How Search Engine Optimisation Is Important To Your SEO
Search Engine Optimisation (SEO) refers to the systematic process of enhancing the volume and quality of site traffic from search engines to a site or a particular web page. This process aims at improving the search visibility of a site in search results of major search engines such as Google, Yahoo, Ask Jeeves among others. SEM includes the strategies implemented to achieve this goal. The various strategies that can be used include Pay-per-click (PPC) advertising, content marketing, search engine submission, directory submission, link building, and other off-page techniques. All these are collectively referred to as SEO.
Link building is an integral part of SEO. It is also known as inbound link building. The links provided by other sites are considered as votes for your site in favor of your keywords. This helps the site to appear at the top of search engine results page (SERP). Keywords or key phrases, which are targeted to attract visitors and increase chances of making conversions.
The objective behind search engine marketing is to improve rankings of the sites in SERPs. These rankings are based on several criteria including relevancy, popularity, authority, and the number of times the keyword or phrase is searched. Several off-page factors contribute to rankings. These include building backlinks, which improves site traffic and visibility in SERPs. The number of backlinks increases the authority of a site which leads to better rankings.
To gain maximum benefit of search engine marketing, it is essential to build quality backlinks. The links should be from sites related to your niche. Backlinks help in improving rankings of your pages and improve the visibility of your website in search engine results. Hence, many SEO companies prefer to build backlinks organically.
Google launched two new programs “Google Panda” and “Google Penguin” in 2021 to implement stricter rules on link building. According to google, those websites that have a high number of outbound links will be penalised by Google for poor search engine rankings. Google Panda banned the practice of “dofollow” – which is non-natural behaviour of linking to a particular website from one’s own site. Google Penguin banned the practise of “link farms”, which are massive link farms built with hundreds or even thousands of links. This practise increases the spam-like nature of the ranking results.
In order to remain competitive, many SEO companies adopt black hat SEO practices, which are used to manipulate search engines and increase rankings. Many of these techniques are against the rules and regulations of major search engines like Google. They are used to get top rankings for specific keywords that can be relevant to the website. However, some people use this form of spamming deliberately to generate rankings for targeted keywords that are irrelevant. This is also against Google’s rules.
Another example of black hat SEO practices is link farming, where SEO workers exchange links with other firms. This is a popular technique used by offshore outsourcing firms to gain popularity and credibility in search engines. Other companies use this practice to improve rankings by exchanging links with competitors. There is a limit to this, as Google restricts the number of links each company can have.
While all SEO practices are within the rules of the game, some are clearly not allowed. Black hat SEO practices, such as keyword stuffing and link farming, are against Google’s policies. Other methods, such as writing articles to article directory sites, are also against the rules. As a result of the introduction of algorithms designed to detect spam, it will be harder for low quality SEO techniques to survive.
Optimising websites for Google requires several steps, the first of which involves selecting relevant keywords. The second step involves optimising the content on the website so that it gets ranked as high as possible. Keywords are chosen using specific research methods and the relevance of the words to the website are also determined by these methods. After this work has been done, it is important that a website gets submitted to the correct category and to the right section of the search engines.
Once a website is registered with a hosting provider, its webpages are submitted to the search engines. Webmasters rely on the SERPS to determine how well their pages rank among the results. Once the webmasters to submit their site to the search engines, they can receive notifications via email or SMS. If the webmasters don’t want their site to appear in the search results, they can work on removing the unwanted items from the website, but this can take time and sometimes, is not successful.
On a final note, it should be noted that Google has also made changes in its algorithm in recent times. Some experts have speculated that the changes to the ranking algorithms could end up hurting the search engine rankings of some sites, though others believe that Google will make an effort to improve their services so that they can continue to provide their users with great experiences. With the changes to the ranking algorithm, we can only expect an improvement in the future.