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Search Engine Optimization

alka srivastava

Search Engine Optimization (SEO) facilitates your product/website to feature within the top search results for relevant keyword searches on SERP and find its thanks to the audience.

In today’s world where information is the fuel, the internet empowers the consumer by equipping them with the required information before they decide to make a purchase. So, the question is how to streamline the information so that the product information is directed to the right customer at right time. Also, with the vast data available on the internet there is every possibility that the information might get lost and does not reach the target audience.

For eg. When you want to purchase a new antivirus, you would like to be aware of different packages available in the market so that you can make well-informed decisions. This is applicable for different product ranges across all marketable products. With the accessibility of the Internet at household, all these products/services are just a click away at the comfort of your home with the help of various search engines.

Users begin to interact with content concerning the brand more which ends up in higher site visits. The primary objective of the optimization is to increase user interaction through any medium. When users are highly engaged, it’s a positive indication for search engines. The nitty-gritty involved in the marketing of a product/website involves simultaneous updates to multiple factors which can be understood only with a professional and practical approach.

Digital Market Guidershala, Noida is one such platform where experienced and professional mentors groom interesting young talents by lending customized support to get what it takes to be a seasoned Digital Marketing professional. Search engines are designed with the single intent to provide users with the most relevant answers or information available in their database. Each time we perform a search, a predefined algorithm is executed to choose the most relevant pages for the query and rank them displaying the most popular ones first. Search engines cash in on the automated software applications (referred to as robots, bots, or spiders) that follow the online, following links from page to page, site to site. The information gathered by the spiders is employed to make a searchable index of the online.

The algorithms of search engines are never disclosed. But over a period, SEOs have identified some of the factors that are considered to rank a page, or you can term them as “ranking factors”. Some of the foremost important ranking factors are:

  • Relevance
  • Site Speed
  • Responsive Mobile
  • Backlinks
  • Engagement
  • Content

Along with ranking factors, search engines update their algorithms per year that have a significant impact on website ranking in search results. Search engine algorithms take the key elements of a web page, including the page title, content, keyword density, and come up with a ranking for where to place the results on the pages. All search engine’s algorithm is exclusive, so a top ranking on Yahoo! does not guarantee a prominent ranking on Google, and the other way around. Search engines use at least 200 algorithms at a time to display the results for a particular search query.

In this blog, I intend to discuss these ranking factors and their impact on SEO. We will also the review utility of keyword research, backlinks, link juice, and optimization in SEO.

What is Search Engine Optimization?

SEO or Search Engine Optimization is the set of rules employed by the service provider (Google, Bing, Yahoo, etc.) for optimizing the website to improve the visibility and achieve a higher ranking in SERP (Search Engine Result Page) for a particular keyword or a search query. SEO defines the steps that are followed to increase companies’ visibility in search engines to get more traffic on the website. Compliance with SEO best practices determines the extent to which a website will be user-friendly, faster, easy-to-navigate, and of good quality.

The main objective of an SEO is:

  • To help businesses in creating high-quality content to improve ranking in SERP organically.
  • To help create a website that crawlers can index and understand its content.

SEO is a comprehensive framework with rules and procedures to improve the visibility of the website which include, steps at different stages, guidelines, and several controls that can be used for optimization.

SEO takes into account the keywords relevant to your product/service, used by the user. In simple words, it is the way to enhance the website/product visibility and increase its ranking so that the product appears closer to the top positions in the search engine.

The ranking of a website depends on various factors including title tags, image tags, keywords, internal and external links. Search engines also look at the website structure, design, visitor’s behavior, and other factors to determine the ranking of the website in their SERP.

Why is SEO important?

Based on the study recently conducted by Ahrefs of over 1 billion web pages, 91% of online pages get zero traffic from search engines. More than 95% of users do not visit the query results beyond the first page. Research also indicates that the top 3 search results command 75% of the traffic for a given query and the top ad result witnesses a whopping 31% of the clicks. SEO is significant because it helps people find information and discover pages on the Internet. SEO is very important for the smooth functioning of any business nowadays whether big or small. It allows presenting the product information in response to the searches ahead of the competition by providing an increase in organic traffic. If two businesses are selling the same product, the website with good SEO will get more leads and leads will convert to sales.

