It is pretty simple. Come out in the forefront and showcase yourself – it is the basic of any online business. But how to get the spotlight on your business website? The answer lies in SEO or Search Engine Optimization which entails measuring the optimize webpages of a site for the leading search engines of the world, with primary focus on the world’s best – the GOOGLE.
SEO is the crux of digital marketing – the best way to promote your business on the web. It is the way to influence the web spiders of the search engines through White Hat SEO techniques. The end result is to boost SEO ranking on SERPs via on-page and off-page SEO tactics.
The Intent of SEO
The purpose of SEO is to get organic visibility on the online web space and get genuine customer leads that convert to potential buyers for products and services advertised on your business website.
SEO job is primarily a two-step affair:
First, your site should reflect the search intent and carry essential keywords and other related words that contribute to the Google ranking factors by influencing the sophisticated search engines. This boils down to one single idea – your site should be understandable by the search engines.
Second, your site should be worthy of getting ranked by leading search engines. The best solution is to follow ethical standards of SEO because Black Hat strategy is always on the hate list of Google and other search engines.
SEO Terms and Jargons
If you are keen on online marketing and is an amateur to these digital (SEO) jargons, you need to know some of the basic, integral concepts of SEO.
Google Rank – It is the position of a website on the search result page of Google.
SERP – It is the acronym of Search Engine Results Page. These are pages which are displayed when a user types in a search query on a search engine.
Web Spiders – Web crawlers, which is the other name for web spiders or web bots refer to automated programs or scripts which browse the online resources on World Wide Web.
Search Engine Algorithms – Page Rank (PR) named after Larry Page (co-founder of Google) is an algorithm that is used to decide the rank of a web page in SERP of Google. It is a way to judge (measure) the importance of pages existing on a website.
Here’s an SEO tutorial for you – Happy Reading!
Step 1: Know your Audience to Get Your Site Optimized for Leading Search Engine
Records and stats point that there are billions of searches made on Google each day. Then what is the reason that bars audience (web traffic) from your website? The reason – your site has not been optimized in the right fashion in order to get free, organic traffic from the world’s leading search engine called Google.
Optimization is not about incorporating keywords as per your choice. You need to identify the words and phrases typed in audiences’ search queries. Here comes the need for the implementation of the best keyword usage strategy for both on-site and off-site SEO.
While implementing on-page (on-site) SEO different keywords should be optimized for different webpages of the site, because the content is different from one another. Another important thing to keep in mind is that while web crawlers index and rank webpages and not the website as a whole. For example, if you have a business selling multiple products, your webpages should be optimized with individual product-related keywords.
Keyword analysis plays a pivotal role. You can list down a set of keywords as per your preference. But, better to take help of Google Trends, Google AdWords Keyword Planner and KWFinder to get an idea of the most popular keywords or primary keywords along with secondary keywords and long-tailed keywords.
Step 2: Remain aware of the Search Intent
This facilitates optimization of the exiting content of a website with relevant keywords, thereby influencing search engines to index keyword relevant webpages matching the search query of a user.
Analysis of consumer preference matters a lot – look for what people are keen to find when they are looking for an online product or service. You can step ahead of other rival businesses if you can give what your user wants.
Step 3: Catchy Title Wins Half the Battle
Title tag is all about making the first impression. You can influence and compel a user to visit your website with a catchy, attractive title tag. Make it ‘relevant’ to the search intent – see the difference it makes.
Searchers will find your site link (displayed on first page of SERP) click-worthy only when the title and descriptions reflect their need and purpose. Say for instance, a user is looking for the top tips for gardening in winter month. The search result throws up 10 to 12 top gardening sites for winter ideas – but the probability of click is restricted to 2 or 3 sites. These 2/3 sites are actually those which have the most compelling title and descriptions of the content of the webpage.
Look at the screen shot below. There is a high chance that site which has the title “Top 10 tips to prepare your garden for winter” will win over “8 Must Read Winter Gardening Tips.”The bottom line –title should be creative, short and easy to read and comprehend. The descriptions should point out the USP of your site.The writing should preferably include keyword(s) in the most natural manner. These are the yardsticks of click-worthiness of a site.
The professional writers of SEO agency in India can churn out best ideas for title and descriptions because they have knowledge of target audience across varied industry verticals.
There are certain don’ts in crafting the headline for the site displayed on SERP. Use of ellipses and click bait are a strict NO.
Step 4: URLs Need to Be To the Point
URL or Uniform Resource Locator translates into web address. More specifically it acts as the global address of an online resource or document placed on the Internet. Apart from notifying the location of a webpage on computer network it also includes information about the mechanism of retrieval of the web resource.
URLs should be kept short and be descriptive. Keyword inclusion in URL is a great way to get organic traffic.
