When you have a problem or you need more knowledge on a particular topic, what’s the first thing you do?
You Google it! Right? Because we know it’s Google gives us fast, relevant information when we search for something, this is where SEO comes in.
What is SEO (Search engine optimization)?
Search engine optimization is the process of increasing the search engine rankings of your web pages so that they can appear higher in search results and bring more traffic to your website.
When ranking your website on search engine results page (SERP), the process takes into account factors such as external off-site variables, visitor behavior, site structure and design.
Two primary areas of SEO are :
- On-page SEO: Everything you do on your website to raise its search engine position.
- Off-page SEO: The methods you employ to attempt to convince other websites to link to yours in order to increase your search engine ratings.
Going forward, we would go into details on On-page and Off-page SEO in this guide to give you a better understanding.
How does SEO work?
Before we go over the procedures search engines use to establish a website’s ranking, it is important to highlight that when we talk about search engines in this guide, we largely mean Google, because google dominates the overall search market with a share of 90%
For you to understand how search engine works, it is important to have a basic understanding of some few things :
1. What is SEO search ranking?
You remember how you search for a topic on google and it brings out a page with several answers to your search? The content that displays first are ranked #1 and you are most likely going to click on it.
Search ranking typically means the position of your content on search result pages(SERP).
Your website’s content should ideally show up in the top three results. This is because nearly half of all clicks in SERPs occur on those locations, and more clicks equate to more traffic, leads, and sales opportunities.
Even if your website isn’t in the top three, it’s still a good sign if it appears on the first page of SERPs. If it doesn’t, you’ll almost certainly lose organic traffic because 95% of people just look at the first page of SERPs.
2. How Does Google Search Function?
Understanding Google search is necessary because it organizes the world’s information and makes it universally accessible and useful.
Here’s how google search works :
- Google uses automated programs known as”spiders” or”bots” for searching. The practice of these bots visiting websites is known as”crawling the web.
- The pages they crawl are then added to Google’s index, a massive database comprising billions of web pages.
- Google then displays the most relevant search results from that catalog when someone searches.
In reality, people will type what they are looking for and these are known as keywords, they play an important role in SEO.
3. Assess Search Quality Ratings of Google
Another important part of the search engine is the quality of your content. Google has search quality ratings which considers the following factors :
- How knowledgeable, authoritative, and reliable the content is
- Your Content quantity and quality
- Site details, including who is in charge of the site
- Reputation of your website
These factors help Google decide which results are most relevant, useful and trustworthy. The most relevant results appear first in the SERPs while the less relevant results are shown later.
When you apply SEO, you are assisting Google’s spiders in crawling and understanding your content. You’re also alerting Google that your content is relevant to specific queries, which helps your web pages appear in the proper search results.
Lets see how search engine works in more details :
1. Crawling
Search engines explore the web, assigning small pieces of software known as”crawlers” or”bots” to find new pages, follow hyperlinks, and get updates on pages they’ve already found.
This is crawling at work.
2. Indexing
Search engines examine the pages, categorize them, and store them in the index, which is a vast library that contains all of the crawling websites. This index has a single purpose: to comprehend each of the saved sites in order to make them available in the SERPs.
3. Ranking
This is how search engines decide which position in the SERP for a given web page. One ranking position for a web page can be achieved at a time, with rankings beginning at position zero and continuing until the last number of search engine results for the query.
A web page’s ranking may fluctuate over time as a result of factors including age, rivalry in the SERP, or algorithm modifications made by the search engine itself.
How To Check Your Search Engine Rankings?
Knowing if you’re doing the right thing is one of the first steps in SEO. This includes monitoring your search engine rankings.
Here are methods you can use :
1. The simplest method is to simply search for the terms you want to rank for.
To begin, open a private or incognito browser window and perform a Google search>> Check the results using the terms you believe your customers will use to locate your site.
You might ask, what if you have a large, established website or want to discover more terms for which you may be ranking? In that case, you’ll have to use a tool, which leads us to the number 2 method.
2. You can use toolkits like SEMrush, which includes a variety of tools for SEO, content marketing, and search engine marketing.
Here’s how to use SEMrush to obtain search engine rankings for your web pages.
- Enter your domain name in SEO Toolkit » Organic Research » Positions.
- Scroll down to Organic Search Positions to see what keywords your content ranks for and where it ranks.
