Searching for SEOs and Why They are Important

A warm memory of my childhood is reciting movie lines with my family. We could pick up every line in a movie scene after one viewing. We would recite the lines in our everyday conversations and the others would respond with the next line or name the movie or repeat the line. The laughter would get even louder when no one could remember the movie name and no, we were not allowed to look up the lines to find the movie title. Sometimes, we broke that rule when we could not stand not-knowing. We were not the only people looking up movie information at any time.

We are among billions of people who search for specific information at any given time on any day.  If we used our mobile browsers to look up movies titles, we were among 52% of people internet browsing on mobile devices. All the while, search engine optimization programs were working to spit out the correct movie to their corresponding lines.

What is SEO?

Search engine optimization, SEO, is an integral part in website findability, usability, and user experiences. SEO is the process of defining certain key factors in your website, so they are prominent for internet bots to pick up on and file away for search engine result pages.

SEOs are a way for web designers to put their website within their targets audience’s direct field of vision. When we talk about an audience’s vision, the field is made up of search engines results.

An audience member will type into a search engine looking for specific information, the search engine will generate answers based on SEO’s ranking, categorizing, and indexing of website pages.

How it works

A website is created, and the domain is registered. In order for this website to reach its audience, it must be crawled upon by internet robots. These bots gather the most important information from the site, its main points and purpose, based on countless ranking factors. Once the information is gathered, its files are saved to that SEO’s index. Finally, the search engine delves into this index to generate search engine results which will include the new website.

How the new website will rise through the ranks of the results depends on the sites crawlability, structure, keywords, and backlinks. The website must be available for bots to crawl through. The structure should highlight to most important information at the top of the information architecture. The keywords can be used as meta tags and should correlate with the site’s main purpose. Backlinks provide a level of ethos for your site, so the internet knows the information is safe.

SEOs change and balance over time

Like everything else, SEO’s are not immune to the everchanging technological horizon that has develop over the last twenty years; and continues to develop as you read this. SEO recent history can help us better understand where the future of SEO’s is going.

Recent History

In the last two years, we have seen a decline in organic search engine results, results that are outside the realm of paid space or corruption, and an incline in paid and no-click searches. No-click searches are recorded searches where the user has not clicked on any of the search result links. This is a harmful uptick to SEOs because we see the results not being used. While they are not being used, their value decreases.

In order to mend the damage done, web designers and businesses can work together to better meet what the audience is searching for. Businesses can increase their findability, even during a decline in search engine usage, by expanding their brand and specifying their keywords to those their audience are looking for.

Foreseeable Future

Moving forward in this time of SEO uncertainty, search engines must keep up with the fast paced change of our modern world. Websites can keep pace by updating their key words to reflect modern vernacular and adapting to new technology. When the websites are updated, SEOs have the content to stay up-to-date as well.

What comes first, findability or usability?

The internet has exponentially expanded over the last 20 years. However, one cannot use what one cannot find. Businesses, brands, products get lost within the ample amount of information kept on the internet, before they are discovered. Some of this loss can be attributed to the lack of findability of a site. Some of the loss can be reversed by an SEO program.

The SEO algorithm allows for a website to stand out enough to get noticed by its audience. Findability is the first step in the user experience.


The user experience is further by the usability of a site. If the site begins to gain traction, usability becomes the next step in the user experience. Once the site is findable, the audience needs to be convinced to stay. The site needs to be usable to develop consistent traffic to succeed. The usability of the sites structure and content can support its wider purpose on the web.

SEO and Design

In order for a site to fulfill its general purpose, it must be investigated by a SEO algorithm. In order for an SEO to use a website, the design must be SEO friendly. That is to say, a factor of design decision making should take SEO bots and ranking into account.

The design of a website has an impact on what the crawling bots can read. The main points of the site should be introduced in the forefront of the websites structure and design. Important information given upfront is important because it will be easier for the bots to retrieve.

4 SEO Design Tips

The design is also impacted by other SEO actors. According to Forbes, there are 4 design concepts that consider search engine optimization simultaneously.

