When it comes to digital marketing techniques, SEO or search engine optimization strategies are a major aspect of digital marketing. It’s the art and science of getting your website to rank in a search engine’s result pages. Search engines such as Google keep indexing global websites with their automated trackers known as search spiders or bots.
These bots are code snippets that go from page to page through hyperlinks and look for pages that are new to be added to the index. Each page is identified using its web address also known as uniform resource locator (URL).
How It Works
After the page gets into the expansive index of the search engine that contains billions of web pages, the next step for the search engine optimization strategy is to try to rank the web page for keywords relevant to it.
For instance, if the web page is all about a new movie of actor Rajnikanth, then the page should contain detailed information about the movie, including the plot, cast & crew, release date, budget information, teaser links, trailer links, posters, trivia, music info, etc.,–in essence, all that a potential visitor is looking for in the movie. Google then identifies the web page as a very good source of information about the movie, and starts ranking it higher for all the keywords related to the movie.
Once the page starts ranking, it’s also essential to keep it at a high position. For this, you should keep track of the competitors who are also trying to rank high for the particular keyword and ensure your web page has better information and more incoming links than the competitors.
Components of Search Engine Optimization
Search engine optimization strategies don’t conform to an exact science. It’s an evolving area of study with lots of guess-work. However, over the years of this formative study, people have identified various aspects that cater to SEO. Some most important aspects are as follows.
1. Web content is a major part of SEO. The content on the web page talks a lot about the page to the search engines. Content today is ranked as the most important aspect of SEO for all search engines. For instance, if your web page is all about budget shoes, it should have content about budget shoes, such as descriptions, images, testimonials, videos, prices, availability, shipping details, online order details, etc.
2. Meta content of a website includes such items as the web page description, title, keywords, and specialized HTML tags. These are not directly visible on a web page, but if you look at the source code (HTML backend) of a web page, you will see such details.
3. Links from external sources affect the ranking of a web page greatly. For instance, a page on Wikipedia gets thousands of links from other websites. This is one of the reasons why many Wikipedia pages rank at the first position for most keywords.
4. Social media mentions also affect the search engine optimization strategies of a web page greatly. For instance, if a web page is shared highly on Facebook, Twitter, etc., its ranking on Google also becomes higher. This is because, the content that is shared most tends to be trending and interesting to people.
It’s not easy to asses which of these aspects generate maximum SEO benefits. One of the first steps in search engine optimization strategies is to get the website indexed in search engine such as Google. For this particular website, in order to get it indexed, I have generated two links from two websites—prodapt.com and synapt-iot.com. With these links, a Google crawl will happen within a few days and get the website along with all its pages indexed. Once the indexing is done, the pages start ranking, albeit at very low positions. It takes generally several months for the pages to start ranking high, and the effort required for that also tends to be great.