Benefits of SEO
Increasing your ranking in search engine results pages (SERPs) is only one aspect of SEO, there are many others which includes:
1. Free Promotion Every Day
In contrast to sponsored advertisements, content does not disappear when your budget runs out. Your website is promoted by your SEO efforts seven days a week, twenty-four hours a day.
Furthermore, SEO enables you to connect with your target audience while they are searching online for companies similar to yours, as opposed to a billboard, where people have to find out about your business after seeing the advertisement somewhere outside of town. You’ll also have the comfort that they’re eager to do business with you.
2. Long-Term Marketing Plan
Even though the results of your SEO work may not become apparent for some months, they will surely propel your business to new heights.
Your efforts will eventually add up to greater results for several years to come. If you invest more time, money, and resources in SEO, your return on investment will increase over time.
3. Boosts high-quality traffic
Your site’s organic exposure can rise with the implementation of a solid SEO strategy, so you can anticipate more traffic—and not just any traffic.
SEO makes it easier for you to get leads who are more likely to become customers by attracting customers who are searching for companies just like yours.
4. Increases the credibility of your name
Both searchers and bots typically view websites that rank highly on Google or other search engines as trustworthy and of a high caliber.
This gives your target audience the impression that you are a trustworthy brand and that they can depend on you to help them with their difficulties.
How does Google determine a page’s ranking?
When you use search engines, the more authoritative or well-liked pages are displayed first because the search engines’ algorithms have chosen and ranked the pages that are most relevant to your search.
Search engines analyze four main factors to deliver the right information to users, which are:
- The meaning behind someone’s query, which is their most likely intent for making a search, and how that intent matches the most beneficial content.
- Relevance between a search query and the content of a page, which is evaluated by search engines based on a number of variables, including keywords and topic.
- The E-E-A-T (expertise, experience, authoritativeness, and trustworthiness) model is used to determine the quality of content by surfacing the most beneficial content based on signals like authority, trustworthiness, and competence.
- A website’s usability, which takes into account elements like page speed, mobile friendliness, and other aspects that affect how simple it is to find material on a website
- Context, which is based on a searcher’s previous behavior and settings such as location.
Elements of a Successful SEO Strategy
Certain aspects must be considered for your SEO approach to be very effective and as previously said, there are two types of SEO: on-page and off-page.
On-page SEO
On-page SEO refers to everything done on your website to improve its rating. Here are its most important features, as well as some recommendations for improving them so that your website may secure the number one spot on Google:
1. Keywords
Choosing the correct keywords, such as those related to your brand and sector, is important to reaching your target audience. Any successful digital marketer will absolutely agree.
The initial stage in your SEO journey should be keyword research and selection. To get you started, here are three strategies you can try out:
a. Understand search intent
Instead of focusing on the amount of individuals searching for a specific keyword, learn what they’re truly looking for. If your content targets a high-ranking keyword but fails to provide searchers with the information they require, you will not be able to convert visitors, even if they arrive at your site.
b. Make the most of Google Suggest
Many marketers use Google Suggest to recommend keywords linked to their brands, and you should do the same! Simply enter the search word, and Google will display a list of related terms underneath it. It’s that simple!
c. Check what your competitors are doing
Another tried and tested method for performing keyword research is to study your competition. Knowing which keywords they’re targeting, especially ones that are working really well, can provide you a competitive advantage. Tools such as SEMrush, Google Keyword Planner, and Conductor Searchlight can help.
2. Content
Google favors high-quality content-publishing websites. This is due to the fact that the search engine prioritizes its users above all else, and those users want accurate and valuable information on the topics they’ve searched for.
Here are a few strategies for creating excellent content:
a. Know your target audience
Consider your ideal customer before you write any copy, consider their characteristics, background, needs, and typical problems. Developing a deeper understanding of them will enable you to produce material that speaks to them directly.
b. Offer solutions
Your primary goals while producing content are to inform and assist readers in solving problems.
Even if your primary goal may be to create leads and close them, you should first work to develop your brand as a reliable authority on the subject. By doing this, you’ll gain your audience’s trust and raise the likelihood that they will make a purchase from you down the road.
Create articles that will assist readers in resolving issues. Provide helpful links and advice, write listicles, publish infographics or instructional videos, and don’t forget to have a FAQ section.
c. Prioritize readability
Long paragraphs and posts full of jargon are not something that anyone enjoys reading. Using straightforward language, segmenting your paragraphs, and adding bullets and headers as needed will help you achieve readability.
3. Meta tags
Meta tags are pieces of code that provide search engines with necessary details about your website. By using the appropriate meta tags, you help Google understand the purpose of your page and how it will present it to users.
