. https://www.semrush.com/blog/what-is-https/
- Handley, R. (2024, March 19). What Keywords Are & How to Use Them. Semrush Blog. https://www.semrush.com/blog/what-are-keywords/
- Silva, C. (2022b, December 1). Link Building for SEO: The Beginner’s Guide. Semrush Blog. https://www.semrush.com/blog/link-building/
- Lyons, K. (2023d, December 18). What are backlinks & Why they matter in SEO. Semrush Blog. https://www.semrush.com/blog/what-are-backlinks/
