What Is SEO? Search Engine Optimisation in 2022

What is SEO in Digital Marketing?

SEO is Search Engine Optimization is the process of making improvements to your website so that it ranks better in the Search Engine Results page for the target search keywords.

Better ranking would mean greater visibility which in turn will positively affect website traffic, reach, and qualified leads.

SEO is a very important function in digital marketing and there would always be a demand for SEO Specialists.

If you would like to learn SEO as a specialization or Digital Marketing as a whole you should join a professional course to get trained in the subject. Digital Vidya is a renowned institute in digital marketing training.

They offer an Executive program in Digital Marketing in collaboration with Deakin University, Australia. It is a 10-month course with 3 months of paid internship. They also assure 100% placement assistance.

If you are particularly interested in Search Engine Optimization then you can choose their 1 month certification program in Search Engine Optimization which covers SEO from basics to pro-level.

How does SEO work

Google bots crawl through your web pages and index them under a particular keyword to which your page would be relevant.

When the user uses that keyword to post a query on Google, it searches through the index and gets the result where it lists all the pages that are indexed for that search phrase.

Now the ranking of the pages depends on many factors

  • Domain Factors :
    • Domain age
    • presence of keyword in domain name or sub domain
    • Domain history

  • Page-level factors
    • HTML tags
    • Content Length
    • table of contents
    • Page loading speed
    • Quality of content: depth, plagiarism, content recency,
    • Quality of outbound links
    • Mobile-friendliness
    • Quality of supplementary content
    • Reading level (beginner, intermediate or advanced)
    • Affiliate links
    • Broken pages
    • URL length
    • Page layout

  • Site-level factors
    • Presence of contact details
    • SSL certificate
    • Site architecture and Sitemap
    • Expertise, Authoritativeness and Expertise (E-A-T) of Website
    • Video SEO as video results are given top priority on the results page

  • Backlink factors
    • Quality of websites with our backlinks
    • Diversity of backlinks
    • Authority of linking page and website
    • Guest posts
    • Page relevancy
    • Links in “Hub Pages”, Wikipedia, or Authority sites

  • User Interaction
    • Visitors
    • Bounce rate
    • Dwell time
    • Number of comments
    • Chrome bookmarks
    • Direct traffic and repeat traffic.

There are many more factors that can affect ranking. But the very basic requirement of attaining a good ranking is to present high-quality content to users. This will make the other factors easy to implement and maintain.

How to do SEO

So checking our content regularly for such ranking factors and devising techniques to improve then comprises the working part of SEO.

The SEO techniques can be broadly segmented into

  • Keyword Research
  • On-page SEO
  • Link Building
  • Technical SEO

SEO tools

There are many online tools that may be free or paid that help digital marketers implement SEO. Some popular tools for SEO are listed below

  • Google Serach Console
  • SemRush
  • RankWatch
  • Screaming Frog (for SEO Audit)
  • UberSuggest

SEO Resources

Some of the key websites where you can get updated information about SEO include

  • Search Engine Journal
  • NP Digital
  • Ahrefs
  • Moz

SEO is a continuous process and not a switch on-switch off action.

You take the necessary steps and keep doing it. The results will manifest before you like magic and you will see your ranks improving.

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