Search engine optimization (SEO) is the process of improving the ranking (visibility) of a website in search engines. The higher (or more frequently) a website is displayed in a search engine list (like Google), the more visitors it is expected to receive.
SEO considers how search engines work, what people search for, and which search terms (words) are typed. Optimizing a website may involve editing the content to increase its relevance to specific keywords. Promoting a site to increase the number of links, is another SEO tactic.
Effective search engine optimization may require changes to the HTML source code of a site and to the site content. SEO tactics should be incorporated into the website development and especially into the menus and navigation structure.
Another class of techniques, known as black hat SEO or spamdexing, uses methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the quality of user-experience with search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.
Working of Search Engine Works Step by Step
Search engines perform several activities in order to deliver search results.
- Crawling – Process of fetching all the web pages linked to a website. This task is performed by a software, called a crawler or a spider (or Googlebot, in case of Google).
- Indexing – Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.
- Processing – When a search request comes, the search engine processes it, i.e. it compares the search string in the search request with the indexed pages in the database.
- Calculating Relevancy – It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.
- Retrieving Results – The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.
Need Of Seo For Website
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users. This is true whether your site provides content, services, products, information, or just about anything else.
Search engines are unique in that they provide targeted traffic—people looking for what you offer. Search engines are the roadways that make this happen. If search engines cannot find your site, or add your content to their databases, you miss out on incredible opportunities to drive traffic to your site.
Search queries—the words that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organization’s success. Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have an exceptional rate of return compared to other types of marketing and promotion.
The Limits of Search Engine Technology
The major search engines all operate on the same principles, as explained in Automated search bots crawl the web, follow links, and index content in massive databases. They accomplish this with dazzling artificial intelligence, but modern search technology is not all-powerful. There are numerous technical limitations that cause significant problems in both inclusion and rankings. We’ve listed the most common below:
Problems Crawling and Indexing
- Online forms: Search engines aren’t good at completing online forms (such as a login), and thus any content contained behind them may remain hidden.
- Duplicate pages: Websites using a CMS (Content Management System) often create duplicate versions of the same page; this is a major problem for search engines looking for completely original content.
- Blocked in the code: Errors in a website’s crawling directives (robots.txt) may lead to blocking search engines entirely.
- Poor link structures: If a website’s link structure isn’t understandable to the search engines, they may not reach all of a website’s content; or, if it is crawled, the minimally-exposed content may be deemed unimportant by the engine’s index.
- Non-text Content: Although the engines are getting better at reading a non-HTML text, content in rich media format is still difficult for search engines to parse. This includes text in Flash files, images, photos, video, audio, and plug-in content.
Problems Matching Queries to Content
- Uncommon terms: Text that is not written in the common terms that people use to search. For example, writing about “food cooling units” when people actually search for “refrigerators.”
- Language and internationalization subtleties: For example, “color” vs. “colour.” When in doubt, check what people are searching for and use exact matches in your content.
- Incongruous location targeting: Targeting content in Polish when the majority of the people who would visit your website are from Japan.
- Mixed contextual signals: For example, the title of your blog post is “Mexico’s Best Coffee” but the post itself is about a vacation resort in Canada which happens to serve great coffee. These mixed messages send confusing signals to search engines.