SEO (Search Engine Optimization) is the process of improving content so it can be discovered through a search engine’s organic search results.

Before getting deep inside the SEO concept. first, we have to understand the basics of how does Search Engine works?

SEO is an answering machine or its like a huge library somewhere and data is fetched to your relevant search keywords. Its search result for what people asking or searching for.

In order to be listed organically in the search result, the content needs to index or visible in the search engine which means it should be in the library. It is one of the most important parts of the SEO process — If a site is not found on google search due to any issue there’s no way your content will visible on SERPs(Search Engine Result Page).

 

Search engines have three primary functions:

1. Crawl — Crawl or look and find out the code or content which is linked to each URL they are searching for.

2. Index — It is part of organizing or storing content in such a form when a crawler is looking for content it is found easily. Once the page is indexed in an appropriate manner it can be found in relevant queries.

3. Rank — It provides Content listed in a manner that is relevant or least relevant to queries.

Search engines are like libraries for the Digital Era.

When you type a query into a search engine, it crawls through all the pages in its index and tries to pop up with the most relevant results.

To do this, Search Engines uses a computer program called an algorithm.

Nobody knows exactly how these algorithms work, but this is what Google has to say. Here’s what they say on their “How search works” page.

 

How SEO Works?

In simple terms, SEO works by displaying to search engines that your content is the best result for the topic at search or keyword you typed in Search Engine.

Every search engine works in a similar fashion their goal is to show relevant and best results to users.

If you want more organic traffic for your web pages, then you need to understand and cater to the need as per Google’s algorithm. If you want more video views, then you have to make content according to YouTube’s algorithm.

there are many search engines like Google. Google Search Engine is the best search engine in the world and it is also one of the most popular products from Google.

  • Bing. Bing is Microsoft’s answer to Google and it was launched in 2009.
  • Yahoo.
  • Baidu.
  • AOL.
  • Ask.com.
  • Excite.
  • DuckDuckGo.

How to optimize for Google

Google famously uses more than 200 ranking factors and nobody knows what exactly these ranking factors are but we definitely know a few as its quite often suggested by Google.

How to Improve Google Search Results in 5 Simple Steps

  1. Step 1: Start with the best site structure.
  2. Step 2: Do your keyword research as per your niche.
  3. Step 3: Start writing good content that emphasizes your researched keywords.
  4. Step 4: Check all your links if it’s indexed well.
  5. Step 5: Focus more on on-page optimization.

Google Ranks Pages, not a website that one needs to understand while optimizing.

Your page can rank for different keywords and topics with different pages.

Now let’s discuss some of the factors that affect rankings and search engine visibility.

Crawlability

Before google knows how to rank you first it needs to understand whether your page exists in google indexed.

Google is used various methods to discover new content on the web but a primary method is crawling which we discussed above.

In simple word, Crawling is when google follows particular links on the pages which are indexed on the site, The page which is available and is fresh and they haven’t seen before.

To do this, they use a computer program called a Google bot which is works like a spider that crawls over the pages.

Googlebot starts out by fetching process in a few web pages and then follows the links on those webpages to find new URLs Links. Like a homepage that has backlinks from a website that is already indexed on google.

 

There are few things that can block Google’s crawlers:

  • Robots.txt: Robots.txt files are located in the root directory of websites (ex. yourdomain.com/robots.txt) and suggest which parts of your site search engines should and shouldn’t crawl while searching.
  • Poor internal linking: Links have a major role in playrole in SEO. Very early on, search engines needed help in figuring out which URLs were more genuine than others to help them determine how to rank search results. Google relies on Internal links to crawl all the pages on your site. Pages without links won’t get crawled.
  • No followed internal links: Internal links with nofollow will not get crawled by Google Spider.
  • No indexed pages: You can exclude pages from Google’s index using a noindex meta tag or HTTP header. If other pages on your site only have internal links from noindexed pages, there’s a high chance that Google won’t find your page.

If you’re concerned about any of these above issues on your websites, consider running an SEO audit with a tool like SEMRUSH Site Audit.

Mobile-friendliness

According to official Google statements, more than 50 percent of search queries globally now come from mobile devices. But we don’t know whether the number is 51 percent or 60 percent, or if it varies significantly by country.