  1. Usability is important to the user and the bots. Poor usability will result in lesser traffic and therefore a lesser chance of the website succeeding.
  2. Discoverability is important in order to reach the appropriate audience and the bots. If the site is unreachable; it will not succeed.
  3. The content needs to reflect the rhetorical situation of every page. The purpose and audience of the page should be clearly defined before the design process begins. The main points of the content should be easy for the bots to recognize and easy for the user to understand.
  4. While re-designing a website, SEO should always be used to lessen the chance of mistakes being made. To do this, crawl the website yourself and see what can be deleted, what can be reworked and what is necessary to stay for the main purpose of the site and the SEO.

The design of the site should, in part, be designed to account for the SEO. SEO factors should be considered in the early stages of the design process.

SEOs Moving Forward

Due to the development of the internet, concepts like SEO needed to be created. We can learn from where SEOs have taken us thus far. The history of the SEO concept guides its path as the internet expands further.

Within the everchanging internet-scape, it is important to be able to find websites. The design of a website should consider how the website will be found. Once the findability of a website is stable; the usability of the website should be established. The usability should be created with the audience and bots in mind. It needs to reflect an impressive interface all users, computerized or not. SEOs can help any designer or business with reaching its audience and creating an internet presence. Those who do not use SEO will be searching for help themselves.

This Post Has 13 Comments

  1. Hi Paige,
    I really like your blog post, and I feel like I learned a lot more about SEO, how it works, and how the design of a website affects SEO. I enjoyed the way your blog post is ordered, starting with what SEO is, then going to how it works, and ending with techniques to help a website’s SEO, because it helped me understand everything there is to know about SEO in an ordered way that makes sense. SEO has always confused me because I feel like it is a hard concept to wrap my head around, but your post did a nice job to help clear up the confusion I had around it. I also really enjoyed how you started with your own personal experience, and how it connects with SEO because I was then able to relate it to how SEO works in my own life when I look things up on search engines.
    I think my favorite topic that you talked about within your blog post that really helped me understand what SEO is and what it does was “how it works.” Knowing how the structure of a website, its keywords, and backlinks affect a websites SEO is important because those aspects are what help a website rise to the top of a search engine result list, making it findable for users and/or the website’s target audience. This topic connects closely to the digital studies class I’m currently in. At the beginning of my digital studies class, we talked a lot about algorithms and how they control what appears on a search engine result page, especially in regard to Google since it is one of the most popular search browsers. I found an article on some of Google’s recent algorithm updates, and it includes some updates that relate directly to SEO and how a website’s SEO can be improved in regard to the new updates. I think this article is helpful because algorithms are always being updated and changed, so updating your website’s SEO to keep up with the algorithm’s updates is important.

  2. Hi Paige,
    Thank you for sharing! I have participated in many lectures and workshops about SEO, so I was interested in the topic. SEO can be confusing for a lot of people, especially those who don’t have background in computer science–but I’ve found it’s easier to understand when I actually practice it a little bit (but, don’t get me wrong, it still confuses me a little). That’s why I’m glad we’re going to be practicing it in class.
    From what I’ve been told, a big part of SEO is keywords. And a big part of keywords is research. We have to do ample amounts of research and brainstorming to figure out what keywords best fit our site. I found an article by Hubspot on how to do this research ( It breaks it down step-by-step, and shares how we must keep our company, our customers, and our society in mind when brainstorming keywords to drive people to our site.

