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SEARCH ENGINE OPTIMIZATION (SEO)

By Rajrupa Gupta | SAPID: 80303190050

What is Search engine Optimization?


SEO (Search Engine Optimization) is a technique which helps search engines to find and rank
a website higher than the competitor’s sites in response to a search query.
Whenever a query is entered into a search engine, a list of web results that contain that query
term are produced. Users normally tend to visit websites that are higher up list as they
perceive those to be more relevant to the query.
But why are some of these websites rank better than the others? This is the power of the web
marketing technique called Search Engine Optimization (SEO). SEO helps in getting traffic to
the website, which in turn improves promotion.

How Search Engine Works?


Processing queries: When a request for information is entered into the search engine, it looks
through all the pages in its index and tries to return the most relevant results. This is done
with the help of a computer algorithm.
Ranking results: Once the search engine has determined which results match the query, the
engine's algorithm runs calculations on each of the results to determine which is most
relevant to the given query.
The algorithm varies from search engines to search engines which creates a differentiation
factor between search engines.

How does Search Engine Optimization Works?


Purpose of all search engines is to show the best, most relevant results to their users. This
depends on the search engine that we are optimizing for.
If the target is more organic traffic onto the company web pages, then the need is to
understand and cater to Google’s algorithm. If the requirement is more video views, then it’s
all about YouTube’s algorithm.

How to Optimize for Google?


Google uses more than 200 ranking factors. Not all of them are known, but some of them are.
This is because Google told us, and people also have studied the correlations between various
factors and Google rankings.
It should be noted that Google ranks web pages, not web sites. Ranking can be done for
different keywords and topics with different pages.
Some of the factors that affect rankings and search engine visibility
Crawlability: Google uses several ways to discover new content on the web, but the primary
method is crawling. This is where Google follows links on the pages they already know about
to those they haven’t seen before. This is done by using a computer program called a spider.
Mobile-friendliness: 63% of Google searches come from mobile devices, and that number has
been growing every year. Google shifted to mobile-first indexing in 2018, meaning that they
now use the mobile version of a company web page for indexing and ranking.
Pagespeed: This factor sees how fast the webpage loads. It’s a ranking factor on desktop and
mobile. This factor is important to keep the users satisfied. The longer time it takes for a page
to load, the higher chance that it will lead to dissatisfaction of the customer.
Content Quality: Google obviously wants to rank the most reliable and useful results. This is
again to satisfy the users. The parameters for this are expertise, authoritativeness, and
trustworthiness called EAT.
Search Intent: Google’s target is to interpret the motive behind the query and show results
the user wants to see. Understanding the hidden intent. The 3 C’s of search intent are content
type, content format and content style.

Why is Search Engine Optimization Important?


Brand awareness: When a web site have a high ranking, more potential customers become
aware of the name of the company, become familiar with it and its products, even if they
haven’t had any prior relation with the company.
Targeted traffic: Search engine optimization brings paying customers to your door step. The
customers that SEO services brings to the website are those belonging to your target
customer segment or niche category since they have entered your website keywords/phrases
into the search engines in the first place.
Dealing with competitors: Keeping ahead of competition in the organic search results can
help boost the perceived position of your company in the marketplace.