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DIGITAL MARKETING | SEO BASICS
The aim of marketing is to know and understand the customers so well the product or service fits him and sells itself. - Peter Drucker
Search Engine Optimization refers to the ways of improving the unpaid results of a website on the Search engine results page (SERP). It is the process of increasing the quantity and quality of the website traffic, by improving the website’s visibility to the users of a search engine.
So in short Search Engine Optimization can be defined as a series of tasks conducted for the purpose of improving the website’s position/rank in the SERP.
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SEO is important for every website.
The SEO activities can be categorized into two On-Page and Off-page SEO.
On-page SEO or on-site SEO like the name indicates refers to the SEO activities that can be conducted on your own website. On-page optimization is the process of implementing strategies in order to improve the way search engines see your website, which results in higher ranking and your business in general.
On-page optimization comprises optimizing different elements of a website, which are the factors that influence ranking. Some of them are listed out below.
HTML
HTML ( HyperText Markup Language ) It is the code part of your website. Search engines read this part of your website. For easy crawling of your website by the search engines, you have to keep your HTML code as clean as possible.
Title tag
It is an HTML tag, here the title of a page on your website will be enclosed in an HTML tag of the following format <title>, inside of the head section. The title tag will appear at the top of the webpage and in the search engine results.
Meta tags
Meta tags are part of your website’s HTML code and appear at the head section. Meta tags give descriptions, instructions of your webpage to search engines and other clients. There are different types of meta tags serving different purposes, from controlling crawlers to telling a search engine about your website’s compatibility.
Meta description
Meta Description is displayed below the page title on the Search Engine Results Page. Meta Description is a brief description of the contents of a page in about 160 characters and, what your website is about, and why someone would want to visit it.
Canonical URL tag
It is an HTML element, found in the <head> element of the HTML code of a webpage. A canonical tag is letting the search engine know that a specific URL is the master copy of a page, it instructs the search engine which version of a URL should appear in the search results. THE canonical URL tag prevents identical or duplicate contents from appearing on multiple URLs.
Keywords
Keywords are the words that the user’s type into the search engine. Keywords are one of the most important elements in SEO. Proper planning and positioning of keywords help in search activity, indexing, and retrieval of information. Keywords in the content of your web page help the users to locate your website through Search engines easily. So each web page should be optimized with the goal of drawing in maximum visitors who have searched for specific keywords.
Rich snippets
Rich Snippets are also known by the name Rich Results, which are the extra data shown with the search results. This extra data is the structured data markup that site operators add to their existing HTML, which provides a better understanding of the information that is contained on each webpage to the search engines. Rich Snippet types include reviews, recipes, and events.
Site map
A sitemap is a file placed on the website which contains the information about the list of individual pages of your website. It is a special document created by the webmaster software that provides a map of all the pages on a website for the search engines to index the website faster and easier. Sitemaps help the search engine to index and understand your website’s architecture, and the users can make use of finding specific pages on your site quickly.
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