Whenever you search something online‚ you are using a search engine. A search engine searches for information on the world wide web. You type in some words and it shows you some results. It′s as simple as that.
These results are a mix of links to websites‚ photos‚ videos‚ and maps. Every search engine focuses on providing quality and relevant results.
People search for products and services online. And if you come up in the search results‚ you will get business. Search engine optimization makes sure that you come up in the search results.
Now‚ to better understand search engine optimization‚ you have to understand three important concepts:
How search engines work?
Which search engine will get you more leads?
How we optimize your website?
Search engines′ processes and algorithms are proprietary. Google Inside Search provides some insights to us. According to it‚ this is how Google search works:
Crawling and Indexing
Google navigates the web by crawling. That means it follows links from page to page. Then it sorts the pages by their content and other factors. And stores it all in the index.
When you search something‚ algorithms look for clues to better understand what you mean. Based on these clues‚ Google pulls relevant documents from its index. Then it ranks the results using over 200 factors. Matt from Google describing how Google search works
Google also filters spam. Spam may include black hat SEO and content with little or no value. Black hat SEO refers to tricks people use to fool Google.
Right now‚ there are three major players in online search. Google‚ Yahoo‚ and Bing. Google dominates with 58.44% global and 95.12 indian share.
Small businesses have limited budgets to spend. So we recommend that they should focus only on Google. As you can see above‚ Google′s market share in India is 95.12%. So businesses with interests only within India should also focus on Google.
Search engines recommend these things for optimization:
Original‚ quality content and graphics
Using relevant keywords
Creating unique and accurate page titles and headings
Describing graphics with ‘alt’ attribute
Making your site easier to navigate
When we develop a website‚ we always keep these things in mind. So your websites are always SEO ready. If you already have your website developed‚ we enhance these things for SEO purposes.
Search engines don′t see websites they way we do. They can only see code. So we have to tell them what your website offers. We do this by editing code. Let′s discuss these things in detail:
Original‚ quality content and graphics : Search engines′ primary focus is to present relevant results for users‚ searches. Their primary focus is on users‚ and yours should too. We can′t stress this enough that whatever you do‚ do it keeping the end user in mind.
Get rid of half the words on each page then get rid of what′s left. - Steve Krug
Content is the backbone of any online initiative. And if your content is not good‚ your website is not good. Also users′ attention span is short while browsing. So we keep content brief‚ to the point‚ and meaningful. Our Research and Copywriting team does a thorough research while writing your copy.
Using relevant keyword : A keyword is an idea that comes into a user′s mind when he wants to search about something. He types in those keywords and search engines provide results based on those keywords. So if we have accurate keywords in our code‚ he will find us in search engine results. While optimizing your website‚ we put relevant keywords in the code.
Social Media : Social media is backbone of the internet. 72% of all internet users are active on social media and Google sees this. Facebook alone accounts for 15.8% of total time spent on the internet. So if your websites integrates well with Social Media‚ search engines will like this. So we integrate your website with your social media.
Creating unique and accurate page titles and headings : Page title is text that shows up on the top of browser tab.
Adding relevant‚ brief yet descriptive titles boost your′s website′s search engine rankings.
Describing graphics with ‘alt’ attribute : Search engines can′t understand what images are about. We have to specify with each image what′s it about. We use a tag in the code called ‘alt’ to describe it. Alt stands for alternative. It′s kind of description about the image in case user is not able to load the image.
It can happen because of slow internet connection. It also happens when user is using screen reader. So we are providing a fallback text to users. And boy search engines like that.
Making your site easier too navigate : Your website′s browsing experience should be effortless. You should never make the user think!
If user finds your website easy to use and informative‚ he will come back to it. He will tell others about it. And people will buy your product and services.
We also make your website accessible to people with disabilities. This has three benefits for you :
It′s a moral thing to do
It helps your marketing efforts as you can reach a broader audience
Search engines prefer websites with accessibility support
some other geeky things we do to make search engines like your website :
Creating and submitting sitemap of your website
Use of microdata
Google local page listings
Landing page optimization & A/B Testing
Google Analytics setup
and event tracking
One important thing : It′s important to understand that SEO is a long-term process. You have to have patience while we do SEO for your website.
There are some people though who don′t want to wait. They either go for Google AdWords‚ or in some cases black hat SEO. We will talk about Google Adwords later‚ let′s talk about black hat SEO first.
SEO is one of the most misunderstood and misinterpreted subject in online marketing. People try to fool search engines to list their websites higher in results. It may work for short-term‚ but it doesn′t work in the long run. Worse‚ these tricks may hurt your brand identity in the long run.
Most of these so called ‘SEO Experts’ take guarantee to rank your website on page one. In truth they are SEO frauds. Beware of them. In truth‚ nobody can take guarantee for top ranking on Google. This is what google says in this matter :
Beware of SEOs that claim to guarantee rankings‚ allege a “special relationship” with Google‚ or advertise a “priority submit” to Google. There is no priority submit for Google‚ in fact‚ the only way to submit a site to Google directly is through our Add URL page or by submitting a Sitemap and you can do this yourself at no cost whatsoever.
Ask for explanations if something is unclear. if an SEO creates deceptive or misleading content on your behalf‚ such as doorway pages or “throwaway” domains‚ your site could be removed entirely from Google′s index. Ultimately‚ you are responsible for the actions of any companies you hire‚ so it′s best to be sure you know exactly how they intend to “help” you. If an SEO has FTP access to your server‚ they should be willing to explain all the changes they are making to your site.
Some of those black hat SEO practices are :
Keyword stuffing : It refers to stuffing keywords to your webpage. It′s may bring your website higher in results for some time. But it is bad for user experience and search engines may ban your website.
Link schemes : Any links that doesn′t add to user value. People use these to manipulate PageRank.
Cloaking : It refers to displaying different content to users and search engines.
Filling pages with useless content : When you fill your website with meaningless content and useless graphics. Search engines don’t show these types of websites in their search results.
Search engines are aware of these practices so they keep changing search algorithms. They can also blacklist some sites that don′t provide valuable content for users.
If your website doesn′t provide quality content with good design‚ it′s useless. It′s your content that′s gonna turn visitors into customers. It′s your design that′s gonna provide a good browsing experience.
If you are improving your rankings at cost of user experience‚ it′s gonna hurt you. And will leave your potential customers like.
Is this guy nuts? why does he keep repeating the same words over & over again.
And you are gonna lose them. They will go to some other website. Remember‚ in the online world your competitor is just a click away. So you should place your focus on quality content and good design. Not on fooling search engines. In the end you will be fooling yourself only.
As we said earlier‚ SEO is a long-term process. If you can′t wait to come up in the search results‚ we recommend you go for Google AdWords.