SEO encourages organic traffic. Search engine-optimized websites have an advantage over non-optimized websites and chances of ranking higher. It helps in brand awareness, targets the right audience, smooth navigation on the website, and reduces the bounce rate. Search engine optimization has a huge impact on the overall success of any business.

It should be noted that SEO is an iterative process i.e. they are constantly undergoing modification and revision. This means that the criteria to best optimize a site must be surmised through observation, as well as trial and error that too not just once, but continuously. We should accept the iterative and reactive nature of search results and SEO can help you move through your business.

Steps of Search Engine Optimization Process

SEO is primarily divided into five categories:

  1. On-page SEO: These are rules that can be updated on your site and content to make it search engine friendly.
  2. Off-page SEO: These refer to settings or modifications to a website or blog so that it can rank higher in search results.
  3. Technical SEO: Technical SEO ensures that search engines crawl and index your website without any issues.
  4. Local SEO: refers to ways to promote a brand/company in local directories.
  5. Universal SEO: Universal SEO refers to the integration of content with multimedia.
  6. International SEO: International SEO refers to the optimization of a website for other countries’ languages.

What is On-page SEO?

The On-Page SEO or Onsite SEO is a process of optimizing individual web pages for specific keywords within the website to rank the web page in a better position in SERP (Search Engine Ranking Page) and earn higher organic traffic to the website. On-Page SEO goes beyond Keywords and best practices include headlines, content, HTML tags (title, meta, and header), URL structure, image optimization, and more in each of the web pages on your website.

On-page SEO ensures that search engines

  1. Understand a page’s topic and keywords
  2. Can match it to relevant searches.

Important steps of On-page SEO:

  1. Keywords
  2. URL
  3. Title Tag
  4. Meta Description
  5. Headline Tags
  6. Internal Link
  7. Image Optimization
  8. Content
  9. Structured Data
  10. Mobile Friendliness

Why is on-page SEO important?

On-page SEO helps search engines better understand our website. And that improves our rankings, which leads to more organic traffic. With on-page SEO, we’ve several different ranking factors. We need to optimize all these ranking factors. It will take time to optimize each of these factors will improve our rankings in search results and make our website more competitive and difficult to beat. Following best practices for these factors, however, will help to create a website that can endure algorithm updates.

What is Off-page SEO?

Off-Page SEO or offsite SEO is the optimization activities done outside of your website with the potential to affect search engine rankings. Optimizing your website for off-page SEO means you’ll have to improve the way that both users and search engines see your site in terms of credibility, authority, popularity, and relevance.

An effort to generate links and ratings to build credibility and rank to our website from an external website or other websites which has higher Page Authority & Domain Authority is Off-Page SEO. Other websites point and recommend your website in form of links called Backlinks. Off-page SEO does well only if you pay attention to the fundamentals of on-page SEO.

Search engines evaluate many factors when determining a page’s ranking. Off-page SEO is so valuable because the ranking factors are based on website content and performance, its understanding of our website through sources outside of our domain.

It is often thought to just be link building, but in reality, there are far more off-page SEO tactics that we have to use if you want to gain a competitive advantage. Search engines take into account many off-page factors when ranking web pages. Links are one among those factors, but there are many others.  the Content from higher authority websites ranks above those with the lower authority. It’s challenging to rank on the merit of our content alone.

Four primary factors we should consider with link buildings are:

  1. Referring Domains
  2. Link Authority
  3. Relevance
  4. Anchor Text

Why is off-page SEO important?

When a user types an inquiry query, program algorithms check out their index and check out to seek out the simplest pages which will satisfy the intent of the user. Pages that are good candidates appear within the primary positions of the search results. The number of incoming links or backlinks are important factors that determine the position of a webpage in the results.

Backlinks are a signal of trust and depending on where the links are coming from, they can greatly affect the ranking position. If the links are coming from well-known and trusted sites, the ranking will be affected positively.

