Search Engine Optimization, in short SEO, is one of the major components of Digital Marketing Strategy. Doing on page and off page SEO for website optimization is a bit tedious task. But before starting to do SEO search engine optimization for your blog or business website, you must know the basics covered in this SEO Beginner Guide,
This SEO for dummies article includes everything in detail that will help you to understand the best SEO terms, basics of on site SEO, and off page SEO optimization. You will also learn the google search optimization algorithms that are frequently updated to dominate the spammers over the internet.
Inside this WordPress Tiger SEO for beginners guide, you will also understand, What is SEO? What is SEO-optimized content? Types of SEO search engine optimization, How to improve SEO through off-page optimization, on-page optimization, and technical SEO.
Have you ever wondered why everyone in the world of internet business rushes and day by day working to improve SEO and its rocks internet?
let’s take a brief explanation about the history and uses of Search Engine Optimization.
What is SEO (Search Engine Optimization)?
SEO Stands for Search Engine Optimization is used as an organic way of bringing traffic to the website as well as site exploration through a Search Engine Ranking Page (SERP) under certain tactics, techniques, and strategies.
Search engine optimisation is a practice to enhance your website or business presence online by targeting some relevant keywords to your blog or business niche. Publishing quality content on your site with a responsive website layout and user-friendly interface are the Basic SEO activities.
History of SEO
Before jumping to learn What is on page and off page SEO, how to do local SEO, and the process to do google search engine optimization, we will see how search engine was formed.
Back in years of 1994, two students from Stanford University formed Yahoo! originally designed for an Internet bookmark list and directory of useful sites. Webmasters had to submit their page to the yahoo directory for indexing. After that, Yahoo can show the relevant results when someone performed a search query. Later on, Altavista, Excite, and Lycos were launched.
In the year 1996 again two students from Stanford University built and test Backrub. It was a new search engine that ranks sites based on inbound link relevancy. After some time the Backrub became Google in 1997. Also, HotBot Powered by Inktomi was launched.
In 1991, the first website in the world was released, and then SEO began. Further, too many websites quickly filled over the internet. Structure and accessibility are in need and the world’s first search engines were developed.
At the early stage, anything went in the ways of SEO (search engine optimization), the rules were speedy and unrestricted. Digital marketers could therefore employ unlawful methods such as cloaking, keyword stuffing, and spammy links to bring their sites on top of the search engine result page.
Google takes the first step against such practice and other search engines weren’t. Google started working on SEO website optimization algorithm updates for providing the exact content to the searcher with what they are looking for.
Hundreds of algorithm modifications are already done since the establishment of Google SERP. And SEO has changed at a quick pace, requiring marketers to consider different techniques. The greatest way to prepare for the future of SEO is to not cut corners; instead, employ ethical optimization strategies and create content that is useful to your readers.
How does SEO work?
SEO is a kind of agent that works for both; users and search engines. However, Search Engine wants to give the best result to users. This makes not only provides high-quality content but is also relevant to what the users are looking for.
To perform this, search engines crawl and index websites to better understand Information provided by the site owner. This makes search engines deliver more relevant results to those who are searching for specific topics or information.
Additionally, the search engines scan the website to determine additional factors too, rewarding user-friendly sites with higher rankings on SERP (Search Engine Ranking Page).
How does SEO Interact with Search Engines?
Search Engines Bot or Spider operational procedure steps with SEO followed by.
Based on your website pages submitted to the webmaster tool, the search engine crawlers visit the pages and try to understand the information given inside.
Once the crawling is done, the search engine bots start to index your submitted URLs in their database. After indexing, your submitted websites or blogs may appear on SERP based on the user’s queries or the keywords.
With time, the search bots and crawlers observe the performance of your site. If it meets the user’s query and they are spending quality time on your pages then the search engine starts to bring your site on top of the page consistently.
Google’s Most Important Algorithms Update
Google’s Algorithms: Panda
The effect from February 24, 2011,
Duplicate and plagiarized or thin content, user-generated spammy content, keyword stuffing.
