Search Engine Optimization

SEO in Online Marketing is for Business Growth

Search Engine Optimization is popularly known as SEO. The process of making web pages of a website search engine friendly is called search engine optimization. Search engines like Google, Bing, and so on provide a guideline to webmasters across the globe. This guideline includes how to make a web page compatible with search engines and rank well. These also include what to not include on web pages. If webmasters follow the guidelines provided then the chance to rank at the top of search engine result pages improves. There are two types of SEO, on-page SEO, and off-page SEO. Both forms of SEO are equally important.

On-page SEO

Search Engine Optimization is applied for organic listings and paid listings in SERPs (search engine result pages). All the activities done on web pages to make them search engines friendly are regarded as on-page SEO. This activity includes page title writing, Meta description writing, alt attribute of image tag writing, and so on. On-page SEO is applied to the landing pages in the case of paid listings.

Off-page SEO

Search Engine rankings depend on the link popularity too. How a web page is popular across the Internet will determine its ranking on SERPs as mentioned in the guidelines for webmasters on various search engines. There are various ways to make web page links popular. Some popular examples are directory listings, classified listings, and so on. There is a vast scope of optimization while making the links popular.

Why is SEO required for a website?

Let’s plunge into the history or origin of SEO to know the proper answer to it. The history of search engine optimization goes back to the mid-90s. Webmasters needed to optimize the page title and metadata only to rank at the top of the SERPs. As the competition increased over time, some webmasters started to manipulate the results. They started using irrelevant titles and metadata on pages. This act started diminishing the quality of the results in the SERP. Search engines started to index the whole content of the page instead of only the page title and metadata to improve the quality of results on SERPs. Initially, it worked well. Again, somehow manipulation was started by some webmasters. Search engines introduced algorithms to bring quality results to the SERP.

The search engine Google was introduced in 1998. It had been introduced with a new algorithm of Page Rank. Google started to win the trust of users with its quality of result sets for specific search queries.

As per market research, 68% of online activities start with search engines. And, 63% of all the shopping is performed online. This is depicting the necessity of digital presence. It can not be ignored anymore. Among all the search engines Google has almost 93% search share. Overall, online presence is important then search engine presence is important and finally the Google search engine is important. 86% of the searchers ignore the paid listings and directly jump to the organic listings. Organic SEO has become virtually a must to remain in the business.

How to implement SEO to increase traffic to the website?

Audience mapping is the first step in search engine optimization. It depends on the products or services offered. Some products or services might be available for local audiences only, some can be available to national audiences and some can be available to global audiences. Technicalities involved in local SEO service or global SEO are almost the same, only the way of implementation gets changed. The following activities are performed to implement SEO.

Keyword Research

Locate the specific words or phrases that are getting searched over the Internet and are relevant to the web page. At times all the keywords might not be targeted from a single page. Be cautious while selecting the keywords or key phrases from the list. Keyword Planner provided in Google Ads is helpful in this regard besides the online tools available.

Page Title and Metadata

Write a page title such that a page visitor can understand about the page contains. Similarly, write a meta-description that describes the web page well. These two piece of data is vital for the ranking of your web pages. The keywords researched can be used in the title and metadata.

Page URL Optimization

The file name should be a pointer that which type of content the web page has. This pointer is usually the keyword researched. The directory structure should also be such that the whole URL should contain the keywords researched as per the best SEO practices.

Page Body Optimization

Optimize text content in the HTML body part of the webpage. This optimization will bring the researched keywords into the content in various forms. Keyword density performs a major role in search engine listings. It should be balanced and look natural to any user while reading.

Header Tags Optimization

There are H1, H2…, and H6 tags in HTML. It is considered important to optimize the header tags. We keep our heading text of a block of content under these tags. H1 is the biggest text heading and is regarded as the most important part of the content in the body of the whole web page.

Image Optimization

Search engines like to read the alternative text of all the images used on the web page. These ‘alt’ attributes of the ‘img’ tag should describe the image in such a way that if the image is not visible or broken then this alternative text should appear. This too can have the targeted keywords.

