What is Search Engine Optimization(SEO)?-In brief

What is SEO?

SEO or Search Engine Optimization, is the name given to an activity that attempt to improve search engine result ranking. It is the human nature to hold the authority and be in the top rankings. So the work of an seo analyst is to optimize website of  their company so that the internet users can easily  find , get attracted and be engaged in the website.

An important aspect of seo is to make the website easy for both the users and the search engine robots.SEO has became inevitable in business marketing.

How does a search engine works?

There are mainly 3 steps

Crawl

    The google robots "googlebot" will scan the website and then it identifies the website.

Catch

    Will take a snapshot and will be saved in their database

Indexing

    It is the position of  the website that will appear in the google search results.

About google's influence in SEO.

 Google was the project by Larry Page and Sergey Brin during their PhD. Though it was a search engine it was difficult to get all information instantly.Web pages was not craw able. Thus google decided to reveal some of their secrets to the webmasters. Webmasters started to build their webpages according to the guidelines. Thus became easier to crawl and made the websites easily available.

Changes in SEO

 Ranking of the website was originally decided by the number of keywords that appear in the content.Thus it is niche specific.

Webmasters began to misuse it by adding more and more keywords.Adding of many keywords is called keyword stuffing.

Then google decided to change into link specific, in which the websites having more number of back links was listed in the top. Again the webmasters started to play tricks, they started to buy links and sell links.

Google then introduced page rank.the websites attaining high page rank was listed in the top. This is quality link specific. When we get a back link from a high page rank website it was an advantage to list in the top. Twitter has the highest page rank of 10.  

Google Updation

1) Google Panda was launched  in 2011.google panda took action against content spamming. Copy paste of content from other websites, low quality contents,contents with many mistakes was caught through panda updation. In 2014 panda 4 became very strict its filter did not allow any content spamming website to be stored in the database.

2)  Google Penguin was launched in 2012 against backlinks the link spamming.link spamming includes low quality links , the links from low quality directories, link exchange, paid links, comment spamming,link farming, wiki spamming, guest blogging etc.

3) Google EMD(exact match domain) launched in 2012 it prevent the website acquiring the high rank by taking the back links from their own other websites with a matching keyword.

4) Google Pigeon was launched in 2014 that enable a high rank for the local listing results.

5) Rank brain launched in 2015 rank brain is an artificial intelligence which gives search results according to the relevance and interest of the person. 

Optimization in SEO

    On Page Optimization

 The methods and modification we do inside the website for attaining top ranks in the search result.

There are many methods which includes

Content optimization  - It is the main factor in determining the rank in listing. Make sure you wont copy page any content. The content should be unique, should be informative to the users.

Title tag-There should be a unique title for the webpages with main keyword of the page.

Off  Page Optimization

  The methods or measures taken outside the webpage for listing in the top is called of page optimization. The methods include link building, back links are received from the social networks by setting it up in your Facebook, twitter accounts.

Kavya V K