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Due to the exponential growth of the Internet, search engines have the complex task of sorting through billions of pages and displaying only the relevant pages for the submitted search data. Google has become an important link to search for the information online. Searching online has become a part of the everyday lives of most people. Whether to look for information related to their daily lives, most people have made search engines part of their daily routine. Because of this reason, search engines occupy “a prominent position in the online world”; they have made it easier for the people to find the information among the millions of web pages on the Internet. Due to a large number of websites, search engines have the complex task of sorting through the millions of pages and displaying only the foremost relevant pages. This article provides the analysis of Search Engine Optimization Techniques that can help to improve the ranking of a website or to fetch more traffic to a website.
There are billions of web pages accessible on the web. If the user searches for certain information then there are billions of web pages associated with that specific information. So, it’s tough to grasp which webpage is more appropriate and which is less applicable. Figuring out billions of web pages and displaying just the applicable web pages is a complex errand. There are billions of websites available on the web and each of the websites wants to get searched or wants to appear at the top of the search engine result page.
So, the question here comes is, what determine the ranking of a website? Or how is it possible to stay visible and found among the billions of websites available on the internet? The only solution of those questions is SEO (Search Engine Optimization), i.e. having a website optimized so that Google searchers can find it. So, let’s talk about SEO.
What is SEO?
SEO is the acronym for Search Engine Optimization, which involves making web pages more attractive to search engines as a means to increase traffic. While search engines use a variety of factors to rank websites and pages like Domain level keyword usage, etc. Though the exact ranking mechanisms algorithms of the search engines are not published, major search engines of Google, Bing and Yahoo provide web content developers with guidelines including the same basics for SEO: qualitative contents, target the users, proper link architecture, suitable keywords, and social media components.
TECHNIQUES (METHODS) OF SEARCH ENGINE OPTIMIZATION (SEO)
SEO techniques can be broadly classified into two categories. These techniques are more effective to improve the ranking of a website in the context of Google search engine if implemented in the right way:
1. On-Page Optimization
2. Off-Page Optimization
of these techniques are often employed by the webmaster within the website. On-Page Optimization or On-Site Optimization involves optimizing both the content and HTML source code of pages on a site.
What are On-Page Ranking Factors for SEO?
On-page ranking factors can have an enormous impact on your page’s ability to rank if optimized properly. The biggest on-page factors that affect program rankings are:
Content of Page
The content of a page is what makes it deserve an enquiry result position. It is what the user came to ascertain and is thus extremely important to the search engines. As such, it’s important to make good content. So, what is good content? From an SEO perspective, all good content has two attributes. Good content must supply a requirement and must be linkable.
#Good content supplies a demand:
Just like the world’s markets, information is affected by supply and demand. The best content is that which does the simplest job of supplying the most important demand. It might take the shape of an XKCD comic that’s supplying nerd jokes to an outsized group of technologists or it’d be a Wikipedia article that explains to the world the definition of Web 2.0. It is often a video, an image, a sound, or text, but it must supply a requirement so on be considered good content.
# Good content is linkable:
From an SEO perspective, there is no difference between the only and worst content on the online if it isn’t linkable. If people can’t link thereto, search engines are going to be impossible to rank it, and as a result, the content won’t drive traffic to the given website. Unfortunately, this happens a lot more often than one might think. A few samples of this include AJAX-powered image slide shows, content only accessible after logging in, and content that cannot be reproduced or shared. Content that doesn’t supply a requirement or isn’t linkable is bad within the eyes of the search engines — and presumably some people, too.
Title tags are the second most significant on-page factor for SEO, after content. You can read more information about title tags here.
Along with smart internal linking, SEOs should confirm that the category hierarchy of the given website is reflected in URLs.
The following may be an example of URL structure:
This URL clearly shows the hierarchy of the knowledge on the page (history because it pertains to video games within the context of games in general). This information is employed to work out the relevancy of a given website by the search engines. Due to the hierarchy, the engines can deduce that the page likely doesn’t pertain to history generally but rather thereto of the history of video games. This makes it an ideal candidate for search results related to video game history. All of this information is often speculated on without even wanting to process the content on the page.
The following could also be a nasty example of URL structure:
Unlike the first example, this URL doesn’t reflect the knowledge hierarchy of the online site. Search engines can see that the given page relates to titles (/title/) and is on the IMDB domain but cannot determine what the page is about. The reference to “tt0468569” doesn’t directly infer anything that an online surfer is perhaps getting to search for. This means that the knowledge provided by the URL is of little or no value to look engines.
URL structure is significant because it helps the search engines to understand relative importance and adds a helpful relevancy metric to the given page. It is also helpful from an anchor text perspective because people are more likely to link with the relevant word or phrase if the keywords are included within the URL.
SEO Best Practice
Content pages are the meat of websites and are nearly always the rationale visitors come to a site. Ideal content pages should be very specific to a given topic — usually a product or an object — and be hyper-relevant.
The purpose of the given website should be directly stated altogether of the next areas:
- Title tag
- Content of page
- Image alt text
Here is an example of a well-laid-out and search engine–friendly website. All of its on-page factors are optimized.
The content page during this figure is taken into account good for several reasons. First, the content itself is exclusive on the web (which makes it worthwhile for search engines to rank well) and covers a selected little bit of information during a lot of depth. If a searcher had a question about Super Mario World, there’s an honest chance, that this page would answer their query.
