SEO stands for Search Engine Optimization. The question here is: why to optimize a website as per search engines?’. And the answer is: ‘because they provide a lot of free traffic aka product, service, or information seekers’.
Note: The term traffic here indicates the number of website visitors for a period of time.
Who doesn’t like free references? Any business would love to be referred for services, information, or product they provide. The question comes again throttling the pipeline for answers: ‘Why would one refer you for the services, products, or information you provide, when he/she has a lot of options to choose from?’
The apt answer is: ‘You are EAT (Expertise, Authority, Trust) guaranteed service, information, or product provider and thus people on the web know you’. Meaning people on the web already know you for your expertise and authority and they trust in your portfolio. This EAT is a hard-earned perk to mention. EAT and website traffic are directly proportional to each other.
Before going into its detail, let us first learn, what is SEO?
What is SEO?: What comprises SEO?
As per Moz, ‘it is the practice of increasing traffic on a website organically both in terms of quality and quantity. Basically, three terms comprise SEO, and they are:
- Quantity of traffic: Search engines on the web suggest your website for queries resolved. The traffic gained through such a process is called the quantity of traffic.
- Quality of traffic: Not all people on the web are looking for products or services you offer. Some are just looking forward to the information served.
- Organic traffic: The unpaid traffic that is directed to your website by SERPs (Search Engine Result Pages) is called organic traffic.Want to beat your competitor in an Organic way? Read few easy methods with our SEO competitor Guide.
Before learning how SEO works, first, let us understand how search engines work.
How do search engines work?
Search engines work by an algorithm that sends web spiders aka bots to your website to find our relevant search query as per user behavior. Search engines work using the following common process:
- Website crawling: The first step for search engines to find content on the web is to send bots to crawl a website for a certain ‘keyword’ aka ‘search query’. Know best keyword analyzer tools for 2021.
- Checking for website versatility: The second step is checking a website for its versatility. This points out the accommodation of the website and its responsiveness as per the device used. It shows whether a website is mobile-friendly or just desktop friendly.
- Indexing a website: The third step in the working of search engines is indexing a website as per the relevance of the search query solved.
- Ranking a website: After indexing, a website is ranked for the particular ‘keyword or keyphrase’ and is shown as a reference for the query solved.
Do you know: Google considers about 200 factors to rank a website in its SERPs for a particular search query.
Now, let us use these constraints to find out the factors responsible for a synchronized worldwide web, as it appears on SERPs.
How SEO works?
SEO works on mainly two techniques:
- On-page SEO
This technique is becoming more and more popular day by day. This includes optimizing in-house pages and posts as per search engines. This consists of internal and external linking structures to support your content on the web for better authority and trust. Some of the common linking structures are described below.
- Inbound linking: The links that refer to in-house pages for a better perspective of the query served. This includes internal links only.
- Outbound linking: The links that refer to outsider sites for a particular fact shared on the page, are know by outbound links. This includes links to other sites for better authority and trust.
- Off-page SEO
This technique was so exploited that it is diminishing to a time of lesser importance. However, the importance of linking structures discovered through the technique still produces results. This includes the following factors:
- Backlinking: The links or references from other sites to your own site for better authority and trust to the same.
- Web 2.0 submission: Making subdomains to specify the niche of your website.
- Social bookmarking: Clipping posts and pages on social media to increase traffic and bring social engagement to the site.
Let’s know the difference between On-Page SEO and Off-Page SEO with this simple infographic.
How to rank higher in SERPs?
To rank higher in SERPs, one has to optimize a website as per the best practices in SEO techniques. Now, let us bring the strategy to rank higher in SERPs in order. Here are some ranking factors for a website.
- Internal linking structure: The better is your internal linking structure, the faster your website gets indexed. An organized internal linking structure demonstrates the expertise of the author. The better is the internal linking structure the higher you rank in SERPs.
- Backlinks: Backlinks work to build authority for your site and bring trust to it. The more is your backlinks, the better are your ranks.
- Outbound linking structure: An apt outbound linking structure gives you better authority for your sites. This promotes ranking, and your web page gets a higher ranking.
- Page load speed: The better are your page load speeds the better is your rank on the search engines.
- Core web vitals: The healthier is your core web vitals the better is your rank on the SERPs.
Besides these five points, your pieces of content should satisfy the user’s intent per query. Let us discuss some factors that create good content that satisfies the user’s intent.
- Meta descriptions: The excerpt of the page content is written in meta descriptions with the inclusion of a focus keyword or keyphrase. A properly defined meta description contains all the elements needed to define the schema of a page, and thus bring clarity to the search engines. This improves EAT and thus ranking is improved as well.
- Anchor text: The text in the page content that contains hyperlinks attached to it, is known as anchor text. Anchor text allows the crawlers to scan each and every relevant part of a website’s content. This increases the visibility of the site and thus the rankings as well.
- Title tags: A well-structured content is indexed easily, as it is easy for crawlers to draft the schema related to the page. The more easily a content is defined, the easier it for it is to rank higher.
- User experience: A better user experience qualifies the constraints of factors responsible for indexing and ranking a webpage in SERPs.
What is SEO strategy?: Types of SEO strategy
SEO strategy is a strategy that focuses on excelling in search results. There can be mainly two types of SEO strategy:
- Blackhat SEO: This strategy is a way old one, mainly meant to bring more and more visitors using loopholes of search engines. This includes keyword stuffing, duplicate content, buying backlinks, etc. However, search engines’ algorithm has now been updated to avoid bad results for a user looking to solve his query via search link.
- Whitehat SEO: This SEO strategy has been commonly used by site owners for a while. This includes original content, genuine backlinking, etc.
The worldwide web is a sea of information, products, and services. For proper information synchronization around the world, search engines are necessary as well. Hence, SEO has its own importance. What do you think about SEO? Do comment in the box below.