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Search Engine Optimization (SEO) describes the tactical and
strategic efforts to maximize a website's placement in search engine
results. SEO depends on (among other factors): on-page HTML structure,
website architecture, page content and keyword usage, inbound links, and
a domain's collective content.
SEO is consistently a major driver of growth and customer acquisition for ecommerce stores. One survey found SEO to account for approximately 30% of ecommerce site traffic, underlying the massive opportunity for online stores to acquire unpaid traffic.
An oft-misunderstood practice, effective SEO involves much more than simply including the right keywords on a page. SEO touches on every part of a website, making a basic understanding of SEO best practices important for everyone who works on the user-facing portion of an online business.
Website architecture is a critical component of SEO because it lays the path for search engines to crawl a site's various pages. If important sections of your website aren't easy to find, a spider won't crawl it and assumes it isn't important.
When web users type a query into the search bar and hit enter, Google instantaneously scans its index and returns what it deems to be the most relevant results. Rankings are determined by search algorithms that take many factors into consideration. Google uses over 200 signals to determine its rankings, and a simple way to categorize these signals is on-page and off-page.
On-Page SEO
SEO is consistently a major driver of growth and customer acquisition for ecommerce stores. One survey found SEO to account for approximately 30% of ecommerce site traffic, underlying the massive opportunity for online stores to acquire unpaid traffic.
An oft-misunderstood practice, effective SEO involves much more than simply including the right keywords on a page. SEO touches on every part of a website, making a basic understanding of SEO best practices important for everyone who works on the user-facing portion of an online business.
Search Engines and Ranking
To understand why best practices are the way they are, it's important
to understand the search engines they're trying to please. Search
engines deploy bots (commonly referred to as "spiders") that crawl
websites and index their content.
Website architecture is a critical component of SEO because it lays the path for search engines to crawl a site's various pages. If important sections of your website aren't easy to find, a spider won't crawl it and assumes it isn't important.
When web users type a query into the search bar and hit enter, Google instantaneously scans its index and returns what it deems to be the most relevant results. Rankings are determined by search algorithms that take many factors into consideration. Google uses over 200 signals to determine its rankings, and a simple way to categorize these signals is on-page and off-page.
On-Page SEO
On-page SEO comprises most work that's done to optimize for search engines. Important elements include:
Keywords: Every page has an objective, and using a primary keyword conveys a page's purpose to search engines. For example, a product page for KitchenAid blenders should include some variation of the keyword "KitchenAid [model] blender" in the important HTML elements that follow.
Title Tags: The title tag appears in the SERP (search engine results page) and browser tab, and is widely considered among the most important SEO ranking factors. Title tags should include the primary keyword and brand name, usually separated by a pipe, colon, or comma.
Header tags: Most web pages are divided into sections, and header tags are used to label these. The <h1> tag should always include the primary keyword, with following header tags including the keyword where appropriate.
Body content: Pages should contain the primary keyword and have at least 300 words of text. Anything less puts them in danger of falling under Google's "thin content" penalty, mandated by the Panda algorithm update.
Internal Linking: Universal navigation bars ensure that the important sections of your website are always accessible to users and search engines, no matter what page they're on. It's also recommended to link to relevant sections of a website when they're mentioned within the body content.
What to look out for
Blocking search engines: Noindex tags and robots.txt files tell search engines not to crawl a page. These tags are often implemented in a staging environment and, when not removed, will cause a page to go uncrawled by Google and other search engines.
Duplicate content: It's tempting to use manufacturer product descriptions, but these can be crippling to a product page's organic ranking potential. Google penalizes webpages that borrows some or all of its page content from another webpage - whether on the same or another domain.
Off-Page SEO
Off-page SEO refers to the ranking factors that don't involve the content or structure of the page in question. While:
Backlinks: Search engines view backlinks as "votes" of popularity, and these have historically been a highly-weighted ranking factor. All links do not carry equal value: links from "authoritative" domains are much more valuable than those from less-established websites. The original algorithm to weigh the aggregate value of a website's inbound links was called PageRank, named after Google's co-founder and CEO Larry Page.
Social Media: As social media use quickly took over the web, search engines took notice, incorporating a URLs presence on social media into their ranking algorithms. If a promotion or sale page is highly shared, it positively affects its search engine rankings.
What to look out for
Unnatural links: The significant impact of backlinks on organic ranking spawned a sub-culture of manipulative link exchanges and paid placements. Algorithms have gotten increasingly better at identifying what they deem to be "unnatural" links, and websites can be heavily penalized for too many links that appear to be exploiting search engines.What is Search Engine Optimization (SEO)?