Anchor Text Optimization

Web pages of a website are linked with each other to navigate from one page to another. Search engines grab the link text as input about what the page is. This plays a vital role in getting a top rank in the SERP. These link texts can have targeted keywords.

Link Popularity

Make the website popular on relevant platforms and win as many backlinks as many possible. The aim should be to win quality backlinks with targeted keywords as anchor text. Backlinks to the website should be from a variety of websites.

XML Sitemap

Create an account in Google Search Console and verify ownership. Submit the XML sitemap of the website to crawl all the webpages by Google bot to get pages indexed in Google. Apply a similar process for Bing and other search engines. This webmaster’s tool is handy for SEO. It helps in various ways to rank higher.

Why should you hire a company to apply SEO to your website?

Like Rome is not built in a day, SEO is a vast subject. SEO companies are already having expertise with a proven track record. Every piece of knowledge can not be learned from books. Some come through experiences. It might take years to gain such expertise. If we have talents already available then no need to invest years, just hire those SEO experts. Various points should be verified before hiring a search engine optimizing company. Check the proven track record of the SEO professionals of the company, number of years of experience in Google SEO, communication skills, availability of the expert for communication, and so on.

While hiring services of an SEO firm, check the result commitments, deliverables, and firm’s terms and conditions. Quality to price ratio is equally important while forecasting the ROI. Some companies are hiring dedicated SEO teams while some hire a partial team and some hire on a project basis. It is a mutually agreed arrangement by both parties. It has been proved by years, hiring a company is better than learning and then applying SEO to the website.

Is SEO worth its investment?

Usually, it takes plenty of time to get a top rank within the organic listings. Webmasters require to have great patience. The trend of delay in ranking is seen by correlating with increased data pressure on search engines. Search engines are still one of the most lucrative platforms to get noticed by the targeted audience. Search engines have easier accessibility for the users and at the same time one of the most reliable sources to get desired information data. This is evident from the 15% conversion rate data in comparison to the 2% conversion rate from other platforms. The volume of audience and conversion rate make search engines lucrative for marketers despite the time taken in the delivery. This is in the case of organic listings.

Paid listing options are available for quicker turnaround through search engines. Optimized ad copies together with optimized landing pages provide higher returns on investment. Various advertising options are available on search engines like Google and Bing. For example, Google Shopping ads are suitable for e-commerce sellers while PPC ads might be suitable for a B2B organization, and likewise. SEO can target local, national, or global audiences. The bottom line is, SEO is a must while marketing business online.

What is included in SEO services?

Any SEO company keeps various packages to suit different businesses across industries. The services are listed under each SEO package with the respective costs involved. Usually, agencies keep the packages revolving around several keywords targeted and advanced features. The packages also can be decided as per the business goal set. Top ranking in all major search engines with all targeted keywords can never be guaranteed legally. Practically it is possible to get top rankings with all targeted keywords. Some keywords rank earlier and some may take some more time. This is the only difference. The time estimation to rank for a keyword can be provided during an SEO audit or analysis. SEO services include regular reporting for search engine ranks and website traffic. This report reflects the gradual growth of the website traffic together with goal conversions.

The service doesn’t over once the rankings are achieved for the targeted keywords in desired search engines. The rankings need to be managed in a competitive environment. It requires daily monitoring and activities to sustain the rankings. SEO management is a huge task and can never be ignored. After ranking achievements, search engine positions get maintained throughout the subscription period.

One precautionary measure is to ensure with the hired company whether they practice ethical SEO. Or, understand the whole SEO process before hiring for SEO services. For any activity which looks like spam activity just ask the organization to stop such activity. A website can be banned for a lifetime if spam activities are performed to rank quickly and efficiently in SERPs. Ethical SEO is also known as white-hat SEO and unethical one is termed as black-hat SEO. White-hat SEO service provider follows all the guidelines provided by search engines for webmasters.

Why is ‘Content is King’ frequently heard in SEO?

The whole SEO process revolves around content. Whether an SEO professional is applying on-page SEO or building backlinks, the quality of content matters in determining the ranking of URLs. Quality content is unique with a good readability score and provides complete information about the topic. Quality content ranks higher in the search engine result pages as per the ranking algorithm set. Content is the deciding factor whether a webpage will have the top rank or not. The king in SEO is content due to this reason.

