Search Engine Optimization - Step by Step Explanation

Search Engine Optimization- Explained in detail

What is Search Engine Optimization & why is important 

Search Engine Optimization, or SEO for short, is the idea of optimizing the content for Search engines. Search Engine Optimization was the concept devised in 1994 and lately has gained traction as more and more businesses have adopted the online mode of doing business. SEO today has been integral part of Digital Marketing

The most critical work of an SEO expert is to rank the website on the first page of search results for the related keywords. As per the statistics, the first ranking site has about 75% of clicks, the second-ranking has 20%, and the third rank has approximately 5%.

Well, if your site ranks on the second page, then doing business will be a difficult task.

Most of the common practice of SEO is done for Google. Google is one of the most significant search engines that holds a staggering market share of 91.87%, followed by Bing search. 

Market share of Google
Market Share of Google in Search Engine Market

What is Search Engine Optimization Marketing? 

Search Engine Optimization marketing works on inbound marketing. Inbound marketing is a form of marketing where a customer comes to your site looking for information about buying a product.Hence

SEO works in generating traffic on your website for free, as you do not need to invest any money in this form of marketing. Coming to the fact, everyone loves Free Stuff. As a business, you should give equal importance to SEO.

SEO will help you reduce your marketing cost and increase the ROI for the business. You can then use the freed-up money in investing back to business or product refinement. Also, note that SEO results take time to show up depending upon the niche and keyword you are targeting.

How to Start Search Engine Optimization 

Before we start the process, we need to understand what all things come under SEO. Some technical terms are used in the SEO world for ease of communication. So let’s begin one by one.

Crawling – What is Crawling in SEO?

Google has built its robots, which have a specific set of instructions given to these robots called an algorithm. These robots every day visit different sites to understand the content that is displayed on the websites.

This process of discovery is called a website, and its content is called crawling. The robots understand different types of text, images, GIFs, and videos. You must also know that these bots understand the pages through code and not as human eyes.

Indexing in SEO

Once the crawling process is completed, google bots understand the content, create a file about your website, and update its central database. The database is also called caffeine. So next time when a person searches for a particular content related to your niche, then your website may show up.

Ranking 

The ranking is the stage where the websites are shown up for the websites’ keywords. The results shown after entering the search bar keywords are called Search Engine Page Results (SERP). Google uses around 200 different factors to decide which content to be ranked on the page.

The primary factor which Google considers in the ranking is RAU ( Relevancy, Authority, and User Signal) 

Relevancy – How relevant is the content for the search intent. 
Authority – How authority and credential is the content on the page 
User Signal – How is the user visiting the website engaging with the content.

What is Robot.txt and understanding it

Robot.txt file is which instructions to the bots are given which are crawling the website. Robot.txt includes the instructions about which pages of the website should be crawled and not crawled specifically.

It includes making your login page non-indexable, or else the hacker could hack into the site easily.

This can be viewed by typing – www.example.com/robots.txt in your URL bar.

image showing the example of Robot.txt of website

What is Site Map? Make use of SiteMap

A simple way to understand the sitemaps is to take an example of the index in a book. Similarly, the title helps to understand which types of content fall under which category and where it is located within the site. 

You can excess and view your sitemap – www.example.com/sitemap_index.xml
post the typing the above URL you should see something like below.

Site Map of website

How to do SEO for the website

Always remember that you are writing the content for the reader and not the bots. SEO would be optimizing the site to solve the user queries. SEO is further divided into on-page or Off-page.

what is On-Page SEO?

This part of the SEO is done on the website and its pages. The first thing in search engine optimization would be optimizing the content for the keywords that are beneficial for your website or business.Some keywords have different intent. The steps mentioned below will help you give understanding while you do SEO yourself.

Generally, if you are starting new, it is always better to go after the long tail-keyword, which is easier to rank. These are informational or discovery type of keywords once you have a list of the keywords and gauge the competition and volume. The less competition and higher volume is the optimal keyword, and you should select those.

Content 

Write the content on those selected keywords and construct the content so that you can cover most of the subtopic under it. Similarly, this is also the same area where the business doesn’t put in focus.

If you don’t have content, you cannot perform SEO. Content is the heart of SEO. The Do’s and Don’t about the content writing is itself a different topic

Tags for Heading

Using the right is essential. This helps to understand the reader about the topic covered under the Main heading. The tags should be used in order H1>H2>H3 followed on so forth. Using heading order H2>H5>H3 is the incorrect order of using the headlines.

Image Optimization 

When using the images, use the Alt image section to describe the photos. Use can use this section for using the keywords. Also, make use you fill in the description section to title the image as it helps bots to under what the image is all about.

Title and Meta-Description 

The meta title is the title that is visible when the search engine displays the results. The part below the title is a description that gives a quick snap about what the whole content is about. Make sure you use the power words and also the summaries about the heading covered in the main content.

Do not write the wrong description because if the reader visits the site and exits the visit within the first 10 seconds, the search engine would consider the content not helpful and not give a lower ranking to the website. 

image showing Title and Meta-description in SERP

 

Off-Page SEO

The second part of the SEO is where you work on the technical aspects of the website. The whole process starts from selecting the right hosting service; this is the main part of SEO.

Once that is done, selecting the theme that is light on operation will help the site loads faster, and the readers will also not have to wait for the. 

What is Backlinks , Link Juice and its importance

This is one of the major areas where SEO efforts are put in depending upon each website’s strategies or the business. When a website links to your website from the piece of content, that is called backlinks. The domain from which this is generated is called Referring domain.

A few years ago, Google’s search engine used to consider the number of links into its ranking factor but not anymore. The algorithm change now focuses on the quality of backlinks, i.e., the relevance of the referring domain to your website. The authority of the referring is passed to your website through these backlinks. This passing of authority is called link juice or link signal.

Hence focus on getting quality over quality and avoid getting paid backlink. Google dislikes it and penalizes the sites which adopt this way of building backlinks. Build relationships with different websites.

Collaborate, ask for an opportunity to guest post, or share the infographics to achieve the same strategies. Most of the time, website owners will agree to it. This will help in creating backlinks and also building relationships with fellow bloggers.

The next type of linking is called internal linking, in which you link the pages within your website that equally distributes the link juice on one page throughout the pages inside the website. 

Analyse Data 

SEO is a continuous process. You need to keep a tab on trends and the rise of new keywords and create a strategy for adding content for those new keywords.

Analyze the traffic coming in for different sources like social media, email campaigns. Look which piece of content is performing well and why it is performing well. Worst performing content is what are the ways that can be improved upon.

How the traffic flow comes to your site and which content does the reader engage with, and the duration of time the reader spends time on the website.

The Day to Day work of SEO consists of 

  • Optimizing the website for user experience 
  • Domain Management
  • Website accessibility check-up 
  • Setting the search console for Google/ Bing 
  • Keyword Research 
  • Content planning & Publishing
  • Structured Data implementation 
  • Backlink earning/ Analysis
  • Analysis of traffic Data

These are the day to day work of an SEO expert. You can start the SEO for your website from on-page SEO and then further transition into technical SEO or Off-Page SEO once you get the hold of On-Page SEO.

Understand SEO is marathon rather than sprint SEO take patience and results to show.Depending upon the niche and competition it will take time results to show.I hope this article will help you to start your journey in SEO. Do let me know your thoughts in the comments and share them on Facebook, Twitter, Whatsapp.

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