The Science of SEO - An Organic Way of Digital Marketing

 

“SEO, the short form of “search engine optimization” is the process of creating & structuring a web page basis the search engine algorithm for getting traffic from the free and organic search engine results.”

 

Types of SEO

The SEO process is followed considering various frameworks majorly categorized into four key factors: -

-On-Page SEO (Content Building, Web Architecture, HTML)

-Off-Page SEO (Reliability & Trust, External & Internal Link, User Profile)

-No Spam SEO (No Black- Hat Technique & Short-cuts)

-Modern and Emerging SEO (Voice Search, Video Search, Image Search, Local Search)

On-Page SEO

An on-page search is done on the webpage. It is completely controlled by the publisher where the publisher works on the following key factors to optimize the page to make it more search-engine search friendly: -

-The page titles & article titles to be made considering the search terms & keywords in mind

-Web Content to be made with specific audience’s in mind

-HTML headings & anchor text should aid the content relevancy

-Site Architecture should help search engine crawler easily navigate the site let users find the relevant content on the page.

Off-Page SEO

Off-page SEO is based on the ranking factors that are mostly out of the publisher’s direct control. Here Search engines examine the reputation, site’s backlinks, the user’s relevant location and various other parameters to fetch search engine results. Important elements of the Off-Page SEO are: -

-Reliability- Social media shares, site’s existence for a longer period of time & visitors spending more time on the web pages can help a site build a good reputation and make it a trusted and reliable site

-Links- Links, along with content is considered one of the most important factors for Google’s search rankings. Links from well-reputed websites and relevant websites within your industry can help in this. Get links from pages that are using similar keywords. High-quality relevant backlinks and anchor texts (Anchor texts are the clickable text, mostly in blue colour, and underlined used in a hyperlink) can trigger the ranking going up in search results.

-User For a Website publisher it is important that the content of the site is structured in a way that it should make sense to the web page visitors or users. It should be made relevant to the geographical locations and the user’s intent else search engines may not rank the page higher. The user’s intent could be informational, Transactional, Commercial, and Navigational. The Site must cater to all of these intents to rank high. Also, for geographical search ranking, you can use google my business listing to get yourself searched based on geographical locations.

No Spam SEO

If you are getting into SEO, you may encounter some of the dirty tricks usually called black hat tactics. Stay away from that as it can lead to serious repercussions like banning the site or penalizing the web publisher etc. These are the old shortcuts, or tricks, which may have been useful a decade ago when search engine algorithm was not sophisticated enough to catch them, now these are easily caught and you end up losing all the good work that you might have done to make your web page a trusted and reliable one. Let us look at those shortcuts which you should avoid doing: -

- Cloaking- Showing search engine crawlers different content than what is being shown to users is called cloaking. It is an intended attempt by a publisher to negatively influence the search engine results.

- Link Buying- Getting backlinks from quality websites is an essential aspect of SEO but Paying for links that pass link equity violates search engine guidelines. Yes, you can pay for backlink placed on another website (as happens in case of ads), but those links cannot pass on the link equity. Paid links must be shown either as a rel= “nofollow” or rel=“sponsored” link attribute. Apart from paid links, there are also large-scale guest posting services, link exchanges, and other shortcuts available but that may also attract penalties from search engines. It is always advisable to see your rankings slowly and steadily rise over a period of time than go for black hat techniques.

- Stuffing- Do not unnecessarily overstuff keywords in your web page like in your headings, copy, footers to improve your rankings. There is no magical technique available for this. Just focus on the user’s intent and relevance of the content for web page visitors. Try and become a giver, provide your users with important and relevant information to their interest level, and serve their purpose of visiting the webpage. Keyword density is far less useful than the quality of your content.

- Piracy- Copying other’s articles, music, image, video, etc. — and publishing it as your own. Content plagiarizing or illegal content can get you banned from search results because of copyright infringement. Keep checking your Google Search Console notifications for DMCA (Digital Millennium Copyright Act)

- Hiding- Web Publishers who after stuffing keywords into their pages may try to hide their content by using various tricks like, changing the colour of the text similar to the background, changing the font size etc… but hiding text violates Google’s Webmaster Guidelines and may invite problems for you in terms of penalty and page ban.

- User Experience- Don’t waste the time of users by adding unnecessary pop-ups and obstacles which may lead to bad user experience in terms of hiding the main content for them or forcing them to unnecessarily dragging the amount of time they have to spend to finally read the content. This does not help in ranking

Modern & Emerging SEO

Search Engine Optimisation has now gone beyond the traditional results page. Technology up-gradation, low-cost internet has opened new challenges for SEO where sites with IMAGE, VOICE, VIDEO & LOCAL are also needed to be optimized accordingly to rank higher in search rankings on search engines.

Although it does not need a completely different set of SEO skills there are a few unique methods which must be understood and exercised for better results.

Voice Search- You must have either used or heard off digital assistants like Alexa or Google voice assistant. There is a considerable rise in users searching queries through these voice assistants. So, it becomes pertinent for Search Engine Optimisers to look at their media queries, phone queries, turn that into the content on your web page. Create FAQs, when people ask those questions, whether, via the keyboard or voice, you are going to rank.’”

Image Search- These days SEOs should be focusing a bit more on image search as it has been observed that the Search Engine Algorithm has started giving increased prominence to images on the Google search results page. Now it can be seen in the search results page that there are image boxes appearing above organic listings that direct users to the page hosting the image. It clearly indicates the continuous image optimization to be part of the regular component of your SEO strategy. Using original images, alt text, having good descriptive text below the image, having relevant images on the page, all these things are considered good ranking factors for image search. In the image optimization process, try and stick to common file formats such as JPEG, PNG, SVG (for vector graphics), and GIF (for simple animations) so that search engines can easily index your images. Do not forget to mark up images with structured data for search engines to crawl and index them.

Local Search- Online visibility can drive a good amount of offline traffic and purchases at retail stores and generate local queries for services. This makes the local search optimization an important component of any SEO strategy.

You must list your business on Google My Business Page and claim the business with a verified address. Optimize it with the right keywords explaining your work areas, upload relevant photos, keep updating that with videos, articles, and business reviews. It will all help in local search ranking factors.

Apart from that, list your business on Prominent review sites in your niche, for example, if you are in a restaurant or hotel business, you must list your business on TripAdvisor kind of sites.

Regular updates of these sites would help a lot with high ranking on search engine results.

Video Search- It is no brainer to understand the importance of videos as a powerful tool in content marketing. A video gives an opportunity for a brand and marketers to establish an emotional bond with users by visually attracting their attention leading to higher brand engagement. Google has also given an indication of the growing importance of Video by changing their Search Engine Algorithm where it has replaced Video boxes with a video carousal for desktop search which will allow searchers to easily access more than just three videos.

There are a few ways to optimize your video content to rank higher in the search engine results-

- Insert Transcript to Your Videos

- Relevant and Engaging Thumbnail

- Title and Description must have researched keywords but no overstuffing

- Ensure the remaining part of the page is optimized well

- If Multiple Videos Try and Embed the Video You Want to be Ranked on top of the Page

- Do not put the same video on multiple pages

You have all the tips to master your SEO strategy now. Go ahead crack this now and if you still need any help call our BrandGyani expert and enquire about our SEO Services. They can help you set up your webpage to a search engine friendly site and optimize that for better ranking on google, bing etc.