SEO- Its Relevance and Uses

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Why is SEO should be an integral part of Website Development?

The world has already ushered into the digital era. It is imperative for any entity looking to cater to anyone to serve its purpose, to have a presence on the world wide web. Websites have thus become indispensable in the current scenario. This makes knowledge of SEO techniques such a critical resource.

How Does a Search Engine Work?

To learn about SEO, it’s imperative to understand how a search engine works. Any search engine’s functioning can be broadly divided into three steps. The first step is called crawling. Every search engine sends its bots to look for new content on the world wide web. The second step is called indexing. When new content is found on the web then the content found in the crawling process is stored and organized by the search engine. The final step is called ranking. In this step the Indexed pages are ranked in order of relevance according to the user’s query, with the most relevant pages at the top.

What is SEO?

When a person is looking for a something on internet then how likely he is to visit a particular website related to it and not the others is by far decided by SEO. SEO is an acronym for Search Engine Optimization and is a practice of increasing the amount of traffic to a website, preferably traffic consisting of desirable users. Let’s say a user is looking for specific product by means of Google or any other search engine. So, when he types his query in the search box and presses enter, a list of websites related to the entered query appears. Proper SEO practices ensure that a particular website will be clicked by the user among millions of existing websites.

Why keeping track of Google algorithm updates is important?

Google is the most widely used search engine worldwide and in terms of number of users it is far ahead than its nearest rival, Bing which is owned by Microsoft. Thus Google is the key component around which search engine optimization revolves. Google makes use of several algorithms to rank a website in SERPs. Google claims to revise its algorithms multiple times in a year to get the best possible results. We may also say that a change in algorithm of Google may lead to change in current SEO practices.

Important Google algorithm updates

Panda Update

Google rolled out the Panda update in February, 2011. The algorithm change was named after one of its creators named Navneet Panda. It mainly aimed to mitigate the use of plagiarized or thin content and key word stuffing in a website. Thin content is a content which is of no value or of very little value to the user.

Penguin Update

Penguin update was rolled out Google in April, 2012. It aimed to demote websites making use unnatural or misleading backlinks to gain unfair advantage in Google ranking. Links are like references which help to establish the authenticity of a website. More number of websites using a reference to a particular website may lead to improvement in ranking for that website. However if links are used unfairly just to increase the traffic of a website, this may have catastrophic results.

Hummingbird Update

Google announced the Hummingbird update in September, 2013. The primary motive of the Hummingbird update was to better understand the user’s query to generate the best possible results.

What are Black Hat and White Hat SEO practices?

Black Hat Practices

SEO does not only aim to increase the amount of traffic on the website and improve its ranking but also it aims to improve the user experience. There are a lot of SEO practices which lead a user to visit a website, just to get the website into good rankings in Google search engine result pages <SERPs> without adhering to the rules and terms of services of the search engine < ranking here refers to the position of the website in Google search results >. These practices are called Black hat SEO practices. These practices can lead the search engine from banning the website and hence prohibit it from being shown in SERPs. Some of the Black Hat practices are as listed below.

-Keyword Stuffing

-Hidden Texts or Links

-Reporting a Competitor

-Paid Links

White Hat Practices

On the contrary, White Hat practices refer to the fair practices which aim to improve the user experience and adhere to the terms of the search engine maintaining the integrity of the website while following legitimate techniques to increase the traffic of the website.

Difference Between On Page SEO and Off page SEO

On Page SEO

On page SEO deals with optimizing the components of a website in order to improve its ranking in SERPs. The components to be dealt with include:

Keywords

 Meta tags

 Meta descriptions

 Content Quality

 Alt attributes

 SSl/https

 Interlinking

 Image optimization etc.

Off Page SEO

Off page SEO deals with activities aimed to improve a website’s ranking outside the website. This may include backlinks from another websites and promotion in social media.

Why SEO is Much Beyond Following a Set of Rules?

SEO is a learning process. Merely following a pre defined set of rules does not ensure apparent promotion in rankings of a website. A web site developer or a person involved in digital marketing related to SEO must have a proper understanding of the market and the requirement of the user his website is catering to. He has to be completely aware of the current user’s behaviour. A lot of factors which keep on changing from time to time have a key role to play. This makes it mandatory for the developers to keep track of those factors. Google has provided an indispensable tool in form of Google Search Console to keep track of the analytics related to a website and using it several critical parameters related to the audience can be tracked and required action can be taken for best possible results.

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