Trends are showing that millions of people are performing online searches everyday to find relevant content, product, service. With increase in popularity of online search engines such as Google, Bing, Yahoo, DuckDuckGo; Search Engine Advertising is also gaining momentum. It is why all marketers want their services and products to be easily searchable online. Search engines use secret algorithms to determine the results displayed in an unbiased manner.
No one knows the exact factors that determine the search results but studies and research in this domain has led to a practice that is called search engine optimization or SEO. Search engine optimization (SEO) is the practice of optimizing a website structure, content and architecture in a way to achieve the best possible ranking on the SERPs.
One of the top Search Engines; Google says it uses more than 200 different factors in its search algorithm to determine relevance and ranking of the webpages and information. But these factors are undisclosed and secretive.
Type of SEO (Search Engine Optimization) Practice:
- White hat SEO
- Black hat SEO
- Grey hat SEO
Black hat SEO uses unethical ways to achieve high rankings and these kinds of websites are blacklisted by the search engines. This kind of SEO is just search engine friendly not User Friendly.
White hat SEO uses the ways which are within the parameters set by the search engines to optimize a website for better crawl-ability and user experience. It focuses on a better user experience.
Grey hat SEO is a midst practice which uses a good ratio of both the black hat and white hat SEO.
Terms and Concepts in SEO
Alt text – The ‘alt’ attribute used in HTML to attribute a text field to an image on a web page.
Backlink – All the links on other pages that will take the user to a specific web page is known as back link.
Canonical – The canonical version refers to a definitive URL.
Domain name – The name that is used to identify a numeric IP address of a server.
Heading tags – Heading tags (H1, H2, H3, etc.) are used to define headings and subheadings on a webpage. We can use target key phrases in your H tags which is essential for effective SEO.
Hypertext Markup Language (HTML) – This is the programming language used to structure the information and features within a web page.
Hyperlink – A link which allows you to follow the link to the relevant web page when clicked on it.
Keyword frequency – The number of times a keyword is repeated in content or on a web page.
Landing page – The page a user reaches when clicking on a paid or organic search engine result pages.
Link bait – A practice of creating content that is specifically designed to attract links from other websites.
Meta tags – Meta tags are made up of meta titles, descriptions and keywords which are important for better indexing.
Robots.txt – A file in the root directory of a website that restricts the search engine bots from indexing certain web pages or sections.
Search engine bots/ spiders – Softwares or Programs that crawl the world wide web following links and building up the indexes.
Universal Resource Locator (URL) – A unique web address for each page on the Internet.
Usability – It defines how easy it is for a user to use site functionality.
XML Sitemap – A file in the root directory that guides search engines bots to index a website.
As per the research and analysis by SEO practitioners; There are five factors that determine the Search Engine Page Rank of a website.
Factors That Influence Search Engine Ranking
- Trust Score
According to Google; “PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A to page B. But Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves ‘important’ weigh more heavily and help to make other pages ‘important’.”
Two Search Engine Optimization (SEO) Strategies
On Page Optimization : This is the part of SEO in which the architecture, content and HTML of website is optimized to make it more accessible and easier to use. It also makes easy for search engines to crawl and index the website.
Off Page Optimization : This part of SEO is mostly related to generating high quality backlinks for the target links through range of activities such as bookmarking, classified, blog, article submissions, social media engagement.
Optimize Source Code or HTML For SEO
Title Tag – This is the code which define the title of complete page. The text enclosed in between <title> </title> tag is used by search engine to show the title in results. Keep it in limits of 60 characters.
Meta Description – This is the code which defines the description/ summary of page. The text enclosed in between <meta=”description” content=””> is used by search engine to show the description in results. Keep it in limits of 170 characters.
H Heading Tag – These tags are used to define the heading and subheadings in webpage. They can be used to insert the relevant keyword phrases which help in SEO.
Internal Links and Anchor Text – On any web page, you’ll have links to any content. That link is a hyperlink and the text is hypertext.
