SEARCH

ENGINE OPTIMIZATION
PROCESS EXPLAINED:
Before the implementation of search engine optimization, we should know how search
engines operate. To put this into context, we can consider our own internet search manner
– how we search on internet. Whenever we want to find information about something, our
first step is to utilize a search engine because it is the easiest and fastest way to get that
information. When the search results are shown, we are more likely to inspect the links on
the first page of search results because these links are closely connected to what we are
looking for and allow us to find easily what we are looking for.
There are three types of SEO implementation methods:
1. Organic SEO: It is used to get a natural listing on organic results pages. Some methods
used for organic optimization consist of keyword research, getting backlinks to website or
webpage to improve link popularity and writing content that is relevant for human readers.
2. White Hat SEO: In SEO terms, White hat SEO means use of methods that emphasis
on human audience rather than search engines and completely obey search engine rules
and policies. For instance a website which is SEO optimized, yet emphasis on relevancy
and natural organic ranking is judged to be optimized by white hat search engine
optimization practices. Examples of white hat SEO method consist of keyword analysis,
link building process to improve link popularity and writing unique and fresh content for
human readers. White hat search engine optimization mostly used by those who plan to
make longstanding investment on their website. This is also called ethical search engine
optimization.
3. Aggressive SEO: Aggressive search engine optimization means use of aggressive SEO
methods that emphasis only on search engines and not a human audience. This technique
usually does not follow search engine rules. Examples of Aggressive search engine
optimization method consist of keyword stuffing, invisible text and bridge pages or
doorway pages. Aggressive search engine optimization mostly used by those who are
focusing on immediate profits from their website or webpages. Using Aggressive search
engine optimization techniques can ban your website from search engine listings.
Aggressive search engine optimization is also called unethical search engine optimization
or spamdexing. SEO process first started by webmasters in 1994. At first, web experts
required to submit the webpage address (URL), to various search engines. The URL
would then “crawled” by “spiders” to take out links to other webpages from that webpage
and this process would index that webpage with returned data. This process consist of
downloading and keeping the webpage by search engine spiders on their own servers,
Then another program which is called “indexer” grabs various details about that webpage
– how many words that webpage has and the location of these words, all the links that
webpage has, Which afterwards positioned into scheduler to crawl them at a current date.
Website owners began to see their website getting high rankings in search results and
getting visitors. This brought a great opportunity for SEO practitioners.
Then in 1998, “Google” launched the “page rank”. Page rank shows link quality and
quantity a website or webpage has.
In the year 2000, more people started using internet and this increased the value and
demand of SEO. Many online marketers began to see the impact of a good rank on
selected keywords online. In the same year, “Google” launched “AdWords”, a pay per
click & pay per impression advertising model for businesses, So that they can appear on
top of the search results page. Thisadvertising model made “Google” the king of
advertising business on the web.
In 2002, Due to high demand, SEO became good source of income for SEO expert people.
They started selling links to improve page rank of their clients website or a webpage.
By the year 2005, “Google” applied “no follow” attribute for web links to fight spam,
mainly through blog comments. People rapidly noticed that an effective way to get many
inbound links pointing towards a website or a webpage was exactly to place the links in
the comments. By the year 2008, “Google” declared that “no follow” web links would no
more pass on link juice to the website or webpage it is pointing to.
Also, “Google Analytics” was launched, which granted webmasters to gain access to
whole data, offering deep understanding or insights on how and from where visitors
arrived at your website or webpage, how much time did they spend on it and how many
webpages they visited.
In 2010, social bookmarking became main ranking factor. It was considered that more the
web link is shared, more visitors it receives and more visitors recommended it, means it
shows quality and useful content.
From year 2011 to 2013, big updates have changed many rules in SEO process. At first,
Panda update: It stopped websites or webpages with low quality content to get good
rankings. Secondly, Penguin update: This reduced the importance of quantity of web links
in the algorithm. These two recent major updates revived content marketing and writing
high quality and fresh content.
HOW SEARCH ENGINE OPTIMIZATION PROCESS DONE BY WEBMASTERS
NOW:
Prior to starting the process, we should follow the process for an effective search engine
optimization campaign. Before starting an effective SEO campaign we should be digital
planner, social media advertiser, a content planner, conversion rate enhancer, a page rank
(PR) specialist. Basic process consists of following steps:
1. Keyword Research: Keyword research is a process of indicating a group of keywords
that will be utilize in the process. This step is very important and need a big amount of
time to discover a good group of keyword phrases that gives a balanced mixture of two
big important components: High search volume and low competition within the search
engines.
