SEARCH ENGINE OPTIMIZATION (SEO)
SEO is acronym of SEARCH ENGINE OPTIMIZATION, SEO is a process or tactic in which we improve ranking of our website or particular webpage on SERP (Search Engine Result page). As day by day website are increasing on World Wide Web, demand of SEO is also increasing. For increasing your website popularity on SERP and to achieve high ranking of keywords SEO is must. SEO is an organic process by which we get traffic to our website and can generate business. Now a days approximate all business are coming from organic traffic so demand of SEO is high. Due to too much competition SEO norms are getting high and Google count more than 200 factor to appear result so bring organic traffic to our website is too hard but not impossible. It is demanding dedication, smart and quality work and high quality content. In SEO content is king. Fresh and high quality content makes us winner in field of SEO. For this off page and on page both are required.
HOW Search Engine WORKS?
They are text driven. Here Google bot crawl whole page and take an idea that what is page topic and want it want to represent.
- Crawling– In this spider (piece of software) or crawler follows link from one page to another and index them as they comes and link do vary from one link to another and crawler always vary from left to right and right to left and cover whole page like a snap shot and sometime we notice that when a particular page is not existing but Google is showing that page that is exactly a snapshot of that page and Google keep it in their database.
- Indexing— When a page is indexed it is stored in giant database where it can later be retrieved. Basically, indexing tries out to find the word that best describes the page and it stored here according to their category that is choose by Google according to your content. Indexing play an important role in SEO.
- Processing- Whenever search request comes the search engine processes it, the search string is compared with indexed pages .now more than one page contains search string so relevancy calculation is done of each pages in its index with search string. Processing part calculate all factor and serve us best result.
- Relevancy– Algo-mechanism followed by search engines to display the web pages according to priority and I the relevancy Google check out more than 200 factor. Some factors are keyword density, links, or met tags, met keywords, content quality SMO. All we can improve through Off Page and On page SEO. After content Off Page SEO plays an important role.
- Retrieving- After searching in Google that result show that is called retrieving. It is last step of Search engine.
There are multiple search engine like Google, Yahoo, Bing and all follow their own search pattern to give us result like in Google Algo “OLD is GOLD” rule is followed and yahoo follow traditional rule. Google keep update yourself through multiple Algo and Updation like hummingbird, panda, pigeon and penguin.
In Google keyword plays an important role for organic search traffic. For this we have to choose proper and right keyword and in content its density must be 3% to 7 %. Keyword and its density is a major factor for your popularity. We should also use LSI (latent sematic index) and we should use keyword in domain name, title, tag, page title, heading, sub heading, content of page, anchor text and in alt tag, because keyword and content both are primary thing in SEO.
What is link and Page Rank?
Basically link are two types –
- Inbound link or Backlink- link that come to our website from another website called backlink and it is very important for us.
- Outbound link- link that goes from our website to another website called outbound link.
Both kind of link are important for us because search engine like give us priority for having a lot backlink from quality and relevant website. Link from relevant website counts more and they give us link juice and show popularity of our content. Do follow link is count when search result appears but no follow link don’t give us link juice so they don’t affect our search presence. Higher relevancy of backlink give higher priority to us. So backlink are too important for us.
Like backlink anchor text is more important. When we give a link on keyword it becomes anchor text and anchor text is important for us.
Page rank is calculated on behalf of this formula
PR(A)=(1-d) + d( PR(t1)/c(t1) + ……+ PR(tn)/c(tn) )
PR (A) = Page rank of page A
T1-tn= these are pages inside page A and links to it.
C (t1) = no. of outbound links to page t1.
So basically SEO categorized in two parts-
- ON Page SEO
- Off Page SEO
On page consist change is website coding and its design like Meta title and Meta description. In present Meta keyword is not crawled by Google. So we have to do focus on Meta title and Meta description. Design must be responsive and attractive. Heading tag must be used in it. Keyword must be placed in all content according to density. RSS (real simple syndication) and xml site map must be added to better search result, all are criteria comes under on page SEO.
Basically off page SEO is done for getting backlink and circular our content. Off page SEO consist activity like social bookmarking submission, blog submission, blog commenting, blog bookmarking, article bookmarking, article submission, article commenting, PDF sharing, document sharing, image submission, video submission, directory submission, forum posting & commenting, yahoo answer, content curation, web2.0 and press release etc.
Now a days SEM (search Engine Marketing) are popular. SEM is a paid marketing that is done by Google through Google AdSense and Google adword tool. SMO (Social Media Optimization) is also an effective way to get traffic. You can do it by paid and organic both. Social media plays a vital role in ranking and Google counts it.
Off page activity help you to get popularity, getting traffic and help you to recognize as a brand. Off page activity is as important as on page activity. Both activity plays an important role to get traffic and more rush to your website. Ping is also helpful activity if you create a new website so ping will help you in indexing. You will be known by Google through ping services.
Google’s restriction –
Black hat SEO must not be followed by us because Google count it in spam and block our website. Black hat activity is restricted because in this a lot of link are created in a short time period like we are buying link so we should avoid it. Black hat don’t follow Google guideline and it breach Google norms.
Google love creative and unique work. Fresh content will help you to get high rank that will help you to get organic traffic. Quality and relative backlink give boost to our website. SEO is an organic process to increase your rank and presence. So following all above guideline we can achieve our target and can prosper our business through getting organic traffic for our website.