SEO means Search Engine Optimization. It is the process to improve the ranking of website, blog, article, audio, video and document ranking in SERP (Search Engine Result Page). We can improve ranking by getting traffic from organic or natural search results on search engines.
Importance of Search Engine Optimization (SEO)
In today’s world, everybody is using the internet. Everyone loves surfing. They can do shopping, listen to music and do much more just by sitting at home. Search Engines are helping user’s every day by providing solutions to their problems.
If we are having any website or blog, then SEO can be boon for us. As it can help you to get natural traffic from different search engines.
Following are the factors showing importance:
- SEO can help you to get the first position in the competition. If multiple websites are selling the same products the SEO optimized site can attract more customers and increase their revenue as well.
- It can easily run a heavy web site (sites having too much content). It can provide direct and indirect benefits to websites if it has more than one author. Indirect benefits are having a common structure to use before publishing content on the website. The direct benefit is an increase in website traffic.
- It helps to promote our websites on social media websites. We can promote our websites on Facebook, Instagram, Twitter or other social media channels etc.
- If we are at the top rank for the keywords the user is searching helps in increasing the website’s trust.
- SEO is not confined to Search engines only. By adopting good SEO habits we can reform user’s experiences which consequently improve website’s usage as well.
- Mostly search engine user’s clicks on one of the top 7 results in SERPs (Search Engine Result Page). If we want to attract huge traffic to our website or blog, then our website needs to appear in these top positions.
How Search Engine Optimization (SEO) works?
The major role of search engines like google, bing, yahoo etc. is to provide solutions to our questions. Whenever we type or speak a question on these search engines, it replies with a long list of links to WebPages.
But the biggest question is how these lists of links appear on search engines?
There is a procedure behind it. Let’s take the example of Google. Google has Google bots also known as a web crawler or spider moves out and collects all the information they search on the net. After collecting the information the bots go back to the search engine to build the index.
When the pages are indexed, they are displayed according to the relevant queries.
In SEO O stands for optimization in which writers write the content and publish on their sites. But make sure that the content they are writing is in the active voice. It should contain transition words. The sentence length is not more than 20 words. By doing all these activities they can optimize their content. It also improves their ranking in SERPs.
Optimization can also do in other ways. For example, providing title tag and Meta descriptions. Both should be enlightening.
Black Hat and White Hat Search Engine Optimization (SEO)
Black hat SEO
It does not follow and completely violates google’s guidelines. The Black hat SEO techniques are: providing duplicate content. Keeping text invisible and doing stuffing in keywords.
- Infringe Search Engine guidelines
Black hat SEO technique disobeys google’s guidelines. It is the responsibility of every website owner not to adopt these kinds of practices.
- It depends on wrong techniques
White hat SEO technique adopts good practices. It properly follows Google’ rules and regulations. It always finds some new ways to reform user experiences. Whereas Black hat SEO technique tries to modify Google’s algorithm to improve rankings in SERPs.
- It concentrates on immediate results
There are many strategies in black hat SEO which aim is to manipulate google’s algorithm. Which consequently better their ranking without much work.
But they are not aware that it does not provide long term benefits. This is because Google is continuously modifying its algorithm to provide better results to the searchers.
This means that those who are adopting these strategies may lose their ranking in SERPs when Google updates its algorithm.
White Hat SEO
It properly follows search engines policies and guidelines. White hat SEO techniques are: providing original content. Providing images with proper alternate text. No grammatical and spelling mistakes. It has a unique page title and relevant links.
- Properly follows search engines policies
White hat SEO tactics obey search engine guidelines. Every website owner must adopt these practices.
So, if someone is not manipulating google’s algorithm to improve their ranking, they are following and using white hat SEO.
- It targets the audience
White hat SEO consists of making modifications which are useful for the website’s visitors.
Google’s top priority is to provide the best search results to their users. Doing SEO based on google’s algorithm is known as white SEO.
Posting good quality content and reforming page load times increases the credibility of the website. Consequently, users can spend more time on the website.
- Keep patience and get results thereafter
White hat SEO tactics are often time-consuming and require more efforts than black hat SEO methods. Because it takes a lot of time to take our website on the top 10 positions.
