EDUCATION

What is SEO and how it works ?

What is SEO and how it works?

The practice of boosting the position of your website in the “organic” search results produced by sites like Google is known as search engine optimization or SEO.

Sites that rank higher in the results will, on average, receive more traffic to their pages, and thus potentially more business. Your goal is to get to page one, and preferably, position one, but whether or not that is possible relies heavily on the market you’re in. Unless you have a large budget to spend, if you’re in the mobile phone or travel space, you’ll be waging a losing war. Provided you’re selling a niche product or service in a specific geographic location, though, you have a high chance of making it to page one if you’re patient and follow these simple guidelines.

Content with a lot of keywords

“Spiders” are one of the most important techniques used by search engines like Google and Microsoft (Bing) to calculate your ranks. A spider is a program that crawls the internet in a systematic and automated manner. They look at your website (and everyone else’s) to see what kind of copy is on each page, as well as things like key terms and phrases. When someone types a keyword or phrase into Google, Bing, or any other search engine, this data is used to determine the relevance of your site.

With this in mind, you should think about your target audience’s search patterns and make sure that the terms they would use to reach your business are reflected on your sites. If you provide physiotherapy services, for example, your website content should include words or phrases that customers could search for, such as “massage” or “lower back discomfort.” Remember that spiders cannot crawl text included in images, but alternative text related to the images may, so you may want to reconsider the design of some of your pages.

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The Google AdWords keyword tool is a handy free tool for determining your keywords. This is intended to assist prospective advertisers in identifying the most relevant keywords for their target market, but it can also be useful when crafting website text.

Once you’ve determined your keywords, make sure they exist in the body of your pages as well as in the metadata, which is the invisible data that provides spiders with critical information about your website. This can be done by you, if you have a basic understanding of HTML and access to your server, or by your site designer.

Linking

PageRank is a ten-point rating that your website receives based on inbound and outbound connections, and it aids search engines in determining how trustworthy your site is. When sites link to each other, “link juice” is passed along, which means that if your site is linked to by a site with a high PageRank, link juice will be passed on to your site, improving your rating.

While you can’t always control the incoming connections to your site (and Google frowns on link farms and other artificial linking methods), you can take certain actions to increase your PageRank score. Make sure your site is linked from your social media content, especially Google+, and try to get listed on free open directories like DMOZ or professional organizations in your industry.

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Outbound and internal linkages are both essential. Make sure to give a reference and a hyperlink whenever you mention a website or a source. Internal links should be thoroughly linked to improving the number of time spiders spends on your site. You might want to rethink your menu structure or add a quick links footer to ensure that every page on your site has a link to every other page on your site.

You can use a browser plugin like PageRank Status for the Google Chrome browser to find out what your site’s PageRank is.

Keep it up to date.

The frequency with which search engine spiders crawl your site is influenced in part by how frequently your pages’ content changes. With this in mind, you might want to make changing text, photos, or adding or removing pages a monthly responsibility to guarantee that your content is kept up to date.

Alternatively, create a blog on your website and set aside time each day (or week) to produce or curate useful information for your target demographic. This may appear difficult or intimidating at first, but once you get into the habit, it will become second nature and should only take about half an hour per day. Use Google Alerts to remain up to date with internet information that matches your keywords for reference material, which should always be credited.

Keeping up with SEO is essential.

Google and Microsoft’s algorithms for determining the order of their results are always being tweaked and improved as they strive to give more accurate search results. As a result, SEO is a constantly changing landscape, and staying current pays off. However, because these fundamental principles are important predictors of your ranking, they are unlikely to change considerably.