What are the steps involved in Optimized Marketing?

Now that we know and are aware of what Search Engine Optimization(SEO) is, the question arises of how can we implement the techniques in the right method. Around one-third of the traffic to a website is organic traffic so it is very much essential to optimize the content as per Google’s algorithm.

If you are on to any business or fond of writing blogs, SEO is very much essential for you to at least know how SEO techniques are implemented on a website.

So, let's dive in.

How do search engines work?

A perfect SEO technique works when you understand how to do search engines work.

The SEO techniques are always changing from time to time, mainly because search engines change their algorithms frequently a minimum of 5-5000 times in a year. So, predicting what is going to come in the next algorithm is always a mystery.

Now, enough about the search engines let's dive into the techniques.

Links:

While reading the basics of optimization blog, you must have come across a few texts which upon clicking would open another link, these are internal links.

Definition: Upon clicking an anchor text, when the opening link belongs to the same website but a different webpage then it is an internal link.

What is a backlink?

There is another term called “backlink”. When one website creates a link to another website it is called a backlink for the second website.

These links act as signals to search engines and to users to direct the traffic from one website to another website. The quality and quantity of the backlinks are something one should be cautious about as these links can help your website rank higher.

There are a lot of strategies like link-building strategies that can help improve the ranking of the website which can be discussed in future blogs.

Note that link building is one of the old techniques. Links are relevant but link building is not so relevant with advanced algorithms which give more focus to the quality of the content

Content:

“Do not underestimate the power of good content”. Content is the key to any kind of rank improvement strategy.

But,

How do you design a content writing strategy?

Being a marketer you must have come across the term, “Keywords”. The set of words or phrases that people type in the search engines.

So, the content strategy should be designed in such a way that you target the right keyword and write the content to become the user’s and search engine’s favorite.

From time to time, as google’s algorithm changes, the permission towards the way of using keywords also changed. Where keyword stuffing was accepted once, these days it comes under Blackhat SEO.

Choosing the keywords: choosing the right keywords is very much essential, but how do we know which keyword to choose.

For example, We are choosing to write content on “aloe vera benefits”, so we can target all forms of related keywords of the main keyword.

But, we should those keywords which are “low” in competition, and “high search volume”.

Competition is nothing but the easiness to rank the keyword, the lower the competition, the better the keyword to rank.

The next factor is the average search volume of the keyword,

Average Search Volume(ASV) is nothing but the average of the total number of times the keyword is searched in the search engine. The higher the ASV, the better the keyword to rank.

Another factor is Keyword Density(KD) or Keyword Frequency, it is the number of times(in percentage) the keyword is being repeated in a particular piece of content on a webpage.

Keyword density is also one of the old concepts. Today with the advancement of Natural language processing ( NLP) search engines are capable of understanding the meaning of the word combination and with advanced concepts like knowledge graphs the intention behind the query is understood by the engine and keyword, matching is given less priority.

So stuffing the page with different keywords and synonyms of the keyword will lead to a poor user experience as the intention behind the content is to satisfy the search engine instead of the user.

Now, based on keywords, we can optimize the content in a few ways:

• Repurpose the content ( Cluster building is better to build E-A-T )
• Try different types of content like video content, blog content, etc.

Meta Descriptions:

This is the small summary of the keyword under the 160-character limit which appears in the search engine when a related keyword is searched.

Title and descriptions are used by the engine to understand the content so keeping keywords in a human-readable format is fine. Keyword meta tag is ignored by google but having such tags will help for many other purposes.

User Experience:

These days search engines are trying to run their algorithm from the user’s point of view. Search engines collect the data from the user and in case the user’s experience isn’t up to the mark then, it can affect negative SEO.

Well, it is obvious because Google is for the users so Google must give the best user experience.

How is the user experience measured?

It is measured by Google’s Page Speed insights ( this is one of the ways), which shows the website’s loading time, Bounce rate, etc.

(Bounce rate is a single-page session divided by all sessions on a particular website).

Conclusion:

We do not know what way Google is planning to rank a website, so having a unique SEO strategy for each website is important. I have covered many key points in this blog but there are a lot more things that are to be published in upcoming blogs. The basic thing to keep in mind is, that SEO doesn’t give results overnight, we need the right techniques to get the results. Search engines keep changing their algorithm to fight spam and advanced techniques like knowledge graphs and implementing E-A-T concepts for ranking today’s ranking in search engines is a long-term strategy that has to be unique to each site.