What is SEO and How does it work?
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SEO Analyst
22 Dec

What is SEO and How does it work?


SEO full form (What is SEO) – is Search Engine Optimization. It is related to Search Engines. If you follow these SEO rules, then your website is shown on the first page in the search engine.

To rank any blog or webpage in the search engine, it is very important to take care of many things. This process itself is called SEO. All companies spend a lot of money on SEO of their website. Due to which the search visibility of their products and services increases. With this, their revenue also increases.

If you also want to rank your site, then you also follow SEO. But before this, you have to understand here what a Search Engine is, only then you can understand about the Working Process of SEO.

Since Google is the largest search engine in the world. People go to Google the most with their queries, so everyone wants to bring their website to the top of Google's search result page. Google has 200 factors that affect the ranking of any website.

The base of Google's search engine is algorithmic. Google keeps on changing its algorithm. Because whenever Google comes to know that someone has understood its algorithm, then Google wants that there should be no manipulation in its algorithm, so it changes its algorithm from time to time.

That's why the tricks of SEO also keep changing from time to time. Google's main objective behind continuously improving SEO is to improve the user experience.
Google ranks any website in the search engine results on the basis of its algorithm.

The website whose content will be of quality and knowledge, Google shows that website on the first page and in the same way this sequence continues. Google has told some things about its algorithm and has not told some things.

Types of SEO

SEO is mainly of three types:- 

●    On Page SEO
●    Off Page SEO
●    Technical SEO

Why is SEO important?

You have come to know the basic information about what is SEO, now the question may be coming in your mind that how does SEO work? So to understand this, we have to understand the search engine: what kind of content does it show at the top position in SERP?

Actually, it is the effort of Google and other search engines to provide the most correct and accurate information to its users.

For this, it searches the websites related to that information and provides ranking on the basis of quality and credibility through its algorithm.
Through SEO techniques, we try to improve the quality and credibility of our website.

How does SEO work?

Before this, let us tell you what a Search Engine is? (what is search engine) Whenever someone talks about Search Engines in front of us, the name of Google comes to mind, but let us inform you that Google is not the only Search Engine but also Search Engines like Yahoo and Bing. are included in this list. When we do some search on Search Engine, then it brings the best content in front of us and puts it at the top.

The SEO of the website that tops this list is very good and hence it comes quickly in the search. Today we are talking about Google because Google is most used all over the world.

On Page SEO

On-Page SEO depends on the content of the site, it is a process in which the website  owner deals with the content of the website to get their site rank, it is in the possession of the vast majority of the website owner. The better you do On-Page SEO  of your content, the sooner your site's possibilities rank in Google increase.

Meta Tags

If you do on-page SEO, then the first way it happens is the tag. Tags are no longer as useful for SEO as they used to be. But if you use the tag in your article then your traffic will definitely improve.

The meta tag is meant to provide information about your page to the search. To rank higher in search engines, you have to use meta tags related to your page.
Also, you can attract visitors using custom meta tags, which increases the chances of users clicking on your page.

Title Tags

You can have any number of tags in your page. But the most important is Title Tags. The title is what is shown to the user in the search engine in organic or paid search results. This title is shown at the top of the tab of your browser.

Title tag tells about your page. When Google ranks a page for a specific query or keyword, it first looks at your title tag and then compares it with other content on the page.
Remember if you work in HTML, you would see the title tag like this.

<title>What is SEO</title>

As with the WordPress SEO plugin by Yoast, you can have custom title tags. Keep your title tag descriptive and short. Google recently increased the character limit for page titles to 70 characters.It will be best to write the title of the work with a 70 character limit, so that your title is clearly shown in the search engine results. Use the Snippet Optimizer to optimize how your title and meta description will display.

Meta Descriptions

Meta description lets users know what your page is about. Although it does not directly affect the ranking factors. But with meta description, your search engine gets to know what your topic is about. And they can show relevant results to the users.

A well written meta description can give you very good results in search results. Which increases the click through rate (CTR) and conversion of your post in search results.

Many times there is also a possibility that Google may skip the custom description and show some part of the content present in the post. That's why I would recommend filling the meta description for all your pages.

Earlier, Google increased the description length for desktop and mobile. Users will be able to see descriptions up to 200 characters in desktop and up to 172 characters in mobile. You should keep the description of 165 to 175 characters for the perfect description to show to the users on both the devices.

In the meta description I clearly mention what users of Karen are going to find on this page. You can use a couple of keywords or even use a word with similar meaning associated with it. Also mention your brand name. You can see in the image above.

Getting good traffic to your site starts with your title and meta description. Later on the quality of the content of your site depends on how long the user will stay on your site.

SEO Factors 

If we talk about SEO factors, then when you keep the title of a page, keep in mind that the heading tags should be related to the title of the page. It is not that the title should be something else and the article should be on some other topic.