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.
SEO isn't just about building search engine-friendly websites. It's about making your site better for people too. At Moz we believe these principles go hand-in-hand.
This guide is designed to describe all areas of SEO—from finding the terms and phrases (keywords) that generate traffic to your website, to making your site friendly to search engines, to building links and marketing the unique value of your site. If you are confused about this stuff, you are not alone, and we're here to help.
Why can't the search engines figure out my site without SEO?
Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal. In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.
Can I do SEO for myself?
The world of SEO is complex, but most people can easily understand the basics. Even a small amount of knowledge can make a big difference. Free SEO education is widely available on the web, including in guides like this. Combine this with a little practice and you are well on your way to becoming a guru. Depending on your time commitment, your willingness to learn, and the complexity of your website(s), you may decide you need an expert to handle things for you. Firms that practice SEO can vary; some have a highly specialized focus, while others take a broader and more general approach.
In any case, it's good to have a firm grasp of the core concepts. How Can I find my SEO Teacher ? To know more visit with us in WEB: www.diyascloud.com
Keywords: Every page has an objective, and using a primary keyword conveys a page's purpose to search engines. For example, a product page for KitchenAid blenders should include some variation of the keyword "KitchenAid [model] blender" in the important HTML elements that follow.
Title Tags: The title tag appears in the SERP (search engine results page) and browser tab, and is widely considered among the most important SEO ranking factors. Title tags should include the primary keyword and brand name, usually separated by a pipe, colon, or comma.
Header tags: Most web pages are divided into sections, and header tags are used to label these. The <h1> tag should always include the primary keyword, with following header tags including the keyword where appropriate.
Body content: Pages should contain the primary keyword and have at least 300 words of text. Anything less puts them in danger of falling under Google's "thin content" penalty, mandated by the Panda algorithm update.
Internal Linking: Universal navigation bars ensure that the important sections of your website are always accessible to users and search engines, no matter what page they're on. It's also recommended to link to relevant sections of a website when they're mentioned within the body content.
What to look out for
Blocking search engines: Noindex tags and robots.txt files tell search engines not to crawl a page. These tags are often implemented in a staging environment and, when not removed, will cause a page to go uncrawled by Google and other search engines.
Duplicate content: It's tempting to use manufacturer product descriptions, but these can be crippling to a product page's organic ranking potential. Google penalizes webpages that borrows some or all of its page content from another webpage - whether on the same or another domain.
Off-Page SEO
Off-page SEO refers to the ranking factors that don't involve the content or structure of the page in question. While:
Backlinks: Search engines view backlinks as "votes" of popularity, and these have historically been a highly-weighted ranking factor. All links do not carry equal value: links from "authoritative" domains are much more valuable than those from less-established websites. The original algorithm to weigh the aggregate value of a website's inbound links was called PageRank, named after Google's co-founder and CEO Larry Page.
Social Media: As social media use quickly took over the web, search engines took notice, incorporating a URLs presence on social media into their ranking algorithms. If a promotion or sale page is highly shared, it positively affects its search engine rankings.
What to look out for
Unnatural links: The significant impact of backlinks on organic ranking spawned a sub-culture of manipulative link exchanges and paid placements. Algorithms have gotten increasingly better at identifying what they deem to be "unnatural" links, and websites can be heavily penalized for too many links that appear to be exploiting search engines.What is Search Engine Optimization (SEO)?
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.
SEO isn't just about building search engine-friendly websites. It's about making your site better for people too. At Moz we believe these principles go hand-in-hand.
This guide is designed to describe all areas of SEO—from finding the terms and phrases (keywords) that generate traffic to your website, to making your site friendly to search engines, to building links and marketing the unique value of your site. If you are confused about this stuff, you are not alone, and we're here to help.
Why can't the search engines figure out my site without SEO?
Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal. In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.
Can I do SEO for myself?
The world of SEO is complex, but most people can easily understand the basics. Even a small amount of knowledge can make a big difference. Free SEO education is widely available on the web, including in guides like this. Combine this with a little practice and you are well on your way to becoming a guru. Depending on your time commitment, your willingness to learn, and the complexity of your website(s), you may decide you need an expert to handle things for you. Firms that practice SEO can vary; some have a highly specialized focus, while others take a broader and more general approach.
In any case, it's good to have a firm grasp of the core concepts. How Can I find my SEO Teacher ? To know more visit with us in WEB: www.diyascloud.com
