Search Engine Optimization
Search Engine Optimization is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. Search Engine Optimization encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to Search Engine Optimization, from the words on your page to the way other sites link to you on the web. Sometimes Search Engine Optimization is simply a matter of making sure your site is structured in a way that search engines understand.
Search Engine Optimization isn’t just about building search engine-friendly websites. It’s about making your site better for people too. At Moz we believe these principles go hand-in-hand.
This guide is designed to describe all areas of Search Engine Optimization—from finding the terms and phrases (keywords) that generate traffic to your website, to making your site friendly to search engines, to building links and marketing the unique value of your site. If you are confused about this stuff, you are not alone, and we’re here to help.
How Search Engine Optimization Works:-
Search Engine Optimization such as Google use an algorithm or set of rules to determine what pages to show for any given query. These algorithms have evolved to be extremely complex, and take into account hundreds or even thousands of factors for determining the rankings of their SERPs.
There are three core metrics that Search Engine Optimization evaluate to determine the quality of a site and how it should rank:-
Links – Links from other websites play a key role in determining the ranking of a site in Google and other search engines. The reason being, a link can be seen as a vote of quality from other websites, since website owners are unlikely to link to other sites which are of poor quality. Sites that acquire links from many other sites gain authority in the eyes of Search Engine Optimization, especially if the sites that are linking to them are themselves authoritative.
Content – In addition to looking at links, Search Engine Optimization also analyze the content of a web page to determine if it would be relevant for any given search query. A large part of Search Engine Optimization is in creating content which is targeted towards the keywords that search engines users are searching for.
Page Structure – The third core component of Search Engine Optimization is page structure. Because web pages are written in HTML, how the HTML code is structured can impact a search engine’s ability to evaluate a page. Including relevant keywords in the title, URL, and headers of the page and making sure that a site is crawl-able are actions that site owners can take to improve the Search Engine Optimization of their site.
The search engine optimization process involves optimizing each of these core components of search engine algorithms in order to rank higher in the search results.
Search Engine Optimization is important because:-
1.The majority of SEO users are more likely to click on one of the top 5 suggestions in the results pages (SERPS). To take advantage of this and gain visitors to your web site or customers to your online store, your website needs to appear in one of the top positions.
2.SEO is not only about search engines but good Search Engine Optimization practices improve the user experience and usability of a web site.
3.Users trust search engines and having a presence in the top positions for the keywords the user is searching, increases the web site’s trust.
4.SEO is good for the social promotion of your web site. People who find your web site by searching Google or Yahoo are more likely to promote it on Facebook, Twitter, Google+ or other social media channels.
5.SEO is important for the smooth running of a big web site. Web sites with more than one author can benefit from Search Engine Optimization in a direct and indirect way. Their direct benefit is increase in search engine traffic and their indirect benefit is having a common framework (checklists) to use before publishing content on the site.
6.Search Engine Optimization can put you ahead of the competition. If two web sites are selling the same thing, the search engine optimized web site is more likely to have more customers and make more sales.
How To Do Search Engine Optimization:-
SEO involves technical and creative activities that are often grouped into ‘Onsite Search Engine Optimization’ and ‘Offsite Search Engine Optimization’. This terminology is quite dated, but it is useful to understand, as it splits practices that can be performed on a website, and away from a website.
These activities require expertise, often from multiple individuals as the skillets required to carry them out at a high level, are quite different – but they can also be learned. The other option is to hire a professional Search Engine Optimization agency, or SEO consultant to help in areas required.
Onsite Search Engine Optimization:-
Onsite Search Engine Optimization refers to activities on a website to improve organic visibility. This largely means optimizing a website and content to improve the accessibility, relevancy and experience for users. Some of the typical activities include –
1.Keyword Research – Analyzing the types of words and frequency used by prospective customers to find a brands services or products. Understanding their intent and a users expectations from their search.
2.Technical Auditing – Ensuring the website can be crawled and indexed, is correctly geo-targeted, and is free from errors or user experience barriers.
3.Onsite Optimization – Improving the website structure, internal navigation, on-page alignment and content relevancy to help priorities key areas and target relevant search phrases.
4.User Experience – Ensuring content shows expertise, authority and trust, is simple to use, fast, and ultimately provides the best possible experience to users against the competition.
The above list only touches upon a small number of activities involved in Onsite Search Engine Optimization as an overview.
Offsite Search Engine Optimization:-
Offsite Search Engine Optimization refers to activities carried outside of a website to improve organic visibility. This is often referred to as ‘link building’, which aims to increase the number of reputable links from other websites, as search engines use them as a scoring as a vote of trust.
Links from websites and pages with more trust, popularity and relevancy will pass more value to another website, than an unknown, poor website that isn’t trusted by the search engines. So the quality of a link is the most important signal.
Some of the typical activities include –
1.Content (‘Marketing’) – Reputable websites link to exceptional content. So creating amazing content will help attract links. This might include a how to guide, a story, a visualization or info-graphic with compelling data.
2.Digital PR – PR provides reasons for other websites to talk and link to a website. This might be internal news-flow, writing for external publications, original research or studies, expert interviews, quotes, product placement and much more.
3.Outreach & Promotion – This involves communicating with key journalists, bloggers, influences or webmasters about a brand, resource, content or PR to earn coverage and ultimately earn links to a website.