What is this buzzword Search Engine Optimization (SEO)?

Search Engine Optimization (SEO) is the process to optimize your Website design to stand out or come first when anyone queries your product on the internet.

Search Engine Optimization (SEO)

Today, most entrepreneurs are looking at marketing and reaching more customers for their products through the internet because of the pandemic. Also, many families are looking at not sending their children to school but using online courses to provide education for their children. 

So, what is Search Engine Optimisation (SEO), and why has it become so important?

Search Engine Optimization (SEO) is the process of making your Website design visible by good content writing so that the Website increases visibility in an unpaid, organic search, for example, a Google search. Customers are searching for information that may be directly or indirectly related to your business, giving you an excellent opportunity to connect with these customers to answer their query and become a trusted resource. The more often you serve your customer, the more will Google rank you higher in Search Engine Optimization (SEO). Therefore, it is essential to drive traffic to your Website and that your content answers all the queries made by potential clients. Hence as you improve Search Engine Optimization (SEO) in your Website design, Google will improve your ranking in google search.

So, it now becomes noticeably clear that Search Engine Optimization is critical for your business to grow in the modern digital environment.  Your website design serves as a marketing tool for your products.

So, how can we define or what is Search Engine Optimization (SEO), and how does it work?

SEO or Search Engines, sometimes called crawlers, work in three stages: crawling, Indexing and Ranking.

In the first stage, called crawling, Google sends out crawlers, referred to as spiders, to search the internet for updated or new content. This data is collected and sorted by the process known as indexing. When Google-Search is queried, Google finds the most relevant answer from its collected data, and this stage is called ranking.

To summarize the above query about SEO, Google looks for relevant data pages consisting of high-quality content. So, if your Website has the most traffic for the same query, then Google assumes that it is the most trusted for the question and starts ranking it higher. From this, we note that it is more important to write content relevant to most of the questions that are being asked. SEO is a continuous process to update the content on the Website with answers to the questions searched.

Search Engine Optimization also evaluates how fast your site loading speed and whether it is also mobile-friendly.

Let us go in detail about how to improve our SEO ranking.

Keyword Research

This search engine optimization practice is used to find search terms that users enter search browsers when looking for information, products, or services. Keyword research lies in understanding the target market and how the user is specifically searching for information on a particular topic, and the style and language the target customer uses when searching. More Keyword Research tools are available to assist you in Keyword Research, like Google Search Console, Ahrefs Keywords Explorer, SEMrush and Uber. The paid Keyword Research Tools give more information than the free versions.

The Importance of Content in your Blog or Website Design

The saying that “Content is King” is perfectly accurate, especially in search engine optimization. The more often you update your website design or blog, googles crawlers make a note, and so does your SEO Ranking. If you do not update your Website or blog, the google crawlers think your site is dead, and they do not show it on the first or second page or maybe not at all. Besides, updating your website content is especially important as good content attracts traffic to your Website or blog. In contrast, poor quality content may drive customers away, and they may also post bad reviews in your blog, which could be detrimental to your business.

On-Page SEO and What, Why and How is it?

What is On-Page SEO?

On-Page SEO also referred to as On-Site SEO, is achieved by improving the quality and content of the website pages by updating content, putting in new images, and doing things to improve the Website’s ranking. 

There are mainly six ways of increasing the relevancy of the Website through On-Page SEO. 

Title Tags: This is the HTML element in the webpage and can be the content’s title. The specifications are that it should not be more than 60 characters and not more than 600 pixels. The headline should contain the keyword in it.

Meta Description: This is the HTML attribute and provides a summary of the website page.

Header Tags: They are secondary title tags to differentiate the headings and sub-headings. They display the hierarchy information both to the crawlers and users and hence are significant. They are designated as h1 (reserved for the title) and h2 to h6 as subheadings. 

URL: It is the link or the address of the web page and stands for Uniform Resource Locator and standardized naming convention for Website on the internet. It refers to a web resource that specified its location on a computer network.

