If we talk about SEO term and how does it work then it is the way in which a website ranks on the search engine result page organically. If it is not done right then you will have a tough time when it comes to ranking.
It all depends on the understanding level of the SEO expert that is handling the campaign. You should ask them about the factors that they will be working on to get clarity beforehand.
Difference between on page and off page SEO
On page SEO is the way in which a website is optimized in different ways to have an impact on the search engine rankings.
The website appears on the search engine result page on the basis of a number of ranking factors. These factors include page speed, content, keywords, title tags amongst others. You have control over these factors and they can be changed as well.
The main aim of off-page SEO is to increase the authority of the domain by getting links from other websites. There is a score known as Domain Authority that computes how authoritative your website is as compared to the other ones.
You can check the score online or download the ‘MOZ’ extension to see the scores of other websites.
The concept of on-page and off-page SEO but they are both interdependent. They have to be kept in mind and worked on together so as to improve the ranking of the page.
How does SEO work?
There are a number of factors that have to be considered when we talk about SEO services. But first of all, we must understand the website is for the audience and not just for the bots. You have to prioritize the users if you want Google to notice you.
Some of the SEO ranking factors are:
Page speed has been mentioned as one of the foremost SEO ranking factors for years. Google wants to improve users’ experience of the web and fast-loading web pages are known to do that.
Google has announced a search engine algorithm update that focuses on the mobile page speed that started to affect sites in July 2018. If your site doesn’t load fast on mobile devices then chances are that it could be penalized.
Voice search is the latest trend and it is something that we must take into consideration while formulating the SEO strategy. Try to add longer keywords so that your link shows up in the search results when someone gives a voice command.
It is very important to know what your competitor is doing so that you can stay a step ahead. Analyze their strategies and see that what you can do better to outperform them. Once you get a hang of it you will surely be able to attract more traffic.
Updates in Algorithm
Change is the only constant and no one can prove it better than Google. Google keeps on coming with updates and the strategy has to be made according to it. You should keep a close eye on the guidelines as it will help you to rank better.
ALT Attribute/ ALT- Tag
There is a way to optimize the images with the help of the ALT attribute. Google cannot see images like a human so you can tell Google what your image is about by adding text to it.
Your website is accessible to visually impaired people who depend on screen readers to browse around. If your image takes time to load then the alt-text will show up till the image shows up. It also helps the search engines to understand the image and index it correctly.
If you know the basics of SEO then you will automatically know the importance of content. The difference between just content and good content is optimization. It is essential to use the apt keywords so that it seems to be relevant to the users.
We all know that no one has the time to take out their desktop to browse a website. We all do it on our smartphones only so it is very important for a website to be mobile-friendly.
That is why Google has come up with the mobile-first index. It shows the mobile-optimized sites first and not the websites that have not been optimized accordingly.
It is very important to get the code right as one of the aspects of optimizing the content for a better search engine ranking. Even if coding is not your forte, you can still control these aspects:
- Add keyword phrases in page titles where Google first looks to decide which content is relevant as per which search
- Use header tags to show content hierarchy that starts with your title at h1 and then use h2 or h3 for subheads
- Create a meta description with the keyword that attracts your audience to click on the link
- The meta descriptions should be short, catchy and not more than 160 characters
- Use the keyword phrases in image alt tags to show how those images are applicable to the main content
- Include alt tags for visually impaired people so that they can surf your site with screen readers
- Use schema markup to tell Google about your content
Google’s main aim is to provide a great user experience. There are few other signals that affect the search engine ranking. They are:
- Click-through rate– It is the percentage of people who click to visit the website once an entry shows up in the search results.
- Bounce rate– It is the number of people who close your website as soon as they visit it that too without navigating or spending time on it.
- Dwell time– This shows how long people stay on your website once they visit it.
This is when people share your content on their social media networks. There is no denying the fact that the pages that rank higher in the Google search results usually have plenty of shares. This is probably because social share helps to get more traffic. More shares also mean more backlinks which is a beneficial situation for you.
Once you have done the keyword research, you can add them to specific places in the page like the title and header tags. The search engines use the tags to learn about the page and index it accordingly.
It is a short description that is like a summary of what the page is about. It does not come up on the page, it appears in the search results and gives an idea to the reader what to expect from the page.
Sit security has been a ranking factor since 2014 as per Google’s guidelines. It is one of the most important factors as Google wants its users to have a safe browsing experience.
It refers to the use of HTTPS encryption and sites with HTTPS encryption have SSL certificates that create a secure connection between the users and the website.
If the search engine can’t find a website then it is obvious that they won’t be able to rank it too. This is why site Crawlability is a very important SEO ranking factor. It lets the bots scan a website and review the content and then decide where to rank the page.
Allow Google to crawl your website and do the following activities:
- Submit a sitemap to the search engines
- Check the index status in the Google search console to review the pages that have been crawled on the website
- Use robot.txt files to tell the search engines which page to access and which page to ignore
This is another way to tell Google what your web page is about so that it can rank it accordingly via structured data.
It is also known as Schema markup and it is microdata that is added to the backend of the web page. It tells the search engines how to classify and understand the content.
If you are just a beginner then this is sufficient to know about the SEO term and how does it work. If there is anything else that you would like to know then you can get in touch with us and the experts will guide you to the best of their knowledge.