Step 5:Image SEO –Make Images Understandable by the Web Spiders
The web spiders cannot decipher the subject content of an image because they can only comprehend words and phrases. Hence, each and very image uploaded on a web page of a site should be optimized for the search engine robots – you should give them a clue of the image content.They will crawl images which have relevant alt tag with descriptions with necessary words and phrases (can be keywords). Hence, image optimization (Google understands images better when it has been named well) is crucial for getting image indexed in Images search results. Keeping image size low is a good practice for SEO marketers.
Step 6: Lucid and Simple Content is appreciated by Search Engines
At the end of the day the aims of any SEO strategy is based on influencing the users. Business owners need to serve the best of user experience to each and every visitor. Good content that is easy to read, and is the best possible way to impress web audience. You can impel them to stay on your site until their purpose for visiting your site is served.
Users influence Google ranking and hence you need to please the audience with a lucid content style. Relevant, valuable and updated content always has an edge over other SEO strategies. In gist, content is the base for all SEO activities.
On-page SEO or the technical part of content includes keeping <h1>, <h2> and <h3> tags in webpages; <h1> being at the top of the order (here the main theme of the webpage content can be highlighted). Keywords can be placed in the all the tags, provided they are placed in a most natural sounding way. There should not be any kind of keyword stuffing that plays spoilsport to free flow of writing.
Use simple words, follow paragraph formats, use bulleted lists (in relevant places), no misspelt words and avoid plagiarism – these are some essential and basic tips for effective webpage content creation
Step 7: Do Off-page SEO – Get Better Quality Backlinks to Direct Organic Traffic
Google and other search engines pay weightage to targeted pages of your website which have an incoming hyperlink from another genuine website (similar or relevant to your business) or a referring domain. This incoming hyperlink can be called better quality backlinks in SEO terminology.
Search traffic will take an upward rise if you have more and better kind of backlinks for targeted webpage(s). Guest posting is one of the best ways to acquire backlinks to your site.You can leverage your valuable, professional contacts to promote link building. It is always advisable to study the nature of backlinks of your rival competitors and try to repeat their strategy in your unique way.
Step 8: Follow Ethical Standards in SEO
Authoritative sites are those which have been optimized with White Hat SEO strategies. You should know all about ethical practices because Black Hat strategies make a site blacklisted by search engines.
White Hat strategies point to relevant content, relevant page titles, well-titled images, good backlinks, and standard-compliant HTML. Sites having these are in good books of search engines as opposed to Black Hat SEO sites which use plagiarized content, keyword stuffing, cloaking (redirecting users to another website/ page) and non-relevant links.
Current Optimization Trends – Mobile SEO & Social Media SEO
Internet marketing has got very much in demand. There are few other avenues which need to be optimized for SEO purpose. These avenues include Mobile Optimization (Mobile SEO) and Social Media Optimization (SMO)
Mobile SEO is crucial. It has been surveyed that 50% of the users prefer browsing websites from their mobile devices. It has been seen that probability of conversions from mobile audience is much high than desktop/ laptop browsing. As a business owner you should ensure that you have a mobile-friendly business site to woo the large subscriber base of smart phone consumers. Create a responsive web design and ensure that the site fits to the screen size of the smartphones.
Social Media SEO is equally important because social media is a highly influential platform that can give an impetus to organic traffic flow for a website. More comments, discussions and shares on social media can spread a word about your company – thus promoting brand presence in the online market. In modern day, SEO activities and Social Media Management are a close-knit community.
Informative, interesting and inspiring content which is published in a website can be shared across social media platforms. The shared content has an instant reach to thousands in the social media community. As word spreads about your company, you get more organic traffic and future brand loyalists. More interactions (like, shares, tweets) bolster SEO. Google and other search engines give better rank to sites which have higher social media interactions. These interactions impart authority to the site, which is one of the important factor deciding the rank of the site on SERP.
Commandments of SEO
SEO is a long-term affair. SEO is continuous process of keeping up the good job of optimization.
- You need to strategize as per the trends of the SEO landscape and adapt to the frequent updates of Google’s search engine algorithms.
- You simply cannot stagnate your webpage with one-time content, how good it may be. Feeding webpages with new, fresh content matching the search intent is one among the master strokes of SEO.
- Keep high-converting keywords in the webpage(s).
- Content auditing is necessary to ensure best kind of optimization.
- Keep on working on the process of natural backlinks building.
- Monitoring performance of keywords and backlinks is a must to incorporate remedial strategies.
- Since SEO is an integral part of SEM (Search Engine Marketing), designing and developing a search-engine friendly website (webpage) is a must.
It can be well said that slow but steady steps can bring fruitful SEO results. So get started with time-tested SEO strategies that influence ranking on search results pages of leading search engines.