Search Engine Optimisation abbreviates to SEO. This is the process that affects a website to be listed on a search engine without making regular payments to the Search engine provider. This listing is also known as visibility. So a highly optimized website will be visible to search engines more often and then the website will be ranked higher on the search results page. Higher ranking gets more hits for the website and consequently the visitor is tempted to look at the content and make a conversion.
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Search Engine Optimisation is also defined as SEO which is the process of incorporating tactics, techniques and strategies to grow a company’s presence online.
This is achieved by maximizing the number of visitors to its website as SEO is concerned mainly with improving visibility and creating preference.
Corporations undertake SEO initiatives which improve their search rankings amongst the millions of websites available on the internet as customers perceive websites that rank high to be trusted and of high quality.
The importance of SEO
Customers are increasingly using the internet and a majority of their time is spent on the internet which gives every company the possibility of reaching them effectively by optimizing their online presence.
Search engines are components which search and seek related information as per the searcher’s requirement from the web (search engine optimisation).
The success of a corporation’s in its online search efforts is being able to rank high on the page of top search engines depending on how well they develop their websites with supreme quality content.
Content has to be regularly reviewed and updated with relevant keywords and phrases which are repeated throughout the page to harness the optimal power from search engines like Yahoo, Google or Bing to deliver the desired result.
History of SEO
The history of the first search engine is said to date back nearly three decades ago and was created by Alan Emtage and it was named “Archie.”
This was the first tool developed to search content files to locate a file amongst a database of listed names on the internet.
Incorporating search engines for marketing communication activities incepted with Google who identified that search engines could be mutually beneficial for customers and corporations
Whilst making life easy for the user by collecting and disseminating universally available information available on the World Wide Web in a format easily accessible and relevant to the searcher’s query, marketers could also showcase their products and services relevant to the user’s search which is known as search engine marketing.
The Search engine Optimisation
SEM which is the abbreviation for search engine marketing when web advertisements appear on the ranking page relevant to the searcher’s query and is an effective form of communication as the user was already in a buying position and by just a click; he or she could be diverted to the advertiser’s webpage to explore products to seek the best fit.
The SEO process
The basic steps in the search engine optimisation process are defined as crawling, indexing, ranking and retrieval
What is crawling?
Crawling is the optimizing of search engine which occurs when a query is typed and concerned with the gathering of data available on a website after scanning it and tabulating it into an entire list found on it such as page titles, keywords, images and links to other sites.
Meta data, Alt tags and popular links contribute towards greater rankings of a corporation’s website, to appear on the first page of the search engine’s result.
The technical aspect of crawling is that when a query is typed on a search engine bar, automated robots visit every webpage available in split seconds to deliver a relevant and concise end result.
What is indexing?
The ocean of data gathered by the crawler is accumulated and stored in a large database called a search engine index.
It is the search engine index that furnishes the results for the searcher’s query and there are important tools within it which are called search engine spiders which scan the information captured to ensure that the data is up to date and free of spam.
Ranking and retrieval process
This is the final step and the most important factor which serves as a differentiator amongst the search engines available today as in all dynamic markets search engine operators compete with each other to gain customer preference over the other.
Certain search engines work with key words whilst others allow searcher’s to ask a question and other enable advanced options and features such as filtering the relevance of content and keyword proximity.
In a nutshell
When asearcher types his query, crawlers visit every website matching those words and then all those relevant websites are tabulated and listed. After that those websites and webpages are ranking by the ranking algorithm tool.This component double checks the searcher’s query amongst those indexed webpages to seek the most relevant and retrieve back with the optimal result.
Link building factors
Link building is an extended option of search engines which is the process of establishing connections from one website to another to present maximal results.
Marketers are amalgamating link building campaigns within their search engine marketing tactics and techniques to drive social media preference also engagement, for brand building activities and to increase traffic to the corporate websites showcasing their products.
Content marketing techniques
Content marketing also improve a corporation’s possibility to be captured effectively by search engines and can be branched into “on-site” and “off-site.” Website content on-site should be enticing and relevant with the right mix of key words and images.
The advertisements placed should be able to harness the maximum potential without interfering with the user’s experience.
Off-site content is publications which is not directly embedded on a corporation’s website but undertaken with the aim of improving search rankings through signals of relevance and authority.
Improving local search
Businesses that operate locally should alsofocus on citations which are names, addresses, and numbers in other words contact details which improve a corporation’s visibility on the internet.
Local search improve dramatically when businesses list on Google+ and Google My business to be captured by searchers who are looking for products and services that are offered by your company.
Citations should be uniform across all websites to be located effectively with updated contact information and a URL.
E-commerce and sales
The highest competition on the World Wide Web for rankings is accrued from e-commerce websites such as EBay and Amazon. These global giants used to monopolize the organic search results above small time corporations.
As their popularity and penetration soared, these e-commerce playersstarted their own search engines to internally rank the sites on their webpages to gain visibility and increased traffic.
Search engines via mobiles
An advanced form of optimization that has been developed for usersis app store optimization (ASO) which has the possibility to reach mobile customers. This aims to encourage engagement and drive to websites through links and related keywords through smartphone applications.
Customization and personalization methods
Google is developing programs and applications which will allow companies to personalize their internet marketing strategy to capture their target audience more effectively through regular and distinctive customer research, Google seeks to identify customer changing needs and wants to improve its data analytics, mining methods and personalization factors to deliver better satisfaction levels to their users.
Corporations when undertaking activities pertaining to Search engine optimisation must personalize their content and capture according to their user’s location and search history to revert back with relevant and useful content
All online marketing campaigns of the future will be all about engaging users and creating an experience better than competitors with the aspiration of not only growing brands but also to improve search ranking factors through the provision of optimal results according to the searcher’s query.
Future of seo in Digital
Search engine optimization and its advancement facilitate the dynamically changing digital landscape. Marketing research and constant innovation is the key to its development to corporations including Google and Yahoo.
The new generation of search engines such as ‘RankBrain” which is algorithm which attempts to really understand content unlike ordinary conventional algorithms that just capture keywords, phrases and linkswill be programed to understand their user, their behavioral characteristics, desired experience, backlinks to provide searchers with added relevance, leading to higher customer satisfaction.
Search engine optimization or SEO is the future for any brand, product, service or ideology it will remain so into the future too.