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Marketing & Advertising

What is Search Engine Optimization and How to Perform it?

by Nitin Gautam, from GetinRanks, on May 28
Search engine optimization is a technique to get a high rank on the search engine result page by keywords. SEO improves the organic traffic that also calls unpaid traffic.

What is Search Engine Optimization

Search Engine Optimization is a process and technique which is profitable in getting a higher rank on the famous search engine such as google, bing, and others. Search is one of the most amazing ways where people can find content online, If we are on a higher rank then our website traffic will increase.

For Google and other search engines, the results page often contains paid ads at the top of the page, followed by the standard results or what marketers call "natural search results." This is called "organic search traffic" to distinguish traffic from SEO paid search traffic. Payment tracking is often referred to as search engine marketing (SEM) or click-through-click (PPC).

The Advantage of SEO

Search engine optimization is a key part of internet marketing because search is one of the main ways to browse websites. In 2014, more than 2.5 trillion searches were conducted using search engines worldwide. search like Google, Bing, Yahoo, Baidu, and Yandex. On most websites, search engine traffic (known as “natural” or “organic” traffic) makes up most of their total traffic.
Search results are presented in an ordered list, and the more you get on a site, the more traffic your website will receive. For example, for general search queries, result numbers one would get 40-60% of total query traffic, and results in two and three would get less traffic. Only 2-3% click outside the first page of search engine search results. Thus, a slight increase in search engine rankings can cause a website to gain more traffic and potential commercialization.

How Search Engine Optimization Works

Search engines like Google use an algorithm or set of rules to determine what pages will be displayed for a given query. This algorithm has developed to be very complex and takes into account hundreds or even thousands of different ranking factors to determine their SERP ranking. However, there are three core metrics that search engines evaluate to determine the quality of a site and how it ranks:

Links: Links from other websites play a key role in determining the ranking of a site on Google and other search engines. The reason for this is that a link can be rated as a quality rating by other websites, as website owners are unlikely to connect to other poor quality websites. Sites that get links from many other sites get authority (called "PageRank" in Google) in the eyes of search engines, especially if the sites that link them are authoritative themselves.

Quality Content Creation: In addition to reviewing links, search engines analyze the content of a web page to determine if it is relevant to any search query. Much of SEO is about creating content that targets the search engine keywords that users are searching for.

Page Structure - The third main component of Search engine optimization is website structure. Because web pages are written in HTML, the structure of the HTML code can affect the ability of a search engine to rank a page. The inclusion of relevant keywords in the title, URL, and page headers, as well as providing the ability to crawl the site are actions that site owners can take to improve the SEO of their site.

Top SEO Techniques to Perform

How to search no matter how search engines work is just one step in improving a site's search ranking. Really enhancing the ranking of a single site involves finding various SEO techniques to improve the site.

Keyword Research - Keyword research is often the starting point for SEO and involves searching for keywords that your site has ranked what keywords your competitors are up to and what other keywords you want for your potential customers. Understanding the terms used by users in Google search and other search engines provides guidance on the content that is optimized and that new content can be created.

Content Marketing - Once potential keywords are identified, content marketing is launched. This could be updating existing content or creating new pieces of content. As Google and other search engines place top-notch content on high-quality content, it's important to explore whether it has content and create content that gives a positive user experience and allows you to rank high in search engine results. There are more opportunities to share good content on social media and attract links.

Creating Backlinks: Since links from external websites (called "backlinks" in SEO) are one of the main SEO factors for Google and other important search engines, obtaining high-quality backlinks is one of the main levers that have the SEO. This may involve promoting good content, reaching other websites and building relationships with webmasters, submitting websites to relevant web directories, and obtaining print to attract links from other websites.

On-Page Optimization: in addition to off-page factors such as links, improving the actual page structure can have huge advantages for SEO and is a factor entirely under the control of the webmaster. Common page optimization techniques include optimizing the page URL to embed keywords, updating the page title tag to use relevant search terms, and using the alt attribute to describe images. Updating a page's meta tags (like the description meta-tag) can also be helpful; These tags don't have a direct impact on search rankings, but they can increase the SERP click-through rate.

Optimizing Site Architecture: external links are not the only important thing for SEO, internal links (links within the website itself) also play an important role in SEO. Therefore, a search engine optimizer can improve a site's SEO by ensuring that key pages are linked and that the relevant anchor text is used in those links to help improve a page's relevance for specific terms. Creating an XML Sitemap can also be a good way for larger pages to help search engines discover and crawl all pages on the site.
Social Bookmarking Submission: Social bookmarking is also a core activity to do in off-page SEO. We need to make backlinks on top social bookmarking sites to get our website on the top.

Social Bookmarking Submission: Social bookmarking is also a core activity to do in off-page SEO. We need to make backlinks on top social bookmarking sites to get our website on the top.

Semantic Markup: Another SEO strategy used by SEO experts is to optimize the semantic markup of a website. Semantic markup (like is used to describe the meaning behind the content of a page, for example for help identify who is the author of content or the topic and the type of content on a page. Using semantic markup can help you display rich snippets on the search results page, such as extra text, revision stars, and even images. Rich snippets in SERPs do not affect search rankings but can improve search CTR, resulting in increased organic traffic.

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