SEO (Search Engine Optimisation) is a set of techniques and strategies used to improve the visibility and ranking of a website in the search results of search engines such as Google. 

The main goal of SEO is to increase the amount and quality of organic traffic that leads to a website. This is done through various means, including keyword research, content optimisation, increasing site speed, building links, and ensuring the website is easily accessible and mobile-friendly. SEO is an important element in digital marketing because websites that appear on the first page of search results tend to get more clicks and user attention.

In writing an article or news on a particular social media or Google, there are rules that recommend the use of certain words that will make the paper or post more accessible to readers on Google or social media. A writer can find out if a word is trending or popular in the top searches, and can include the word in several paragraphs written. 

The references obtained by writers are data sets that come from search results or phrases from a trend after being accommodated by Google's algorithm, Google Analytics. Google Analytics is an AI system that functions as a demographic tracker provided by Google to help website owners analyse and understand the behaviour of their visitors. 

Using Google Analytics, users can track various data such as the number of visitors, traffic sources, highly searched or used keywords, most visited pages, visit duration, and more. The system provides deep insights into how users interact with websites, allowing site owners to identify trends, measure the performance of marketing campaigns, and make data-driven decisions to improve their user experience and business strategy.

Google Analytics is strongly associated with SEO writing and social media posting because of the data that provides an understanding of their content performance. With Google Analytics, writers can see how their pages are attracting traffic from search engines, which keywords are bringing visitors, and how long visitors stay on the page. 

This data allows writers to evaluate the effectiveness of their SEO strategies and identify areas that need improvement. For example, if an article has a high bounce rate, writers can adjust the content to better suit the needs and interests of readers. Using insights from Google Analytics, writers can optimise their content more effectively, improve visibility on search engines, and attract more readers.

Apart from being a reference source that can be used by writers to increase the number of page visits on published content, SEO also plays a role in other functions such as: 

1. Increases Credibility and Authority: Content that appears on the first page of search results is often considered more credible and authoritative. This can enhance the author's reputation as an expert on a particular topic.

2. Collaboration and Monetisation Opportunities: Writers who are successful in SEO writing can attract the attention of brands and companies looking for experienced writers to optimise their content, opening up further collaboration and monetisation opportunities. With the visibility of the content, it will attract sponsorship of the published content in the form of ads that will provide the creators with adsense or monetisation of the publication results. This also applies to content in the form of video streaming platforms on YouTube and Twitch.

3. Understanding Audiences Better: The keyword research process helps writers understand what their audience is looking for, so they can tailor their content to meet those needs and interests. Indirectly writing based on SEO will also support sensitivity and objectivity to the data provided by Google Analytics regarding search references.

A knowledge of how SEO works is one of the important things for a writer to master, so the skill and intention to research algorithm data on trends and popular content is one of the effective writing strategies for a content creator.

(Danang Respati Wicaksono / HUMAS UNDIRA)

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