SEO
(Search Engine Optimization):-
Search engine optimization (SEO) in digital marketing is the used of increasing the quantity
and quality of traffic to the website
through organic search engine results. SEO is all about optimizing the content
and the visibility of the site at the top of the SERP results. SEO helps in
ranking the organic results.
Types
of Search Engine Optimization (SEO):-
1.White Hat SEO- White hat SEO in digital marketing use techniques and methods to
improve the search engine rankings of content (organic results) or ranking of a
website by following all the guideline and
rules of search(mainly of google)
2.Grey Hat SEO- Grey hat SEO in digital marketing use the techniques and
methods to improve the search engine ranking of the website by following the
rules and guidelines and sometimes do not use the rule set of search engine
just to be ranked number one. So it can be said that it is balance between risk and reward.
3.Black Hat SEO- Black hat Search Engine Optimization in digital marketing use the techniques and
methods to improve the search engine ranking of the website and do not follow
the rules and guidelines of the search engine mainly of (google) and it is implemented for the short time and easily
captured by the search engine that it is false trick is being used. Its main aim is to be at the top for the
short time.
Working of a search
engine:-
The process of a search engine is divided into three steps:-
1. Crawling
2. Indexing
3. Retrieval
Crawling-
Search engine have the bots and spider to perform crawling.
Crawler visit a web page, read it and follow the links present on the web page
to check their relevancy and add the URL of the web page to the index of search
engine. After adding the URL to the index of the search engine, crawler
regularly visits the sites for the updates or changes.
Indexing
Crawler crawls the web page and indexes it on the search engine.
Index is like a book of web pages which contains the search related pages. If a
web page is not on the index of a search engine then it will not be available
on the search result of it.
Retrieval
This is the final step of search engine where relevant information
is selected and gathered at the result page with particular order. Search
engine use a particular algorithm (example Page rank)to find the genuine
results.
Techmiques of SEO:-
· On-Page SEO
· Off-Page SEO
On-Page
SEO- Optimization or editing that can be done on website to get higer
rank. Optimization include page title, meta description, internal linking etc.
On page SEO is best when black hat technique is avoided. If done so then
website can be identified as spam and can be penalized.
On-Page SEO mainly consists of following main
elements:-
1.
Title- The tile
of the post or an article that will come on the organic results should be
relevant to the top result that will help in ranking of the site. The length of
the title should be of 60-70 letters
including space.
2.
Domain
(URL):- The domain should be very short.
3.
Meta
Description:- Meta description is the complete details of the topic or
article which consists of 160-170 words.
The description must contain the words used in title and the words mostly used
in the relevant searches.
4.
Meta
keyword:- Meta keywords are the words that are mainly used in the overall
article, the words whose density and frequency is high are called keywords. The
density of these keywords should not be more than 2% of the article length. These
keywords can be of two types :-
(1) Short tail keywords- Keywords having length less than or equal to 3 words are
called short tail keyword.
(2) Long tail keywords- Keywords having length of more than 3 words are called long tail
keywords.
5. Bounce
rate:- It is
mainly the time spent by an individual or user on the website or webpage. Early
the user leave the site more the bounce rate. So the bounce rate should be less
to be ranked high. Less bounce rate simply means higher traffic on the stie and
search engine consider it as authentic and genuine site. The loading time of a site should be less than 8 seconds. It will
reduce the bounce rate of the site.
To have low bounce rate one should have
:-
(1) Compressed images
(2) Less java
(3) Optimized page
(4) Responsive site
(5) Internal links
(6) External links
·
Internal
links/Inbound links:-
Internal links are also called inbound links.
A website or webpage must contain internal links i.e links that are related to
the topic or relevant to the topic being explained. For example if the article
is about life insurance then internal links may be of term plan and traditional
life insurance plan. The links should be relevant
to the topic and should be within the site and no other website which is
completely different from the topic being searched.
·
External
links/Outbound links:-
External links are also called
outbound links. These links takes a user
to different website which may or may not be related to the searched topic.
Types of outbound links:-
(1)
Nofollow
link
(2)
Dofollow
link
Ø Nofollow link:-
It does not have any relevancy in ranking of
website instead it blocks the google PageRank flow.
A nofollow link has a rel=”nofollow” tag inside the code. It tells the spider no to follow the link.
For example:-
<a
href=http://www.google.com/ rel=”nofollow”>google</a>
Ø Dofollow link:-
It
is the default link. There is nothing to
add to the code it is by default as mentioned earlier.
When
a link is made it is a dofollow link by default. It is searched by crawler and
passes on the google PageRank from the website to the targeted webpage.
Example:-
<a href=http://www.google.com/>google</a>
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