“What is SEO?” is a common question asked by business owners venturing into the world of digital marketing.
Search engine optimization or simply SEO, refers to the techniques used to increase traffic to websites. With effective SEO services, your website becomes more accessible for the users surfing the internet. Search engine optimization plays an important role in boosting the sales of a company through a process called inbound marketing.
Quality search engine optimization involves good design, proper content and user friendliness. Effective search engine optimization can help your webpage get good rankings in major search engines such as Google, Yahoo, MSN, AltaVista and more.
Although SEO can be done in many ways. The main most common and effective seo basics can be found below.
Titles, Heading Tags and URLs, oh my
The title of a webpage is different from its heading. The title is displayed on the ‘tab’ of that webpage while the heading is displayed in the webpage itself.
When you enter a search term (known as the keyword), the search engine tries to find websites whose title, heading and URL address matches the given keyword.
If the title, heading or the URL address of a website matches your keyword, then that website has the potential to earn a higher ranking than others, this is called Exact Match Domain (EMD), there is also such a thing as Partial Match Domain (PMD).
Many debate the effectiveness of using EMD’s and PMD’s in 2016 but we have seen evidence it still is just as powerful as it used to be.
Back Links — The Popularity Contest of Google
When you visit a website, you will usually see several hyperlinks linking that website to other websites. These links are known as back-links. Wikipedia is a good example for back-links. All the reference websites are listed at the bottom of a Wikipedia article. These hyperlinks (at the bottom of an article) are back-links of the respective reference websites.
Back-links help to increase the ranking of a website. Generally speaking, back links are like a popularity contest.
The more links you have the more popular you are, but in recent years google has taken into effect the quality of the links. So now it’s not just a popularity contest, it’s also a contest of who has the best, or most powerful links.
Websites should also scrutinize their existing back links (aka votes) that are lesser quality. Businesses should request the removal of lesser quality links back to their website as those may severely have a negative impact their ranking in search engines. Sites with low Authority, and trust or sites that have been spammed to death run the risk of catching a Google Penalty which could transfer over to your site.
If you find that many of the existing backlinks to your website were obtained via a low quality link building service (this would be those cheap agencies who are relentless in signing you up) it may take a considerable amount of time and energy devoted to cleaning up the mess.
Websites that were hard hit by Google’s Panda may want to consider contracting with a local SEO specialist (or you can always contact us). Some of the changes that websites will need to make to recover from a Google penalty will take a small army, or just a really good SEO team to implement. In these cases, an SEO specialist may actually be more cost effective and may cause fewer headaches than a business trying to correct the problems themselves, especially if they don’t know what they’re doing.
Write Engaging Content Using Keywords
Search engines try to match the entered keyword with the content of websites.
For example, if your keyword is “golf player”, the search engine will search for articles having the term “golf player”. However, there will be millions of articles having the term “golf player” in them. The search engine will rank these articles according to the “keyword density” of the articles.
Keyword density is calculated by dividing the number of keywords in the article by the total number of words and then multiplying the result by 100.
For example, if a hundred-worded article has the keyword “golf player” repeated twice in it, the article has a keyword density of 2%. Articles having a keyword density of 0.5-2% are generally given the highest ranking.
Keepin’ It Fresh
People have an unquenchable thirst for new information and facts.. That’s a fact! The major search engines address this need by giving the websites which are regularly updated a higher presence than other websites.
Business ventures should utilize the best seo tricks they know with a specific end goal in mind, making sure their sites emerge at the top of the Search Engine Results Page (SERPs) and be effortlessly offered to the reader of a silver platter to the mass of potential clients.
While SEO tools once had a glorious (debatable) past, and sometimes are still good in the digital marketing world (like the ones providing insight, keywords and other analytics) the reality now is that the automated back linking that once was used is no longer a valid option. SEO is now much more advanced and gives more emphasis on organic links and unique content.
Pretty simple, right?
Leave any questions or comments below, and I’ll be sure to get back to you!