What is SEO / Search Engine Optimization?
SEO means the process of increasing your site’s visibility when people search for products or services related to your business on Google, Bing, and other search engines like Yahoo, etc. The higher the visibility of your pages in the search results, the more likely it is to grab attention and bring potential and existing customers to your business.
How Does SEO Work?
Search engines like Google and Bing use bots to crawl pages on the web, from site to site, to gather information about those pages and to put them on an index. Think of a schedule like a huge library where a librarian can pick up a book (or a web page) to help you find exactly what you’re looking for at the moment.
The algorithms then analyze the pages in the index, taking into account hundreds of ranking factors or signals, to determine which order pages should appear in the search results for a given query.
The reasons for SEO success can be considered as a proxy for aspects of the user experience. Search bots estimate how well they can give a website or web page searcher what they are looking for.
Based on the overall importance of SEO, SEO divides the factors into six main categories and weighs each. For example, content quality and keyword research are key factors in content optimization and scalability and speed are important factors in the site architecture.
These are the shortcuts or techniques that were enough to guarantee high ranking in the days when engine methods were much less sophisticated. And, they can work for a short time now – at least until you get caught.
Why is SEO important for marketing?
SEO is a fundamental part of digital marketing because people search trillions every year, often with the business intention of finding information about products and services. Search is often the primary source of digital traffic for brands and other marketing resources. Higher visibility and higher ranking in search results than your competition can have a material impact on your bottom line.
However, search results have been evolving over the past few years to provide users with more direct answers and information that are more likely to be placed on the results page rather than taking users to another website.
Also, keep in mind that features like rich search results and knowledge panels can increase visibility and provide more information about your company directly to the user results.
In short, Search Engine Optimization (SEO) is the foundation of an overall marketing ecosystem. Once you understand what your website users want, you can apply that knowledge across your campaigns (payable and organic), across your website, your social media features, and more.
Ranking factors are divided into four main aspects
#1 Technical SEO
Technical SEO helps to optimize your website’s infrastructure so that search engine spiders crawling your website can easily access and index your website on Google or other search engines. This is called technical SEO because it only works with the back end:
Optimizing technical SEO efforts include:
- Site structure
- Adding sitemap
- Implement structured data and schema markup
- Website and page speed
- URL Formulation – Fixing URL redirects
- Website Security (SSL and HTTPS)
#2 Keyword Research
Keyword research is the process of discovering what your target audience is looking for, how much traffic those terms can send you, and how difficult it is to rank for those terms.
There are various paid and free keyword research tools available in the market such as Google Keyword Planner, Ahrefs, and Moz which are the most popular keyword tools.
Keyword research stage results are used to create content.
#3 On-Page SEO
On-page SEO involves content search and search engine optimization.
In addition to creating informative content that best answers a user’s question, on-page SEO is used to optimize pages for specific keywords to improve search visibility.
Since search engines cannot read technically, on-page SEO includes data to help robots understand the meaning and context of your content.
Optimizing on-page SEO efforts include:
- Title tag
- Content formatting and headers
- Meta description
- External and internal links
#4 Off-Page SEO
Off-page SEO refers to the efforts made outside of it to improve the ranking of your website. It considers your entire presence on the website.
You might think of off-page SEO as a form of face marketing: the type of websites that link to your content and what They also say a lot about your website by mentioning your brand
Off-page SEO efforts include:
- Guest posting
- Social media awareness