Search is the gateway to almost everything we do online. With the ever explosion of Mobile devices like, Tablet (s), Mobile phones, we are no longer limited to where we can search.
Want to search for best hotels, best places to visit? Solution: Search the web. Want to book tickets, search for flights,and shop from home for online good & service, order eatables? Solution: Search the web. Now the question that arises, where do you find your website &your page ranking in search engine results? The answer to above question is “Search Engine optimization”. Search engine optimization is a technique used by webmasters, technocrats, geeks & many more, to increase the rank of their website in Google’s search engine results. But indexing on the heart of Google is not a simple process & takes a lot of time, a lot of work & a lot of patience. So, there are some key factors which have to be kept in exact consideration while implementing SEO. If these factors are properly implemented without adopting any fraudulent means they’ll definitely help you ‘Increase rank of your website’. Apart from this, before implementing SEO one should also be informed about the recent updates provided by ‘Google algorithms’ because at the end of the day, it is these algorithms that will be analyzing your content and the rank of youw website.
Fundamentals of Search engine optimisation or SEO, for short:
- Keyword research: The very first step in SEO process is trying to identify the right keyword for your article or blog. Websites like Google trends, Google Adwords, Keyword planner tells you the average number of searches per month related to a specific keyword.
- Title tags: Title tags are of utmost importance. Google relies on title tags to provide page ranking. Your title tag should match with the keyword. Title tags are important in driving traffic to your website.
- H1 tags: These tags often work like the title tags. Heading tags makes your article brief, concise & makes classification easier.
- Density of keywords: Your keyword should appear in the body of your article. But this doesn’t imply illogical association, meaning, phrases should be semantically connected and at the end your content should be meaningful.
- Length of content: Longer content is mostly preferred over shorter content in search rankings becausekeywords generally find their way in the content naturally. The length of the content should be between 1000-1500 words.
- Loading speed: How quickly your page can load also affects your ranking and it is rated by Google algorithms as well. For better performance and quick retrieval, it is advisable that you use less quality HD picture in your website or blog.
- Update frequency: How frequently your page is updated or how frequently you make changes to your content also affects your ranking.
- Quality of content: This is one of the most important factor in terms of ranking perspective. Content should be relevant to topic, informative, and must be well written. Try to avoid misspellings and grammatical mistakes. Be accurate, brief & concise. Do not sway away from the topic.
- Images: Images increase click-through rates and page rankings. But important thing to keep in mind is, too high HD images can relatively slow down your page loading speed.
- Back Linking: BackLinking is the most important ranking factor. Backlink is like a ‘Vote of trust’; it’s like what other websites thinks about you and might possibly be sending traffic to your website. But remember that it’s not a popularity contest wherein scoring the maximum number of votes will give your website a higher ranking in search-engine results.
Search engines rather trust quality links coming from government agencies related to your work & Non-profit organizations. Remember, the authority of any website is evaluated by the number of links pointing to it.
- Social exposure: You can popularize your website with the help of social networking sites like, Facebook, Twitter, Instagram. Try to create your website page on these sites. Since the presence of people(s) in social media is increasing by-day, people will definitely come to know about your work & publication.
- Format of URL: The URL format should be simple & easy to understand. A typical URL format should be, “scheme://www.domain_name.tld/filename”. Example- http://www.TradeMySite.com/Vaibhav_gupta .
- Create XML sitemaps: XML sitemap is a listing of your page content in a special format that search engines can easily read through.
Submit your XML sitemaps to search engines because this is one of the way of letting search engines know when you’re adding and modifying your content.
- Robots.txt: Robots.txt is a file that instructs web robots how to crawl and index a website. For instance, just consider above URL i.e. http://www.TradeMySite.com . And suppose there is a file called ‘Employees_only’ residing in the website. Now, if the owner wants that this file should only be visible to all the employees of ‘Web consolidates’ and not to the entire world, than s/he can declare it inside ‘Robots.txt’ by issuing a ‘disallow’ command.
- Meta description: Meta description is like a brief summary of your article or blog. It should be written in a maximum of 160 characters. Your keyword’s frequency must appear in your Meta description. For instance, consider, if I were to write a Meta description for this article whose title is, ‘Increase rank of your website’, the Meta description should be, “SEO factors that can increase rank of your website. Avoid “Gimmicking’’ to increase rank of your website.”
