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What is SEO?
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine
results. SEO encompasses both the technical and creative elements required to improve rankings,
drive traffic, and increase awareness in search engines.
SEO is the process of affecting the visibility of a website or web pages in a search engine result.
How Search Engine Works?
There are three basic stages for a search engine.
Crawling – The acquisition of data about a website. This involves scanning the site and getting a
complete list of everything on there – the page title, images, keywords it contains, and any other
pages it links to – at a bare minimum.
Indexing – Indexing is the process of taking all of that data you have from a crawl, and placing it in
a big database.
Retrieval – The last step is what you see - you type in a search query, and the search engine
attempts to display the most relevant documents it finds that match your query.
The ranking algorithm checks your search query against billions of
pages to determine how relevant each one is.
Keyword research is one of the most important, valuable, and high return activities in the search
marketing field. Ranking for the right keywords can make or break your website. By researching
your market's keyword demand, you can not only learn which terms and phrases to target with
SEO, but also learn more about your customers as a whole.
On-Page SEO -
In search engine optimization, On-page optimization refers to all measures that can be taken
directly within the website in order to improve its position in the search rankings. Some on-page
activities are- Meta Tag, Title Tag, Heading Tag, Image optimization.
A meta tag is a tag (i.e. a coding statement) in the HTML that describes some aspect of the
contents of a Web page. The information that you provide in a meta tag is used by search engines
to index a page so that someone searching for the kind of information the page contains will be
able to find it.
The <h1> to <h6> tags are used to define HTML headings. <h1> defines the most important
heading. <h6> defines the least important heading.
<h1>This is Title</h1>
<h2>This is Title</h2>
<h6>This is Title</h6>
Title tags - Technically called title elements, It define the title of a document. Title tags are often
used on search engine results pages (SERPs) to display preview snippets for a given page, and are
important both for SEO and social sharing.
Meta descriptions are HTML attributes that provide concise explanations of the contents of web
pages. Meta descriptions are commonly used on search engine result pages (SERPs) to display
preview snippets for a given page.
<meta name="description" content="This is an example of a meta description.">
The HTML <img> tag is used to put an image in an HTML document.
<img src="smiley.gif" alt="smiley face" height="150" width="140" />
Off – Page optimization
Off page SEO refers to techniques that can be used to improve the position of a web site in the
search engine results page (SERPs). Off Page SEO has to do with promotion methods, following
Article Submission, Blog Submission, Forum, Classified Ads, Directory Subission, Social
Bookmarking Submission, Social media, Press Release,....., etc.
Technical aspects are -
404 error page
Use redirection Properly
When you need to move a web page to a different URL, make sure you’re using the right type of
redirect, and that you’re also redirecting users to the most appropriate page. Always use 301 for
(Permanent) redirection. A 301 tells the search engine to drop the old page from its index and
replace it with the new URL.
A 302 (temporary) redirect signals that the move will be short-lived, and therefore search engines
do not transfer link equity to the new page.
We all know that content needs to be unique to rank highly in the SERPs. If content is duplicate
then, Search engines get confused about which version of a page to index and rank if the same
content appears on multiple pages. Ideally, you should only have one URL for one piece of content.
When you have duplicated pages, search engines pick the version they think is best and filter out
all the rest.
The Error 404 "Page not found" is the error page displayed whenever someone search for a page
that’s simply not available on your site. The reason for this is that there may be a link on your site
that was wrong or the page might have been recently removed from the site. As there is no web
page to display, the web server sends a page that simply says "404 Page not found".
Canonicalization refers to individual web pages that can be loaded from multiple URLs. This is a
problem because when multiple pages have the same content but different URLs, links that are
intended to go to the same page get split up among multiple URLs. This means that the popularity
of the pages gets split up. Canonical issues can be solved with this code -
<link rel="canonical" href="http://abc.com/"/>
Website Performance or Speed
How long does it take your website to display a page? Your website’s server speed and page
loading time affect the user experience and impact SEO, as well.
Page speed is a measurement of how fast the content on your page loads.Pages with a longer load
time tend to have higher bounce rates and lower average time on page. Longer load times have
also been shown to negatively affect conversions.
Use Robots.txt file
Robots.txt is text file, webmasters create to instruct robots how to crawl and index pages on their
websites. Example of Robots.txt file
Schema.org Structured Data – Schema.org is also known as Schema. Schema is a micro-data that
you can add to your HTML to improve the way your page is represented in SERPs.
<div itemscope itemtype="http://www.abc.com">
<span itemprop="name">SEO Services</span>