Although meta tags are important for search engine optimization, not all of them affect rankings. Pay close attention to the following:
a. Meta title
The title that appears in Google search results is known as the meta title. It gives users a brief overview of a result’s content and is frequently the main factor considered when selecting which results to click on.
Because of this, it’s essential that your pages have excellent titles.
b. Meta description
A page’s meta description is in charge of providing an overview of its content. You can use it to give visitors an overview of the content of a specific page.
Consider it a sales pitch that persuades search engines that your page is the precise result they’ve been searching for.
c. Header tags
You can use header elements in HTML to designate headings and subheadings in your content. They specify to a browser how it should display your content.
Header tags introduce the material below them, just like headings do in print content, the H1 tags show the primary title, H2 and H3 tags indicate important subheadings, and H4, H5, and H6 tags go on to organize content on the page. They are arranged in a hierarchy from H1 to H6.
Both users and search engines benefit from headings. They facilitate the reading and comprehension of your material by search engines.
Header tags give users a better experience by making it easier for them to traverse your page.
d. Image Alt Text
An image’s alt text, also known as alternative text, is a brief written description that shows up in the event that the image cannot load. It can improve SEO in addition to being helpful for those with learning challenges and visual impairments.
4. Page speed
53% of mobile site users will quit a page if it does not load within three seconds, according to Google and Page speed influences 70% of consumers’ desire to buy from an online store.
Page speed has an impact on visitor engagement and bounce rate. Improving page loading speed is your greatest option for keeping your visitors interested and preventing them from leaving your site too quickly (and never returning). Here’s how to do it:
- Reduce file size and improve image quality.
- Cache your web pages
- Minimize the amount of JavaScript and CSS files.
- Minimize the number of redirects you make.
- UseContent Delivery Networks (CDNs)
Off-page SEO
Let’s move on to off-page SEO now, Off-page SEO refers to measures taken outside of your website to increase traffic.
1. Backlinks
Links pointing back to your own website from another website are known as backlinks.
Your website will probably be viewed as an authority in your topic if a member of your industry links to it. Your website gains authority the more links it receives. Additionally, Google will reward you with remarkable ranks because it loves sites with high quality links.
Here are some backlinks strategies to try out :
a. Guest post
High-quality backlinks to your website can be ensured by guest posting on respectable websites with large amounts of organic traffic and high domain authority.
You may submit a piece and get published on many websites these days under the”Write for Us” option. Actually, you can locate them on Google by putting in the topic you want to write about and then following it with”guest article”, “write for us”, or “contributor.”
b. Create Infographics
You may be surprised to learn that one of the most well-liked ways to get backlinks to your infographic is to post them online. It’s understandable why infographics make it so much simpler for people to understand complicated ideas.
Pay attention to both the hot topics and intriguing topics in your area of expertise. Make your graphics as eye-catching as you can, and make sure your assertions are supported by reliable sources. Above all, ensure that your infographics are easily accessed and shared by everyone.
c. Transform brand mentions without links into backlinks
How would you feel if you knew that there’s a good chance someone else has referenced your brand online without providing a link to your website?
Using any of the following methods, you can locate these unlinked mentions: Use the SEMrush Brand Monitoring Tool to receive alerts whenever your company is mentioned, use Content Explorer to find unlinked mentions already in existence, or just get in touch with content writers who have already mentioned you to ask if they would be willing to reciprocate by linking to your website.
2. Social media
Social networking is undoubtedly the place to be if you’re wanting to market your website, business, or pretty much anything else at all, as 93% of regular Internet users log on daily.
New brands are found by consumers using social media platforms like Facebook, Instagram, and Twitter.
Maintaining a robust social media presence might help you reach potential customers who are searching for companies that are similar to yours. They will follow you, interact with you, and eventually become your customers if they find your page appealing.
What is local SEO?
46% of all Google searches are for local information which demonstrates the power of local search for small businesses. You risk losing out on potential clients who are prepared to make local purchases if your business isn’t optimized for local search.
For prospects to get the most relevant local results, search engines rely on signals like links, citations, social profile sites, and local content to gather information for local search. Businesses can use local SEO to position their goods and services for local consumers and prospects who are looking for them.
