What is SEO ?
Raising a page’s ranking in search engines like Google is the art and science of search engine optimization (SEO). Ranking higher in search engines can improve a website’s traffic because search is one of the primary ways users find material online.
In Google and other search engines, paid adverts are usually displayed first, followed by the regular results, or what search marketers refer to as the “organic search results.”” To distinguish it from traffic that comes from paid search, SEO traffic is frequently referred to as “organic search traffic.” Search engine marketing (SEM), often known as pay-per-click, is another name for paid search (PPC).
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The benefits of SEO:
Online marketing highly depends on search engine optimization because it is one of the main ways that people access the internet.
If a website can advance in the alphabetical list of search results, it will frequently experience an increase in visitors. For example, the top result for a typical search query will get between 40% and 60% of all traffic, whereas results 2 and 3 will get far less overall. Approximately 2% to 3% of searchers scroll past the first page of results. Thus, even a small improvement in search engine results may result in an increase in traffic to a website and even potential customers.
As a result, a lot of companies and website owners try to manipulate the search results to have their website appear above those of their rivals on the search results page (SERP). Here’s where SEO comes into play.
Search engine optimization techniques
- Keyword research – A site’s current position for certain keywords, its competitors’ rankings, and additional phrases that potential customers are using to find similar products or services are all part of keyword research, which is frequently the first step in SEO. Finding the keywords that users enter into Google and other search engines can give guidance on what existing material should be optimized and what new content should be produced.
- Content marketing – Content marketing is used after potential keywords are found. This could involve developing new content or upgrading already existing content. Because high-quality content is valued by Google and other search engines, it’s crucial to analyse existing content, produce engaging content that offers a satisfying user experience, and increase your chances of appearing higher in search engine results. A quality article has a higher chance of being linked to and shared on social media.
- Link building – Getting high-quality backlinks is one of the essential SEO tools since links from other websites, or “backlinks” as they are known in SEO, are one of the main ranking factors in Google and other major search engines. Promoting quality material, getting in touch with other websites and developing relationships with webmasters, submitting websites to useful web directories, and obtaining press can all help with this.
- On-page optimization – In addition to off-page features like links, the webmaster has complete control over on-page elements like upgrading the page’s real structure, which can have a significant positive impact on SEO. Common on-page optimization strategies include altering the website’s title tag to contain pertinent search terms, optimising the URL of the page to include keywords, and describing images using the alt attribute. Even though they don’t directly impact search rankings, meta tags like the meta description tag can be modified to increase a page’s click-through rate from the SERPs.
- Site architecture optimization -Internal links (links on one’s own website) also play a significant part in SEO, making them just as important as external connections. In order to increase a page’s relevance for particular phrases, a search engine optimizer can enhance a site’s SEO by verifying that important sites are connected to and that appropriate anchor text is used in those connections. A great technique for larger sites to aid search engines in finding and crawling all of the site’s pages is by creating an XML sitemap.
- Semantic markup – The semantic markup of a website can also be optimised as an SEO strategy by SEO professionals. To explain the meaning behind the material on a page, such as identifying the author of a piece of content or the topic and type of content on a page, semantic markup (such as Schema.org) is employed. With the help of semantic markup, rich snippets, such extra text, review scores, and even photographs, can be displayed on the search results page. Rich snippets in the SERPs can increase search CTR, which boosts organic traffic but have little impact on search rankings.