What is seo

Chapter

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Search engine optimization (SEO) is a website optimization technique which is use to drive quality and quantity traffic to a website through organic search results.

In other words:

SEO is all about improving a site’s rankings in the organic (non-paid) section of the search results.

Table of Contents

What is Quality and Quantity Traffic

Getting relevant visitors to a website is quality traffic and quantity traffic is how many people are visiting your site after clicking on the SERPs (Search engine result page).

For example:

You have worked hard and ranked your website on the first page of Google for the keyword “Apple” and started attracting all the visitors to your website. 

It means when someone types keyword “Apple” in the search box your website will show up in the first place. 

That also means your website will get more traffic.

organic click on first search result

But what…

if visitors are looking for the information about “Apple computer” and find your website is all about “Apple fruit”?

They will probably bounce back on the home page of Google search result and start looking for another website.

Right? Yes!!

This high bounce back gives a signal to Google that people do not find what they are looking for, in result Google will drop your website ranking for the keyword “Apple”.

In this case, you are getting lots of traffic (quantity of traffic) but they are not relevant to your website (quality of traffic) which is not good at all, that will impact your overall website performance and ranking.

That is why proper keyword research and SEO is very important for any website.

So brace yourself for an In-Depth comprehensive guide for SEO.

In this article, you will get every detail, ideas, tips, and strategies that will definitely help you to rank your website in SERPs.

Why SEO Is Important

Because search is a big source of traffic and nearly 60% of all the traffic comes from Google search.

In fact, if we combine other search engines like Bing, Yahoo, and YouTube the bar will be raised to nearly 70%.

chart of google search

It’s a huge number.

Now, dive into the amazing things about SEO.

Let’s say, you own an interior designing firm. And as per Google keyword planner, approx 100,000 people search for “interior design” every single month.

As we all know the first result in Google gets the higher number of clicks, let’s say it gets 25% of all clicks, that means 25,000 visitors to the website that shows up at the top.

monthly search for interior design

 

Which means its a worth around $25,000 a month.

HOW?

According to GKP average advertiser spends about $1 per click for that search phrase.

Now do some simple mathematics.

total income from 1000 visitors

 

From that single search phrase, you can make $25k.

Just imagine if you rank your website for hundreds of other keywords how much you can make!! $

Other rich industries like Finance, Insurance, Loans, Mortgage the CPC is even higher.

The advertisers are paying a whopping amount of $57 per click for the keyword like “Insurance”.

average cpc for keyword like insurance

Source!

That’s the power of SEO.

Optimizing a website for SEO means ranking your site for organic search results, not for paid results.

Organic vs. Paid Results

Actually, the SERPs are separated into two sections: paid and organic results.

organic vs paid

Paid Search Results

Paid search results are basically advertisements.

They are completely independent of the organic listings. Here Website owners have to pay to have their web page display for certain keywords.

paid results

It’s like when someone searches for the query that contains those keywords, advertisers website will show up at the top of the search result.

That’s how paid search results got visitors.

Organic Search Results

The web page that shows up in SERPS based on the relevance to the user’s search query is known as organic search results.

Here web owners don’t pay to Google or other search engines to shows up their website on the top of the search results.

These listings are naturally achieved by doing SEO.

organic search result

Actually, the search engine ranks the organic search results based on hundreds of different factors.

The organic listed websites are trustworthy, authoritative and highly lovable.

We will go in details, how this whole thing works in our next chapter – How the search engine works.

As of now, Let’s see the two key parts of SEO.

Basically, Search Engine Optimization depends on two things:

On-page SEO

The strategy which applies within the website including technical issue (i.e the quality of code, internal linking) and textual issue (quality of the post, the structure of a site, In-depth content etc) is known as On-page SEO strategies.

optimized on page seo

The most important On-Page SEO techniques are:

  1. Optimized titles and descriptions
  2. User-friendly navigation
  3. User-friendly content (Easy to read)
  4. Text Formatting
  5. Keywords
  6. SEO friendly URL structure
  7. Responsive layout (mobile friendly)
  8. Internal links
  9. User-friendly 404 pages
  10. Page loading speed

Google crawls your entire web page and analyse each of the points mentioned above and looks for the specific words and phrases.