A quality score is distributed to the pages of the website. Basically, this quality score is a ranking characteristic. Panda was originally regarded as a filter and not as part of Google’s ranking and algorithms.
In January 2016, Panda was formally integrated into the central algorithm system. Panda’s roll-outs became increasingly common that makes it possible for sanctions to rank down or deindex the spammy or thin content websites.
Google’s Algorithms: Penguin
The effect from 24, April 2012
Links to over-optimized anchor text, spammy or irrelevant URLs.
The purpose of the Google Penguin update was to downgrade fake linked sites. This update concluded the creation of a low-cost link like the purchase of connections from connection farms and PBNs.
Google’s Algorithms: Hummingbird
Effect From August 22, 2013
Stuffing of keywords and low-quality content.
The Hummingbird algorithm helps Google to analyze search requests and results (as opposed to the individual terms within the query). Keywords remain important, while a page can classify a search for the correct phrase of the search engine, even if the Hummingbird algorithm does not contain the exact phrasing.
Depending on the latent semantic indexing, co-occurring keywords, and synonyms, it is possible to process natural languages.
Google’s Algorithms: RankBrain
The effect from Oct 26, 2015
Failure to query relevant content, misleading information, bad UX.
RankBrain is a part of the Google Hummingbird algorithm. The third most essential aspect in ranking is called Google RankBrain.
It’s a machine learning technology that helps Google comprehend what the searches mean and provides the most matched search results.
While we don’t know exactly what the key update is, RankBrain has the responsibility to customize the search results for a user. Google essentially goes beyond the search query of a person and takes the wider context, such as synonyms, implicit phrases, and personal search histories into consideration.
Google’s Algorithms: Mobile
The effect from April 21, 2015.
Lack of a mobile version of the page, poor mobile usability, irresponsive web layout.
These mobile search upgrades (2018, 2020) turned the focus of your website from a desktop into a mobile version. All websites are classified by Google depending upon their mobile versions’ speed and usability.
Google’s Algorithms: Medic
The effect from May 4, 2018.
Lack of authority on YMYL websites; weak E-A-T signals.
The Google Medic update seems to affect medical websites and other websites that are connected to potentially life-changing choices. Although not formally acknowledged, Google representatives have suggested that updates to the Quality Rater Directives have integrated some of the E-A-T signals (expertise, authority, trust).
Google’s Algorithms: Bert
The effect from October 22, 2019.
Poorly written content, lack of focus, lack of context.
This Google Bert update uses natural language processing technologies to improve the understanding of search queries, interpretation of the text, identification of entities, and links between entities.
We’ve seen upgrades from Panda, Hummingbird & Rank Brain move away from keywords and the update from BERT is the pinnacle – it lets Google grasp far more complexity in both queries and search results.
Google’s Algorithms: Core Updates
The effect from 2017-present.
Google started to refer to key updates in 2017 as Google’s core updates. Since then there is even less information on which changes are made and which search parts are to be improved. SEOs regularly monitor changes in the rankings of post-updates and try to identify exactly what has changed but have rarely concluded observations. Core upgrades for Google are probably upgraded solely with previous Google updates, or maybe several little improvements that are connected.
Google’s Algorithms: Fred
The effect from 8th March 2017.
Heavy content advertisements.
Fred attacks the websites that breach and violate Google’s webmaster principles and regulations. These websites generally include blogs with low-quality entries. These postings are often intended to generate income by showing a lot of advertisements on site or pages.
Google’s Algorithms: Possum
The effect from 8th March 2017.
Tense opposition in the target location.
The new Possum update ensures that the local search results vary according to the searcher’s position or the Web surfer’s location. The closer you come to the address of the company or brand, the more likely you can look at it.
This Google’s SEO Algorithm has helped to establish a wider range of keywords and queries among search results. It serves to provide an incentive for enterprises outside the city region.
Types of Techniques in SEO (Search Engine Optimization)
SEO Techniques need for a well-rounded organic strategy are classified into four major types.
These are; White Hat, Black Hat, Grey Hat, and Negative SEO.
All of Google’s search engine criteria for optimization procedures are referred to as white-hat SEO approaches. While you have to be patient to see effects, they are durable and develop true goodwill for your brand.