SEO VS local SEO
| SEO | LOCAL SEO |
|---|---|
| SEO targets a wider audience and It tries to increase the visibility of a website on a national or international scale. | It Concentrates on a certain geographical location and helps to improve a website’s exposure in local searches within a specific region, city, or community. |
| It emphasizes general and industry-specific keywords, with no regional modifiers. For example, “best digital cameras.” | It uses location-based keywords to target customers looking for services in a certain location. eg, “best digital cameras in New York.” |
| It gives preference to reputable high-quality backlinks, no matter where they are located. | It obtains local links from websites located in the intended geographic region. |
7 SEO Tips to Boost Your Content Strategy
1. Satisfying search intent is important
The reason a user enters a query into a search engine is known as search intent, or user intent. Your content must be relevant to users’ search intent in order to appear in the search results.
For instance, if someone searches for”buy domain name” in order to purchase a website address, your content needs to assist them in locating and purchasing domain names.
It would be too advanced to explain what a domain name is in a blog article. because when people use those keywords, it doesn’t correspond with what they genuinely look for.
There are four types of search intent:
- Navigation: How users find a certain website
- Commercial: Searchers conducting research prior to making a purchase
- Informational: Searchers seeking information
- Transactional: People looking to buy something.
2. Target Long-tail keyword
Keywords that are extremely precise and have a low search volume are known as long-tail keywords.
People that use targeted search terms are probably closer to taking action eg, (filling out a form, making a purchase, etc.) since they have a clearer sense of what they want.
You’ll probably draw in a large audience if you aim for a short-tail keyword like “project management tool”, for example because these are early researchers and they are less likely to convert.
A long-tail term keyword such as “project management tools in software engineering” will probably draw users who are far along in their research than those who are just starting out and long-tail keywords typically have less competition which makes it easier to rank for.
3. Produce Content for People, Not Robots
Google loves content that is genuinely informational and helpful.
Helpful content increases credibility and trust. Visitors will come back to your website in search of additional details or to complete an activity, like contacting your company, making a purchase, or subscribing to your newsletter just because they find your content beneficial.
Here are some useful tips for producing distinctive, high-quality content:
- Learn about your target audience: Recognize the issues and driving forces of your audience to produce content that speaks to them.
- Display your knowledge: To increase trust, involve subject-matter experts and produce unique, expert-driven content.
- Identify the appropriate formats: To make your material interesting and useful, use the appropriate formats (blog articles, podcasts, videos, etc.).
- Make your text easier to read and comprehend, utilize short, straightforward sentences, visuals to break up lengthy parts, and the sharing of pertinent information first.
4. Use high quality backlinks
According to semrush, nearly all (92.3%) of the domains that rank in the top 100 have at least one backlink.
A backlink is also known as an incoming link, and is formed when one website links to another. You can consider it as a vote of confidence from one website to the next. The higher a website ranks in search engine results pages (SERPs), the more backlinks it has.
Tools for SEO Content Optimization
You’ll need the correct tools to put these SEO findings into action and they will guide you in creating content that will not only rank higher but will also resonate with your target audience.
Let’s look at five free SEO insights tools that might help you boost your content optimization efforts and rank higher.
1. Semrush organic traffic tool
You can monitor your website’s performance and monitor key SEO metrics such as total users, new users, sessions, bounce rate, and average session duration.
This tool also provides a detailed list of keywords that your web pages rank for, including those that are”not provided” by Google Analytics.
2. SemrushBacklinks Analytics
The more powerful your backlink profile, the better your chances of ranking in search results—and Semrush’s Backlink Analytics tool can help you with that.
It allows you to easily examine your backlinks, watch their growth, and identify new ones. You can also compare your backlink profile to those of your competitors to uncover opportunities for high-quality backlinks.
3. Google Analytics
Google Analytics is a free tool that gives you data directly from the source.
It not only displays you traffic sources and keyword research, but it also shows you how users engage with your site: which pages they visit, how long they remain, and where they leave.
GA4 (google analytics 4) also contains more specific engagement indicators, such as average engagement time (the amount of time your website was in the foreground of a website visitor).
4. Google trends
Google Trends is a great SEO insights tool because it delivers real-time data on search trends and user interests.
Analyzing search team popularity over time allows you to spot developing trends, seasonal patterns, and changes in user behavior.
Use these insights to develop content that is relevant and interesting to your target audience.
5. Google search console
Google Search Console is a free tool that gives you data directly from Google, demonstrating how Google perceives your page.
Tracking metrics such as clicks, impressions, click-through rates (CTR), and average position can help you determine how effective your SEO efforts are.
No business will last long if its content isn’t actively positioned in a search engine result.
Visit Faqprime to launch a beautifully designed, SEO-ready knowledge base to match your brand.
