Search Engine Optimization

Digital marketers must ensure that their products and services are always searchable on the internet. Billions of searches are being made every day on the net all over the world. You want to guarantee that your product or service is on the results at least once!

You can do this through SEO. This is the technique of website optimization for you to attain the highest possible rank on the results of searches. These results are also known as search engine results pages or SERPs. Search engines are the channels where the searchers occur. Closely secured algorithms are used by them to decide on which results will show up.  

What are the many considerations that determine this ranking? Marketers have to study all these considerations so they can maximize their websites. Google states that there are more than 200 factors noted in this algorithm. 

However, they are not indicated, so it’s usually a trial-and-error method for SEO practitioners. Those who work in search engine optimization spend time understanding patent applications to know the different elements.

Types of Search Engine Optimization

Search engine optimization can be divided into two. These include white and black hat SEO. Surely, an in-between will always exist. Gray hat wearers exist.

White hat SEO is all about working within measurable parameters to optimize a website. These parameters are the ones set by search engines for them to offer a better user experience. 

This type of search engine optimization guarantees that users acquire the outcomes they look for on the search engine. This means that search engines ensure that the most timely and important results show up. 

Meanwhile, black hat SEO is the more dubious form of SEO that includes spamming. They achieve high rankings in a skeptical manner, which is why search engines sometimes blacklist them.  

What Search Engines Look for

Because search engines want to make sure that the users get the results they want, they always look for the following aspects:

• Importance
• Relevance
• Trust
• Popularity
• Authority.

Hence, search engine optimization allows for achieving high rankings by using selected key phrases on their websites.

Fortunately, if SEO practitioners employ techniques for one search engine, good results will also show on other engines. This is characterized by the “democratic nature of the web” which Google refers to. However, just because it is democratic doesn’t mean only the votes are being considered. Who casts the vote? This weighs more heavily!

Search Engine Optimization Strategies

While there are two types of search engine optimization, there are also two types of strategies for it. These include on-page optimization and off-page optimization. 

On-page optimization in SEO refers to transformations done in the HTML code, along with the website’s structure and content. When these changes are done, they become more accessible to search engines. 

Meanwhile, off-page optimization involves the links being generated on the site. It includes strategies like digital public relations and social media management. 

Producing new business to a site can be done effectively if you know your way around search engine optimization. This process is ongoing and you’ll learn how search engines recognize your site. It also gives various insights as to how users discover your site. 

Different Areas of Search Engine Optimization

SEO can also be divided into five areas:

• A structure of the site that shows search engine-friendliness
• Key phrases that are research-backed
• Key phrases being targeted for content optimization
• Link popularity
• Insights of the users

For instance, a website structure has to be compatible with the search engine through the removal of technical barriers. Search engines will be able to access your content if you direct the HTML links to every page that you wish to be indexed by Google or other tools. 

In short, your home page must include the most important pages on your site through clickable links.

On the other hand, key phrases also play a big role in SEO. Build a list of key phrases that are backed by research. You also want to capitalize on tools that allow you to grow and refine your list. 

Consider the user’s point of view. Every time they Google something, they try to use the most relevant words for their searches. 

Semantics are search engines’ forte. For example, if you type in “car rental,” then the results will direct you to pages about car rental, car hire, and even vehicle hire. Technology has become so sophisticated that they understand related searches, misspellings, and synonyms.  

Key Phrases

Key phrases are just an area of SEO, but they are the very foundation of search. Therefore, SEO practitioners put most of their focus on this. 

The general rule is to implement keywords that are likely to be used by your target audience as previously mentioned. Search psychology is one discipline to consider. You want to know what goes into the users’ minds. What mental processes occur every time one looks for a certain topic on the internet? 

Here are some guide questions to help you when you’re choosing a keyword:

• What is the number of searches are being done using the phrase to discover results?
• How big is the competition when it comes to the phrase?
• How many other websites use the same phrase for search engine optimization
• What is the conversion rate? Is there a guarantee that the searcher who used the phrase is going to visit your site?
• What is the relevance or relationship of the phrase to your content?
• How much value does the keyword attract per prospect?

When doing your research on key phrases, follow these steps.

1. Brainstorm the words that describe your business. Think about the questions that your target audience has. Not everyone asks for your service the way you describe them. This is also where you consider common misspellings.
2. Data gathering is important, and you can do this by surveying customers or looking at website referral logs. What phrases are being used currently? Which ones are sending you traffic? 
3. Use keyword research tools. Most of them are free. They offer similar keywords, misspellings, industry-related keywords, how many times the phrases are being used in search engines, and more.  

© Image credits to Anni Roenkae