Search Engine Optimization
SEO stands for “Search engine optimization”. It is the process of getting traffic from the “free”, “organic”, “editorial” or “natural” search results on search engines.
Meaning of Seo
To understand the true meaning of SEO, let’s break that definition down and look at the parts:
- Quality of traffic: You can attract all the visitors in the world, but if they’re coming to your site because Google tells them you’re a resource for apple computers when really you’re a farmer selling apples, that is not quality traffic. Instead you want to attract visitors who are genuinely interested in products that you offer.
- Quantity of traffic: once you have the right people clicking through from those search engine results pages (SERPs), more traffic is better.
- Organic results: Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don’t have to pay for. Organic search traffic is specifically any unpaid traffic that comes from SERPs.
Process of SEO
Research Optimization is inherently iterative. In short, it is a process, not a project.
Keyword Research: Keyword phrase research involves identifying a group of keyword phrases that will be used in optimization. This step is critical and requires a considerable amount of time to find a good set of phrases that offer a balanced combination of two important factors: high usage by searchers and relatively low competition within the search engines.
Competitive Research: Once armed with the target keyword phrases, we do a through competitive analysis of the subject site against its 710 biggest competitors (using both offline and inline competitors). We use a series of SEO metrics, including indexed content, Alexa rating, inbound links, domain age, and social media following among others.
- Reporting & Goal Setting
After establishing your targeted keyword phrases and starting position relative to the site’s competitive set, it is important to understand what the subject site’s starting position is within the search engines. Doing so ensures that you know the specific areas that need work and provides a baseline against which to gauge the subsequent campaigns success.
- Content Building
Content is king in search engine optimization. The search engines love text; high volume. High-quality content related to your business will serve you in a couple of important ways. First, a site loaded with high-quality content of interest to site users will give them a reason to stay and a reason to come back. After all, the reason they came to your site was to find information. Second, you will receive the added benefit of serving up exactly what the search engine want- content.
- Page Optimization
Following the addition of new, high quality content, we tackle on-page optimization.
Page titles: Make sure that your site’s page titles say something other than just your company name or “welcome”. Ideally, they need to lead off with your targeted phrase for that page and then follow with your company name.
Prominence of targeted keyword phrases: It is not enough to have your keyword phrases(s) somewhere on the web page, the placement and prominence given to them also affects your search engine.
Site map: Development a site map that includes a well-organized list of links to all the important pages of your site and includes a text link to the ideal way to make sure that all the site’s pages are indexed by the search engines.
ALT and META data: These are tags not seen by the site’s users; they are embedded in the site’s code. ALT tags refer to the text that describes an image – words that you see pop up as you mouse over some images. In optimization your company’s name, an ALT tag placed behind the image of your company’s logo is deal.
Technical SEO: There are a number of important technical issues that impact SEO efforts that need to be verified and corrected if needed. These include site speed site security, and mobile responsiveness.
- Social & link building
Social media: In marketing, you fish where the fish are. And, the fish are using social media in increasing numbers. The power of Online sharing through social media provides tremendous opportunities for companies willing to commit the time to using it.
Building in-bound links: Each new, quality link to your site increases the likelihood of both the search engines spiders running across your site as well as searchers looking for services or products like yours.
- Follow up reporting and analysis
The same reporting done in the initial phase of the campaign is done again at regular intervals, post-optimization. Rankings, site traffic levels, social signals and other key metrics can then be compared to pre-optimization levels, giving measurable results to the SEO campaign.
Importance of SEO
In today’s competitive market, SEO marketing is more important than ever.
- The majority of search engine users (more than 65%) are more likely to click on one of the top 5 suggestions in the search engine result pages [SERPs]. To take advantages of this and gain visitors to your online store, your website needs to appear in one of the top positions.
- SEO is not only about search engines but good SEO practices improve the user experience and usability of a web site.
- Users trust search engines and having a presence in the top positions for the keywords the users in searching, increases the web site’s trust.
- SEO is important for the smooth running of a big web site. Web sites with more than one author can benefit from SEO in a direct and indirect way. Their direct benefit is an increase in search engine traffic and their indirect benefit is having a common framework [checklist] to use before publishing content on the site.