Firstly, we have to post optimize content. Secondly, we need to understand users are loving our post or not? So that we can modify the content according to the requirements.
It takes enough time to see the results but it is more effective than black hat SEO. You will start getting good results after a particular period.
Four phases of Search Engine Optimization (SEO)
Performing Technical SEO
This is the first phase of SEO. In this phase, we have to generate the clean and clear first impression of our website on search engine and users. We can achieve this through natural growth.
Doing technical SEO fixes, in the beginning, helps the search engines to crawl all the relevant pages and build the index. The search engine optimizer analyzes desktop and mobile website speed, navigation, site architecture etc. which consequently creates a good impression on search engines bots and humans.
Doing On-Page Activity
Previously on-page SEO is just putting the same keywords onto the page to acquire the first rank for any particular keyword. But now, it has been changed.
Different search engines are using different functionalities so that users get more relevant and accurate results. For example, Google uses semantic search to provide more authentic and good results. For that, we need to optimize the data according to user’s point rather than individual keywords.
We have to audit our website and also have to conduct deep and richer keywords analysis. You have to find out on which page we have to optimize first in the upcoming months to attract target traffic.
Doing Off-Page activity
The off-page activity is just the opposite of off-page. It refers to the exterior aspects that effect’s website ability to rank. In off-page SEO, our goal is to build the backlinks from credible or authentic websites. These backlinks will increase the trustworthiness of our websites.
There is a way to build good backlink architecture is publishing high-quality content that people find enthralling to share. Social bookmarking, article sharing, blog sharing and link exchanges etc. are examples of off-page SEO which helps to promote our website. If we want to get good authority from search engines like google, we have to create high-quality backlinks.
Scrutinize and reform
This is not the phase as in this we have to analyze the historical data. We have to find problems on each phase and sort it out. We can also use some tools in SEO like google analytic tools, google webmaster tools and google developer tools etc. All these tools provide us with reports like how much visitors we attract during a month, how much visitors we are getting from different countries etc. It also helps us in setting up goals, reforms user experience and boosts conversion rates.
What are Keywords in SEO?
Keywords in SEO are also known as key phrases that the users type into search engines. We have to carefully pick up the important keywords and use them on our web pages. As it improves search engine rankings.
We need to insert those keywords which are relevant to what users are looking for so they have a better chance of finding our content.
Remember we have to choose the keyword-based on search volume, competition etc.
Importance of Keywords in SEO
Keywords play an important role in SEO. It acts as a backbone between what the user is looking for and the content we are providing to fill that requirement. Our objective in ranking on search engines is to drive natural or organic traffic to our website from SERPs. And the keywords we select will determine what kinds of visitors we will get.
We have to generate and publish that content that ranks good and drives natural traffic to our website. We must understand the requirements of those visitors, the type of content they need and the language they use. You can achieve this in many ways like talking to customers, forums etc.
The most popular tool the SEO user uses is a keyword research tool. This tool lets you find the most competitive and least competition words. You can use this tool and pick out words and use in your web pages. Examples of keyword research tool are Uber suggests, keyword explorer etc.
What is keyword density?
Keyword density specifies how oftentimes a target keyword appears in the text over the total number of words it contains. For example, if a keyword appears 5 times in 100 text keywords, the keyword density is 5%. According to search engines, the website owner is doing spamming if the text contains high keyword density. It will generate a negative impression on search engines. As a result, the website will appear at the bottom of the search results.
We can also use keyword density to find out whether web pages are relevant to a specific keyword or not.
How to calculate keyword density?
There are 4 steps to calculate keyword density:
- Find out the target keyword
- Count out the total words on the page.
- Now divide the keyword appears on the page with the total number of words on the page
- Finally, multiply the outcome with 100
Formula to compute keyword density:
KD denotes keyword density.
TW stands for total words.
KWa stands for the number of the keyword appearing in a text.
KD= (KWa/ TW) * 100.
For example, if a text contains 2000 words and the keyword appears 20 times, then the post has a keyword density of 1%.
(20/2000) * 100% = 1 %.
So the keyword density is 1 %.