Google takes under consideration many off-page factors when deciding if and where to rank sites. Links are one among those factors, but there are many others. For that reason, it’s challenging to rank one of your content alone. Off-page SEO is tremendously valuable because it tells search engines that your website is vital to others online. Every link that you simply, simply receive acts as an endorsement from another source that your website is quality.

What is Technical SEO?

Technical SEO is part of on-page SEO. It refers to the optimizations of website and server that help search engine spiders to crawl and index a website more effectively which in turn help to improve the organic rankings of the same. It has nothing to do with the content aspect of a website. Technical SEO concern is the settings or configurations we need to do for search engine crawlers on a website to make their job easier.

Technical SEO is a static process. Once the technical SEO is accomplished correctly, we may not have to work on it again and again. If a website has problems with crawling and indexing, it can impact the ranking of a website negatively.

Google helps to monitor and optimize these technical aspects with Google Search Console to which you must have access. You need to add your property (website) in Google Search Console to better handle the Technical SEO.

What is the importance of Technical SEO?

Importance of Technical SEO the search engine wants to present the users with the best possible results for their query/searches. In the case of Google, Google bots crawl and evaluate sites on a good range of parameters. Some of these parameters are based on how fast page loads, performance, core web vitals, user experience, responsive mobile, etc. Other parameters may help crawlers understand what our content is all about, this is what Structured Data does.

We can help search engines crawl and understand our website better by improving technical aspects. If you do this well, we might be rewarded with higher rankings or even rich results. It also works the other way around: if you make serious technical mistakes on our website, they will levy a penalty on you.

You should specialize in the technical details of an internet site just to please search engines. A website should work fast, clear, and easy to use in the first place. Fortunately, creating a robust technical foundation often coincides with a far better experience for both users and search engines.

What is local SEO?

Local SEO is a strategy that involves optimizing a website to be more visible in local search results. This is typically used for any business that has a physical location or serves a geographic area that can benefit from local SEO. 89% of people search for a local business on their phone once a week and 58 percent do it daily.

It is all about making your product and or services more accessible to your local region by using the best practices in Google Business Profile and other local business directories. With directory submission, we can boost the link-building results to see an improvement in the overall SEO of a website. This is achieved organically without advertising. It is also about various other platforms you’ll use for an equivalent purpose.

Why is local SEO important?

While each local business is exclusive, nearly all of them got to be discoverable online. Practices like optimizing an internet site, creating local business listings and Social Media presence, managing reviews, and earning links all share the goal of driving increased online engagement.

When it involves local SEO, it is not all that different from organic SEO. Keyword research, content, links, etc, and on-page technical SEO. It just has a local focus.

What is Universal SEO?

Universal SEO or Blended SEO refers to the integration of content with multimedia such as images, videos, news articles, podcasts, e-books, or maps on various platforms the organic search results of a search

Google has been evolving and trying to find new ways to streamline the search engine optimization process. Any search result in Google generally used to list 10 links in a single page in 2007. More detailed approaches from Google resulted in additional media next to SERP results. This allows searchers ease of decision making understanding the patterns and evaluating the traffic.

What is International SEO?

International SEO is the process of optimizing a website to enable search engines to identify the countries and languages that are intended to be used for the business.

hreflang tag informs search engines of the languages in which the content is available. For example <link rel=” alternate” href=”http://example.com/fr” hreflang=”fr-fr”/> will notify the search engines that an alternate version of the content is available in French.

Final Thoughts

Digital Marketing Guidershala, Noida cover all the topics including social media, email marketing, content marketing, app store optimization, affiliate marketing, etc. Search engine optimization (SEO) standards are evolving every day. Search engines are improving how they convey results to users.

Off-page SEO might seem harder than on-page SEO because we can’t control the off-page factors that aren’t entirely under our control. The harder something is to earn, the more attest it’s as a ranking factor. Traditional online and offline marketing activities are also important and can affect indirectly many of the factors mentioned above.

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      Manmohan Prajapati
      Team Guidershala

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      Team Guidershala

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