Search Engine Optimization

What is Search Engine Optimization (SEO)?

Search Engine Optimization {SEO} is a technique which helps search engines{e.g Google} find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines.

Technically how Search Engines Work…

Unlike humans, search engines are text-driven. Although technology advances rapidly, search engines are far from intelligent creatures that can feel the beauty of a cool design or enjoy the sounds and movement in movies. Instead, search engines crawl the Web, looking at particular site items (mainly text) to get an idea what a site is about.

Step1, search engines crawl the Web to see what is there. This task is performed by a piece of software, called a crawler or a spider (or Googlebot, as is the case with Google).

Spiders follow links from one page to another and index everything they find on their way. Having in mind the number of pages on the Web (over 20 billion), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if an existing page has been modified, sometimes crawlers may not end up visiting your site for a month or two.

Step2: {Indexing the content):After a page is crawled, the next step is to index its content. The indexed page is stored in a giant database, from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.

For a human, it will not be possible to process such amounts of information but generally search engines deal just fine with this task. Sometimes they might not get the meaning of a page right but if you help them by optimizing it, it will be easier for them to classify your pages correctly and for you – to get higher rankings.

Step3:{Finding the relevancy with search request} :When a search request comes, the search engine processes it – i.e. it compares the search string in the search request with the indexed pages in the database. Since it is likely that more than one page (practically it is millions of pages) contains the search string, the search engine starts calculating the relevancy of each of the pages in its index with the search string.

There are various algorithms to calculate relevancy. Each of these algorithms has different relative weights for common factors like keyword density, links, or metatags. That is why different search engines give different search results pages for the same search string. What is more, it is a known fact that all major search engines, like Yahoo!, Google, Bing, etc. periodically change their algorithms and if you want to keep at the top, you also need to adapt your pages to the latest changes. This is one reason (the other is your competitors) to devote permanent efforts to SEO, if you’d like to be at the top.

Step4:The final step in search engines’ activity is retrieving the results. Basically, it is nothing more than simply displaying them in the browser – i.e. the endless pages of search results that are sorted from the most relevant to the least relevant sites.

Keyword Usage and Targeting

Keywords are fundamental to the search process. They are the building blocks of language and of search. In fact, the entire science of information retrieval (including web-based search engines like Google) is based on keywords.Obviously, if you want your page to have a chance of ranking in the search results for “dog,” it’s wise to make sure the word “dog” is part of the crawlable content of your document.

Keyword Domination                 

Keywords dominate how we communicate our search intent and interact with the engines. When we enter words to search for, the engine matches pages to retrieve based on the words we entered. The order of the words (“pandas juggling” vs. “juggling pandas”), spelling, punctuation, and capitalization provide additional information that the engines use to help retrieve the right pages and rank them.

One of the best ways to optimize a page’s rankings is to ensure that the keywords you want to rank for are prominently used in titles, text, and metadata. Generally speaking, as you make your keywords more specific, you narrow the competition for search results, and improve your changes of achieving a higher ranking.

Keyword research

Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.

Resources

Where do we get all of this knowledge about keyword demand and keyword referrals? From research sources like these:

  • Google AdWords Keyword Planner Tool
  • Google Trends
  • Google suggestions
  • Google related searches displayed at the bottom of the search engine
  • Microsoft Bing Ads Intelligence
  • Wordtracker’s Free Basic Keyword Demand
  • Moz Keyword Explorer

In my future posts, I’ll discuss in detail the factors of SEO and other steps involved in SEO Process, do send me your valuable feedback/comments.

If you need any clarification, don’t hesitat to email me askcool5rose@gmail.com would reply to your query.

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