SEO stands for Search Engine Optimisation.It is a set of protocols or rules that enhance the visibility of a particular website on the SERPs(Search Engine Result Pages). Now, what do we mean by visibility? Say you have a website dedicated to food and recipe. And say, a user searches for a recipe that your site can provide. Naturally, you’d want the name of your website to be right there at the top of the search result page. That is what SEO is all about – Making your website stand out amidst other organic search results.
When you search for something on Google, it brings up a list of viable results. But they aren’t in any random order. They get ranked in such a way that the most viable ones are at the top, on the first page. And to get your blog, post, article or whatever it might be, to show up there you need the help of SEO. Now there are two types of SEO – Blackhat and white hat. Read more about them below..
Google rankings of pages work on a host of complex algorithms that take a plethora of factors into consideration while ranking your pages – some of them are well defined, some not. Blackhat SEO means taking the back alleys to go around the accepted rules in order to make your website rocket to the top of the organic results tree. This way you might earn a few quick bucks but you’ll always be looking over your shoulder as Google updates their algorithms very frequently and you’ve to constantly come up with newer dodging practices to match their pace. Chances are quite high that you’ll end up with a spammy website, filled with irrelevant links and crappy quality of material, ultimately leading to your website being banned.
So, if you are looking for sustainability that’ll help you in the long run and actually help your brand to grow then White hat SEO is the one to go with.You’ll actually put up quality content that’ll attract your users and customer base to go to your website and read. And all this while abiding by the Search Engine rules and regulations.
There are more classifications of SEO – the two other major areas are On-Page SEO and Off-Page SEO.
On-Page SEO is concerned with what you do in your page internally. This includes the quality of content, the strategic use of keywords, the structure of the page, HTML optimisation, etc. Keyword research is one of the most important aspects of On-Site SEO. Being a little tactical, like the inclusion of keywords in URLs or if it’s a wp-blog, the inclusion of keywords in the permalinks will do wonders in driving in a huge amount of traffic to your website. A well-optimised meta description is also the norm these days. Broken links and sluggish page loading speed are your enemies and before you know it, they’ll drag your ranking through the mud.
Now that we have a basic idea of On-Page SEO, let’s move on to the next one, Off-Page SEO which takes into account things that aren’t necessarily in your hands like contextual backlinks, the quality of shares, etc. Google looks for sites with low bounce rate, i.e sites from where users quit after just reading the first page. It is an indication of the quality of your content. So, lower the bounce rate, the better it is. It isn’t only about the number of backlinks you have, but also the quality of backlinks you have that matter.
There were a lot of new terms introduced and hopefully, this introduction will help you get a basic notion of SEO and how it might help you in the long run. It is an essential tool and one that you should deploy to steer clear of your competition and grab that top rank that you’ve vying for so long.