  3. Hi Paige,
    I really enjoyed your blog post this week! I thought that opening with a personal story was a great way to lead into your discussion of SEO. I liked how you progressed from a general definition of SEO to more specific elements of SEO that one needs to consider when designing a website. The section about the recent history and possible future of SEO is incredibly relevant when considering SEO and definitely opened my eyes to things I had not really thought of much before, like no-click searches and how they negatively affect SEO. The discussion about findability versus usability when designing a website was also really interesting; I assumed usability would be considered before findability, but was surprised to learn that it was actually the other way around. It was really interesting to learn more about! I was also interested in learning more about how to crawl your own website and found this article: (,if%20your%20site%20fails%20either%20of%20these%20tests.). The article discussed crawling tools like Xenu’s Link Slueth, but the information about crawlability issues was more interesting. The article says that if links are contained within frames, JavaScript, or Flash, they may not be indexed by crawlers. I thought it was interesting to consider the various elements that might cause crawlability issues. This article outlines more factors that affect the crawlability of a website and how to fix them:

  4. Hi Paige!

    First I really enjoyed the little story blurb at the beginning of the blog, I think that it was a really good way to introduce the topic and grab the reader’s attention in an anecdotal way. I also think that the way you broke down the complex topic of SEO was relatively easy to follow as a reader, so nice job! SEO has so many in’s and out’s and unless you are working within it consistently it can be hard to understand its perplexity. The way that you described what SEO is followed by how it is changing. It is so interesting to consider how much SEO and all things related to it can and will be changing. You included some really good terms that I had not yet heard of or become familiar with such as no-click searches and even the term crawlability I don’t hear often. This blog had me thinking what brands are best known for the best SEO tactics and why? Here I found the best campaigns utilizing SEO:

  5. Paige,
    I really like your introduction. It’s creative and lighthearted. It’s a refreshing way to introduce a subject that can be a bit heavy at points. You sparked a connection with your audience based on your introduction. The transition in the second paragraph was executed well. Your paragraphs are very informational, but it doesn’t feel like it. Honestly, I am not a fan of search engine optimization but you keep your blog post engaging and straight to the point. I really liked when you stated “SEOs are a way for web designers to put their website within their targets audience’s direct field of vision. When we talk about an audience’s vision, the field is made up of search engines results.” This statement helped me gain a new perspective on search engine optimization. Some of us in this class probably made websites before while some never did. I found an article about SEO. It is about tips on how to gain “foot” traffic using SEO. Though the site is meant for beginners I think it doesn’t hurt to read even if a person is an expert on building sites.

  6. Hey Paige!

    Nice job on the blog post this week. you highlight all the important aspects of SEO in a clear, concise, and readable way. Like accessibility, SEO is one of those things with web design that gets overlooked so often. I took CIS 238, and we went over this topic in a similar way. Good SEO is really all about consistency and descriptions. Including keywords in as many places as possible, without going overboard, can help the SEO of the site. I thought it was interesting how findability exceeded importance of usability. You wouldn’t think so at first but the explanation is so true, that you can’t use what you can’t find. I found this article talking about inteeresting SEO facts, and it really still is important to websites because data shows that for every 1 click on a paid result on google, there are 11 natural clicks to unpaid results. That alone tells you that SEO is important, and can make a difference even competing against paid search results. Also, a ton of people use ad blockers to present seeing these results, which opens up a lot of potential traffic to your site. Check it out:

  7. Hi Paige,

    I enjoyed your story at the beginning of the blog.I have always found SEO to be a little confusing, but hearing more and more about it has helped me form a better understanding. Using keywords and making sure the meta description is accurate helps people to find the website faster since they are searching terms that might be in the keywords. Ironically, googling SEO I found a helpful, relevant website On the website it also discussed URLs which help with SEO. URLs help users understand the pathway they took to get to a certain page which gives context to the rest of the website. Overall, it helps users not to get lost in the site. Having an accurate URL slug is helpful for SEO when finding a page as well.

  8. Hi Paige,

    Your blog was very informative. I especially enjoyed how you started off with a story that was so personable. It really engaged me from the start. SEO is not a topic I feel confident in. I was excited to learn more about it from your blog. Keywords, alternative text, and meta descriptions all can really elevate the overall effectiveness of a website. I feel that SEO is constantly changing and improving to suit al types of website audiences. Your blog does an excellent job expanding on this concept. I am excited to learn more about SEO in the future to improve certain metrics of my own work in the future. The article below discusses the best SEO practices for 2020 for beginners- US! I found this to be super helpful for an outside resource. It is up to date and uses simple terminology for us just starting out with SEO practices.

