What is Search Engine Optimisation?
SEO (Search Engine Optimisation) is an effective practice in increasing the quality and quantity of the traffic to your website through organic search results. This practice also helps to achieve higher rankings for the keywords that can generate more sales and revenue.
It is a practice of understanding the search results that are being done throughout the internet. These are driven through search engines. Search engines are responders. Search engines run through billions of pages to derive the most appropriate response to your search. Discovering and cataloguing of data happens through a process of “crawling and indexing”.
SEO helps you to garner in organic traffic. Organic traffic is the one that is procured through effective SEO purposes. Search engines mostly rely on SERP (Search engine results page) . Some SERP’s can be influenced by SEO to drive organic traffic.
How search engines work: Crawling, Indexing and Ranking
Search engines are responders, who respond to our queries. Derivation of results by search engines consists of three functions.
“Crawling” is responsible for finding information that is publicly available. Their job is to scan the internet and find relevant servers to create a list of all the web servers for it to crawl.
“Indexing” is a process through which the results deciphered by the crawlers are arranged and sorted so that it can be processed by search engine algorithms.
“Ranking” is the process through which search engines decide which pages to show based on SERP (Search Engine Results Page).
Internet searches are all about the keywords. Understanding your target customers and their requirements, can help a business to create content in ways to holistically promote the brand with relevant and distributable content. We can use tools for keyword research, and it can help us determine the variations of keywords and which are most popularly used.
After understanding the market and the key words required to increase SERP rankings. We need to ensure that the content which will be created to promote the business has these keywords. There are also criteria that needs to be fulfilled before as reaching the website is a means to an end. It is just the beginning. The content visible and to the mind is what finally makes the decision to proceed or not. Weak content, Duplication or Cloaking of content should be avoided.
Off-page SEO, also known as off-site SEO, describes optimization techniques that can improve your ranking in search engine results pages (SERPs). These techniques, however, happen outside of your site and involve attracting links from other websites, shares on social media, and mentions across the web. This includes Link Building, Local SEO, Social Media.
Technical SEO is the practice to ensure that the content available in the website is readable not only by humans, but by bots too. This has a very crucial impact on your website. The crawlers which scour through the internet should be able to read. Web page assembly process has to be undertaken with utmost care, it affects the page load times, also affects speed. Websites must be fast as google rankings are based on this speed too.
Link Building & Tracking SEO Success
Once content has been posted and it is ready to be deployed. We need to establish authority; this can be done by earning from approved websites which creates a brand and helps magnify your content. Trustworthy sites will remain a haven for consumers.
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