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What is Search Engine Optimization (SEO)?

What is Search Engine Optimization (SEO)?

The buzzing word in the current digital business world is Search Engine Optimization (SEO). Talking about the history of SEO in business segment is like talking about the history of handshake. We all know that it is essential for the business growth and marketing online but everyone is busy in implementing it and boosting their website ranks online than understanding the history and patterns.

Evolution of Search Engine Optimization

Just like it is said that ‘necessity is the mother of invention’, there are chances that the SEO emerged with the launch of millions of websites during the inception of digital age. The first website which was launched by Tim Berners on 6 August, 1991 is still live. With the increase in number of websites, there was a necessity to search these websites which gave birth to the search engine giants like Google, Bing and Yahoo. After few more years of website trends, there was a necessity to bring the most popular websites and website that are suitable as per the user search patterns on the top ranks which gave birth to Search Engine Optimization.

In the early age of search engine optimization, marketers used keyword stuffing, tagging, back linking, and several other keyword based techniques to bring theirs and their client’s website on top of the search engine. Due to long time taken to make the changes in the search engine algorithms the black-hat SEO techniques would prevail online for a longer period preventing genuine and authentic websites to surface on top. However, thanks to the advanced and updated algorithms by search engine giants today which has transformed the overall performance, search engine results and steps to eradicate the black-hat SEO techniques from online world.

Current Age of Search Engine Optimization

With the introduction of emails, SMS and website, almost all the business houses started marketing their products and services using these platforms along with one to one marketing. But they were not able to leverage the benefits of websites due to the issue of adaptability and lack of maturity of search engine optimization in those days. Soon after the search engine optimization became more popular, it surpassed all the marketing platforms and business houses started pumping their content online than using print media or any other platform.

In the current digital age, the number of smart phones and devices are surpassing the number of websites online. People are getting inclined to the smart phones than surfing online using the desktops or laptops. Approximately 85% of the searches today come from the smart phones and day by day the number of mobile applications are touching the sky. In this cut throat competitive market, only the fittest will be able to survive. Regardless of what business you are into, if the website is not device friendly, search engine friendly or supports the latest tools and functionalities then the company will lose major chunk of business to its competitors.

Why should you care? How does it work?

Search engine optimization is always evaluated with the objective and not by the efforts which is added to get the desired results. The ultimate objective is to bring the non – ranking websites on the top of the search engine surface.  However it needs a lot of experience, expertise and knowledge to use the right set of tools and techniques to achieve the desired results.

Search engine optimization is the process of optimizing the website pages, links and creating genuine back-links that makes the website visible organically on the search engine than the paid options. And it appears to the targeted audience which in turn increases popularity and generates leads online resulting more business. And google is like the gatekeeper which allows only the genuine and authentic website to be visible to the user. With the change in the searching algorithms of the search engine periodically, the optimization patterns and techniques are also modified.

If you try run a search in the Google or any search engine, you will find two type of search results as shown below.

The first ad based result that you see is the Google’s paid ad result which is least trusted by the users, however many businesses do promote it online for more visibility. By listing on the paid platform, the website link of the business will appear always on the top depending the keywords and regions defined for the ad. It is just like choosing specific magazine of a region to print your business ad. The links which appear at the bottom image is the organically ranking websites which appear based on the optimization. The organic results are more trustworthy and relative to the user’s search than the paid ad platforms.

In order to bring the website on top of the search engine results locally, nationally or globally there are several techniques and investment of time, energy & resources required for a period of time. Here are some of major factors which increases the weightage of optimization and helps in increasing the rank on search engines. Search Engine of (SE) is the platform on which (O) of optimization plays a vital role.

Some of the major techniques used to boost the website ranking are On-page SEO, Off-page SEO, PPC, SMO, ORM, and Blogging.

On-page search engine optimization is the technique by which each and every page of the website is updated with relevant keywords and the HTML links are modified to make it search engine friendly. It also ensures that the content used on the web page is relevant, attractive and easy to link with other websites, if needed.

Off-page search engine optimization is a technique which helps in improving the position of the website using the Search Engine Results Page (SERP). Most people confuse off-page SEO with the back-linking and cross-linking but it is not only limited to that.

Pay-per-Click is a paid platform technique which helps in generating quality traffic to the website through high ranking platforms. In this process, ads are uploaded to high ranking media sites combined with keywords which leads to make the ads visible to users interested in the products or services. As it is a paid platform, the ads are charged based on the number times the ads are clicked by the visitors. In majority of cases, the online visitors are converted into customers through the PPC platforms.

Social Media Optimization (SMO) is a chain of generating constant visibility over the social networking sites which has become a premium platform to approach the targeted audiences with interactive and interesting content like blogs, articles, videos, ads, games, etc.

Online Reputation Management (ORM) is a form of process which helps in transforming the negative reputation of any company or brand due to any reason by showcasing the positive picture of the company and converting the visitors into prospective customers.

Blogging has become a major platform of generating quality traffic in the current age as people love to read online and understand the details of the company before choosing any products or services. Blogs on the reviews, products, or services can amplify the search results positively to larger extent.

Some Fun Facts

  • Google roughly holds 80% of the search market share compared to other search engines in the world.
  • 2% of the online search in 2018 was from mobile devices
  • 57% of the global marketers have accepted that Search Engine Optimization has resulted in more lead generation comparatively.
  • Almost 50% of the customer searches show that customers prefer to check the company website, blogs, reviews or online feeds before choosing the products or services.
  • 72% of the marketers have described that customers do not move the first page and interesting content is the secret of winning the game.

Bonus Tip

Choose the best platform to create your website and embed with interesting content that attracts visitors to stay on the page for some time. If you have a e-commerce website then use fastest checkout process to convert the visitors into customers.