Today, all the knowledge in the world is housed on the Internet. These vast heaps of information could be accessed by magical gateways called search engines. For a normal user, search engines are pretty straightforward: you enter a query and the engine will list out the suitable results. But how does it find those results? What makes few sites come up at the top, while others are stacked to the last pages?
How search engine works
Search engines manage indexes of the content of a website, along with its URL, hyperlinks, and code, and store it all in their databases. These indexes are created with the help of crawlers and spiders and are updated periodically. Whenever you enter a query, that query is analyzed against the stored indexes and the most relevant results are displayed.
What is SEO?
It is a known fact that most users do not bother scrolling past the first page of the search results. As such, it becomes important for your website to come up on the first page of the results. This is where SEO comes in.
Search Engine Optimization is making small changes in your website which can be registered by the index of search engines, and thus enable your website to rank higher in the organic results for any search query.
How to use SEO on your website
The overall procedure of employing SEO to improve your rank is a bit complicated; not because it is complex, but because it depends upon a number of factors. SEO must be able to understand the algorithms (like page rank) in order to rank up higher in the results page. In the simplest terms, following elements could contribute to improving the rank and reach of your website via SEO:
- Title and description
The title and description (the one used in the code) not only enables the user to get introduced to the page but also the crawlers to build up the index. As such, both the title and description must be unique, captivating and allow users to be informed yet attracted towards your site.
Keywords are by far the most important part of SEO since they play the major role in getting ranked higher in the search results. Keywords must be related to the content of your site, yet it must also understand your audience. Keyword density should be low enough so that it doesn’t feel forced. At the same time, there must be a variety of keywords used so that you don’t put all your eggs in the same basket.
Content is all your website is about, hence special focus must be paid to it. In general, the content must be created by keeping the target audience in mind. But audience appeasement must not be the only goal; the content must also be captivating and informative for the audience. The content must have strong substance and be visually appealing to the audience. In the cut-throatcompetition, only the best content survives to have a dedicated audience.
- Website Structure
This applies not just to SEO, but to any strategy that involves increasing traffic on your website. Your site must be appealing yet not flamboyant. It must be minimalistic but not plain. The navigation across your site must be easy, but it should not compromise upon the aesthetics in order to be fast. Using images and hyperlinks inside your site can go a long way in increasing the rank (like in image results), but it should be cluttered aimlessly.
SEO depends on a lot of factors that keeping changing with time. Yet, the elements of SEO remain the same, and adhering to it could improve your chances for a long time. SEO might look like a dummy concept on its own, but when combined with other approaches to promotion and marketing, it could go a long way in improving the reach and popularity of your site.