Search Engine Optimization (SEO) refers to the techniques and strategies applied altogether to improve the visibility (as well as ranking) of webpages on search engines like Google or Bing. SEO helps website owners to get site visitors/traffic directly from the search engine result page (SERP). It is all about – how internet users discover your website and its content and stuff via a search engine. It is organic (unpaid) in nature. It means that you do not need to pay search engines for the indexing and ranking. All search engines offer the services of indexing and ranking webpages across the web for free.
In the highly competitive scenario of internet marketing today, SEO is a very crucial aspect. When we talk about digital marketing, SEO comes first.
Before telling you more about SEO, let me dig deep into what SEO is in the proper sense and how it works.
What is a Search Engine?
To understand SEO properly, we need to understand search engines.
In the context of the World Wide Web (WWW), a search engine is a complex software system (tool) that collects, stores, classifies, ranks the content available on the web to serve the purpose of providing the same following the relevance to a query asked by a search user. There are many search engines in the world, but Google is the most prominent search engine with more than 92% market share. Other popular search engines are Bing, Yahoo, Baidu, Yandex, and DockDockGo.
How Does a Search Engine Work?
A typical web search engine performs four primary tasks as follow:
To ensure that search spider will regularly crawl your webpages, you need to create a proper XML site map, submit the same to search engines, eliminate crawling errors, and optimize your pages. You may also instruct the search spider not to crawl some pages.
After crawling a webpage, the crawlers stores and manage the content of the page in association with HTML-based fields and the specific URL to the gigantic public database of the search engine – it is known as web indexing. The purpose of indexing is to optimize the speed and performance of search processes.
The process of web rendering starts when a user of a search engine search for some information or content from the web by putting one or more words in the search box and hitting ‘Enter/Search’ (or speaking to the mike of an audible search tool). This process is known as a ‘search query’. The words entered or spoken for a search query are known as ‘keywords’. While responding to a specific search, the search engine renders an adequate amount of results in the form of webpages, images, video, PDF, etc. in numbers of pages. The pages that display the search results are known as ‘Search Engine Result Pages (SERP).
It’s important to note that while rendering results for a specific search query, search engines don’t randomly display the results on a SERP. Instead, all search engines follow a set of well-programmed policies of creating relevant sequences of delivering the content available on the web. Complex algorithms of search engines create such directives. Making the systematic sequence of a search result is referred to as ‘search ranking’.
Search ranking follows several parameters and relates the parameters to the keywords of the search query and caches. A few of the hundreds of crucial criteria for page ranking are – relevance, originality, uniqueness, authority, trustworthiness, domain-age, web-security, easy-accessibility, page-speed, content optimization, responsiveness, user experience, and social signals.
The relevance of the content to the keywords in search, although primarily relates to the words in the query, it is not straight forward.
Out of a hundred criteria, I’m noting very few important ones, as instances:
- Semantic match: Not always the exact wording, but normally synonymy and nearby match with high preference to natural language meaning in a diverse context.
- Purpose match: How the purpose of the search and the webpage match to each other. For example – searching a product on an eCommerce store or a piece of information from a blog or a scholarly article from an academic website without clearly mentioning the type.
- Content requirement: How much the quality and quantity of the content is on a webpage to highly satisfy the need of the search users.
- Expertise, authority, and trustworthiness (EAT): How much the website and content creators simultaneously master the subject through in-depth knowledge, win faith from the users as evidenced by user experience (UE) index, and have high authority as proved through external citations and link building.
- Quality of the landing page: How much the page with the specific content is technically sound in terms of structured data, rich elements, speed, optimization, security, and privacy protection.
Important Aspects of SEO
Besides understanding how search engines crawl and index valid pages of a website, being a learner of SEO, you should also know the three most crucial aspects of SEO that you have to perform during your practical assignments and career growth. Those are –
- The technical aspects of SEO that you should be careful of from the begging,
- The strategies you need to learn and apply to be an SEO expert, and
- The criteria of page ranking.
Technical aspects in your SEO endeavor refers to all your attempt to keep your website technically sound. It has nothing to do with your content and back-link generation, but to ensure that your site work above average in terms of speed, optimization, media snoozing, code distribution, proper redirection or faulty direction elimination, elimination of rendering path blockage, and another technical compatibility in building a user-friendly website. Since almost all search engines, including Google, take technical issues seriously, you should be careful enough to ensure that your website has no such problem.
Strategic SEO is all about the strength of your content and distribution of the same through external and internal links. The thumb rule is that ‘content is the king’ and how much the king has the strength to influence the kingmakers. You and your team need a lot of hard work in creating unique content and distributing the same within the Internet’s powerful kingdoms.
Coping with SEO Ranking Factors
As I’ve already made it clear that ranking factors of a webpage to be positioned in response to a search query is not straightforward. To get a favorable position on a SERP, you should be careful about as much as ranking criteria possible. Google alone has more than 200 ranking factors – however, not all ranking factors are known to us, even to the developers of the search algorithm. As a policy matter of fair representation, most of the aspects of how search engines proceed inside the black box are latent. It is the reason why you should develop the content of your website for the genuine requirement of real human beings. In other words, despite the many versions of search engine ranking factors, human experiences about a website are the best criteria to be in the best book of search engines.
Along with all of the declared ranking factors, you need to cope with any unknown ranking factor through your own experience and observation by our team.
Learn More about SEO
It is the first chapter to help you on your journey to be an SEO expert. You, also, should go through the most comprehensive and complete Google Search Console and our SEO glossary – the massive glossary on SEO terms and definitions. If you’re looking for more posts on SEO, you can find all in the SEO category. We can also help you by high performing professional SEO services for your website to get more traffic and new customers.