Because the algorithm of the search engine checks the heading of the page along with the title. By which he gets to know how relevant this page is according to the title.The primary keyword of the page should be included in your H1 tag. Make sure to give H1 tag on the page, which helps both Google and your visitors to understand the topic. If we talk about WordPress, it automatically converts the title of the blog post to H1.

If we talk about heading, then keep one thing in mind that do not put unnecessary keywords. Also called keyword stuffing. It has a bad effect on search results.Do not use the same H1 tag on other pages. This can also have a bad effect on SEO, as Google will be confused about which page to rank with similar headings.

The Yoast plugin for WordPress tells you how strong your page is. Along with this, it also guides you on what you have to change on the page from the point of view of SEO. Along with this, it also helps you about the page title, meta description, heading, image, content of your page.

Usability Factors

For landing pages and blogs, keep in mind that users do not read your post completely. They quickly scan and browse your pages. Many times they search such sections from which they can get quick answers.Heading and sub-heading split the page, making the presentation very clear.

Sub-headings help users navigate the page. Use H2 if you are covering multiple topics. If you are telling any other topic of all headings, you can use H3 or H4.
Keep in mind what your visitors are searching for when writing the title. Write your heading in the same way.

Create Good URL Strings

If we talk about writing the URL string, then it should be short, concise and easily readable. Let us know how to make a good URL string?

When analyzing URL length, Ahrefs found that shorter URLs rank better. The study looked at URL length and multiple folders. They counted all root domains as one folder, and each backslash after the root as another folder. Something a bit like this .

https://purgesoft.com (Folders = 1)
https://purgesoft/folder1 (Folders = 2)
https://purgesoft/folder1/folder2 (Folders = 3)

The results found that URLs with fewer folders tended to rank better in search engines.

The way we write URLs is one SEO practice you should consider. Each word in your URL must be separated by a hyphen (-), never use an underscore (_).

If you have 2 pages with the same type of content, set up 301 redirects or canonicalization tags (rel=canonical) on whichever page is the strongest. It avoids duplicate content as well as tells Google which page to rank.

Always make your URL short. This helps your users to remember your page. Make sure to use primary keywords in the URL. Do not force unnatural keywords into the URL. Try to make the URL in 5 words. Which is relevant to your topic.

Write User-Friendly, Authoritative Content

As Google crawls your pages, it takes into account the queries of the users. That's why your content should be clear. Whatever service or product you are writing about. Or you are writing a blog on some topic.

You also know that in today's time the internet is full of content. That's why today it is very important that your content is very unique and relevant. The most important thing that you have heard in the world of SEO and content marketing is “Content is King”.

To be honest, SEO and content marketing overlap each other. They complement each other. People use the words or keywords used in the content in the search engine. We write content by targeting those keywords and do its SEO.

If you write a post then write in the manner of conversation. Means you are talking with your users. Like I'm doing with you right now.So your content will reach people in a little entertaining way. Because you do not know that users have left your site after getting bored after reading your post.

When you create the best content, it reflects your expertise in your field. Then your visitors connect with you better. He gets attracted to read more posts.
Keep this in mind to improve on-page SEO and increase traffic on your website. What you are writing is well written, meaning the effort should be that there should be no grammatical or spelling mistakes.

Be aware of Google Algorithm and their updates

Be aware of the Google algorithm. Highly ranked websites with spammy, keyword stuffed, and thin content were removed by Google in the February 2011 Panda update. If you still have pages with low quality or thin content, then you might not be found on Google. Or their ranking will be very low.

Pandas is a core ranking signal. If your post is helping your visitors, then you will find that the ranking of your page is also getting better. It means to say that you have done everything but how much that content is helping your users, it is also an important factor.

As we enter the era of artificial intelligence, SEO's and marketers are trying to explore the effects of rank brain. The machine learning system was implemented around 2015.According to Search Engine Land, RankBrain is a part of the Hummingbird algorithm. In which you have to focus on updating the post from time to time and write the post in natural language. This is the best trick to rank under Rankbrain.

Danny Sullivan, the author of Search Engine Land, explains in his article that Rank Brain is used for those searches, which people are searching but probably the word related to them has not been found.

Rank brain has been kept for how to rank the questions. Every single query affects your ranking in search results. So optimize your content according to the ranking signal.

The best way would be to answer the user's query in the least possible time. Google is now trying to show its search according to the users. Because you also know that now search is done in voice and also in local languages.

Have a good look at long tail Keyword queries and present your content as a conversational item. Keywords play an important role in SEO on your page. Google is using semantics more and more to deliver the best user experience.

Create Keyword Targeted Content

Always keep keywords in mind when you are writing user friendly and authoritative content. But why is keyword targeting so important? The more you understand keywords, the more accurate your marketing strategy will be.

To take advantage of SEO on your page, it is important that you do keyword research. You can use Google AdWords to see search volume, and SEMRush to analyze your competitors.You target keywords like content marketing.

Think about the types of keywords that would get the best results for your company or blog.