Nofollow Links – The “nofollow” attribute in hyperlink tells Search Engine not to follow the link to the next page and not to pass link juice.
Image Alt Tags – Search engines can’t crawl images but they read the image alt tags. This tag tells a search engine what an image is about.
Canonical Tag – Canonical Tag is important when there are a number of web pages that have similar content. It is a good way to stop duplicate content by determining the original source page.
Open Graph (OG) Tag – OG Tag are important to improve social media presentably of website. These codes define the title, description, image to be fetched while sharing web page on social media.
Optimize Website Content For SEO
Content optimization is a necessary step in SEO which is crucial for good rankings. While creating content we need to take care of below metrics.
Average Page Size : The average page size for sites is 70 Kb.
Number of Words per Page : The sites have an average of 600 words per page.
Text to HTML Ratio : The sites have an average of 6% text to HTML ratio.
Duplicate Content : The average duplicate content on websites is 20%.
Common Content : The average common content on sites is 31%.
Internal Links per Page : The average internal links per page are 25.
External Links per Page : The average internal links per page are 5.
Total Links per Page : The average total links per page is 33.
Inbound Links per Page : The average inbound links per page is 20.
Choose Right Keywords For SEO Optimization
Right Keyword Selection is crucial because it will decide the type of leads you will get from your website. If you have not selected right business keywords; all the SEO implementation can fail.
Create a Keyword List by using various keyword analysis tools like Google Keyword Planner, SEMRush, Ahrefs Keywords Explorer Tool.
Next step is to find Low-Competition Keywords as they will help you get rankings in less time.
Apart from low competition, take care you choose keywords with high Search Volume as it will not be economical to rank on keywords that are not even searched.
Check Estimated Organic CTR of keywords. It will result in increased leads as well as impressions.
Top Off Page SEO Techniques and Activities
Off Page SEO is another part of search engine optimization in which we are focused at creating back-links through range of activities. All the activities are listed below:
- Social Bookmarking
- Classified Submission
- Forum Submission
- Blog Directory Submission
- Article Submission
- Question & Answer Portals
- Video Sharing
- Image Submission
- Info graphic Submission
- Document Sharing
- Press Release Submission
- Web 2.0 Submission
- Local Listing Submission
- Social Media Activity
- Blog Commenting
While performing off page activity; SEO practitioners must take care of below listed guidelines which will help you get rankings in an ethical way and not fall in trap of Black Hat SEO.
Guidelines for Off Page SEO Service
Just creating backlink can help you get ranking. But it requires a strategic and result oriented approach for backlink creation to get good rankings. Consider below listed guidelines for backlink creation.
- Use websites will good DA (Domain Authority) and PA (Page Authority). Try to consider websites with DA>20
- Use websites with less Spam Score. Consider websites with spam score < 50.
- Use websites which provide do follow backlink with hyperlink. It helps you increase DA and PA of your website.
- Focus on creating backlinks on more number of domains rather than creating more backlinks on only one website.
- Article and Web 2.0 submission is a crucial activity which must be done extensively.
- Maintain a good ratio of nofollow and dofollow backlinks.
Top 10 SEO Tips and Tricks to Promote Business Website
- Optimize titles and headings with the target keywords
- Make website navigation easy for audience
- Add breadcrumbs to the website pages
- Implement analytics tracking on website
- Install SSL Certificate to enhance security
- Secure your maps and local listing
- Increase the website speed and rectify page load issues
- Interlink internal pages with keyword rich anchor texts
- Link to relevant and authoritative Websites
- Custom Design 404 Page of Website
Top SEO Tools For Digital Marketers
Keyword Research Tool
- Google Keyword Planner
- Google Trends
Website SEO Analysis Tool
SEO Helper Tools
- Schema Markup Generator (JSON-LD)
- Robots.txt Generator
- XML Sitemaps Generator
- Open Graph Generator
Website Architecture Tool
- GTMetrix Speed Test
- Google Mobile Friendly Test
- Google Webmaster Tool
Website Content Analysis Tool
Website Analytics Tool
- Google Analytics