What is SUO? Optimize for users rather than search engines and enhance SEO

Have you ever heard of "SUO"?
Recently, there are stories such as "SEO is Owakon" and the difficulty of attracting customers by natural search is increasing, such as switching from SEO attracting customers to "Ad Affiliate" (affiliate method of attracting customers by advertisement) because affiliates can no longer earn money. I hear a lot.

However, it does not mean that the high-ranking display has become impossible or that the search behavior has disappeared, just because the negative feelings of those who could not produce results in the measures to attract customers from natural search in SEO are transmitted, it is simply SEO. I think it's just the envy of those who can no longer attract customers.

Cocorograph provides a "SUO service" to strengthen natural search customer attraction, but I would like to explain this concept of SUO in detail so that even those who are not familiar with SEO can understand it.

  • SUO is to design site contents for search users.
  • Natural search influx cannot be obtained just by creating good content
  • Acquiring recognition by disseminating information is important
  • The point of contact with users does not have to be your own site.
  • It is important to comprehensively handle everything from SEO to promotion, as it is difficult to obtain effects with specific measures alone.
  • In other words, it's hard

What is SUO

SUO is an evolution of the conventional SEO service as a new measure necessary for the current search engine optimization, and it is a service that Kokorograph has been providing since 2018.

To briefly explain,

SEO = SearchEngineOptimization

Optimize your website for search engines

SEO is a measure to optimize the site for the search engine and display it at the top of the search results of the search keyword.
SEO is a web marketing technique that aims to maximize the number of visitors to your site via search engines.

SUO = SearchUserOptimization

Optimize your website for search users

SUO is by optimizing website content according to search users.
This is a measure aimed at maximizing results by taking into consideration the browsing leads of search users, rather than creating content that matches the system of search engines.

As I found out later, there was an article in the 2015 article that mentioned SUO.

According to this article

I was able to find the description "User search optimization" in the column of 435 Digital Christie Grant in the United States on November 13, 2012. The reference site is here: (The following article seems to have been deleted, so it is not a link) http://www.435digital.com/blog/2012/11/13/ses-2012-site-architecture -user-search-optimization /

While I was doing this work, I was skeptical about the policy of optimizing for search engines, and I came up with the word SUO in 2018, so it's a concept that has existed six years ago.

Returning to the story, SUO differs from SEO in that it takes measures against search users, not for search engines, but search engines are developed for search users, so the site is user-friendly. As a result, it will lead to SEO.

The ability of search engines to attract customers is enormous, but maximizing results requires understanding from users as a result.SEO alone is not enoughWhat is it?

First and foremost important thing in attracting customers for natural search

An era in which it is not possible to attract search customers just by creating good content

As a big flow, in order to attract customers with search engines, basically we will aim for higher display with search engines,

  • Creating content that is useful and sympathetic to users
  • Creating a site that is easy for search engines to evaluate
  • Obtaining links from the outside

That is a method that has been often said in SEO measures so far.

SEO concept

Creating content that is especially useful to users is something that is said everywhere when studying SEO, and everyone is focusing on that.
However, that alone is not evaluated by search engines.

Then, what is needed is "promotion of cognition by disseminating information".

There is an index called EAT in the evaluation of the search engine (Google), and sites with high Expertise, Authoritativeness, and Trustworthiness are evaluated, but the authority and reliability of these are evaluated. Is not just the subjectivity of search engines.


What is EAT
・ Expertise
・ Authoritativeness
・ Trustworthiness
Abbreviation for, the concept of the definition of "sites that search engines like". It is said that it is not a direct ranking factor.

Search engines that look around the world ask people what kind of site is being talked about (citation), whether it is a popular site that is introduced or shared (backlink). We measure whether it is a site that is being used (designated search) and use it for evaluation of each site.


Citation is the reference to your site, company, or product on other sites.

Are sites that aren't talked about, sites that aren't popular, or sites that aren't searched, authoritative or reliable? If you think about it, you can understand it.

In other words, if the site is talked about, shared, or searched, the possibility of high-ranking display will increase, but you can not talk about, share, or search for sites you do not know. ..
Search engines don't want to rate content that no one knows, or sites that aren't mentioned anywhere.

So, once you've created content, you need to not only keep it, but also "send" it to those who need it.
By sharing (sharing), the person who receives the transmission generates citations and backlinks (getting links from other sites), and only then is it evaluated by the search engine.