Google also shifted to mobile-first indexing in 2018, meaning that they now use the mobile version of your page for indexing and ranking of the site.

Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device — According to Adobe Statistic.

That is more people engage and click on the button if the site is mobile-friendly.

That’s important because Google wants to keep its users engaged and hooked. Pages that aren’t optimized for mobile lead to dissatisfaction among its user. And even if you do rank well on-site and win the click, most users won’t stick around to read your content.

You can check if your web pages are mobile-friendly with Google’s mobile-friendly testing tool.

Pagespeed

Page speed is also important to user experience. Pages with a longer load time tend to have higher bounce rates and lower average time on page.

It means how fast your page loads given a factor whether mobile or desktop version.

To check the speed of your web pages, use Google’s Pagespeed Insights tool.

 

Search intent

Search intent, also known as keyword intent, is the ultimate goal of the person using a search engine. Since people look for and use search results differently based on their ultimate goal, understanding and optimizing for search intent is hugely important for SEO.

Basically what people typing for and intent to search and the topic revolving around it. Doing keyword research to get traffic from such a keyword does help in ranking.

User intent is now the most important factor in content and search engine optimization and is eclipsing individual keywords as a dominant ranking factor.

Copy-paste your topic and into a Keyword Research tool then look for keyword ideas and search volume. Which helps in more niche visibility.

many people fail to aligns their page with their chosen keyword’s search intent.

Let’s take an example of search intent, Here are the current Google search results for the query “fast food recipes”:

Compare the above result with the query for “fast food”:

Despite the similarity of both the keyword, Google shows completely different sets of search results. For “ Fast Food Recipes,” it shows pages listed for recipes.

For “Fast Food,” they showing products listed for restaurants.

Google is simplifying the motive behind the query typed by the user and trying to show results the user wants to see as per the relevancy of the keywords Intent.

Backlinks

Backlinks are also known as “inbound links”, “incoming links” or “one-way links” are the links from one website to a page on another website. Google and other search engines consider backlinks “votes” for a specific page.

 Pages with a high number of backlinks tend to have high organic search engine ranking order.

Backlinks matter if you want to rank for any page or post which is worthwhile but the Problem is that links can be challenging to build, especially to certain types of content like product pages are difficult to build it takes time and effort.

There are many link building tactics but if you’re new to this, aim to build links to your best informational content (e.g., a blog post or a free tool).

Here’s one way to do that:

Search for your target keyword on Google. Look for pages that aren’t as good as yours. Paste the URL of that page into free backlink checker tools online like SEMRUSH and Ahrefs to see its top 100 links.

Consider reaching out to these pages, explaining why your content is better, and ask if they can swap out the link for yours.

This method is also known as the Skyscraper Technique.

 

Authority

Many backlinks from high-authority pages are much stronger than those from low-authority pages.

 Unfortunately, Google discontinued the practice of public PageRank scores in 2016. which means there’s no longer any way to check how much “authority” a web page has in Google’s View.

But few Metrics like URL rating in a few Keyword Search Tools can give you some idea.

 

Content quality

Google loves to rank the most trustworthy and useful results always.

To do this, they look at parameters of content-related signals like expertise, authoritativeness, and trustworthiness. Which overall means EAT.

there are few things you can do to increase the quality of your content might be:

  1. Use Short Sentence and Paragraphs
  2. Keep your content simple and straight to point
  3. Do not use jargon
  4. Use Images and quotes to make your content simple and align with the post.
  5. Link to useful resources where appropriate.

In Simple words, the more accessible your content is to the majority of searchers, the better result and traffic it will give.

The freshness of content also caters to desired results.

 

Conclusion

Organic SEO is picking up pace rather than paid links its originality and freshness of content is more rewarded and User is becoming smarter in this tech-savvy era.

Knowing how search engines work and the attributes they’re searching for when ranking content is very crucial when trying to create content that ranks on the first page.

search engine algorithms change all the time and there’s no assurance that what’s relevant today will still be important next year but rest assure the basic crux of search engine will remain the same.

Google loves freshness and if your content delivers the desired action of your user and basic parameters it will work for you.