Similarly, a backlink with a higher quality content webpage will rank higher in the search engine result page. For example, an SEO service-based web page will have a higher quality of backlinks from an SEO forum in comparison to a backlink from a fashion website. Quality content here is the content related to the topic of the webpage. Content-rich websites receive higher traffic from search engines as per the observations. This is one of the reasons a digital marketing company uses a Blog on its website. Regular publishing of blog posts enriches content on the website.

What is technical SEO and is it necessary to rank higher in search engines?

The SEO activities which require advanced technical knowledge are termed technical SEO. For example, optimizing a web page for load-time speed. Search engine algorithm allows the quick loading of web pages to rank higher in the search engine result page. Web page speed is not only related to user experience but also to SEO. While optimizing a web page speed, a few elements might require a web developer’s or designer’s help due to their complexity. A similar technical SEO example is, setting up Google Analytics with various goals and events on the website.

The search engine giant Google has added another chapter in technical SEO by bringing the core web vitals concept. It is related to User Experience (UX). Core Web Vitals cover page load speed, interactivity, and stability. Google has set a standard for it and expects every page on the web should match this standard. These standard vitals can impact future ranking in Google. The website services have already started to attain the standard to take leverage in search engine listings. In similar ways, many aspects of SEO attract advanced technological, programming/ designing, activities. Technical SEO is necessary to reduce the bounce rate of a website and rank higher in search engines as per the algorithm.

What is the role of fresh content in search engine rankings?

Search engines love fresh unique content. Websites with frequent fresh unique content rank higher than others. This has become a proven fact and there should not be a second thought in this regard. Content is not only the body text but whatever is visible on the web page in an internet browser. Content includes text, images, videos, links, etc. Keeping either or all parts of the content updated frequently achieves good SEO results. Fresh content has a vital role to rank in the top of search engines. Nowadays, website owners use a blog section to keep posting fresh content on the website and take leverage of high rankings.

Testimonials, portfolios, blog posts, new products, case studies, etc. are a few fresh content ideas to keep the website updated with new content. This content can be in text form, video form, image form, and likewise. Updated pages are always helpful to SEO efforts.

What is the best SEO strategy to succeed in online marketing?

A list of activities that will bring the web pages to the top position of search engine listings is called the best SEO strategy. Let us start with the keyword selection strategy. Some keywords with a high volume of searches might have stiff competition. While some keywords with a lesser number of searches can have lesser competition. In this scenario, keyword selection becomes tougher. The goal is to select keywords to get ranked and receive traffic to the website. Consider a scenario, targeting highly competitive keywords with higher search volume and getting no traffic and targeting lesser competitive keywords with lower search volume and getting some traffic to the website developed. The second scenario is better than the first scenario.

Highly competitive keywords usually take more time to rank in search engines. The keyword strategy should be such that some traffic should be there to the website at the earliest possible opportunity. Keyword selection strategy becomes crucial while applying SEO to the website. Similarly, people might search long-tail keywords for your products or services over the Internet. The higher conversion rate from the traffic received through long-tail keywords makes these hard to ignore.

Another crucial activity of the SEO strategy is quality link building. The websites require backlinks to improve the domain authority or page authority to dictate the search engine result pages. This off-page SEO activity of backlinks creation includes quality web platform selection, the linking page selection, and the link-text selection. These three things decide how qualitative the backlinks made are. It is not a daunting task to create a list of niche websites to win quality backlinks in various ways. Get higher-quality strategic backlinks from guest posts or blog posts. The Backlink strategy in online marketing should be such that various variety of platforms should link the website. The variety of platforms includes guest posts, blog posts, business directories, classified sites, video publishers, PowerPoint presentation file publishers, infographic publishers, and the list goes on.

Besides these two above-mentioned SEO strategies, there should be quality unique content on the pages. Cover the topic of the web page wholeheartedly. Address all the possible queries related to the topic in the content. While covering the topic in such a way, the content becomes lengthier. Search engines show their love openly with long-form content. More information on: Local SEO India, Legal SEO India, Real Estate SEO India, Healthcare SEO India, Dental SEO India.

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