SEO ( Search Engine Optimization ) stands for the strategies, techniques and tactics used to increase the traffic to a website. In other words, if you optimize your site for SEO, your goal is to get the first position on the first page of Google, Yahoo or Bing.
Because it will bring you more visits to the website. This traffic is known as Organic Traffic.
SEO, in particular, is a specific discipline focused on the optimizations needed to have a sound technical field and content delivery that is relevant to users and ultimately attracts the right customers to your business.
Understanding the ranking factors related to your industry is key to becoming an authoritative field. Especially in the competitive industries of e-commerce, finance and health.
Why is SEO important?
SEO optimization is essential because:
- Most search engine users are more likely to click on one of the top 5 suggestions on results pages (SERPS). To take advantage of this and gain visitors to your website or customers in your online store you need your site to be in the top positions of the search results.
- SEO is not just about search engines, but good SEO practices improve the user experience and usability of a website.
- SEO is good for social promotion of your website. People who find your website by searching Google or Yahoo are more likely to promote it on Facebook, Twitter, Google+ or other social media channels.
- SEO can put you ahead of the competition. If two websites are selling the same thing, the search engine optimized website is more likely to have more visitors and you get more sales.
What are the main stages of the SEO optimization process?
As I mentioned above, SEO is not a static process, but a framework with rules and processes. For simplicity, SEO can be divided into two main stages:
On-site SEO: What rules to apply to your site to make it search engine friendly. There are a number of rules that have to do with fixing and repairing the entire site so that it becomes as “ SEO friendly” as possible.
Off-site SEO: How to promote your site or blog in order to rank better in search results.
1. On-site SEO:
Onsite SEO is quite straightforward. Once you have identified the most relevant keywords for each page of your site and the search volume against the competition / difficulty, it is time to start building your content around these keywords.
You need to make sure you are using keywords appropriately throughout the copy on your website. It is also important to use those keywords in the headlines and titles on each of these pages. Remember to use your target words in meta tags, meta descriptions, image tags and actual URLs for those pages.
One way to improve SEO is to add more pages to your website. Here you need to create a blog. Every time you publish a new blog post, you give your site a new indexable and searchable page.
2. Off-site SEO:
Off-site SEO is generally known as “link building”.
What is link building or Backlinks ?
Link Building is the process of linking your site to other external sites. Building links is one of the most used tactics in search engine optimization (SEO), as external links are a signal to Google to evaluate the relevance of your site.
For this reason, sites that have a high number of high quality backlinks tend to be listed higher in search results.
Building these links naturally is a difficult process that requires a lot of time as not all links can be created the same way. A link from a highly reputable site such as the New York Times has a greater impact on the SERP. Compared to a link from a newly built page.
10 Factors of website positioning in search engines
- Keyword in the title – Probably the most important element for a good ranking. Tips: not just keywords but contextualization with site content;
- Contextual connections . Gaining a backlink from a blog that deals with the same argument as your website is considered by all SEO experts as a primary factor for positioning.
- Anchor text. It’s useless to spend too many words on how important a keyword link is. But if the link leads to irrelevant resources, its value decreases;
- Keyword in website text . Keywords in the text should be contextualized (therefore not randomly placed) and used naturally, without being forced.
- Outgoing connections . They all agree on this: placing links to other websites in the content of your website is one of the decisive factors for the positioning of your blog;
- Age of the site . It does not count the year of domain registration but the reputation and popularity gained over time. If you have been delivering unique and quality content for years, Google will take good care of your space.
- Keyword in the alt attribute of images. Add target keyword as alt tag in images.
- Site popularity . An essential factor for a good positioning, for the most part stems from inbound links from good quality contextual websites;
- Backlinks from social bookmarking. Although many popular links on social networking platforms have nofollow attributes. They represent a crucial step in increasing a blog’s popularity and credibility;
- Keyword in tag H1 . Its value has diminished over time. But it is well placed on an H1 tag with a keyword that d e. To promote but respecting the rules of coherence between header tags.
Search engines work this way: They have spiders that release and crawl all web content by indexing it. They then use algorithms to decide which websites have quality and valuable content for users and which do not. All search engines have a secret algorithm, which consists of many factors (that of Google 200+) that are taken into account before ranking websites for the term you are looking for. That algorithm is designed in such a way that to the user who is looking for something to bring a result as relevant as possible. These algorithms are constantly changing aiming at perfection.
But what did SEO do in the meantime?
As I said earlier SEO stands for Search Engine Optimization which means an SEO has the task of optimizing a certain page so that it ranks as high as possible in search results.
An SEO has long been studying Google’s algorithm (say most search engines, because Google is the absolute dominant in this field and by search engine we always mean Google) and has come to understand what are the factors that influence a page to rank higher because always everyone’s goal is the first place for terms relevant to your site.
Let’s put it this way: we are taking the Google algorithm as a recipe while the factors that are taken into account when ranking a page are being taken as the ingredients of that recipe. This recipe brings success which in our case is the ranking in the first place for the relevant terms of our site.
Now an SEO has the task of knowing as many ingredients of that recipe as possible, and mixing them in the right way to achieve success. If the ingredients are right, Google will reward the site by ranking it first.
What can I do SEO for my site?
SEO is a form of online marketing that brings free (no cost) visitors to your site. Most businesses today have websites.
But what good is a web site if it simply “blends in” with everything else out there? Normally in addition to SEO you have other methods to get your site visited such as advertising on other sites etc.
But the problem is that most of them are paid and are short term strategies because you should always stay by paid ads for your site otherwise the moment you stop it will stop and visits (or at least be drastically reduced).
