Understanding How Search Engine Optimization Works

By March 17, 2020 Blog, Marketing

You have heard about this word Search Engine Optimization and you usually ask yourself, what does Search Engine Optimization mean or what does it even do? Myself before I got to know about it, I just had 1000 questions that I would ask myself about SEO in the same way as you do  but here we are going to dive deep into understanding SEO, what it means and how  it works so that you can actually get to understand more about it.

SEO stands for Search Engine Optimization , which is the process of optimizing your website to get quantity and quality organic or unpaid, traffic from the search engine results page.

It involves making certain changes to your website design and content that makes your site more attractive to a search engine. This is done in a sense that search engine will display your content in the first search results or among the first pages. Search Engine Optimization is the process that organizations go through to make sure that their site ranks high in the search engines for relevant keywords and phrases. Search engines strive to provide the best service for their users.

Search engines work to deliver high quality and relevant data in regards to what the user or the researcher is looking for.  Therefore search engines scan, or crawl, different websites to better understand what the site is about and this helps them deliver more relevant results to those who are searching for certain topics or keywords.

Improved SEO expands visibility on the search engines thus being able to reach and engage more potential customers. Engaging and effective SEO focused on content can help you increase your chances of bringing in more targeted organic traffic. Having effective content and best SEO practices can help you build organic traffic that will sustain your online business only if your visitors find valuable information in your content.

There are different tactics you can employ to increase your visibility and of them is excellent content. Excellent content helps you gain permanent traffic unlike the weak content. Putting a side content, there are also two different broad categories of SEO that can help increase your visibility in the search results by ranking you high.

On-Page or on site SEO;

The on-page SEO factors are those elements that happen on your website. These are the factors that you have complete control over, meaning that you can work to improve these factors over time by following best practices for SEO for example; title tags, content, site speed, page URLs, image alt tags, internal linking, and more

Off-Page SEO

Off-page SEO factors are the ones that can impact your ranking. Though you do not have direct control over these off-page factors. For example the external links or links to your site from other sites.

Both on-page and off-page SEO work to make your site friendly and trustworthy to users and search engines. When search engine crawlers see how friendly your website is to them and users, it increases the chances that your site will rank well for different searches. Discovering the workability of SEO helps you drive more traffic to your website and also increase the conversion rate. To optimize SEO you need to have a good design, writing and the links.

SEO is the magic you have to work on your article in order to make Google very likely to include your post as one of the top results whenever someone searches for that keyword.

Well, here let’s focus on different break downs to figure out how search engines actually work.

Search engines have spiders that are automated computerized robots with some limitations. These spiders collect all kinds of information about your website and the pages that make up your site which allows them to determine what to serve the search on your page. They collect things like page speedtitle tagssocial signalsinternal linkingbacklinks, and many more.

So many considerations and actions are put in place to optimize a website bearing in mind that there are over 200 ranking factors used by Google in their algorithm.  These include; on-page and off-page factors that determine how well your site is optimized and ranked.

The computerized automated robots can’t access a website because they don’t actually see the website: they crawl the code of the website. This means they can’t see images or videos, nor are they impressed by flashy designs or audio clips, can’t comprehend content and thus they are bound to some limitations.

For a brand to improve its position in the search engine results page, use of key words that are relevant to the content must be emphasized. Remember most search engines use spiders to search on the Web and analyze individual pages. The spiders read Web pages and index them according to the terms that show up often and in important sections of the page.

Key words about a certain topic can be placed in the title of the content, headers, key words should also be placed and emphasized in the entire content and usually at the top though they should not be exaggerated in the content, include the use of links, these can be external or internal links but mostly external relevant links since create some high ranking for your page.

Here is breakdown that explains how search engine optimization works through three processes

Search engines have three primary ways in which they work and these include; crawling, indexing and ranking but we are going to look at each one of these three terms to actually understand what they mean and how they work.

Search engine crawling.

Search engine crawling refers to the discovery process in which search engines send out spiders or computerized automated robots to find new updated content that is images, videos, PDFs and articles through the use of links. Spiders start by finding a few web pages, and then follow the links on those web pages to find new URLs. By following this path of links, the crawler is able to find new content and add it to their index called Caffeine, a database of discovered URLs is retrieved when a searcher is seeking information that the content on that URL is a good match for.

Searching engine index

This involves organizing and storing the content discovered during the crawling process. Search engines process and store information they find in an index. A huge database of all the content that has been discovered and believed to be good enough to serve up to searchers and good enough to result into relevant information.

Search engine ranking

This involves providing the best pieces of content that will answer the researcher’s question, information is ranked depending on its relevancy. When someone is searching, the search engines scour through their indexes checking out the reserved data and then select the highest relevant content in a way of trying to answer question of the researcher. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that site is to the question.

In additional to the above processes, we have these steps to help you understand and throw more light about how search engine optimization work.

Optimize the use of on page search engine optimization elements

Knowing on site or on page search optimization elements is the most important factor in consideration to knowing how search engine optimization works because each of these elements has a role to play in the search process. For example;

  • Title tag, this updates what truly matters to the page. It should incorporate your brand or related key words that are within the title, so that when the searching is done it’s easy to be found in the top results.
  • Meta Description– the Meta description of your site gives search engines more knowledge into what truly matters to your page.
  • Use of Internal Linksinternal links help to connect searchers to your internal page and can be able to dive deep more into different pages of your website by following links that are included in the content.
  • Use of bold texts -bold texts usually attract some attention as compared to smaller texts, bold texts can be easily noticed by readers and are more likely to be tapped thus increasing the likelihood of being seen in search engine and in the search results.

Optimize the use of Off-Site or off page Search Engine Optimization

Using links in trying to drive more traffic to your website is so important, these include external links which are links that are from outside your and link or lead the reader to a new different page. Internal links, these lead or connect the reader to the page of the writer and this helps to drive more traffic to the page of the writer in this case yet it’s always the major intended goal.

Relevant Content is Important

Having relevant content is extremely important for on site visitors and search engine, engaging content increases more traffic and even when the crawling is being done by the spiders it is more likely to appear in the first search engine results page.

The more effective and interesting content your is, the more on site readers will enjoy the content and the longer they will stay. It influences the working of the search engine to put a greater ranking on your page. The best way to satisfying both visitors and search engines is to have quality content on your site. Different kinds of quality content that you may offer on your site are; Blog Posts, Articles, E-Books, videos, images and infographics.

Understand How Google SEO Works via Google+

Having an account with google+ can also help you rank higher in the first search findings. Google’s own informal organization can help you rank better in list items for individuals you are associated with. For instance, when I’m signed into Google+ and scan for ‘SEO’ in Google search, I get below-given five search results that are also customized as per my friend list and this can help you rank in the top 5 on Google.

Monitoring your search optimization campaigns is equally important

Tracking your performance helps you know the visitors of your website; this can be done through the use of Google analytics. You can screen your organic traffic sources to perceive what keywords individuals are utilizing to discover your site in their queries. This helps you realize what keywords you ought to focus in your SEO campaign.

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