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What is Search Engine Optimization (SEO)?

By Arkaprabha Gosh
May 25th

Wherever you search something in Google you come across different links, the one which comes first out of those links is controlled by SEO. There are various aspects of what is SEO but in this article we will keep it to the basics only.

Search Engine Optimisation is the way toward improving your site to expand its visibility for relevant searches.

The better perceivability your pages have in list items, the more probable you will collect consideration and draw in planned and existing clients to your business.

Search engine optimization can help your image remain above others as a dependable organization and further improve the client's involvement in your image and site.

Importance of Search Engine Optimisation :

  • Visibility and Rankings
  • While looking for an assistance or item on the web, clients are bound to pick one of the best five ideas that the internet searcher shows them.

    SEO assists us with positioning higher in list items and gathering greater perceivability web based, making potential clients bound to click over to a web page and execute some actions.

  • Web Traffic
  • SEO increases organic search engine traffic, which increases the number of daily visitors to a website. Since the more important customers who visit a site, the more likely they are to sell to them, this directly leads to an increase in revenue.

  • Trustworthy
  • The better the SEO score is, the higher that site will appear on search engines. While ranking higher on Google is appealing to all brands, a secondary benefit of increased visibility is the trust gained with potential customers.

  • User Experience
  • A well-optimized website communicates what product or service is being offered, how to obtain it, and answers any questions surrounding it.

  • Growth
  • SEO is key to the development of any brand. The higher the brand rank on a search engine for a variety of high-volume keywords, its site will receive more organic web traffic. This translates to a lower customer acquisition cost.

What goes into SEO?
  • Quality of traffic
  • You will draw in all of the world's tourists. However, if they come to your site because Google tells them you're an Apple computer resource when you're an apple farmer, that's not quality traffic. Instead, visitors who are truly interested in your goods are drawn to you.

  • Quantity of traffic
  • More traffic is better as long as the right users are clicking through from certain search engine results pages (SERPs).

  • Organic results
  • It is also known as natural search. Many SERPs are dominated by advertisements. Organic traffic refers to customers who came to your website without you having to advertise on Google or other digital media.

How does SEO work?
  1. Website submission
  2. • When a site is submitted to a web search tool for ordering, it utilizes calculations to compute how pertinent a page is to a specific inquiry question.

    • There are many elements (Google utilizes more than 200 positioning variables) to figure the authority of a page. PageRank (in view of a size of 0-10) is one of them.

    • Google allocates PageRank to each site page it slithers. At the point when another site connects to your site, a portion of its PageRank is given to you.

    The more destinations there are that connect to you, the higher your PageRank will be, and the more reliable your site will hope to be with web search tools.

  3. Website crawl
  4. • There isn't a central registry of all web pages. So Google must constantly search for new pages and add them to its list of available pages.

    • Some pages are known because Google has already visited them before. Other pages are discovered when Google follows a link from a known page to a new page.

    • Any updated or new pages you make, the managed web host such as Wix or Blogger might tell Google to crawl these pages. Once Google discovers a page URL, it "visits" or "crawls" the page to determine what's on it.

    • Google renders the page and analyzes both the text and non-text content and overall visual layout to decide where it should appear in search results.

    The better Google understands your site, the better it can match it to looking for your content.

  5. Website index
  6. • After a page is found, Google attempts to comprehend the data on the page. This cycle is called ordering.

    • Google dissects the page's substance, indexes pictures and video documents installed on the page, and in any case attempts to comprehend the page.

    • This data is put away in the Google record, an enormous information base put away in numerous PCs.

    Tips to improve indexing: Create short, meaningful page titles; Use page headings that convey the subject of the page; and Use text rather than images to convey content.

  7. Website ranking
  8. • At the point when a client types a question, Google attempts to track down the most pertinent answer from its list dependent on numerous components.

    • Google attempts to decide the best answers, and factor in different contemplations that will give the best client experience and most proper arrangement by thinking about the client's area, language, and gadget (work area or telephone).

    • For example, searching for "mobile shops" would show different answers to a user in India than a user in Canada. Google doesn't accept payment to rank pages higher, and ranking is done using algorithms.

    Tips to improve ranking: Make your page load faster, and mobile friendly; and Put helpful content on your page and update it regularly.

Types of SEO
  1. White Hat SEO
  2. • Follows Google guidelines and algorithms

    • Techniques that search engines recommend as part of a good design Slow in the process but last longer

    • Practices guidelines that Google strictly gives

    • The most commonly practiced techniques are publishing good quality content on the website, HTML optimization, and restructuring of the website.

  3. Black Hat SEO
  4. • These techniques don't follow Google guidelines and algorithms

    • Techniques that search engines do not approve or attempt

    • The shortcoming for higher rank

    • Also called spamdexing

    • Most common black hat SEO techniques include spam links, keyword stuffing, cloaking, hidden text, and hidden links.

    • Traffic generated through these practices does not last, nor are the pages able to maintain their ranking on the search engine research pages for a longer time.

  5. Gray Hat SEO
  6. Includes both white and black hat SEO

    Apart from the above mentioned categories, there are three kinds of SEO techniques: On page SEO, Off-page SEO and Technical SEO.


Since the web has become a particularly broad and serious virtual field, capitalizing on the chance a web search tool gives is an efficient, strategic and exact undertaking.

Furthermore, that is the reason it is something that should be learnt and consummated – which carries us to the end that website improvement isn't just a suggestion for the advanced business.

However, it has become a necessity in the event that you need to maintain an effective online business.

More than 3 billion individuals use the web, and this number develops every year.

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