Search Engine Optimization (SEO) is a process that helps your website to rank higher and become more visible in organic / natural search results when users search for something that is relevant to the information available on your website.
If the SEO of your site is excellent, the content for which you rank will be placed on the first search results pages, hence increasing the number of visitors to your site.
Of course you can pay to list your website on the first search results pages so that your content is visible to them when you enter the keywords that you paid for in search engines. That can be very costly, however.
We must first understand how search engines work in order to fully understand what SEO is.
How do search engines work?
Search engines generally comprise on robots, called spiders which go through billions of pages, documents, files, media and news etc on a daily basis. They visit each website and go through its content, contained on every page and then report back to the search engine about the nature of the page and then its the algorithm which a search engine utilizes, that determines where to rank that specific page.
Providing answers to search queries
When a user searches online, the search engine retrieves thousands of pages stored in its database and does two things:
First, they draw out pages that are useful and relevant for the search query, then, in terms of the relevance and popularity of the websites that provide the content, they rank the results.
It is therefore important to note that significance and relevance are what the SEO mechanism is intended to impact.
How To Approach SEO Strategy
The best way to create an SEO strategy is to divide it into three categories: Technical SEO, On-Page SEO, and Off-Page SEO.
On-page SEO includes the process, you can do within your website to make your website more suitable for crawling and indexing by search engine spiders.
Off-page SEO is all about things that happen to pick up quality inbound links outside of the website.
Let us go, through these SEO factors one by one.
Technical SEO refers to taking any steps and measures that could improve the overall structure of the site technically and make it more visible to search engine crawlers.
It includes lots of practice like setting site schema, adding webmaster and analytics tools, optimizing htaccess and xml sitemap and providing instructions to crawlers through robots.txt file regarding which directory or file to crawl and which to skip. Google and Bing provide the webmaster tool to track any activity on site and providing information about any sort of issues the site currently has.
In the On-Page SEO process, you can make the settings on your website to make it more convenient for spiders to crawl and index. There are lots of elements in it, which could be set in order to make the rankings much better. I am highlighting some of the most important elements here.
Content is really the King:
Good and a problem solving content always get attraction from users and search engines. Search crawlers and bots do process and index the site, but at the end of the day there are real people who are using these search engines to solve any of their problems or to get the answer of the question they may have. The ranking factor is determined first on the basis that how your content solves a problem lots of people may have. The rest of the SEO factors come after this.
All the other points of SEO are fulfilled, like speed optimization, caching, ssl, 404 errors removals etc., but this first point of making the problem solver content is missing, then you should not hope for getting any better rankings for this page by search engines.
Don’t copy Paste the whole content from the other website that never going to bring you traffic. Google has very good eye to find out the Duplicate content. Avoid Keyword stuffing and other Black-hat SEO tricks.
How the url is structured? What is the depth of a page url and how does it fit in the network of all the urls belonging to the site? All of these settings have a huge impact on how the search engines perceive a web page and get a meaningful information from it. Along with structure, an SEO optimized url is descriptive, short and concise and don’t have stop words.
If you are using wordpress, it is quite easy to change the structure of site wide urls. Just you have to go to SETTINGS → PERMALINK SETTINGS and choose a format that suits you. Slug or alias can also be changed by going to a blog edit page and here you can provide a short and meaningful slug to the url on which this page will be loaded.
A good practice is to always include the keyword in the slug on which whole article is optimized. The major purpose of logically structuring the urls is to make it easy for crawlers to better understand the page.
A single image can demonstrate tons of information that otherwise require even a whole article. Optimized images are now an integral part of the SEO process and they also make the page more attractive to the user.
Now, what an optimized image is? The answer is simple. It is an image which is in a proper compressed format and has a right file type, like jpg, png, svg or any other. Along with that, it should be properly declared with title and alt tags, giving a proper insight to search engines, what this image contains and how it should be interpreted by crawlers.
Title Tags, and Meta Description
Title Tags are clickable links that appear on the result pages of the search engine, while Meta Description is below the title tags. Title must be relative and the Key phrase Keywords must be present in the Title. And in length is better to keep it between 40 to 65 Characters.
While writing Title Tags, and Meta Description, ensure that they are web page descriptive and contain keywords. This strategy means a user can see and decide if the site comprises what he was looking for or not.
While writing blog posts, it’s helpful to refer to old blog posts to help highlight the point you’re trying to bring across. You can do this by adding links to old blog posts using text / link anchor.
Just as with keywords, Google uses both your outbound and internal links to relate what your blog post is about. When a post links to other content, the linking pattern creates a semantic relationship that helps associate the post with a particular keyword.
A warning word, avoid using meaningless text links such as click here. Please identify your connection texts.
For example, if I needed to direct you to a web page in my blog that has the specifics of Technical SEO, I’d use Technical SEO as the reference text so I’d have something like this: Technical SEO.
It can be a little harder to manage.
It builds relationships with other websites through the creation of content with better quality and access to other websites. This relationship building process is called the link building process.
It’s called off page because you can’t control what’s going on outside your website.
When building links, your first concern should be “Who’s linking you?” Believe me, you don’t want adult sites linking to your site.
It is always a good practice to get links from those sites that are within your niche. This will tell Google and other search engines that the linked web page is useful and relevant within the niche for other users.
How to get backlinks
The broken link building is my favorite link building technique. Here, on a broken link checker app, you run a website in your niche, find broken links and then contact the website owner with the specifics and alternatives, which are actually links from your own websites.
Other methods of link building include:
Social media promotion
Sharing posts on social media networks such as Facebook, Twitter, Pinterest and Google+ may also impact the search results of a page rank. Search engine crawlers see pages with large numbers of social shares as significant, relevant and helpful sites. And they’re ranked higher.
Now you have your keyword, I guess the next step is plaster your keywords all over your post, right?
How many keywords do you need to add to your post in order to optimize your search engine? Where did you place them in your post?
Optimal positions for your keyword include the title, the URL, the first paragraph and the last paragraph of your post. You should also use it as an alternative text to the main image
I need to add a word of caution, though. You need to be smart about implementing your keyword placements. Don’t compromise your blog post readability for the sake of keyword optimization. If it sounds false, it’s probably wrong.
Use LSI keywords to make your post read more naturally to balance things up. To get LSI keywords for your primary keyword, enter your primary keyword as the search term in the Google keyword tool and check the associated keywords that are displayed.
SEO is a process to get traffic to your website from the search engine search results “Natural,” “Earned” or “Organic.” Generally, the website that is ranked higher on the search results page in the search engine and, as a result, the website appears over and over in the search results. Then, the website will get a lot of traffic from Search Engine. This SEO (Search Engine Optimization) can target different search types, such as image search, local search, video search, academic search and news search. This is all about the basics of SEO.