In addition, if there is a new algorithm update, there is no chance that your website will be blocked or dropped to the search result. Altogether, white-hat SEO is low risk and a good reward if you execute it properly.
Examples of white-hat SEO strategies include the creation of helpful information after good keyword research.
Black-hat SEO techniques are the reverse method of white-hat SEO since it finds and utilizes loopholes or flaws to improve Google’s SERP’s search algorithm. It will not obey the to-do list of google search optimization techniques but rely on spamming or paid ways to develop links, keywords stuffing, displaying a variety of contents for crawling and people (called cloaks), etc.
Of course, your site or your ranks can be dropped in search engines so avoid black-hat SEO. These high-risk SEO strategies also only give you short-lasting effects.
Gray hat Techniques
Gray Hat SEO methods are often used by SEO agencies because of pressures to show rapid customer results and fall between SEO’s white and black hats as far as approaches are concerned. While Google’s guidelines for webmasters do not expressly declare that such practices are prohibited, they are still frank and may cause undesirable search results.
Examples of Grey Hat SEO techniques include sensational but poor clickbait content that is of no use to users. Excessive and suspicious website link exchange purchased reviews, etc. Once more, the best strategy is to steer away from these poor SEO methods.
Negative SEO Techniques
Negative SEO is by far the most abominable and immoral of the numerous methods of SEO. Negative SEO is done so that you can take their place or gain from the search ranks of your competitors.
This Nasty tactics of google search engine optimisation include hacking and developing a suspiciously large number of low-quality links to a website, publishing negative feedback or reviews on various online sites. Negative SEO can, of course, result in legal proof if it is caught by those who do it.
Major Types of SEO (Search Engine Optimization) Activities
Technical SEO is exactly what the name implies that is taking care of technical parameters that improve the visibility of a website in search engines. The major objective of Technical page SEO helps search engine bots crawl and index a website and give a boost to rank the sites.
Vital Factor Of Technical SEO That Improves SEO
Better Mobile Version
Nowadays, majority of the internet users move from desktop to mobile. So, ensure that your website(s) has easy navigation and a fast opening layout on mobile devices.
Responsive design guarantees that your website displays correctly on mobile devices by allowing it to adjust to different screen sizes.
Use of HTTPS security, friendly and consistent URL structure, nice internal links, proper uses of heading tags.
Google considers page speed to be one of the most important factors in ranking. Also, a speedier page provides a better user experience. Cleaning up your code, compressing your graphics, and leveraging browser caching are all quick options for improving page speed.
The robots.txt file is added to the root folder of your website. The robots.txt file instructs search engine bots where to crawl and where not to explore your site. Make sure your robots.txt file points to your website’s right path.
Creating An XML Sitemap
Search engines crawl your website and construct exact indexes with the help of an XML sitemap followed by robots.txt.
Duplicate content on your site is harmful to website ranking. A canonical tag tells Google what’s original content in the website, and a 301 redirect lets you get direct traffic from one URL to another.
2. Off-Page SEO
Off-page SEO is defined as the promotion of the website., which can result in bringing more visitors and sales. off page optimization is also known as backlinks that come to your website from third-party domains.
Important Factors Considered In Off-Page Optimization
Asking bloggers and others in your niches to post ideas or articles on your website. Make sure the website content is relevant to your blog, website, or business niches.
A deep analysis of your competitor’s website includes everything like their keywords, number of backlinks, DA of the pointing websites, etc.
Help A Reporter Out (HARO)
Help a Reporter Out (HARO) is an internet tool that allows journalists to obtain information from experts in their field. This is where you enter the picture! If you provide a quote or information on your field of expertise, they will almost certainly include a link to your website in the piece.
With sufficient and quality backlinks from other relevant websites makes your ranking well in SERP. A blend of Do-follow and No-follow backlinks are the best practice.
Positive reviews from the customer are a good signal to your business and google accounts to rank the overall website and increasing the domain authority.
3. On-Page SEO
On-page SEO, in simple terms Optimization of website, includes everything like keywords, headers, meta titles, meta descriptions, robots.txt file, sitemap, and more.
