Search Engine Optimization (SEO) - Introduction

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 Search Engine Optimization (SEO) - Introduction:

Search Engine Optimization is the practice of orienting the website to rank higher on search engine results pages, so that more website traffic is received. It is the process by which website owners optimize their website and its content in such a way that their websites appear in the top 10 results of google whenever one searches for anything related to their industry or products or services.

Paid ads give results only till business owners put money, and with time it becomes more and more expensive as the low hanging fruits get finished. Unlike paid ads, once the business/website starts ranking towards the top of search results, it stays there for a long time. Also, 68% of the people ignore ads and move towards organic results.

Google search is a crucial part of a decision-making process/journey. SEO is a core part of content marketing and the content about the problem, solution and product combined together provides the complete help for decision making. This helps in driving business through organic traffic.

Even if a business is doing other marketing activities, people will search for the brand. And, SEO is important to get them to the website, it builds brand trust and credibility, it helps in building brand recognition through its content marketing, networking, social networks etc. and it gets the business more qualified leads.

Search Engine Results Pages (SERP) Features:

SERP features are the elements that appear on Google's search engine results pages that go beyond the traditional 10 blue links.

Featured Snippets:

Top Ads:

Video Carousels:
Rich Snippets:

Sitelinks:

People Also Ask:
Local Packs:

Knowledge Cards/Panels:
Image Packs:
Twitter Cards:
Top Stories:
Shopping Results:
The Main Elements of SEO: Keyword Research, On-Page SEO, Off-Page SEO, Tech SEO.

Keyword Research:

The queries/phrases that one use to find answers to the doubts/questions on google search are referred to as keywords. And, the process of identifying the most commonly searched words or phrases for a particular webpage is called keyword research.
The keyword research process can be broken down into the following steps:
Seed Keywords: Phrases that define what the page is all about.
Use these phrases to get the list of all the related keywords that users might search for using keyword planner tool.
Classify and identify the intent of the keywords and shortlist to use in the content.

On-Page SEO:

It refers to optimization businesses do on the visible content of the website. The changes to the content, images, videos, or any other element that is visible on the website or webpage roughly comes under the on-page umbrella.
All this can be optimized using the keywords shortlisted. Those keywords are used to optimize the following in the website:
URL, Page Title, Meta Description, Heading Tags, Content.

Off-Page SEO:

It refers to the activities businesses do outside the website to build authority of the website. This is done by earning links to the site from various relevant authoritative sites.
Ways to earn links from relevant authoritative sites:
Reaching out for guest blogs to the sites that accept guest posts.
Reach out to authoritative influencers/bloggers.
Commenting on posts/forums.

Tech SEO:

It refers to technical elements of the website that can affect the visibility of the website for the search engine. The technical structure of website has a huge impact on the website's performance and can affect ranking.
It is essential to keep an eye on the following and informing the tech team if any issue is found:
Crawl Error, Responsive Code Errors, Page Speed, XML Sitemap etc.

Ranking Factors:

Secure & accessible website, Page speed, Mobile friendliness, Domain age, URL & authority, Optimized content, Technical SEO, User experience (RankBrain), Links, Social signals, Real business information.

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