Search Engine Optimization (SEO) is one of the most essential elements of Digital Marketing. It is the process of making your website visible to potential customers by making it appear high on search engine result pages.
Few years ago, it was easier to rate #1 on Google, but now, it takes a lot more effort. Currently, there are way more aspects involved in making use of SEO the right way. It has come to become a sort of mandatory marketing tactic if you want your website to be found through search engines like Google.
To begin with, let’s us know what a search engine is and how it works. In simple terms, search engines are nothing but an evolved form of ‘classifieds’. When a user searches for something on a search engine, thousands of websites appear which are termed as relevant search results.
Other than these organic and natural results that appear due to good SEO practices, some other results appear as ads which are paid for by the business and are termed under Search Engine Marketing (SEM).
SEO is so important and sought after to help your website rank better. If your website does not appear on the first page of a search result, it’s alright to say that, to consumers, the website doesn’t exist.
So how do we make sure our website appears on the first page? It is essential for us to know how a search engine determines your position and what we can do to improve it.
Previously, the correlation between keyword used for search and the keywords that are available on the website are what decided the page ranking. But in 1996, it was found that more keywords on a website did not have to mean more relevancies with the search terms. What was more important was to see if these websites were cited more often than the other websites. That is, if they were backlinked or referred to by other websites. That is how Google was born.
Most of the available search engines today follow this model. They still look at the keywords available on your website but rank its relevance based on the number and quality of backlinks to it from other websites. So basically, keywords help Google to ‘see’ your website and backlinks on the other hand, lets Google ‘trust’ it.
The search listings that we get to see constantly change based on what people do on the web and are hence called ‘organic’ or ‘natural’ results. Other than these two search engine aspects of finding and ranking pages, there are two corresponding components to SEO; namely On-page SEO and Off-page SEO.
On-page SEO is where in you ensure that your website is full of keywords that are relevant to what your site offers. In the case of Off-page SEO, you work to generate backlinks to your website that originate from other sources. Every time another website mentions and points their readers to your content, you gain a backlink to your site. These backlinks can be created using articles, social media, blog posts, etc. It is important to note that the more influential or legitimate the website is that links back to you, the more affect the backlink from that site will have on your search result ranking.
Since almost everyone these days relies heavily on search engines to find anything online, SEO is the most effective way to send traffic to your website. Good SEO takes time. So, the sooner you start, the sooner you move up on the search results ladder.
Introduction to On-Page SEO
On-Page SEO is basically signals sent by webmasters to search engines. These signals ensure not just quality of search results but also make sure they are relevant to the search terms used.
Hence, these signals along with various algorithms help search engines in ranking websites. On-page SEO is correlated more with relevancy than quality. This is because, as a website owner, we can make sure the webpage is relevant by using the right content and keywords but its quality can be assured stronger only through backlinks and other Off-page optimization methods.
Some On-page SEO factors include
- Page load speed – How long your website takes to open once clicked. The higher the load speed, the better the SEO ranking.
- Title tag – Title of website that appears on the browser bar must be relevant.
- Meta description – The description that appears below URL on search results page of a search engine should have relevant keywords.
- H1 & H2 heading tags – Title of the post that should be keyword enriched.
- URL Keywords – URL should be rich in quality keywords to help improve CTR.
- Content – Content on website should be rich in suitable and quality keywords that potential customers use while searching on search engines.
- Latent Semantic Index – Include keywords relevant to main keyword in content.
- Image ALT tag – Description and file name of images placed on the website.
- Internal Links – Relevant and important links available within your website.
- Content Length – Long form content performs better than short form content.
Introduction to Off-Page SEO
Off-Page SEO is any sort of optimization that is done outside of your website. Such optimization is generally done by your users unlike in case of On-page SEO wherein relevancy signals are sent by webmasters. Off-page SEO is correlated more with quality than relevancy. Very often, Off-page SEO happens by itself when your website has quality content that is read and shared and its users are taken care of.
Some basic Off-page SEO factors include
- Backlinks – Hyperlink from another website to yours.
- Social shares – Your website content shared on social media and other blogs.
- Brand searches – When brand keywords are used to reach your website instead of organic search keywords that drive traffic to your website.
- User behavior – Time spent by user on your website, Bounce rate, Pages viewed, Session, etc.
- Quality backlinks – when your website is referred by other websites, it helps increase popularity of your website.