What is Search Engine Optimisation(SEO):-
SEO refers to a technique that helps your website rank higher in organic natural search result, thus making your website more visible to people who are looking for your product or service via search engine.
It's a part of the border topic of SEO, A term used to describe all marketing strategy for search SEM entails both organic paid search with paid search you can pay to list your website on a search engine so that your website shows when someone type in Pacific keywords. organic and paid listing both appears on the search engine but they are displayed in a different location on the page.
What about paid Search?
Search engines have one objective – to provide you with the most relevant
results possible in relation to your search query. If the search engine is
successful in providing you with information that meets your needs, then you are
a happy searcher. And happy searchers are more likely to come back to the
same search engine time and time again because they are getting the results
they need.
In order for a search engine to be able to display results when a user types in a
query, they need to have an archive of available information to choose from.
Every search engine has proprietary methods for gathering and prioritizing
website content. Regardless of the specific tactics or methods used, this process
is called indexing. Search engines actually attempt to scan the entire online
universe and index all the information so they can show it to you when you enter
a search query.
How do they do it? Every search engine has what are referred to as bots, or
crawlers, that constantly scan the web, indexing websites for content and
following links on each webpage to other webpages. If your website has not been
indexed, it is impossible for your website to appear in the search results. Unless
you are running a shady online business or trying to cheat your way to the top of
the search engine results page (SERP), chances are your website has already
been indexed.
So, big search engines like Google, Bing, and Yahoo are constantly indexing
hundreds of millions, if not billions, of webpages. How do they know what to
show on the SERP when you enter a search query? The search engines
consider two main areas when determining what your website is about and how
to prioritize it.
1. Content on your website: When indexing pages, the search engine bots
scan each page of your website, looking for clues about what topics your
website covers and scanning your website‟s back-end code for certain
tags, descriptions, and instructions.
2. Who’s linking to you: As the search engine bots scan webpages for
indexing, they also look for links from other websites. The more inbound
links a website has, the more influence or authority it has. Essentially,
every inbound link counts as a vote for that website‟s content. Also, eachinbound link holds different weight.
A few factors that a search engine algorithm may consider when deciding what
information to show in the SERP include:
- Geographic location of the searcher
- Historical performance of a listing (clicks, bounce rates, etc.)
- Link quality (reciprocal vs. one-way)
- Webpage content (keywords, tags, pictures)
- Back end code or HTML of webpage
- Link type (social media sharing, link from media outlet, blog, etc.)
How to Approach Your SEO Strategy:-
When developing an SEO strategy, it is best to split your initiatives into two
buckets: on-page SEO and off-page SEO. On-page SEO covers everything you
can control on each specific webpage and across your website to make it easy
for the search engines to find, index, and understand the topical nature of your
content. Off-page SEO covers all aspects of SEO that happen off your website to
garner quality inbound links. Let‟s dive into on-page SEO first, and then we‟ll
tackle off-page SEO in the next section.
Glossary:
Algorithm - The calculation the search engines use to find the most relevant
information in relation to a search query.
Alt Tags - Short snippets of code that allow you to tag each photo on your site
with a short text blurb.
Anchor Text – Text in your webpage content that is linked to another website or
webpage.
Black Hat SEO – A back-handed approach to SEO that involves shortcuts and
manipulation of a website. It is prohibited by the search engines.
Keyword Density – How often a keyword is mentioned on a page.
Headline Tags – HTML code tags denoted by “<h1>Headline</h1>” that make
the text bigger than other text on the page.
Head Terms – phrases more generic in nature (usually 1-2 keywords long) that
garner significant amount of search engine traffic, but provide little return.
HTML – Stands for Hypertext Markup Language is a standardized code for
tagging text files to formate font, color, graphic, and hyperlinks to create
webpages.
Inbound Links – Links to your website from external websites that are not on
your domain.
Indexing – The process used by the search engines to crawl the web, scanning
webpages and storing information about them.
Link Building – The process of generating inbound links from other websites.
Link Juice – The boost given to a website‟s authority via inbound links from
other authoritative websites.
Long-tail – The theory used to explain that while a majority of search traffic
results from a small percentage of keywords (the head) there millions of unique
keywords that make up a significant volume of search traffic in aggregate (the
tail).
No-Follow – Tag placed in HTML code around links that are paid to tell the
search engines not to give them any link juice.
Search Query – Term used to describe the actual keyword or phrase a search
engine user typed into the search engine.
SEM (Search Engine Marketing) – Refers to all aspects of search, including
organic and paid listings.
SEO (Search Engine Optimization) – The process of optimizing your website‟s
content so it‟s easy for the search engines to find your content, index it, and
determine how relevant it is to a specific search query.
Tail Terms – Keywords phrases usually 3 or more keywords in length that garner
a small volume of search traffic but are much more valuable because they
provide a better qualified traffic than head terms.
