A Quick Understanding of Search Engine Optimization
- June 24, 2020
- Posted by: Andrew Kyeyune
- Category: SEO
Just because you have a website that has up to date content, it doesn’t guarantee that someone will find it. One of the many ways digital marketers can get their website noticed by an audience is by working on their rankings in a search engine’s results. This is done through a process called Search Engine Optimization (S.E.O.
Search engine optimization (SEO) refers to techniques that help you improve your website’s ranking in organic (non-paid) search results in search engines. S.E.O is all about making your website more visible to people who are using search engines to look for your products.
To have your website rank highly in search rankings, it has to be filled with quality and well-optimized content tailored to the needs of your audience and it has to be good enough to be linked by other websites. Successful search engine optimization does not consist of short-term actions to achieve good rankings rapidly, rather SEO is a constant process, in which you are continually changing your website because search engines are always upgrading and changing their criteria for good ranking.
Why is SEO important?
Now that you have a brief understanding of what S.E.O is, you’re probably wondering why it is important to your Digital Marketing efforts.
First, your website needs to be indexed by search engines. For a search engine to be able to display relevant results when a user makes a search, there has to be a library of information for it to choose from. This library is called an index. So, Indexing essentially refers to adding your webpage’s content into a search engine library.
There are millions of search queries that are made on Google in a day, if your website isn’t indexed on Google you’re missing out on hundreds of opportunities in which someone might have accessed your website and viewed your content.
Your website content could get lost easily without indexing like a needle in a haystack.
Secondly, SEO activities improve your rankings in the search engine results page (SERP). Higher rankings mean more people click on your website increasing your brand’s awareness. The more people that visit your website, the higher the chances of you having an increased conversion rate.
The different parts of SEO techniques
There are two kinds of SEO techniques
There is On-page and off-page SEO.
Doing On-page (on-site) SEO means making adjustments to your website to enable search engines to index your content, making sense of it and ranking it in their results. It’s everything you can do on your website – from content through technical aspects of website design such as:-
- Title and meta tags
A title tag refers to that small bit of text that appears in your web browser tab.
Use different headline tags to structure your website’s content making it easier for visitors and crawlers to understand it.
- URL structure
The structure of your URLs can also help search engines to better understand your website content. If you can alter the URL so that, for example, it includes the name of your website, you should make use of this.
Content is King, without rich high-quality content, it will be hard for your website to achieve good ranking with specific keywords. Quality content is no just huge amounts of text, but one that speaks to customers’ needs.
Search engines also assess, in great detail, the technical aspects of your website. For example, how quickly the site loads plays a major role in your website ranking.
Off-page (off-site) SEO covers all activities you do to improve the domain reputation and authority through getting backlinks from other websites. A backlink is a link from another website to your website. There are many ways to get domain authority such as:-
- exchanging backlinks
- guest blogging
- social media efforts
- cooperation with influencers
- writing valuable content, so people would love to link to your website
Now you have a bit of an understanding of what S.E.O is and why every online company should be aware of how crucial search engine optimization is to the business. Crafting and implementing an SEO strategy can be a bit tricky but if you investing enough time and resources this process can be manageable.
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