It’s a whole subject that would take pages and pages of content to actually understand in any significant manner, so in this post ill try to be as short and as less boring as practically possible.
What is a search engine?
According to WIKIPEDIA, “a search engine is a software system that is designed to carry out web searches, which means to search the World Wide Web in a systematic way for particular information specified in a textual web search query”.
Actually, search engines are an evolved version of the old age yellow pages we all used to heavily depend on, in the past to search for information.
The primary purpose of a search engine is to provide results that are high in quality and relevancy.
Examples of search engines: Google is by far the biggest and most successful search engine we have ever known; it’s the all in one, general purpose search become an integral part of our lives.
There are other niche specific search engines as well, for example Practo is a doctors’ search engine, Amazon is a groceries and merchandise search engine while Swiggy/ Zomato are food search engines.
We cannot imagine a life without search engines and they have become an integral part of our daily lives.
THE Search Eco System Consists of three main components, the platform, the user and the businesses(webmasters) and it’s the mutually beneficial relationship,( where all the three are winners) that forms the basis of this unprecedented success of search engines.
Why do we need search traffic:
We need search traffic because it is:
- High Quality
- Makes you discoverable
- Intent of the user is clear and high
- People are 100 times more likely to click on organic results rather than the ads.
What is search engine optimization- meaning
In simple words it means all the methods, you incorporate in your blog/website to make it easily searchable and rank high in the search results, whenever someone is looking for your specific niche/ topic/ keywords. Search engine optimization can help you get high quality organic traffic (and consecutive sales) virtually at zero cost which can only be otherwise possible by spending huge sums of money by way of ad spends etc.
Search engine optimization has come a long way and has evolved into an area of expertise that cannot be overlooked by any webmaster who wants to be successful. Earlier, it was very easy to rank your website high up in the search results by following a few simple tricks like
- Stuffing in keywords into the content
- Buying backlinks from shady sources etc.
- Duplicate content and article spinning
But the search engines, as we all know are technology giants who know their game and always manage to stay ahead of the manipulative practices and black hat SEO. They do this by keeping their algorithm as a closely guarded secret and also by regularly changing it and bringing updates so that they remain relevant from the users perspective (remember that search engines would only survive if they keep providing relevant results for their users)
Only original, quality content and merit/authority would ultimately decide the ranking of website/ blog nowadays.
You should look at SEO as an effort similar to planting a tree or buying a piece of quality real estate. It would be slow and pay over time may not give you immediate results but at the same time the returns would be sweet and significant. For long-term survival and success the key is steady and consistent production of original quality content.
The content should be really high quality and should cater to the problems or provide benefit/ answers
to peoples’ queries and unique value to the users. It should be so great that people absolutely love it and go ahead to share it across social media and other platforms.
Also, authority sites and influencers should find reciprocating (mutual) value in associating with your blog/website and happily provide backlinks,references and mentions.
The common mistake most high traffic websites make is that they depend on Running ads on their websites as the primary way to monetize. The negative factors of running ads on your website are, firstly,Pay per click ads pay you lowest revenue that you could earn through your website, secondly,
the flow of revenue is inconsistent and you cannot depend on it, thirdly, there is no way to scale up your earnings and then you are leaving a lot of money on the table.
The most effective and crucial strategy is to convert the traffic into leads through optin tools, have a funnel in place and later try to sell your product/ services to these leads.
You should also have the google pixel installed on your website, so that you can create pixeled audience. This way you can make your ads more targeted and efficient and they would give you a higher
return on your ad spend.
Another vital key is having an integrated digital marketing strategy with your content rather than simply waiting for traffic to appear on your website. Every content you create should be shared within your community/ tribe across all social media, simultaneously. This is important because social media engagement is one of factors for search engines to rank a website, the higher the engagement the higher the rank.
Search engine optimization is basically of two types
- ON PAGE SEO– it includes optimization of Title, Description and Keywords and it is considered to be in control of the webmaster. Its also a webmasters responsibility.
- OFF PAGE SEO– it is mostly related to getting backlinks for the website. But, the backlinks should be of high quality and from high authority sites. Off page SEO can be successfully done not by randomly prospecting backlinks from questionable sources, but by producing Quality content that earns banklinks for the website in a deserving manner.
This is an extract of what I have learned about SEO in the week 10 of the Digital Deepak Internship Program. Hope you found it useful and informative, be on the lookout for more content on this website as my learning progresses. Please feel free to leave comments.