    Take a look:

  9. Hey Paige,
    I really like the information you mentioned in this blog post. I do have a few things that I would do to keep the reader engaged. I know that a lot of pictures could be annoying in some blog posts, but seeing as you have SEO as your topic, it seems that pictures/infographics would be perfect to better explain what SEO is and how it works. You have to think about an audience who learns better with visuals rather than just text. Otherwise, this is a great blog post. SEO is something that I hear about all the time when it comes to building a website and getting people to use it. Everyone wants to make sure that their website is at the top of the search results, but it’s better to be there due to information you provide rather than paying for the spot. More information about buying the top spot is here:

  10. Hi Paige! This is a great blog. It provided a lot of relevant information regarding SEO. As an advertising major, I have a little bit of experience with SEO, but this is new information. It’s crazy how much of an effect SEO has on the success of your website and business. I think SEO is something a lot of people want to know a lot about, but find it very intimidating. You did a really great job of simplifying the aspects of SEO down, making it easier to understand for average readers. This article does a similar thing. It uses simple terms and provides basic SEO tips. You can check it out below:

  11. Hi Paige! Good job on this week’s blog, I really liked the tone that you used in your writing, and the way that you described SEO. Search Engine Optimization is still a relatively new and slightly confusing topic for me so I appreciated the way you clearly broke up the different sections of information so that it was easier for the reader to digest. I feel that you explained the different topics well such as findability vs usability, SEO design tips, and developing SEO over time. Since I am still getting introduced to the overall topic of search engine optimization I looked up more information from this article (The 30 Best SEO Tips and Tricks in 2020 For Driving Traffic (+ SEO Examples) ( that gives extra tips on how to have successful SEO for a website.

  12. Paige,

    This is a great post! I’ve never been especially intrigued by search engine optimization, but the little excerpt from your post that is shown before you even click on the post itself really got my attention and made me want to read more. The way you wrote the post itself is great, and it kept me reading the entire time. You had a lot of content in your post, and I think you did a really good job breaking it down in small pieces to make it palatable, and you did an equally good job with your descriptive and directive headings. Your four SEO design tips stood out to me the most, mainly because I am still trying to get comfortable with the idea of SEO. Along those lines, I’ve always had a really good general idea of what search engine optimization is, however your post did a really great job teaching me all of the little things that I was missing, including the idea of backlinks. What was really interesting and surprising to me about your post was the information you had about organic search results declining and paid, no-click results surfacing. I think it’s a real testament to that when I use Google to search for something, and almost my entire screen is just filled with “relevant” ad results before I even get to the actual content, and then the actual content is not at all what I need. I think it’s also really important the fact that you brought up findability coming before usability. Like you said, you can spend all the time in the world creating a perfectly usable site, but if nobody is able to find this site, nobody will ever use it. I think that really puts into perspective the weight and importance of SEOs. I found a really great website that details SEO, and they also give seven great tips on how to optimize the SEO of your own website. The site is basically a full lesson on SEO, as it breaks SEO down into important and easy-to-understand chapters that go a bit more in-depth than most other general SEO explanations out there. Check it out!

  13. Hi Paige! I really enjoyed reading your blog post this week, especially the personal story at the beginning. I always found that including personal stories is a great way to connect to the audience on a blog post. The content of your post was amazing! The topic of SEO has been covered in almost all of my classes this semester, but I’ve never really understood it or how to best use it for your own website, so I really liked your sections ‘4 SEO design tips’ and ‘what comes first, usability or findability?’ because they answered some of my questions. The 4 SEO design tips stood out to me because of the organization of the section and how relevant the tips are. All of my classes say that SEO is important, but this was one of the first times that anyone has given me simple tips on how to actually work with SEO. On my own, I found this article ( that includes five more tips that are great to improve the SEO of a website. The article also talks about how making your website usable is one great way to improve the SEO, which I think applies to your section about usability versus findability. We focus on usability in this class a lot because it is extremely important, but I really liked your point about how in order to use a website, a user has to be able to find it. Overall, great post!

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