SEO is short for Search Engine Optimization. It is a process of strategizing a website or page, for the Search Engines to rank it at the top. When someone creates some content on the web or advertises about their company, it becomes important that their content is being seen and acknowledged by the readers or customers they want to target. This is where Search Engine Optimization helps. To strategize content/advertisement in a way that search engines know is both relevant and authoritative and have good enough reasons to bring it up as results for people’s web searches is called optimization technique. Today SEO has become a very important skill to have, and experts from this field are hired by companies, at extremely high salary packages. SEO is a vast field in itself, but not so implicit. So, read on below to find out exactly what is SEO and how it works.
How is this optimization done?
When optimizing a website or while planning to do so, there are two major steps to remember; On-page SEO and Off-page SEO. On Page SEO deals with making the webpage or site more relevant. This means that everything one “on your website” that is basically viewed directly by the readers, is relevant, is tagged enough, well equipped with keywords, has good ‘alt text’ for images, has unique metatags with keywords. And any image on the site must be related to whatever topic is being written on, and very importantly, the site should look appealing and reliable. On-page SEO is like garnishing on food, the job is to appeal to the readers or companies, so that they find well-being in sharing the content with other people. While On-page SEO can impress the existent visitors and readers, it cannot guarantee the page a top rank on the search engine’s results. Getting to the top means understanding of the much deeper levels of search engine’s algorithms; for which one has to dive into the off-page optimization techniques.
What exactly is On-page Optimization?
On page optimization is done by simple techniques that makes your page more visible and appealing.
- User friendly URLs: A short URL that is keyword rich is sure to gain better attention and space in the reader’s mind than a longer one which is full of random letters. Thus, those who wish to gain more traffic always have user friendly URLs.
- Use of keywords: Some keywords when used a number of times in the article, website, blog, can make the search engine understand the importance of the article and thereby make it reach the top of the search.
- Interactive websites: Interactive websites are better remembered and grab more of the viewers attention than websites that are plain with no multimedia, or such.
What is Off-page optimization?
Off-page optimization is more commonly heard of as employment of strategies to get more links to the web page. However, it is not only about the backlinks. An overview of the factors that affect the website’s ranking are given below.
- Link Building: Not entirely but getting more backlinks does help in your webpage to stand out and move to higher ranks in the search results. The algorithm of search engines first look at the relevance of your content by checking the keywords, the tags, the alt text on your images, etc. The algorithm then notes down the number of times people have referred to your content or cited your content on their pages. This number of how many times your website has been cited tells the search engine that your content is highly appropriate and therefore is more authoritative, giving it all the more reason to push your rank up. However, the million dollar question that prevails is, “How to get more backlinks?” This question doesn’t have an easy, quick-fix answer. Well, to get more backlinks you should:
- Good content: Important content that is relevant is sure to make the site more trustworthy.
- Understanding the target market: Understanding the choice of the audience better helps the blogger or the web page owner find out more pages like theirs, the owners of which these bloggers and web page owners can contact for collaborations and thereby increase traffic with mutual benefits.
- Guest Posts: Visiting the top websites, understanding their content, seeing if they are pertinent to the kind of work a web page does, and have the kind of readers and viewers one wants can help in fetching guest posts. Guest posts are essentially when one person writes for some other site. Collaborating with people that have the kinds of audience one has been looking for can prove to be highly beneficial.
- Competitor analysis: To find out which websites are backlinking the competitors, there are various software and online tools available at super cheap rates that can help in understanding where the competitors stand. This helps in bringing up the level of a webpage since knowing the companies that are being of help to the competitors, one can always look up for similar web pages or companies and do what is best.
- Co-occurrence and co-citation: If your site or page has been consistently cited with another site or page by a number of sites, it can bring you to the top of the game. In fact, even if your page is linked with a keyword, every time it is cited, it brings your page to notice by the search engine. These are called co- citation and co-occurrence respectively. For e.g. Your site has been cited with the keywords ‘Golf Club’s management service’, every time it has been in use, it definitely says something about your webpage.
These are some steps to doing great work when it comes to attracting traffic to the website. It cannot be denied that on-page and off-page SEO cannot exist exclusively. Only the right mixture of both the techniques will get you what you want in terms of positions, popularity and traffic. We hope this article about what is SEO and how it works, helped.