By Akilesh Manchikanti | 30th October, 2020 | 6 min Read
Did you know that there are 3.5 billion searches performed everyday on google? Today’s consumers completely depend on search engines to help them find the products and services they want.
Regardless of what your business is,if you are running an e-commerce store or a blog to share your ideas and views, users are likely to search for products similar to yours on search engines like google or bing.
So It is important for your business to have an online presence and rank on search engines for better visibility.
To target the audience and drive them to your website, your business requires the most important tool, that is Search Engine Optimization which is often referred to as SEO. SEO is a vital component of digital marketing.
Keep reading this article to know more about SEO and the importance of SEO.
SEO stands for Search Engine Optimization and its the process of optimizing your website in order to rank higher on search engines pages, also referred to as organic listing.
Let me break it down for better understanding-
Suppose you have an article about “how to prepare veggies pizza” , you want the search engine to display your blog on the first page whenever someone searches with the keyword “how to make pizza”.
So, to rank on any search engine for the keyword “how to make pizza”, the article must include that particular keyword.
Keywords are of two types, the first one is the short tail keywords such as “veg pizza” and the other type is long tail keywords such as “ How to make Pizza”
You might have a doubt “ Does SEO mean only adding keywords?”
The answer for this is “NO”.
SEO has many key elements such as linking to other articles of your niche, designing of websites and images , writing meaningful content and many more.
So we understood the meaning of SEO, now let us understand why SEO is important?
“Today its not about traffic, it's about getting targeted and relevant traffic”
SEO is the backbone of every business and it helps to gain visibility and increase the traffic to the website which in turn brings profits for the website owner.
When it comes to SEO there are thousands of factors that need to be considered. This article explains a few elements of SEO with examples and their impact on ranking a website.
It's important for a website to be a combination of on-page SEO and off-page SEO.
Off page SEO also called as off-site SEO refers to all actions performed by you or others on your website to increase your website ranking.
In simple terms, Off-page SEO simply tells search engines what others think of your site.
The activities that are considered as off-page SEO are :
On-page SEO is the practice of optimizing your webpage content.
Common practices for on-page SEO include:
Let's dive deep and explore the importance of SEO.
Do keywords still play an important role in SEO ?
The Answer is yes
Google reports that its search algorithms display the relevant content if the webpage has similar keywords as that of a search query.
Let’s Consider the keyword “ How to prepare pizza” and analyze the results.
From the above image we can infer that the particular keyword “How to make pizza” has a search volume of 27100 for the previous month.
There are 3000 other variations for this particular keyword. So it is important to choose a keyword that suits your article and use it accordingly.
If you search on google search engine “ How to make Pizza”, all the top websites are ranked for the same keyword “how to make Pizza”.
In this case the main keywords here are “ how to make pizza”, so it is important to use this particular keyword in the title tag , meta description , url of the website and also in the first 100 words of the article.
In the above image we can see that. The keyword “ how to make pizza” is used in the title as well as in the meta description. The frequency of the keyword is equally important. So never stuff keywords into the article.
In order to obtain a top rank , the title must have the main keyword.
Take away : It is vital to choose the best keyword that suits your article best so that you can get better rankings on search engine result pages. There is a high chance of losing a large part of the audience if there are no proper keywords in your article.
URL structure is an underrated part of SEO. Earlier URLs were not considered as a part of SEO.
URL(Uniform Resource Locator) more commonly referred to as a web address is used to locate the webpage on the internet.
But the question that comes here is how does URL affect SEO?
Having a well crafted URL helps users and search engines identify what the destination page is about.
From the above image the URL is very clear to understand by the search engines as well as the users. It clearly explains that the article is about jobs and careers in digital marketing.
A URL highlighted in the above image is much less appealing than the url mentioned before and is difficult for the users to depict what the page is all about. This is an example of a bad URL and should be avoided while performing SEO.
Although URLs by themselves do not rank ,a keyword in the URL can improve page ranking and improve the visibility.
A well written URL serves as an anchor text when copied and pasted as links in forums, blogs, social media posts and many more.
Hence it is important to add appropriate keywords to your URL rather than adding some random keywords.
Takeaway: Having a well crafted URL is easy to read and helps users identify what the page is about. Adding keywords to URLs can get you a leg up on the competitors and thereby increases the traffic and page rank.
First question that comes to our mind is what is UX and what are UX signals.
User experience (UX) design is the process design teams use to create products that provide meaningful and relevant experiences to users. This involves the design of the entire process of acquiring and integrating the product, including aspects of branding, design, usability and function.
“No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service – from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly.”
— Don Norman, inventor of the term “User Experience”
UX signals are behavioral patterns of users that google uses to rank the websites.
How UX design affects your user metrics and SEO rankings
Each and every search engine has an aim to provide users with the best possible search experience. This shows how important it is for the article to be organized so that readers understand clearly what you are trying to deliver.
So the main focus here is on how satisfied a user is with the content they are reading.
According to google’s“ Evaluating page experience for better web” says
Here comes the behavioral patterns. Google ranks websites based on user engagement metrics such as how long the user stays on a particular article, whether the user is navigating to the next article or going back after reading the article, are they taking any actions on your website such as subscribing for newsletter or any other action.
This shows that it is important to have a good design so that users get a smooth feeling about the website while browsing the article.
Takeaway: User experience design is very important for any kind of business. UX design has a direct impact on rankings as various metrics are used by search engines to track user engagement.
The ultimate aim of launching a website or publishing an article is to earn better ranking. Another important element of SEO is backlink.
Backlinks are the links that direct viewers to your website. These links can come from social media sites or directories, but most of the links come from blog posts or other content websites.
Let's break it down,
For example your article is about “ how to make a pizza” , there is another article on the internet that gives information about how to prepare the dough for pizza. The owner of the article will forward his viewers to your article as the next step after preparing the dough that is “how to make a pizza”.
So this is called a backlink as content from other sites is referring/leading to your article.
Backlinks are especially valuable for SEO because they represent a "vote of confidence" from one site to another. Backlinks to your website informs the search engine that your content is worthy and valuable as other people are referring to it in their own websites.
As a result of this, traffic to your website increases and has a positive effect on the websites ranking and visibility.
That’s the reason backlinks are considered as one of the most important parts of SEO.
Takeaway: Backlinks are an incredibly important part of SEO. Building backlinks is time consuming and difficult to obtain. Getting backlinks from high ranking websites improves your domain authority and helps you rank better for your targeted keywords.
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