However, if you publish the content on a site (domain) that has already been evaluated, the authority and reliability are guaranteed, so it will be evaluated even if you do not send it.

Your site is not the only point of contact with users

In general, site owners who want to attract more customers from search engines want to attract more customers to their "own site", but this is also an era of nonsense.

As the tendency of Internet users in recent years, the trends of users such as smartphones rather than PCs and SNS rather than blogs change with the times, so search engines are also changing.

Search engines are no longer the only place where users take search actions, and when they want to buy something, they are increasingly searching on SNS, amazon, etc. instead of search engines.

The information itself required by search behavior is diversified, not only text-based content, but also images, photos, and videos. Another reason is that there are more choices of places to search.

In essence, the purpose of attracting customers is to get them in touch with the information they send. It also encourages users to take action. And finally, get the conversion (purpose) done.

Therefore, if you can get access to the information that you send through the search, you do not have to post the content on your site.

Let me explain it a little more clearly.

You often see sites at the top of search engines. For example, you may see SNS such as amazon, Rakuten, Kakaku.com, note, Twitter, and Instagram. What if we could post the information we send on such a site? What if I could meet a user who became apparent there? And if the purpose is achieved, you don't have to bother to attract customers on your own site.

Earlier, I wrote that if you publish content on a site (domain) that has already been evaluated, it will be evaluated without sending it, but here it is a method to use the authority of a famous site. ..

However, in general, it is often more convenient to lead to your own site at the end, so we will design the flow line from the content posted on other sites and guide you to the designated search. Ideally, it would be best if you could visit us from the designated search without having to design the flow line by getting people to recognize it.

By the way, references to ourselves outside of our site also help strengthen citations.

If you're reading this article, you're probably involved in or interested in marketing, but when you do marketing, you put ads on various sites.
In the same way, SEO content can be posted on various sites.

It is said that official websites and large-scale websites have become particularly strong since Google's core algorithm update in May 2020, but this is affected by the citation effect of expensive promotion, and the SEO effect. I think that is increasing.

It is important to increase contact with users while actively posting content on many media other than our own site to increase citation.

Search engine ideals and directions

Search engines are aiming for search results where you can find "I was looking for this."
I don't want to display unnamed sites that no one knows, thin and useless sites at the top of the search.

Search ideal

The above figure is an example, but everyone knows it, and it is an easy-to-use and convenient site.
What about a search engine where you search for "rental" and HOMES and SUUMO do not appear in the search results?

I'm sure I won't use it.

A very simple example, but the search engine

  • Useless and more useful sites
  • More known sites than unknown

I want to raise the rank to the top.
In other words, in order to be evaluated by search enginesNeed stronger authority (brand) and better content (content) in the industryIt means that.

Flow until evaluated by search engine

Even if you say SEO in a nutshell, there are various flows and methods from creating a site to being evaluated by a search engine. There are many specialized measures for each position, but it is difficult for the point measures to be effective, and it is necessary to deal with them as a whole.


The reason why it is necessary to deal with it as a whole is that the algorithm, which is the evaluation system of the search engine (Google), sees various indicators, and by comprehensively taking measures against all of them, it becomes a search engine "finally". Because it will be evaluated.

Best of all, search users are looking for sites that are more useful than useless content, more famous than unknown sites, and more popular than unpopular sites, as I mentioned earlier. The engine is also built to like such sites.

In other words, the site optimized for the search user is the site that the search engine wants to display at the top, so SUO is needed.


As you can see, search engines are constantly being improved for search users.
Even if you do not know the future search engine policy, by providing the information that the user wants in a form that is easy for the user to use, it is possible to create a site that responds to changes in the search engine as a result. It will be like.

It is SUO that can ultimately achieve great results by comprehensively implementing all measures, not just content and promotion.

If you ask for results in the short term, you will not be able to respond to changes in search engines, you will not be able to attract stable customers, and as a result you will be distrustful of SEO and you will stop taking measures. increase.
However, that means throwing away the search influx that could have been increased, resulting in a large machine loss.

There are many things to do, the road is steep and it takes a long time, but as a result, it is possible to acquire a natural search influx in the long term as long as there are search users, so continue to take measures patiently. Is important.

Finally, if you are interested in Cocorograph's SUO service, please visit the service page once.

see you.

Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"
Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"