Meta Tags Optimization
Meta tags are primarily meant to reflect the idea of a website but provide more depth and context, so the user understands everything about the content.
Meta Tags in SEO for website is the information contained in the Webmaster’s header code. There are many meta tags in SEO, however, the most frequently used meta tags are;
Title Tag– It contains 60 or fewer characters to define the topic of your page or a post. You can extend it if needed but the important thing is to add your chosen brand name or relevant keyword in your SEO title.
Description Tag – The Second main tag should have 150-160 characters that help the search engine bots to understand the content for indexing in their database.
Research Your Keywords
Keywords are heart and soul for on page SEO and off page SEO. Keyword research is a process of taking seed keywords used for Meta titles, Descriptions, content, permalink, etc. Also, it is a vital factor requires to make the website visible on SERP.
The keyword research process includes the analysis of Search Volume, Keyword difficulty, Relevancy, trends, and more.
Metrics Of Keyword
Your objective is to locate appropriate keywords with a high search volume and minimal keyword difficulties – perfect to combine the three keyword research factors.
Search volume is nothing but the number of expected visitors used to click specific keywords.
After selecting Seed keywords, you got to find out the competition levels of those keywords that are called keyword difficulty.
Keyword difficulty Metrics classified into three types,
Your keyword should be relevant, last but not least. A correct SERP analysis is the easiest approach to determine.
There are 4 types of attempts to search:
Navigation – The user queries to search for a particular brand/website.
Informational – The user queries to get generic information related to anything like brand, product, goods.
Transactional -The user gets basic information before buying something online.
Commercial – The user queries before purchasing anything.
Forms Of Keywords To Consider
There are two types of keywords you need to consider while doing SEO for websites. The first oneis short tail keywords and the second one is long-tail keywords.
What Are Short Tail Keywords In Google Search Optimization?
The single word or a combination of two to three words phrases are considered short tail keywords. Mostly, the short tail keywords have higher competition that is very hard to rank on SERP.
E.g. of Short tail keywords
- WP Best Plugins
- WordPress Themes
- Search Optimization
- SEO Beginner Guide
- Web Development Guide
- Digital Marketing
- Internet Marketing Blog
What Are Long Tail Keywords In SEO Optimization?
Long tail keywords are most considered targeted keywords by professionals to improve SEO ranking. Long-tail keywords mostly contain more than 3 words. On average, targeting a phrasing containing 5-7 words as a keyword increase your chances to rank on search engines.
Long-tail keywords have comparatively low competition and are easy to bring your site on searches.
E.g. of Short tail keywords
- How to create a WordPress website?
- The best WordPress Theme for Blogging
- What is Search Optimization or SEO?
- Search Engine Optimization Guide for Beginner
- Internet Marketing Blogging Tips.
- How to learn Web Development Easily?
Internal linking is one of the best google search engine optimization techniques to increase the chances of ranking over the internet. Also, the internal linking practice convinces the users to move around your site only which helps you to decrease the website bounce rate.
The content on your site should fulfill your audience’s needs. It must be easy to understand and contain exact keywords, LSI, and other features required by SEO.
To do this there are two kinds of content:
Content of pillars – A page with an overview of the large subject, usually aimed for a broad Keyword.
For Example; Reebok shoes, Rolex watch, etc.
Cluster content – The pages which focus on the themes in detail.
For Example; buy a shoe, purchase a running shoe, selling a shoe.
Navigation: Your website should be easy to find the information to the user. Spinning or irrelevant content makes the visitor leave the page that affects the bounce rate of your site.
Design: A poor website architecture or unprofessional design can drive visitors to leave your site, and lowering the ranking factor. As a result, you’ll need a well-designed website that should be responsive and meets SEO requirements.
Keep it in mind, SEO (search engine optimization) is a long-time process and never-ending work of the website that just won’t happen overnight. So, before implementing anything for google search engine optimization, you must start with proper keyword research. And then follow a proper on page SEO and off page SEO strategy along with the technical website optimization. Make sure you do your work that suits SEO and search engine ranking factor and respective guidelines.