Search Engine Optimisation: The Basics

SEO, shortened form of Search Engine Optimization, is an aspect of Online Marketing or Digital Marketing. To understand SEO, you should first know what is digital marketing. It is the component of marketing (the action to promote goods or services) that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other online media components and platforms to promote products and services. Its development during the 1990s and 2000s, has changed the way how brands and businesses uses technology for marketing. So, the main motive for existence of SEO is promotion of website or selling product or services.

As more organizations now are moving their businesses online, search-engine rankings are becoming essential to marketing and sales. The main concern of any online organisation is to get noticed by as more people/customers as possible, to get that they have to bring their website to SERPs. Each search-engine results page (SERP), which are presented in response to a user’s request contains a series of snippets. Snippets are the clickable links that include preview text to establish the webpage’s relevance to the search. The snippet’s SERP ranking, which is based on a complex algorithm that considers more than 200 factors, can determine whether a user visits that page or not. A snippet is organic, if the organization has not paid a fee for the position instead has worked hard and provide the real and authenticate information to the user; it is inorganic, or sponsored, if the organization has paid a fee to gain that placement. Obviously, a high ranking in the first SERP can greatly boost an organization’s visibility.

A search engine is a software system that is designed to carry out web searches (Internet searches), which means to search the World Wide Web in a systematic way for a particular information specified in a query. The search results are generally presented in a line of results, often referred to as Search Engine Result Pages (SERPs). The information may be a mix of links to web pages, images, videos, infographics, articles, research papers, and other types of files. Search engines are used to find out any information across internet. Search Engine act as an interface between the user/searcher and the website. Some of the most popular search engines in the world are- Google, Microsoft Bing, YouTube, Pinterest, Amazon, Yahoo, Baidu, DuckDuckGo, Yandex, Ask.com. Google is the most popular search engine with the highest market share. What made google the most popular and trusted search engine is the quality of its search results. Google is using sophisticated algorithms to present the most accurate results to the users.

Top 12 Most Popular Search Engines in the World Right Now - SeoTips

Working of Search Engines:

You might think of a search engine as a website you visit to type (or speak) a question into a box and Google, Yahoo!, Bing, or whatever search engine you’re using magically replies with a long list of links to webpages that could potentially answer your question.

That’s true. But have you ever stopped to consider what’s behind those magical lists of links?

Here’s how it works, Google (or any search engine you’re using) has a crawler that goes out and gathers information about all the content they can find on the Internet.

  • Crawling Process of fetching all the web pages linked to a website. This task is performed by software, called a crawler or a spider or bot or Googlebot, in case of Google.
  • Indexing Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Processing – When a search request comes, the search engine processes it, i.e., it compares the search string in the search request with the indexed pages in the database.
  • Calculating Relevancy – It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.
  • Retrieving Results – The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.

What is SEO?

“Search Engine Optimization is the art of improving a website’s visibility in the main body of search engine results. This art of improving website’s visibility in the body of search engine result is possible using the techniques and tools available in the market.” 

“Search Engine Optimization is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”. Organic search traffic is specifically any “unpaid” traffic that comes from SERPs.

“Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results”. 

It is the way of increasing the visibility of a website by natural means i.e., unpaid search results. Generally, people visit a website to find out information according to their need. But if they did not find right content, they became frustrated and immediately click away from site. So, in order to draw their attention and bring them back maximum number of times, website is built up with proper target and quality content. It fulfils user need as well as improves rank position in search engines result list. Search engine optimization (SEO) is the process of improving the number and quality of traffic to a web site from search engines via natural listing for targeted keywords. Search engine optimizers help in building a website such that it can be found easily to search engine crawler with relevant keywords. SEO help the web site’s designer to get top ranking position in search result list, attract more online visitors and finally improve the marketing capability of site.