IMAGES: Images are truly a replacement for a thousand words in your Website or Blog.

Content: Content writing is the process of planning, writing, and editing web content. Regular content writing and website content editing are critical to driving traffic to your Website.  

Off-Page SEO refers to jobs done outside of your Website but will have a bearing on the search rankings within SERPs. Optimizing Off-Page SEO helps in relevancy, Authority and User Perception.

Technical SEO:

Technical SEO is about making your Website and server are optimized for the search engine spiders and crawlers to index your Website efficiently and effectively, which will help in organic ranking.

Google Search Console is the usual tool used to check how your Website is being crawled. Other tools are also available on the internet.

Robots.txt:

Robots.txt is a simple text file that informs the crawlers where they can and can not go to your Website. This helps the crawler save time but also tells them to crawl a specific page mainly.

Sitemaps:

Sitemap is a file that will provide information to Search Engines about videos, pages, and the association between them and enables Search Engines to crawl your site faster and intelligently.

Page Speed: Google also monitors how fast your Website loads, and this is called Page Speed, which can be measured using a tool called “Page Speed Insight” and is used to check how fast the website loads. If your Website loads very slowly, the user experience may rate as inferior, and the user will move on to another website. Google uses three parameters to measure user experience along with page speed.

Largest Contentful Paint (LCP) is a core parameter measuring how long it takes for the important content to be displayed in full. As mentioned earlier, if the page does not load fast, the user experience will not be good, and the user may also leave the Website. So what is a good Largest Contentful Paint (LCP) score.

First Input Delay (FID) is the second vital core parameter metric and measures how long the browser takes to respond to the user’s first query. If the browser does not respond immediately and keeps showing a blank page on your screen, as it happens sometimes, this offers a poor FID score and a bad user experience. A good FID score is 100 milliseconds or less. Please refer to the chart below for more clarity.

The Cumulative Layout Shift (CLS)  is also a Core Web Vital parameter. It measures the visual stability of the page, how many times an unexpected layout shift occurred.  A new advertisement appearing suddenly or trying to click a particular button but ended up clicking another button could be a very annoying experience for your potential customer. Cumulative Layout Shift (CLS) is the sum of all unexpected shifts occurring on the web page. A good CLS score should be less than 0.1. For more clarity, please refer to the chart below.

Conclusion

Honestly, this synopsis on Search Engine Optimization (SEO) is just the tip of the iceberg. It’s a continuous learning process, as SEO is continuously evolving. You should keep learning and tweak your Website every day. There are many platforms to learn from, paid and free, like YouTube, Udemy, Sanjay Shenoy’s course HIIT SEO, WordPress SEO etc.

As the SEO Guru’s Sanjay Shenoy keeps saying, Search Engine Optimization is a user experience optimization; you need to optimize for user experience. You are the only one who knows both your user and your product, and your job is to resolve your user’s query so well that you make Google Search Engine Optimization redundant.

Lastly, the main doubt that every novice asks is, “Do you have to know coding to learn SEO? And the answer is “No”. It would help to know the fundamentals of HTML, and this can be studied later. The three most important steps you have to learn thoroughly are:

  • On-Page SEO
  • Off-Page SEO
  • Technical SEO

Frequently Asked Questions (FAQ)

What are the different types of Search Engine Optimisation (SEO)?

There are basically two types of SEO, black hat and white hat. Black Hat is to not so good SEO and White Hat is the Good type of SEO.

How can you explain Search Engine Optimization (SEO) in a very simple way?

It is the process of improving your website organically, so that it ranks better in traffic quality and organically.

What are the Tools to help in Search Engine Optimization (SEO)

These tools listed here are free, and details of how to use them can be found on YouTube
1. Google Search Console
2. Answer the Public
3. Ubersuggest
4. Keyword Tool
5. Yoast SEO

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