The idea of search engines is to bring up relevant pages that help the user find what they are looking for.
SEO helps your site to be the relevant page that Google will display in the first place when someone is looking for terms relevant to your site. An SEO optimizes your site so that in the future when someone searches for your terms, your site will come out on top in search results.
Let’s say you are a car dealership owner in Prishtina and you have a website. When someone searches for cars in New York, cars for sale in New York, cars for sale in New York you would like the first page on Google to be yours. Why?
Because you offer cars to sell in New York. And you know that if that visitor sees your site, visits it they will most likely come to your bar and buy that car.
How do I SEO my site?
There are many factors (over 200 factors in Google are taken into account) that affect a page’s ranking in search results for a given term. But the ultimate goal is this: Google aims that when a visitor asks you something, it gives you the correct answer.
And to do this it takes into account many things, when analyzing sites that offer content similar to what the user has requested, and selects the ones that meet the most criteria.
Earlier we called Google algorithm as a recipe with many secret ingredients that brings success. Over time and after many tests, experiments some of the key ingredients that bring success have been discovered. They are:
Content – Google attaches great importance to content on a page. Depending on the content your site offers it decides whether or not it deserves ranking in search results.
Google has perfected its systems, being able to know how relevant that content is to the term being searched. So if you want to rank high on Google then you need to know that one of the key factors is the quality / unique content on your site.
Links – I can unequivocally say that at the moment, and since the existence of search engines links have been and continue to be the key factor influencing the ranking of pages in results. Google’s initial algorithm was built this way: it saw backlinks as votes.
For example, you have a site that sells books. A person has written an article about books or something similar and has placed the link to your page on the word liber. Many other people have done the same.
These links help Google understand that your site sells books, and that you are doing a very good job with that site because a lot of people are linking to you so it rewards you by ranking high.
That is, the links are votes, and the more votes the more authoritative the site is considered and ranked higher.
More or less this is the essence, of course it is a very broad topic, not all links are evaluated the same, then it comes to relevance, authority, age, shape of the links etc etc. but for these we will write another article in the coming days .
Experience – The user experience on the site is another very important factor that Google considers. Experience includes factors such as page design, page structure, page speed, etc. Google prefers intuitive designs, which highlight the content that the user is looking for.
If your site is full of ads, and unnecessary stuff while the content you are looking for is found in any corner of the site, then you are doing something wrong… Google sees these things, and thus does not rank your site high in search results.
Therefore you need to create a page in which when the visitor enters gets a good impression, finds what he is looking for and leaves happy.
Experience besides being a factor in Google also serves to get positive image of your brand.
Authority – Google has mechanisms that take into account certain factors and evaluate how authoritative a site is. Being a reputable site is a big plus on Google because it shows that Google has gained the trust of you as a site that always brings quality content, and visitors are happily shared with you.
When you have authority, Google always rewards you by ranking you higher for each relevant term you target. To become an authoritative site you need to consistently publish quality content that is liked by visitors (likes, shares, tweets, pluses) and linked by webmasters.
These were some of the factors that are most essential, but there are many others that need to be considered and addressed. In the coming days I will write an article about the factors that affect page rankings on Google.
SEO sounds like manipulation, is that true?
Given the title itself, SEO – Search Engine Optimization raises the suspicion that SEO is not manipulation with search engines and thus is illegal. Why optimize a site when Google has its own algorithms and I will find sites that deserve the first place.
In an ideal world, all people would write quality / unique content, webmasters would rate content by linking to it, pages would have everything arranged from design, structure, speed, etc.
People started creating hundreds of websites, placing links to their homepage. They were writing full content, without any points where the value in a single row key word(keyword) mentioned above three times.
The user experience was not viewed at all. In short, people started manipulating Google’s algorithm by using it for personal purposes while not thinking at all about users.
This is also the main reason why SEO has gotten a bad reputation because it was originally used for bad purposes which is the opposite of SEO actually.
An SEO does not intend to manipulate Google’s algorithm with his site because he knows that such a thing is very dangerous (penalty?) But he intends to adapt the site he is optimizing as much as possible to the requirements of Google.
An SEO does not go and create hundreds of websites and links themselves, but creates content that other webmasters themselves will link to.
An SEO knows that the experience of a user on the page is very important for both SEO and the brand of the site so he creates a beautiful, fast and efficient page. in short an SEO aims to make a site as valuable as possible to the user by helping people in need of something find it, thus turning the internet into a better place.
There is a LOT to write about SEO. SEO is a relatively new branch of online marketing (about ~ 15 years). But SEO during these 15 years has evolved greatly and is continuing at an even higher tempo.
SEO is here to stay and will not disappear. As long as there are people who will need to search there will always be search engines, as long as there are search engines there will always be factors that will find and rank those results… and there will always be people who will work in optimizing pages to rank in those results.
Unlike those countries, India, US and China despite having a large number of internet users, the internet in general is still immature. Content is missing because it lacks monetization.
However such a situation will not always continue, and it is the duty of all of us to do what we can in this regard.
In terms of SEO it is a long term investment, it takes time until you rank high, gain authority, but when you do so then things will be easier for you.
It is also a process that always goes on, because if you think getting out in the first place is the end of the process, then you are thinking wrong, because there will always be someone else who will fight for the same place, and in case you stop and he keeps working, tomorrow he can take your place.
Ranking in SEO in the first places for terms relevant to what you offer on the internet today means more visits, brand recognition, maybe even some sales here and there but not much for reasons we talked about earlier.