What is SEO and how Search Engine Optimization works

SEO

What is SEO?

SEO stands for Search Engine Optimization is the science of ranking high on a search engine.

In simple terms, it means optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword.

The term SEO also describes the process of making web pages easier for search engine indexing software, known as “crawlers,” to find, scan, and index your site. 

Search engine optimization process involves work on your article in order to make Google very likely to include your post as one of the top results whenever someone searches for that keyword.

How SEO work?

Here’s how it works:

Google (or any search engine you’re using) has a crawler that goes out and gathers information about all the content they can find on the Internet for searches of a certain keyword.

Search engine use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index.

That index is then go through an algorithm that tries to match all that data with your query.

There are a lot of Ranking factors that go into a search engine’s algorithm:

Weighting of Ranking Factors in Google

SEO Ranking Factors
MOZ.com

The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience.

Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.


Types of SEO

On page SEO and OFF Page SEO

ON Page SEO

  • ON Page SEO
    1. Rich content ,Keyword use and content optimization
      • Google always tries to give you the best experience possible by directing you to the greatest content it can find.
      • This means that your number one job to do well with SEO is to produce great content.
      • Doing your keyword research up-front is a crucial part of great content.
      • Make sure your keyword is present in strategically-important places (like headlines, URL, and meta description), there is no need to mention it tons of times in your text.
    2. Title Tag
      • They are what shows up in the tab of your browser when you open a new page.
      • But when it comes to blogs, it often becomes an h1-tag, which stands for heading of the first order.
      • Every page should only have one h1-tag to make the title clear to Google.
      • Put your targeted keywords in the title tag of each page on your site. 
    3. Meta Description
      • Meta descriptions are what show up as an excerpt when Google displays your page as a result to searchers.
    4. Alt Attributes
      • Inserting some relevant keywords while accurately describing the image will help search engines understand your page’s content.
      • Writing an alt attribute for each image keeps your website in compliance with WCAG (Web Content Accessibility Guidelines).
    5. Site uptime/Site speed
      • Google wants to help its users find what they’re looking for as quickly as possible to provide the best user experience.
      • Therefore, optimizing your pages to load faster helps your site rank higher in the search results.

OFF Page SEO

  • OFF Page SEO
    • Domain Authority
      • Google determines the overall authority of your site , it has to do with how widespread your domain name is.
      • for example, Digital Deepak.com is very authoritative, because everyone has heard of it.
    • Domain AGE
      • When you’re analyzing a site, the domain age metric is most useful as a way to quickly determine a level of potential quality.
      • If your domain has been around for 10 years or more, you’re likely going to find a sizable backlink profile and some real ranking power behind quality pages.
    • Brand/Identity
      • Having a brand or personal identity online is a huge trust signal for search engines, but it takes time to build. Google prefer Brands.
    • Social media engagement
      • Do you have a YouTube channel or a Google Plus profile for your brand?
      • If so, the more people like you, the better.
      • When Google sees that someone likes a brand on a social network, they’re more likely to show them results from that brand or from personal contacts that they have.
    • Backlinks
      • A backlink is a link created when one website links to another. Backlinks are also called “inbound links” or “incoming links.”
      • Backlinks are important to SEO. The quality of your links matters much more than the number of links you have.

SEO Techniques White hat vs. black hat

White Hat Vs Black Hat SEO

If you want to work SEO like a get-rich-quick scheme, you’ll probably end up doing black hat SEO.

This type of SEO focuses on optimizing your content only for the search engine, not considering humans at all.

Since there are lots of ways to bend and break the rules to get your sites to rank high, these are a prime way for black hat SEOs to make a few thousand dollars fast.

Ultimately, this approach results in spammy, crappy pages that often get banned very fast.

It will often lead to severe punishment for the marketer, ruining their chance of building something sustainable in the future.

You might make a few grand this way, but you’ll continuously have to be on the lookout for search engine updates and come up with new ways to dodge the rules.

White hat SEO, on the other hand, is the way to build a sustainable online business. If you do SEO this way, you’ll focus on your human audience.

You’ll try to give them the best content possible and make it easily accessible to them by playing according to the search engine’s rules.

Why is SEO important for marketing?

SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services.

Search is often the primary source of digital traffic for brands and complements other marketing channels.

Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.

However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.

Also note, features like rich results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results.

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