What Exactly is Search Engine Optimization (SEO)? The basic job of SEO is to find out and understand ‘how people search on Search engines like Google or Bing?’ People might go to a search engine for various purposes like finding a business or finding a product or service or for locating a particular business or website. Search engine tools like Google have gained immense popularity among web users because they allow a user to scroll through numerous search results for his query by just typing in the correct search parameters in the search bar.
SEO
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Types of Searches
Navigational Search
Navigational search is performed by a user when he is looking for a particular or specific business, but he doesn’t know the exact URL of the business.
Informational Search
These are the most important of all the kind of searches performed by a user on the search engine. A perfect example could be “Which are the best North Indian Restaurants in town?”
Commercial Search
This kind of search involves finding a particular business or service provider for commercial purpose.
Purchase Related Search
This is the kind of search that is related to particular festive seasons or occasions, when the consumer is looking for specific products to buy. For e.g., an Electronics company might try to push up its ranking on Google Search through various SEO techniques during a festive season like Diwali.
How Google Ranks a Page
Google ranking is based on various complex algorithms, and this involves answering as many as 200 questions, so that the correct responses are displayed to the user. So, the main job of a search engine like Google is to find out how relevant is the page displayed on the search engine to the query typed by the user. This is where the keywords come in and take charge.
What Exactly is a Keyword
The name says it all. A correct keyword is the main reason behind the success of the page. For those who are familiar with Yoast SEO would know that the Focus keyphrase on your WordPress Dashboard decides the way your page will rank in search results.
Anywhere a user goes, right from Google Search to Bing he or she types a query to find the most appropriate results. A keyword could be either an exact phrase or a broad match for your webpage. It could either be a question or a full-length sentence like ‘Which are the best digital marketing agencies in a city?” Based on Google’s algorithms a keyword could either be competitive or non-competitive.
Types of Keywords
Long Tail Keywords
Long Tail Keywords are very specific in nature, and they generally represent a new search on the search engines. Using a long tail keyword might improve the search ranking of a new or small business, as the competition is generally low for these keywords. One important thing that has to be kept in mind while deciding on a long tail keyword is that they will drive very little traffic in search results.
Broad Match
These are the kind of keywords that result in high traffic, but they also come with high competition. A Keyword like ‘best-selling refrigerators’ belongs to this category.
Exact Phrase
An exact phrase is something that involves placing the keyword within inverted commas. This makes the search relevant for that exact phrase. This technique is used by the businesses to rank for that particular exact phrase only.
So, the best strategy is to have different unique and highly targeted keywords for the different webpages on your website.
Google Keyword Planner is the best tool to find the right keyword for your webpage. You just have to type in the keyword that you want to use, and the planner will give you accurate results about the related keywords and their respective search volumes and competition.
You have to understand your product, its pricing and the point of sale before determining the keyword for the webpage.
What Makes up the SEO Strategy of a Webpage?
A suitable combination of the Headlines or the HI tags, Alt tags, the focus keyphrase and the URL of your webpage constitutes the SEO of your webpage. Find out what keywords describe your business or the content on your webpage. These keywords can then be checked on the Google Keyword Planner Tool for their respective search volume and competition. Based on this analysis you can design a keyword strategy which will be a unique combination of all the parameters for driving the required traffic to your website.
Search Engine Optimization or SEO is an important parameter for success. Whether you are a big brand or a small player in the competitive market, your success in this Digital age depends on your visibility on search engines. To make it work you have no other choice, but to learn the art of creating the right SEO strategy for your organizatio
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