Hello again, today’s topic is Search Engine Optimisation (SEO). SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. It is common practice for Internet users to just focus on the first page and overlook further pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user.
Search Engine Optimization:
Search engine optimisation is a methodology of strategies, techniques, and tactics used to increase the number of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo, and other search engines. There are tons of components to improving the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links — and that’s just to name a few. But search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in the search engine results pages.
Search engines use algorithms to calculate how worthy a page is to a relevant search query. There are hundreds of factors (Google uses over 200 ranking factors) that are used to calculate the authority of a webpage, and PageRank (based on a scale of 0 – 10) is one of them.
Google assigns PageRank to every webpage it crawls. When another website links to your website, some of its PageRank is passed on to you. The more sites there are out there linking to you, the higher your PageRank will be, and the more trustworthy your site will look to search engines.
Search engines use bots or “spiders” to crawl billions of pages across the web by following links they find from billions of pages around the web.
Search engines then store the information it collects into its index.
When a search query is entered, a search engine digs into its index for pages matching the user’s search query, then sorts and displays the most relevant results to the user.The order in which the pages are displayed is calculated by search engine algorithms, taking into account hundreds of ranking factors. Each page is then given a ranking score.To rank highly on the search engines, your site needs to score higher than all the other sites that are eligible to show up for a relevant search query.
Google Major Algorithm Updates: Panda, Penguin, Hummingbird
Every year, Google changes its algorithms some 500 times, that’s 1 – 2 times on average each day. Every once in a while, Google rolls out a major algorithm update, and when they do so, many sites suffer a drop in rankings while many others enjoy a rise in rankings.
Panda (2011) – Lower the rankings of low-quality sites.
Penguin (2012) – Decrease rankings of sites that engage in black-hat SEO.
Pirate (2012) – Designed to prevent sites that have a lot of copyright infringement reports (as filed through Google’s DMCA system) from ranking well in Google’s listings.
Humming Bird (2013) – Relevancy and knowledge graph update (Semantic search).
Pigeon (2014) – Provide more useful, relevant, and accurate local search results that are tied more closely to traditional web search ranking signals.
A recent report published by Conductor, an enterprise search engine optimization management company show that nearly 64% of the average traffic comes from organic search.
Some of the Advantages of Search Engine Optimisation (SEO)
- SEO Will Help People Find Your Website
- Impacts The Research/Buying Cycle
- SEO Builds Trust & Credibility
- SEO Helps Build Your Brand
- SEO Is A Long-Term Strategy
- SEO Is Cost Effective
- SEO Provides Endless Opportunities
- SEO Beats Paid Traffic