Search engine optimization (SEO): Search engine optimization is a technique or a process that is used in web publishing to increase web page visibility or the amount of organic traffic for a higher ranking in the search engines. In simple words, it is a process in which you affect the prominence of a web page or a website in a search engine’s results. In general, higher ranked websites appears on the top of the web pages, the more visitors it will receive from the search engine’s user, and the more the customers will get which will vice versa increase its rank. So, basically, search engine optimization is the practice of increasing the quantity and quality of traffic of your website through organic search engine results.
Whenever you search about something on a search engine, you get a list filled with links that contain the material you wanted. It is very common that users only visit the pages which are on the top as it is a perception that they will get the best information from them. However, not many people think of that fact that how the websites are ranked. The answer to this question lies in the technique which is used in the cyber world known as SEO. As stated above, it is a technique which is used by different websites to raise their rank in the search engine in order to get more traffic. This is a way through which a website can get a lot of users without any promotions.
The famous search engines such as Google, Bing, and Yahoo! already have primary search results. This is where all the web pages and other content such as videos or local listings are displayed. They are ranked on the basis of what they think will be informative for the user. They are many people searching for many things. The traffic can be a very powerful thing when it comes to business but it also depends on whether the traffic is responding or not.
SEO has two types and they are:
White Hat SEO uses the methods and procedure which can improve the rankings on the search engine but it does not violate any guidelines of the search engine.
Whereas the Black Hat SEO hunts for the weaknesses and loopholes in the algorithm of the search engine in order to get a high rank. If such act is detected, the website can be banned.
There are two categories of SEO and they are:
In On-Page SEO, ranking factors of Google are considered. These factors relate to the look of the website/webpage. This includes content, page structure, and headlines etc. On the other hand, Off-Page SEO means that all the variables the Google takes a look at are under your control. They rely on other sources such as social networks like Facebook, Twitter, Linkedin, Instagram and Web2.0 Sites, some blogs related to your field, and the history of the user.
If a website is not in a search engine’s index, users will not be able to find it. And, now the final and most crucial part of search engine optimization is ranking. Ranking in SEO refers to a website’s position in a search engine results page. Ranking factors play an important role in search engine optimization and the overall digital marketing strategy of a website. And thus, in this process search engine optimization works. When properly executed it can be profitable and sustainable. Also, search engine optimization is often seen as a good way to avoid spending money on advertising by attaining high rankings in the organic search engine results. So, now we can also define search engine optimization as a set of rules that can be followed by website owners to optimize their website for search engine and thus improve their search engine rankings.