An important role of SEO is to make top rank to the website on Search Engine. It helps for optimizing the website by improving the visibility on SERPs. The website’s ranking is higher on the Search Engine, which results in increasing the traffic and users on the website. It eventually leads to more clicks by the users as well as conversion of the customers.
Google, Yahoo, Bing, Baidu, and Yandex are the top 5 Search Engines across the world. In addition to these, Ask.com, Duck-Duck Go, and Ecosia are the other Search Engines. These Search Engines are software programs, basically designed for searching useful information on the internet. It allows the users to enter a query to get the appropriate results by way of website pages, images, videos, and whatever contents are required by them.
In Search Engine, Crawlers, commonly referred to as Spiders or BOTs, are used to browse the website. The crawler’s very important role is to search and scan the website pages and after that to index and store them in the Search Engine Database Centre. Quality content is the most important factor, which is used in the website for its ranking. Search engines work by crawling, indexing, and ranking web pages/websites to provide users with relevant search results. Three processes, which are showing that how a search engine works:
Crawling: A process, in which, the search engine discovers and scans web pages/websites on the internet. In this process, the Crawler is collecting the information from web pages/websites. Crawler followed links from one page to another.
Indexing: A process, in which, the Crawler organizes and stores the data and information of a website/web page in a search engine database center. It allows search engines to search speedily the relevant information when a website user searches the query. Once this process is over, its contents are analyzed and indexed.
Ranking: The main object of ranking is to give user with relevant and useful information for their search queries. Quality of content is also an important ranking factor of a web page for a website.
There are two types of SEOs, as detailed below:
White Hat SEO: It follows all the ethical and legal rules and regulations, which helps to rank the website/webpage at the top of the Search Engine.
Black Hat SEO: It acts as illegal as well as unethical practices, which are used to increase website traffic and search engine ranking within a short period. They used to go with the following:
Cloaking: It’s a technique, which is used to operate Search Engine ranking on top. It also provides different content to the users of a search engine. It is called unethical and against the guidelines of search engines. It also detects and penalizes websites/web pages. Penalties may be attracted by reducing the ranking and extraction from the search engine index.
Keyword Stuffing: It’s a technique, in which unnecessarily use of specific keywords and repeated often after each sentence of the content. This practice is used widely in the primary days of SEO but now it is considered as Spenny and unethical.
Copied Contents: It’s a technique of copying contents from another website/webpage without obtaining permission and using it on one’s website when a website/webpage copies contents from another website/webpage it can be to duplicate content issues, where the search engine has difficulty to identify that which version of the content is original. This can result in both websites being penalized in search ranking.
Content Hiding: It’s a technique that involves manipulating the visibility of content on a website/webpage to search engines and users, this practice goes against the guidelines set by search engines like Google and affects its ranking.
Sneaky URL Redirection: It is one of the most common techniques. They can pretend to both i.e. users and search engines by directing them to different websites/webpages than expected, which results in a negative user experience, damages the website’s quality of trust, and penalties from search engines.
Website: It is a collection of many webpages, which are digitally filed those are written using HTML (Hypertext Mark of Language). The website is also a Domain i.e. the name of the Company e.g. xyz.com. Websites are suffixed by country extensions, viz. (dot) .in; .au; .uk; .edu; .org; .gov; .com; .co.in. To make the website available to every person in the world, it must be stored or hosted on a computer, connected to the internet. Such computers are known as web servers the website also contains some additional documents and files such as images, videos, etc.
Hosting of a Website: It is the server that allows an individual or an organization to make their websites accessible on the internet. It stores the website files on a server to deliver them to users, as they access the website through a web browser.
Secure Socket Layer (SSL): It is a protocol that provides security to confidential data following the encryption process over the internet. To provide data privacy secure connection between the server and the browser is created.
Uniform Resource Locator (URL): It is an address that is identified by a particular file on the internet. Usually, the concept of the protocol is https followed by the domain name. URL is the unique identifier used to locate resources on the internet. It is also referred to as a “web address”.
Domain: It is a specific name that is used to identify and access a website on the internet. It is a unique identifier that directs internet users to a particular website, and it is made up series of words or phrases separated by dots e.g. google.com. Here domain name is google.com.
Sub-domain: It is a part of a website’s domain name that helps to organize and categorize content within a website. They are used to create different sections within a sub-domain allowing for a more structured and user-friendly browsing experience.
Keyword: Any query searched in the search engine (Google) search box called keyword. It refers to a specific word or phrase that is used in a website or online content to help search engines understand the topic and relevance of the content, so it can top rank your website. The following are the types of keywords:
Generic Keyword: A Generic keyword is a broad or generic term that a category, industry, or topic that focuses on a specific product or service, or location e.g. “Shoes”,
“Travels”, or “Technology”. It’s a one-word query using generic keywords in SEO, to help a website to rank in SERP.
Short tail keyword: It is also known as a broad keyword consisting of two words e.g. “Maruti Car”, and “Digital Marketing”, when a user’s query is based on two specific words called “Short Tail Keyword”.
Long Tail Keyword: Long Tail Keywords are typically longer and more detailed than commonly used words users specify their query in more than two or three words e.g. “Dell Laptops near me”.
Seasonal Keyword: Mangoes
Keyword Density: It refers to the number of times a keyword appeared on a given web page or within a piece of content.
Keyword Density = No. of times a keyword is mentioned
Total no. of words on page X100
= 12
600 X100
Keyword density should be between 2%-3% per 100 words. Keyword density is also known as keyword frequency.
It is important not to overuse keywords in an attempt to control search engine ranking. This can lead to keyword stuffing.
Google Sandbox: Its effect refers to a theory that suggests new websites are placed in the sandbox by Google for a certain period after they are launched newly or at the initial stages. In simple words, it’s basically an observation period done by Google to check whether your website is fraudulent or has a technical issue within a 2-3 weeks period of time. Spam, Fraud, Blackhat SEO: 10 days- 15 pages- Rank 5; 7 days- 12 pages- Rank 7; 1 day- 5 pages- Rank 12.
Search Engine Result Page (SERP): after searching any query in the search engine, search box the page that appears is known as the Search Engine Result Page.