SEO or Search Engine Optimization is the process of attracting traffic to a website by affecting its visibility on search engine listings. When you enter a search term on a search engine, you might have noticed thousands, if not millions of results, which span multiple pages and out of all these results, a search engine sorts out the relevant pages according to the search term or keyword used and compiles them on the beginning pages of the result according to relevancy. Search Engine Optimization relies on
On the Page Ranking Factors:
These are the ranking factors which are entirely under the control of the webpage owner or publisher. These include Content Quality, HTML restructuring with title tags and Meta descriptions and Webpage Architecture. By altering any of these factors, a webpage publisher can improve the ranking of his page.
These are the factors which a webpage owner or a user does not directly control. Search engines rely on these off page factors because only relying on On Page factors didn’t always get the best results. One of the main Off Page ranking factors used by search engines is Link Building.
Both on page and off page factors are used collectively by a search engine to get results relevant to the keyword or search term entered by a user. Understanding what both these factors comprise of is critical to get a working knowledge of an SEO process. Let’s understand some On the Page ranking factors first:
One of the most over used or clichéd statement in SEO is ‘Content is King’ but nevertheless content quality is absolutely important in improving the overall ranking of your webpage. So go beyond just writing a simple article or a blog for your website.
Another important factor after content quality is keyword research. There are many different tools available to ascertain specific keywords that people use as search terms. Using specific and high quality keywords can increase the visibility of your webpage. For example, a page about “internal combustion engines” might contain all the intricate details about its working but a search engine might not show that specific page when people instead search for “Petrol Engines”. That’s the power of keywords.
HTML Title Tags:
Changing your HTML title tags can have a drastic effect on the search engine ranking of your page. Title tags are like book titles, and since every book has a different title, every webpage should also have a different title. Since search engines use this HTML title to understand the page, they are of extreme importance.
Unlike title tags, Meta descriptions aren’t exactly a ranking factor in SEO but are used more for the user. These descriptions are also part of the HTML code but are displayed to the user in the search and add a sort of visual and display element to your webpage. An innovatively written Meta description can help sell your product to a user and can even get additional traffic to your website.
Off Page factors:
As mentioned above, do not rely on the publisher of the webpage. One of the most important off page factor is link building wherein, the number of inbound links pointing to a webpage is increased to achieve a higher page ranking. Link building relies on the quality of the links, the text of the link and the number of links pointing to your website to increase the visibility of your webpage.
So you now have a working knowledge of how search engines work and what factors they rely on to give you perfect results!