Introduction to SEO (Search Engine Optimization) in 2021

 SEO (SEARCH ENGINE OPTIMIZATION)

Introduction of SEO:-

SEO stands for Search Engine Optimization. In the world of digital marketing, this marketing strategy plays an important role in helping you increase your reach to potential customers. SEO is all about optimizing a website for search engines. SEO is a technique for:

• Designing and developing a website to rank well in search engine results. 
•  Improving the volume and quality of traffic to a website from search engines. 
•  Marketing by understanding how search algorithms work, and what human visitors might search.

History of SEO:-

When First website was created in 1991 and one quickly turned into many as websites crowded the internet they facing problem related to need of structure and Accessibility started. To overcome this problem search engine optimization is introduced.

The real SEO game is started in year 1998 Larry Page and Sergey Brin building most successful search engine till today called Backrub(a search engine that relied on a mathematical algorithm to rate the prominence of web pages).

The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.

What is SEO (Search Engine Optimization)?

"SEO is the practice of increasing the quality and quantity of traffic or visitors to a website by improving rankings in the algorithmic search engine results pages(SERPs)" .SEO targets unpaid traffic (known as organic" results) rather than direct traffic or paid traffic.

Effective SEO techniques help you get more potential customers to your website. Websites that have higher rankings (i.e. presented higher in the search results) are identified to a larger number of people, who will then visit that site. Ensure that you define your market first before engaging in SEO techniques. 

Types of SEO:-

There are mainly three types of SEO techniques used to achieve the best ranking in search engines.

• On-page SEO
• Off-page SEO
• Technical SEO

On-page SEO:-

On-page SEO (also known as “on-site SEO”) is the practice of optimizing web page content for search engines and users. Common on-page SEO practices include optimizing title tags, content, internal links and URLs.

On-page SEO is important for bringing any website or blog to a higher rank in search engines and to increase organic traffic from search engines. On-Page SEO comes with all the things that a site is used to optimize for search engines, to crawl and index webpages.

On-Page Factors:

1: Choose Keywords

 2: Page Title

3: Meta Description

4: URL

5: Heading Tags

6: Page Content

7: Add a Call to Action

8: Internal Links

9: Images

10. Meta Keywords 

OFF-Page SEO:-

Off-page SEO" (also called "off-site SEO") refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).Link building is often considered to be the main off-page tactic.

Tactics such as brand building, citation building, content marketing, social media, and more all play an important part in a comprehensive SEO strategy.

Off-Page SEO Factors:-

• Link Building
• Brand Building
• Content Marketing
• PR
• Local SEO 
• Social Media
• Forums
• Influencer Marketing
• Events
• Guest Posting
• Podcasts
• Reviews

TECHNICAL SEO:-

 Technical SEO refers to improving the technical aspects of a website in order to increase the ranking of its pages in the search engines. With technical SEO, you can help search engines access, crawl, interpret and index your website without any problems.

Making a website faster, easier to crawl and understandable for search engines are the pillars of technical optimization.

Technical SEO Factors:-

• XML sitemaps
• Crawling and indexing
• Mobile optimization
• Site speed
• Site structure
• SSL certificates
• Image SEO
• Internal and external links
• Canonical URLs

How Search Engine Works?   

Search engines perform several activities in order to deliver search results.

Crawling 

 Process of fetching all the web pages linked to a website. This task is performed by a software called a crawler or a spider (or Googlebot, in case of Google). 

Indexing 

Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.

Processing 

 When a search request comes, the search engine processes it, i.e., it compares the search string in the search request with the indexed pages in the database.

Calculating Relevancy 

 It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string. 

Retrieving Results 

The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser. 

Social reference 

• How much (and by whom) a page is referenced on social sites like Facebook, Twitter and Google+. 

• Whether or not others in a searcher’s social network have shown a preference for a page (giving personalized results).

User behavior 

• The percentage of searchers that click through (clickthrough rate – CTR) to each listed page.

 • The percentage of searchers that, once they have clicked through to a page, come straight back to the search results.

Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings, it is due to an algorithmic shift or something else beyond your control. 

Although the basic principle of operation of all search engines is the same, the minor differences between their relevancy algorithms lead to major changes in the relevancy of results.