●    Informational Keywords: The term comes in On Page SEO when a user wants information on a topic.
●    Transactional Keywords: Such keywords are used to buy a product or service. In which you can use "top", "best" and many long tail keywords.
●    Location-Based Keywords: When users search for the physical address of a local business, keywords are used.

Google searches for LSI keywords or our synonym keywords for the relevance of the keywords typed to a particular query. LSI stands for Latent Semantic Indexing.When you are writing a long article then we can use LSI keywords. In Latent Semantic Indexing, Google sorts sites based on keyword phrases and our words.

Create Internal Links and Outbound Links

Links carry more weight in your SEO. The authority of your domain is bigger when you get a link from a good quality website. Along with this, internal linking gives a good experience to your user, as well as it is also good for SEO.

Getting good quality backlinks is a part of off page SEO. By the way, if you create internal linking of other pages, services or products in your page, then the crawlability of the site increases and your chances of ranking in Google increase.

Internal links help users stay connected to your site. You must do internal linking of the relevant page related to the topic. Do not add internal links in all sentences. Internal linking forces your SEO.

Optimize Your Images

If you are adding images to your page then it gives a good experience to your users. Always optimize and upload your images. Also, the use of title and description in the image strengthens the SEO of the image. You can also use targeted keywords in images.

Always use an alt tag in the image. It helps google to understand what the image is about.Now just imagine if the user's slow internet speed is opening your page, and the image is not loaded on the site. So what will the user see in such a situation? There the same image given Alt-tag will show. Do not stuff keywords in your images. Mention the same about which I have the image.

Mobile Responsive Website 

Your website or blog should be mobile responsive. So that users can access it for any device or screen size. Which has now become an important factor for Google ranking in SEO. Now you have to keep in mind that a huge user base is browsing you on mobile. In such a situation, mobile friendly websites are very important. You can use the Mobile Friendly Test Tool to see how the Google bot is viewing your page.

You can use Accelerated Mobile Pages (AMP). This is great for news websites and blogs. With AMP, the page will load faster on the browser along with being mobile friendly.

SEO Off Page

Off page SEO is a process that is carried out from outside the website and is not based on the content of the website. Off Page SEO involves promoting your website on other websites or social media in order to increase traffic and the website's authority in the eyes of Google.

Off Page is just as important as On Page for the ranking of the blog. After the content is published, the Off Page SEO process begins, and the following elements are included:
●    Create High Quality Backlinks
●    Sharing content on social media
●    Promote blog on different platforms

Preferred Domain Name - A website can be accessed both with and without the www. Although both of these things access the same website, they are not the same in the eyes of search engines.

That is why it is critical to inform them of which version of our website requires special attention.Optimize the Rebots.txt file - By going to your blog's root directory, you can easily 
Optimize the Rebots.txt file - By going to your blog's root directory, you can easily optimize the robots.txt file.

This file tells search engines which elements of your website they should and should not display in Google.

URL Structure - The website's URL should be as short and simple as possible. It is beneficial to use keywords in it in terms of SEO.

Navigation and Site Structure - The structure of your website should be such that it is optimized for both the user and Google.

HTTPS and SSL Certificate - Google gives more importance to the website whose URL has https instead of http (which is more secure) in its search. Also, Google's grace remains on websites with SSL certificates.

XML Sitemap - By submitting the website's sitemap to Google Search Console and Bing Webmaster Tool, we can ensure that our posts are crawled quickly by search engines.
404 (Page Not Found) Error Optimization - Improving your website's technical SEO by optimising for broken pages.

Site Speed - In today's world of technology, speed is very important. Nobody wants to wait anymore. In such a situation, it is necessary that the speed of your website should also be fast. If your website is not loading fast on the user's browser, then it gives a very bad experience to the user.

Pro bloggers believe that if your website does not load in 3 seconds, then users may leave such a site. Also, slow speed also prevents your website from being ranked in Google.

That's why you should always optimize your site. See for what reasons your site speed is slowing down. You can check these factors to increase the speed of the website.

●    Leverage Browser
●    Optimize Images
●    Use GZIP Compression Adopt Faster Hosting
●    Clean Up HTML and CSS Coding
●    Keep Ads Less
●    Minimize Redirects

By the way, in a study, it was found that the total speed of your site increases by 50% to 60% due to your image. So it is important that you upload the size of the image after working.Here I am telling you about some tools. Those who check the speed of your site, and also tell you that due to which the site is slowing down, and what you should fix.

●    Page Speed Insights
●    GTMetrix
●    Pingdom Website Speed Test
●    Mobile Website Speed Testing Tool

Site speed is also important in On page Seo. Along with this, it also gives a good experience to the users. Your ranking is also good.

What is Local SEO?

Local SEO is when we write an article for a specific area or area. Local SEO keywords include phrases such as 'SEO Company in Melbourne,' 'Best Digital Marketing Agency in Melbourne,' and so on.We are targeting a specific area with these keywords. We also have a smaller audience for local SEO. Local SEO is mostly used by people who give jobs in their area or run classes, provide any service, sell products, or spread news in their area.


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