Search Engine Optimization is the process of increasing organic ranking in major search engines like Google/Yahoo/Bing/DuckDuckGo and it is the most sought-after skill in Digital Marketing in 2021 due to the recent corona pandemic. When you rank your website higher in the results of these engines, you get more traffic, which in turn increases the conversion rate. This ranking can be done by improving your website's content and structure, getting links from other websites, or a combination of both. There is no quick fix to SEO, but by implementing strategies that are geared towards Search Engine Optimization (SEO) rankings.
Search Engine Algorithms can work slightly differently but major search engines like Google, Bing etc use similar SEO strategy consist on two major key factors: On-Page SEO, which is dependent on the content and structure of your website, and Off-Page SEO, which is dependent on back links. So, how do you optimize your website for mobile search? The answer is surprisingly simple: Content!
The goal of SEO is to get your website to appear at the top of search engine results for your target keywords. For example, if you own a pet store, you would want to be ranked on the first page for both “pet store” and “dog store” (search query) so that people searching for these terms/keywords will find your business first and that is called Search Engine Ranking. Search Engine Ranking or Search Ranking is a process in which search engines such as Google, Yahoo and Bing use algorithms to decide which websites are most relevant to a user's query. Search engine ranking is important to companies, since it determines how many visitors come to their websites. This is why a company will usually hire an SEO company to optimize their website to the best of their abilities to get the highest search engine ranking possible. There are two types of Search Rankings, Organic Search Ranking and Paid Search Ranking. When user performs a search, Google/Bing show two types of results. One which is Organic Search Ranking and other is PPC (e.g. Google Ads) Search Rankings. Both rankings heavily depend on the content and Searched Keywords. Google Ads show the results on top of organic results due to its commercial intent.
The words and phrases that people type into search engines to find products or services are known as search keywords. Search engines use these keywords to find the most relevant website by analyzing the contents of the website and comparing it with the search query being performed. When there are more websites available with similar keywords, search algorithm chooses the website with most relevant content and consider that website as authority. Content is very important and is the basis for the algorithm. If content is not relevant, no matter how good the product or service offer it has, it will not show up on the top in the results so when you create the content, include competitive keywords so that it can create relevancy to the search keywords and phrases. It is one of many Ranking Factors. Every website needs to have list of keywords and should include common keywords so that relevant search can result in your website showing up on top. When a website is ranked for most relevant keywords, it generates organic search traffic and gets most of the search volume. This search engine traffic is also called organic traffic since it is the outcome of the search using search keywords and phrases.
To get more organic traffic to your website, you need to optimize your content for search algorithm. This means using keyword phrases in your title, URL, headlines, and body copy. It also means making sure you include a keyword-rich description and some keyword-rich tags, so your content will appear in the search engine results pages (SERPs). There are two important SEO factors that determine if the piece of content on a website is going to rank well in Google search results: content quality and content relevancy. Content quality refers to the value that content creates on your website and in the eyes of your visitors. Content relevancy refers to how well your content matches the keyword phrases that the content is optimized for. You need to have a piece of content for each search term. Duplicate content most of the time is problematic and it is very important to remove duplicate content and add unique and relevant content to your website.
Links (often called backlinks) play a big role in the process of ranking your site. Links allow you to get search engine traffic, and they also determine the quality of the search engine traffic so it is very important to have High-Quality links to your website and the source needs to be an authority in that domain. Link Context is very important. There are many ways to get the links, by means of directory submission, article submission, press release submission, Guest Blogging and many more. Content and links are the core in the process of SEO and Quality of Links builds the authority of the website. Just like Links are beneficial for rankings, Broken Links are bad. Having links from authority websites is not enough. Link Context is very important. When your website is linked to another authority website, It is crucial to have the correct Link Context and if it is not (relevant) than it can have a negative impact over your organic ranking. These authority sites that link to your website are considered to have a considerable amount of link equity. Link equity shows the weight of your authority over the link context and gives you an edge. Link equity can rank you higher even when you do not have more backlinks compared to your competitor sites with less link equity. Dead links also play a negative role in organic search results since they offer a bad user experience that's why Google/Bing rank those site lower which have dead links. It is very important to revise your site links periodically so that you can find dead links and remove them. Internal Links are the links which link to the same site internally. Internal links also play a role in ranking since they show the content relevance within your site. Sometimes Internal links can also become dead links when you remove or rename a page or blog. A term called Link Juice is used when refer to a value or equity passed from a site or page to another site or page. Link Juice is passed using hyperlinks. Link Juice is counted as votes.
The way in which people access the Internet and the World Wide Web is constantly evolving and recent trends show that more people are now accessing internet using Mobile devices compared to in the past when the majority of Internet users used a desktop or laptop computer. This is because mobile devices are now faster, offer larger screens, and generally have good computing power.
Search Engine Optimization (SEO) is called an art and science by some experts because it has several variables that you need to know and implement. Once you master this trade, you can monetize it in big way because when a customer/client want to purchase or look for a service, He first performs the search on internet using Google, Bing or similar search engine and based on the results of the engine (often called SERP), he decides to use a particular merchant or service provider. Just imagine when search results bring your website on top, every potential customer is going to click on it and buy your product or service. It is free marketing if you rank your website correctly.
Vast majority of SEO experts focus on Google and Bing since these are the mainstream search engines. Google search is more powerful and popular compared to Bing but Bing also has a good presence. Both Google and Bing looks at the similar aspects of SEO and work pretty much the same way. Google search is more intelligent and ranks better content. Google Search is also big in Local Business and has GMB (Google My Business) listings. When a customer searches for a product or service, Google search basically performs a local search first in order to find that product or service. Google search has a famous 3-pack listing as a local business search result which gets most of the traffic from search. Google Search Console is a tool which helps SEO experts find website indexing status and optimize visibility of the website in Google search. Google Search Console is very popular tool and the vast majority of the SEO expert use Google Search Console. Google also has another tool called Google Analytics. This tool provides tracking and website traffic analytics. You have to have Google Analytics Integration in your website in order to see the metrics. Google Analytics Integration allows Page speed Insights Integration and also Metrics Integration.
There are few more tools which help SEO experts do their job. Top four tools are ahrefs.com, moz.com, semrush.com and ubersuggest.com. These tools have pretty much everything for the SEO experts and one cannot live without these tools.