DIGITAL MARKETING| SEO Basics| Part 2

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. 

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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. 

SEO is important for every website.

The SEO activities can be categorized into two On-Page and Off-page SEO

Off-page SEO

 Off-page SEO refers to the external tasks done in order to influence the organic search ranking of the website on the Google Search Results Page (SERP). Besides just checking out the website, search engines also consider the other elements like external links, user experience to evaluate websites and rank them accordingly. 

Backlinks

Backlinks are important for SEO. A backlink is a link placed on an external website that directs back to your website. More backlinks with relevant anchor texts are an easy way for improving your rankings. 

Do-follow Link

Do follow link is a standard HTML link without the rel=”nofollow” attribute. When another website links to yours with a do-follow link, it can directly affect search engine rankings.

No-follow Link

No follow link is a standard HTML link with the rel=”nofollow” attribute, this tells the search engine bots not to follow that link. No follow link doesn’t directly affect the ranking of a website.No follow links were introduced to prevent black hat SEO practitioners from profiting off of high authority websites.

Link farm

A link farm is a black hat SEO technique. Here in this method, a group of websites is created and is used for the purpose of increasing the link popularity of your website, by increasing the number of incoming links to your website If you implement this method your website might get penalized.

Now let’s see some other general terms that are often used in SEO in detail.

301 Redirect

A 301 redirect is a process of reporting web browsers and search engines that a website or web page has been permanently moved to a new location. A 301 redirect includes the web address to which the resource has been moved.

ALT Text/Tag

ALT Text/Tag It is a small description of the image displayed on your website. The search engine can’t see the actual images they recognize only the ALT Text. So adding ALT text to images is always better.

PPC

PPC stands for Pay Per Click. It is an advertising method to direct traffic to websites. It is even known as cost per click. In PPC Advertisers pay the website owner when the ads get clicked.

Long-tail keywords

Long-tail keywords are keyword phrases that are longer and more specific, that the users are most likely to use. They’re a little bit counter-intuitive, at first, but they can be hugely valuable if you know how to use them)  Long-tail keywords keep your traffic relevant and save money.

NEGATIVE KEYWORDS

Negative keywords are the words or phrases that you don’t want your ad to appear for.

SERP 

SERP – Search Engine Ranking Page is the page that is displayed when a user types in a specific keyword in the search space of a search engine. The Search Results Page typically shows 10 results on it, but this may vary depending on the keyword and search engine.

SPIDER

Spiders are the programs used by search engines for crawling and indexing websites. Spiders follow the hyperlinks and collect meta information and textual data for the search engine database. The spiders such as Googlebot, rate the content being indexed to help the search engine determine relevance levels to a search.

SPAM SCORE

Spam Score represents the percentage of websites with similar features that are found to be penalized or banned by Google. 

A score of 1%-30% - Low Spam Score.

A score of 31%-60% - Medium Spam Score.

A score of 61%-100% - High Spam Score.

A high Spam Score for a website, doesn't mean the site is spammy. It's a sign that some more investigation should be done to check the quality and relevance of this website. Spam Score only focuses on subdomains, this means that Spam Score for root domains and individual pages won’t be available.

White hat SEO

Search engine optimization practices that comply with Google’s quality guidelines are called as White Hat SEO.

Black hat SEO

Search engine optimization practices that violate Google’s quality guidelines are called as Black Hat SEO.

Cloaking

Cloaking is the process of showing different content to search engines than you show to human visitors.

Domain Authority (DA)

Domain Authority (DA) is a search engine ranking score/term which is developed by Moz, that predicts how likely a website is to rank on SERP. 

Domain Authority score ranges from 1 to 100. Higher the score higher will be the rank.

Page Authority (PA)

Page Authority (PA) is a term/score developed by Moz that predicts how well a specific page will rank on SERP.

PA scores range from 1 to 100. Higher the score higher will be the rank.

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