Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or "organic" search results. In general, the earlier and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of searches, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
While SEO techniques and strategies need to adapt to the latest search engines algorithms, what makes up SEO should remain mostly consistent.
SEO Components
There are four components to SEO:
Content
This is what is visually able to be seen, your text as well as images (what visitors are able to see on your website).
If content is hidden, it will still show up in the HTML of a site as there currently isn’t a way of removing it. Search engines should be aware of this and ignore hidden items (for instance if there are multiple H1 tags, but only one can be seen by visitors, search engines should only detect the visible H1).
Structure & Organization
How the site as a whole and the individual pages are organized and structured.
Pages. This would be the placement of heading tags and images, as well as the organization of the content on the page.
Heading tags. In technical terms, heading tags are headings and subheadings that are denoted as important text with HTML tags. There are six tags: H1-H6.
Whole site. This pertains to how the pages are organized and presented as well as how visitors will navigate your site. This also includes how and where internal links are utilized.
Back-end Information
What search engines see and potentially utilize. Following are some common backend elements:
Site title and description
Page titles and descriptions
Favicon
Page URLs
Keywords
Alt text
Sitemap
Schema
Page speed
There is a little bit of overlap here as some elements (such as a page title and URL) can technically be seen by visitors, but aren’t included on the actual site.
Search Engines Algorithm
Ultimately, all sites are at the discretion of these algorithms and they do change frequently. An SEO expert would be a great resource for recent updates and changes.
SEO Settings & Tools
Website Builder sites offer a variety of settings and tools for SEO. For more information, see the following articles.
Pages and Popups (page specific SEO)
How do I Set SEO Terms?
Does Website Builder have better SEO than other platforms?
When it comes down to it, the platform does not matter as much for SEO as does the content. As long as you have access to the site header to insert any special SEO tags and easy access to the other SEO settings (such as the site title and keyword information), then any site you build regardless of if it is on the Website Builder or not has the potential to rank high in SEO.