What is Search Engine Optimization(SEO) & how it works?

Have you ever wondered how some search results come on top and some never appears? While the world is shifting towards information economy, it is becoming hard to make your website visible on the web. The number of competitors are rising and amidst this chaos, are you looking for the ways to rise high on the web?

Most people come up with the idea of paid promotion; however, it is a costly affair which requires regular cash outflows for maintaining the top position. In situations like these Search Engine Optimization (SEO) can help you increase your search rankings organically without spending a penny.

What is SEO?

SEO is an organic way of enhancing your web visibility. As higher ranking on the search engine results leads to more traffic on your website, then visitors can finally be converted into customers. 

In Internet marketing strategy, SEO plays a crucial role in the overall achievement of your business goals. SEO helps to bring the quality traffic not just quantity of traffic, meaning the people who are looking for you will find you. Suppose you are selling shoes and someone wants to buy clothes comes to you because Google tells them you’re a cloth seller then this is not a quality traffic. Only people who are genuinely interested in your products and services are coming to you is a quality traffic.  

Definition: SEO 

Search Engine Optimization is the process to increase a website’s visibility on search engine results page. It is often referred as organic, earned or natural result as you don’t pay to get on the top of the results page.

How SEO works?

For SEO, you need to make certain amendments to your website design and content considering the ranking factors of a search engine. Doing this increases the possibility that the search engine will show your website on top of the search engine results page (SERP). Search engine delivers results which are of high quality and relevant to what the searcher is looking for. 

In order to attain this, search engines crawl different websites to understand what this particular site is about. This is done to ensure that searcher gets relevant and useful results while browsing the web to enhance the user experience. The websites should also be easy to read, navigable, and user-friendly to rank higher on SERP. 

How the search engine decides the ranking is still a big mystery; however, with experience, you can have a better idea of some of the factors. Below mentioned are certain on-page and off page factors which would work quite well for anyone: 

On-Page SEO

On-page SEO is the elements of your website which you can fully control. It means you make changes to your website to follow the best practices of SEO. This is beyond the content of your website it involves going deep into HTML of your website.

Let’s look at the few on-page SEO factors which can help you to improve your search ranking:

Title Tag: Title tag of each page should describe what it is about? The content should be focused on keywords related to your business and each page. The maximum characters should no more than 70. 

Meta Description: After Title tag comes Meta description, it is more like a synopsis of each page. Meta description gives the search engine a brief summary about each page. It must include keywords and also enough details to tell the visitor what the page or content is all about. 

Sub-Headings: Using heading like H1, H2 or H3 can be a great way to give Google further information about your content. It will help search engines to better understand the content of your blog or webpage.

Internal Links: Internal Linking means adding links in the content which can redirect your reader to some internal page of your site. Suppose you have written content about best places to visit this summer then you can also add the link of your blog post about each place’s specialties or tour plan. 

Image Name and Alt Tags: Using Alt tags in images helps Google to know more about the image and its content. If you are using images on your website then do use alt tags to optimize your images for SEO purpose. 

Off-Page SEO

Off-page elements are additional to your on-page elements on which you have full control. You cannot control these elements directly; however, you can implement some strategies to make it work in your favor.

Here are some of the off-page SEO factors which can impact your SERP rankings:

Quality Backlinks: It is all about trust. It is amongst the most important factors in the website’s search ranking. On the Internet, trust meaning the legitimacy of your website. How can you prove your site’s legitimacy? Through creating quality backlinks. 

Backlinks are the links on other internet platforms which redirect visitors to your site. A word of caution never buy backlinks as it may involve link farming which can be considered as black hat SEO practice which is not at all recommended. 

Take some time to build meaningful relationships with influencers and collaborate with other people in your niche to get a link back from their quality content.

Positive User Behavior: Positive user behavior meaning favorable reviews, stars on Google My Business, testimonials, etc. It derives the trust of other people considering your products and services.

Social Media: One more important off-page SEO factor is your social media presence. The number of shares, likes, followers, and subscribers can ultimately boost your SEO strategy. 

Benefits of Doing SEO:

Investing time in improving SEO can help to expand your visibility on the search engine that will increase your reach to your potential customers. SEO focused content marketing strategy can also bring more targeted customers to your site through organic results. 

Who Needs SEO?

No matter if your organization is Multinational Corporation or hyper-local small business SEO is required by you. In fact, the world is becoming digital to the extent that people first check online before buying anything even if the product is to be bought offline. 

For big Organizations, they should invest time in maintaining their position on the web and beating their competitors. For small organizations doing local SEO can bring positive results.

Major Topics under SEO:

Some of the other major topics to study under SEO are:

Keyword Research: It includes, How to research keywords for your website or SEO plan?

SEO Tools: It’s all related to learning different tools used in SEO like Ahrefs, Monitor Backlink, etc.

Experience and content: It helps you to understand how the quality of your content and user experience affects your SEO ranking.

Measuring and tracking success: In this, you can learn how to measure the success of your SEO strategy.

Wrapping up:

SEO is not an overnight miracle, it takes time to work. The results can take months; however, following most of the ranking factors does not ensure success unless you are creating relevant content. Content relevancy is also a major factor in ranking make sure to create unique yet targeted content which is relevant to your visitors. 

Read More