Once it sees the same terms, again and again, Google understands: “This page is all about this particular topic”.

So try to include the seed keywords and LSI keywords in your heading tags, description, alt text and in subheading without going overboard for which you want to rank your web page on Google organic search result.

(More about on-page SEO in chapter-3 stay tuned!)

In fact, if your site runs on WordPress, the Yoast SEO plugin will make things easier for you.

And to make SEO even more easier, I have written a separate in-depth guide on optimizing Yoast SEO plugin for better SEO results.

Optimized example of Yoast SEO:

homepage yoast settings

Off-page SEO

Unlike On-page SEO strategies, Off-page SEO is all about the strategies which are performed outside of a website.

The two main Off-page SEO factors are:

  1. Link building (Commonly known as Backlinks)
  2. Social media/ Digital media marketing

Off-page SEO indicates to the search engine how the other website and users perceive the particular website.

off page seo structure

In simple language, a website having relevant links or reference pointing towards it is considered as a good quality website.

The question is WHY?

Search engine especially Google always tries to provide the best result to their searchers.

And to achieve this, they look at both On-Page and Off-Page SEO factors.

If your web content is really worthy and useful people will definitely read it…

…and most probably they will share your content on a social media platform like Facebook, Twitter, Pinterest etc

or

more likely to be shared among other relevant users and community.

In fact, if web owners find any relevant topic on your website, they might end up giving a link back to your website from their post.

It indicates Google that the content of your website is really good and people are liking it.

So, they (search engine) will boost up your web page in the organic search result.

Optimize Content for People

Web owners usually forget that it’s all about optimizing for people – your visitors, potential clients, readers, subscribers, or customers.

If you optimize your content keeping your visitors in mind, chances are you will be way more successful in search engines.

And this is exactly what we will see in our 3rd chapter under “On Page SEO strategies”.

optimize for people not for search engine

If you only focus on embedding keywords forcefully all over the place in your content (to please Google), your content will look spammy and no one is going to read your article.

Even Google has stated, gives preference to your visitors over search engines.

All the other terms like Blackhat SEO, White hat SEO, Keywords, Long tail keywords, Backlinks, Guest post, Image optimization, Content optimization etc all are part of either on-page or off-page SEO strategy.

We will go through each of them, chapter wise, but before that let’s have a quick look at frequently asked questions about SEO.

Frequently asked questions

A search engine like Google uses an advanced algorithm to rank the web pages for their searchers.

But those algorithms still need your help to understand and rank the content of your web page properly.

If your content is not optimized, then the search engine will fail to rank your website and it won’t appear in the search result…

…because of this, you will miss out all the traffic related to your webpage.

So it is really important to do SEO for your website.

Before coming to this question it’s really important for us to understand what search engine exactly do.

A search engine like Google consists of :

  1. A crawler
  2. An Index and
  3. An algorithm

A crawler follows the link on the web 24/7 and saves the HTML version of a page in the database, called index.

The index will get updated automatically if Google comes to your website and found a new or revised version of it.

After indexing, Google will start showing your website in the search result.

Google has a complex algorithm that decides which pages are shown in which order.

How this algorithm works is a bit secret but you can start optimizing your website as per the new trends which will definitely help you in improving your web ranking dramatically.

(How exactly the search engine operates we will see in Chapter-1).

Yes, you can hire an SEO agency if they fit in below points:

  1. If you have enough budget – A good SEO agency will charge $100k for 12 months of project
  2. If they fit in your business model
  3. If they won’t lock you in contract
  4. If you are looking for long term success
  5. If you don’t have time for SEO

Of course, you can do it by yourself.

Depending on your commitment, learning enthusiasm, your willingness to learn, and how serious you are, you can do SEO of your website by yourself.

Even a small amount of knowledge can make a big difference.

Start learning now and believe me you will become a master in Search engine optimization.

A plugin like Yoast SEO has made things easier.

If you really want to learn and improve search traffic to your website I recommend you to read this guide completely (From chapter 1 to chapter 6).

Each chapter consists of valuable information skipping any topic may ruin all your effort.

In the next chapter, we will see how exactly search engine operates.

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