In all the jargon soup that you come across when you get introduced to digital marketing, there is one that you will invariably come across - SEO. Like most three-letter-acronyms, it is a much-used term, which is not so easily or clearly understood. So let’s make it simple(r) for you to understand what is SEO by using a real-world analogy. Read on and have your doubts cleared!

Imagine that the internet is like a huge library where you have different genres of books spread over many shelves. Now as an author of the book (owner of a website) you want your book on detective stories (your keyword) to be read by as many people as possible. So you approach the librarian (the search engine such as Google) and ask them to keep your book in the library (similar to submitting a sitemap to get the website indexed) and maintain a record of it.

The librarian takes your book and keeps it in a box for a few days. This is quite similar to sandboxing a new website. It might take a few days or weeks before the librarian decides to keep the book on the bookshelves for the library customers to read the book.

The librarian decides where to place your book in the library based on its content, design, quality and comparison with already available books in the library. Let’s say your book (website) gets placed on the third rack of the fourth shelf (third position of the fourth page of the search engine results). As the author, you obviously want your book to be on the very first shelf since that’s where most people spend their time. Hardly anyone comes around to the fourth cupboard, just like a normal life scenario where only about 25% of people mind going to the second page of Google results.

You spend more time enhancing the content of the book. You come up with some new stories and keep on adding them to your book so that each time you come up with a new version of the book the librarian sees it. This is what is done in on-page SEO. You enhance the website content and navigation to improve the visitor’s experience.

You also speak to some book reviewers and ask them to mention to everyone that the book is available at this library. This is like carrying out an off-page SEO activity.

Over a period of time, depending upon what readers of detective stories want to read, your book is picked up by some readers. The librarian observes how much time people are spending with your book, how many people quickly keep the book back and pick up another book and other such behaviour. This gives the librarian an idea of how the book is being received by the readers. If the librarian observes that readers are satisfied with the book, he would shift the book to, say, the third cupboard in the first position and then look at the response. The better the response. the more accessible the book will be to the readers. This is exactly how SEO works for a website. This change in the position of the book from one shelf to another is how the website ranking changes. If the author’s work is of good quality and consistent, one day the book will be on the first cupboard where more and more people will read it.

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