Have you ever wondered how among so many websites, Google, Bing and other search engines are able to display the most relevant ones to your search criteria on the front page? These search engines use SEO or Search Engine Optimization to rank the websites. Search engine optimization improves and promotes the website to gain the top position in the search engine.
SEO plays an important role in marketing strategy of the companies, especially those who thrive through online business. The concept behind search engine optimization is that most internet users click on the site that appears on the top of the search pages. Higher the ranking, more the chances that the site will be visited by the users. SEO is that tool that can help website to climb to the top of the search pages.
Now, why do we need SEO ? Search engines are not humans. They don’t understand the trendy website, don’t appreciate movies, pictures, sounds etc. They are text driven. They crawl through the web looking for what is available on the net , then index , process , calculate relevancy and retrieve the links.
SEO is done through a numerous means.. It involves the keywords used, links, HTML Tags and many other factors. Based on these, SEO is divided into two parts: On-page and Off-page SEO.
On-page SEO are those aspects of a website that can be controlled by the designer through coding that ultimately help the website to get a better ranking. These are
- Using correct set of HTML code
- Remove unwanted, dead and broken links
- Use Meta / Alt Tags
- URL Structure
- Keyword density ,keywords
- Use of Site maps and XML
On Page Optimization is necessary for any website as this is used by the search engine crawlers and spiders to understand the website and keywords used for ranking the website. On Page Optimization should be done when the website is built and launched and updated at regular intervals.
Off-Page SEO are those aspects of the website which cannot be controlled through coding but they also affect the ranking of the page. These are
- New pages creation
- Links used
- Directory Submission
- Classified Ads on the website
- Blog Posts
- Press Release
- Integrating offline with online marketing
The more optimized these techniques are, the better would be the hit rate for the website. In a nutshell, SEO is all about pushing up the page ranking to channelize more traffic to the website.