Selecting the most used phrase that includes your targeted keywords is very easy. There
are various online tools that permit you enter a specific keyword or keywords and which
will show all the paths in which that keyword(s) was used by web searchers in the
previous month and volume of the searches. However, the most searched keywords is also
the ones with big competition in the search outcome pages and to get high ranking by
using that keywords requires a lot of time and effort. A greater effective way is to find a
set of keywords. For instance: around 10 keyword phrases that are mostly used by web
searchers but they should have low competition in total number of search result pages.
Once we have selected our targeted keyword phrases, we then perform a detailed
competitive inspection of topic website against its 10 big competitors. We utilize a
sequence of search engine optimization measures consist of indexed content, inbound
links, Alexa rating, age of domain and social media statistics. By this process, we can
provide estimatesthe client website’s initial position opposed to its competition.
2. Goal Setting:After gaining big insight into the client website’s initial position, we need
to set the desired goals for the plan. These goals are attached to the particular business
goal of the website. In the continuing progress of reporting and following up, progress
related to plan goals are examined and reported. We can adjust SEO plan as per the result
and findings of the progress reports.
3. Building Content: Search engines give big importance to text. We should have high
quality and high volume content in our websites related to topic of our website or
business. This is very important process and gives our website a great value.
A website with high quality content of related topic provides website users a reason to stay
on the website and visit that website again. Above all, the main reason they visited our
website was to get information. We will then receive more advantage by giving precisely
what the search engines want from us – content. By writing more content they will have
more information about our business or services and that will directly have a positive
effect on our website ranking for related keywords.
4. On Page Optimization (On Page SEO):
• Web Page Titles: We need to make sure that our website title should show something
else than our company name or just a welcome. We should use our main targeted keyword
in the title of that webpage first followed by our company name.
• Navigation Using Text: Search engines unable to read images. If our website’s
navigation system has lots of images, we will then need system using text navigation so
that search engines can easily read and follow to make sure that all the related sub-
webpages and services of our website are indexed by search engines.
• Importance Of Targeted Keywords:We can’t put targeted keywords anywhere on our
website or webpage. The placement of targeted keyword phrases on our website also
affects our ranking position. Writing the first paragraph into our website body with our
targeted keyword gives the website more influence than writing it in the middle or end of
the body of website. By using bigger font sizes and bolding the text enhances its value and
gives a positive impact on website’s ranking for that keyword phrase.
• Creating A Site-Map: Creating a site map consists of list of all the links to all the pages
of our website. By placing a text-based link to the sitemap on the homepage of our website
is good way to ensure that all the pages of website are indexed by search engines when
they visit our website.
• Using Meta And Alt Data: Meta tag is the code contained in the upper section of our
website code. They represent the websites or webpage topic or subject and its importance
to the search engines. The short description of websites that we see on search results pages
is derived from meta description tag of home page and used for our website benefit.
5. Social Media And Link Building Process:
• Social Media Sharing: Sharing online via social media gives golden opportunity for
businesses. Many online marketers are using social medial to the larger scale. In this
process, we develop a social media presence for businesses or companies by creating
social media profiles to share their website’s content so that they can attract more visitors
and customers.
• Creating Backlinks Or Inbound Links: Every link with high-quality pointing to our
website enhances its value and ranking. Search engine notice links pointing to our website
or webpage every time when it refreshes. If links pointing to your website are from high
quality websites, search engine gives more ratings to your website and rewards the
website accordingly by increasing its value and ranking. We can always monitor our
website link popularity by using various free tools available online. We can also use
Google Webmaster Tools to check backlinks or inbound links pointing to our website.
6. Reporting: Reporting should be done at regular interval after the execution of SEO
campaign. We should monitor and compare website ranking, website traffic and other key
elements before, between after executing SEO campaign which will help to reach desired
goal. We can use Google Analytics tool to monitor the unique and regular visits to a
website or webpage. We can also gain insight from where or which part of the world
visitors are arriving to our website or webpage.
We can also check our ranking and page rank of our website by using various free tools
available online. For instance: Majestic SEO.
7. Time Period: Search engines can take some time to index a website and to change its
ranking. Some search engines can take 2 weeks to 1 month and some search engines can
take 2 – 6 months.