SEO also is known as "search engine optimization" is the practice of optimizing the search result so that we can increase both the quality and quantity of website traffic, through non-paid or organic search engine results.

It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. Using this data will allow you to provide high-quality content that your visitors will truly value.

There are 5 essential areas where you should include keywords:
  • Title: It is the first thing that your readers and search engines sees. Google usually cuts off text after 60 characters, so make sure to get your keyword in the first 60 characters.
  • Headers: Headings are very important for SEO, and Google uses headings to analyze content. Be sure to include a keyword in your H1 heading.
  • Body: Use Keywords naturally throughout the blog post. Be careful not to use keywords too much and always keep it reader-friendly. Keywords should make up about 1-2% of your text.
  • URL: Make sure you include a keyword in your URL. It’s the first thing search engines use to determine your content.
  • Meta-descriptions: There are what readers see on a search engine page. They provide a short description of page content, and help readers decide if they’ll click your content to read or not.

Other things that must be included in your blog must include:

  • Optimize Images: Always optimize your images and write about it in the alt tag, because search engine read the content of image from the alt tag. Also, always upload your images with its name and not 'Image_3458' etc
  • Minimum 300 words : Your blog post should have minimum of 300 word length, and maximum 1600 words and in between around 1000 is fine as the search engines will get the clue, what the post is all about.
  • Back Links : when you write your content, always refer to other content in your site, it helps in keeping the reader engaged and you also provide additional content to  your readers.
  • Sitemap: Google uses Crawlers to discover the content that is available online. Sitemap is basically a list of URLs to your content. We can submit our website sitemap to Google by providing them sitemap.xml file that includes URLs that are important for Google to discover, such as pages to which you’ve added markup for specific features.
  • Structured Data: Google understands the content of the site better using the structured-data and you can check your site regarding the same using their tool structured-data/testing-tool.
  • Add your site’s name, logo, and social links : Create a Structured  Data for your site, add markup for name logo etc.

Structured Data for Social links, URL and Logo

<script type="application/ld+json">
{
  "@context": "http://schema.org",
  "@type": "Organization",
  "name": "Fusion Giant",
  "url": "http://www.fusiongiant.com",
  "logo": "http://www.fusiongiant.com/images/logo.png",
  "sameAs": [
    "http://www.facebook.com/FusionGiant",
    "http://instagram.com/FusionGiant",
    "http://www.linkedin.com/in/FusionGiant",
    "http://plus.google.com/FusionGiant"
  ]
}
</script>

Basic principles:

  • Provide clear and engaging content on your site which is easy to find also.
  • Keep page titles clear and relevant.
  • Links are regarded as a signal of popularity and Search Engine rewards links that have grown organically.
  • Social shares are great and have a great impact on how you rank organically in the future.
  • Page speed is important, along with a positive, useful user experience.
  • Use alt attributes to describe images, so that Search Engine can better understand the content.

In order to show up in search results, your content needs to first be visible to search engines like Google. It's the most important part of the SEO, make you site visible to Google you'll be able to show up in the SERPs (Search Engine Results Page).


Photo by Le Buzz / Unsplash

How do search engines work?

Search engines have three primary functions:

  1. Crawl: Look the Internet for content, for each URL they find.
  2. Index: Store and organize the content found during the crawling process. Once a page is included in the index, it will be displayed as a part of the respective search query.
  3. Rank: Provide the pieces of content that will best answer a searcher's query. Order the search results by the most helpful to a particular query.

Ranking: How do search engines rank URLs?

The ordering of search results by most relevant to least relevant to a particular query is called ranking. For checking the relevance, search engines use many powerful algorithms, a process or formula by which stored information is retrieved and ordered in meaningful ways. These algorithms have gone through many changes over the years in order to improve the quality of search results.

What do search engines want?

They always wanted to provide the useful results to searcher’s queries in the most helpful formats. Over time, their understanding starts to deepen by using various technologies like AI, and they learn semantics- the meaning behind language and the relationship between words and phrases.

Back-links or "inbound links" are links from other websites that point to your website, while internal links are links on your own site that point to your other pages. Search engines also need help in figuring out which URLs are more trustworthy than others and determine how to rank search results. Calculating the number of links pointing to any given site helped them do this.

What is RankBrain?

RankBrain is the machine learning component of Google’s core algorithm. Machine learning is a computer program that continues to improve its predictions over time through new observations and training data.

Engagement metrics:

When we say engagement metrics,it represents how Google searchers interact with your site from search results. This includes things like:

  • Clicks (visits from search)
  • Time on page (amount of time the visitor spent on a page before leaving it)
  • Bounce rate (the percentage of all website sessions where users viewed only one page)
  • Pogo-sticking (clicking on an organic result and then quickly returning to the SERP to choose another result)

We'll continue exploring the SEO in the next article SEO: Rank higher in Google Search (Part II)