- Citations: Citations are mandatory for local search success. Mention of your Business name, address, or phone number all around the web, is what citation all about.
The more citations a business gets from quality sources, the higher ranks in your search results. Name, address and phone number should exactly be the same wherever they appear.
- Redirect rules: Redirect rules are important when you are re-constructing your website. At that time your content will not be visible to search engines. So, to ensure that your page ranking doesn’t get affected, it’s a must to implement redirect rules.
- 302 temporary redirect: This redirect rule is implemented when you want to show some alternate page while your website is down for maintenance. It’s like saying to search engines that the page you’re looking for isn’t right available but will be back shortly, so don’t do anything to my index.
- 301 permanent move: It’s like telling the search engines that although they’ve accessed a URL in the past, it’s now of no good and search engine must gather everything they now about this URL and implement this in their new URL.
- User generated content (UGC): User generated content normally comes through following ways,
- Blog posts
- Product review
In a Business to business space, you can ask your happy customers to create testimonials or even case studies. But don’t forget to create an ‘approval process’ because some users might be posting abusive or unrelated content in your blog or article.
Some more important factors:
- Try to choose long tail keywords for your title, because long tail keywords have a potential to provide more traffic.
- Use ALT text on images.
- Enable “Server-side Caching (SSC)” in your website if your work is related to E-commerce.
- Avoid copying content from other sources, write your own. Google already have a number of plagiarism software which can easily check that you’ve copied content from another source.
- Use simple and plain words in your articles.
- If your website isn’t structured well, than this might prove to be detrimental as your website will not be indexed by Google.
- Create navigation & internal links in your articles as this helps in attaining more traffic & ultimately increasing rank of your website.
It is important to understand that search engines don’t immediately interact with your websites. It takes time for them to discover changes in your content, new links to your website & overall structure of your website. SEO is not a one-time project, it a process that you’ll continue for a longer run.
1.1. Google panda Algorithm– This algorithm was launched in February 2011.The aim of this algorithm was to lower the rank of websites “thin-quality websites”, i.e. websites those copies content from other sources, & return top quality sites on the top of search engine result pages (SERPs).
1.2 Google penguin algorithm– This algorithm was developed in April 2004.The aim of this algorithm is to decrease search engine rankings of those websites that violate Google’s Webmaster Guidelines by implementing Black-hat SEO. Black hat SEO artificially increases the rank of a website. A basic illustration of black hat SEO. Consider an example; ‘Vaibhav Gupta is a student, lives in Dehradun & is an entrepreneur’ and ‘vaibhav gupta’ is my article’s keyword. If you can see the above sentence is meaningful & complete. Now, if I were to implement black hat SEO for writing the Meta description of the above sentence (which is already complete & meaningful), I would be writing it as, ‘Vaibhavgupta is a student, vaibhavgupta lives in Dehradun, Vaibhav Gupta is an entrepreneur ’. Now, what we’ve done above is a black-hat SEO technique because we know that keyword frequency in our Meta description significantly increases our page ranking.
1.3. Google Humming bird algorithm- This algorithm was developed in July 2014. The aim was ‘To judge the intent of the user trying to carry out search.’ It’s a new era of ‘semantic age’, where search engines are trying to replicate human behavior in their search process. For illustration of above concept, let
We take an example, a user typed in a phrase ‘Best drinking places in New Delhi’ in Google’s search engine. If somehow the Google is not able to produce the result it would suggest. ‘Did you mean: Best bars in New Delhi’ & I would say, yes, actually I was looking for the same, Yippee!
1.4. Google pigeon algorithm: –It was developed in July 2014. The aim of this algorithm is to give preference to local search results in search engines. It was of utmost importance to local businessmen. This algorithm keeps in view the location and distance as a crucial part of its searching strategy.
Adopting such methods and strategies which helps us to gain fake publicity. An example could be- Manipulating the number of links pointing to our websites so as to gain higher page rankings. Another example could be- Black-Hat SEO.
Server-side caching (SSC):
Caching helps in retrieving data faster from data repository systems. In an e-commerce store, whenever a user request web browsers for some information, a request is send to a web server from a web browser by means of a HTTP protocol. The server then relays the response to the database holding the information. Once a copy of data is provided to a web server, it remains in server’s resident memory & subsequent copies are being added after it. Now, if in future the user wants the same piece of information it can be retrieved much faster, because now the information is fetched from the server & not from the database. This is, server-side caching.