Aside from content, this page is laid out well. The topic of the page is stated within the title tag (Super Mario World — Wikipedia, the free encyclopedia), URL (http://en.wikipedia.org/wiki/Super_Mario_World), the page’s content (the page heading, “Super Mario World”), and within the alt text of every image on the page.
The following example is of a poorly optimized website. Notice how it differs from the first example.
This figure shows a less search engine–friendly example of a content page targeting the term “Super Mario World.” While the subject of the page is present during a number of the important elements of the web page (title tag and images), the content may be a smaller amount robust than the Wikipedia example, and thus the relevant copy on the page is a smaller amount helpful to a reader.
Notice that the outline of the game is suspiciously almost like copy written by a marketing department. “Mario’s off on his biggest adventure ever, and this time he has brought a friend.” That is not the language that searchers write queries in, and it is not the type of message that’s likely to answer a searcher’s query. Compare this to the first sentence of the Wikipedia example: “Super Mario World could also be a platform game developed and published by Nintendo as a pack-in launch title for the Super Nintendo Entertainment System.”.
An Ideally Optimized Web Page
An ideal web page should do all of the following:
- Be hyper-relevant to a specific topic (usually a product or single object)
- Include subject in the title tag
- Include subject in URL
- Include subject in the image alt text
- Specify the subject several times throughout text content
- Provide unique content about a given subject
- Link back to its category page
- Link back to its subcategory page (If applicable)
- Link back to its homepage (normally accomplished with an image link showing the website logo on the top left of a page)
Thus, On-Page Optimization includes:
1.Page Title: The page title tag tells both the user and the search engine about the topic of the particular page. The title is visible in the title bar of the web browser as well as the headline of a search engine result. It is the first element Crawler examines while crawling the information. The title is a most important summary of what a page is all about and therefore carries the highest weighting in the Google algorithm.
Example: By using this title tag you are increasing the possibility of high rank among all the shopping sites in Google.
2. Meta Description: Meta description is a place where you need to put the brief description of your page. A page description meta tag may be a sentence or a paragraph. Example: When Google creates a search engine result page, the description tag may appear below the title in the result.
3. Meta Keyword: Meta Keyword provides information about the content of the web page to the search engine. Few search engines like, yahoo and ask.com always pay attention to the keyword tags while Google search engine is complex and has to consider lots of things. Example: This will search all the keywords like men shirts and kids’ shirts on the web page. 4. Heading Tag: The heading tag is the second most important SEO element after the title tag. It can also be handled by using CSS. HTML supports up to six levels of heading tags. Example: This is your first heading i.e. h1 in your webpage.
5. Image alt Attribute: Images are like the straight forward component of the website, but you can also optimize them as according to your requirements. Images have a distinct filename and ALT attribute; you can take advantages of this attribute and make your webpage more user friendly. Example: Optimizing your image filename and alt attribute makes it easier for Google image search to better understand your images.
6. Include a sitemap page: Crawlers cannot index pages that can’t be crawled. A site map helps spiders find all the important pages on your website and helps the Crawler understand your website’s hierarchy.
Off-page optimization is the strategy for Search Engine Optimization that are done off the page or that is not directly related to page content. These are used to maximize the performance of Search Engine Optimization for the target keywords related to the page content. Off-Page Optimization includes:
1. Groups: Join groups and post your comments with the link to your website or webpage. This type of optimization you don’t need to perform on your website.
2. Create a company/your website page on Social Networking Sites: Place links of social networking sites like Facebook and Twitter on your website. Also, create a webpage or link on these social networking sites by using your website contents and links. This will help to visit more users on to your website and probably increase the ranking of your website.
3. Link Building: Link building is a process of building or creating links to improve the ranking of your website. Link building technique helps to create the link on well-reputed websites and increase the ranking of your website. Google also provide Google AdWords, by which Google provides an area for the advertisement of your website and sure increase the ranking of your website.
4. Blogging: Someone said, Blog stands for Better Listings on Google. Blogging may be explained as a discussion forum or information site. A blog is a type of open area where one or more users can ask their questions and they can be responded with the relevant answers. You can provide the answers with your website links. The number of times you provide your website link; this will be accessed by a greater number of users or may increase the searching of your website. The greater number of times your website is searched, the ranking of your website in the hierarchy will also improve.
TIPS TO IMPROVE GOOGLE RANKING OF A WEBSITE
These are few tips to improve Google ranking of a website:
1. Google seems to give weight to the title tag of the webpage. Use this title as according to your web page Like- if your site is a shopping site then use the title shopping.
2. Always use the words or keywords that people are searching for. Any easy way to find this out is to go to Google’s home page and start typing your phrase slowly; you will find the correct word that is people searching for.
3. Content is more important to increase the ranking of a website in Google. Your content should be forever useful, not trendy or disposal.
4. Start posting on blogs or social sites, as blogs love fresh content, and it’s a great way to build links and increase the ranking of a site on Google.
5. I suggest you update your site more frequently. If you publish the content to blog, Google starts to recognize you as a great source of information. With each blog, you have another chance to increase the ranking of your website
6. Links are also so much important. Google loves links, especially from other relevant websites. Join any with the backlink to your website and submit your site to any relevant directory to improve your ranking.
7. Web sites that are already running or online can progress upward than uploading a new website on the internet because Google and other search engines carry out indexation of old websites more frequently, which ultimately helps in fast crawling. So, it is recommended you to link your website with some old famous websites
Therefore, SEO techniques need to be implemented to improve the ranking of a Website.
BENEFITS AND DRAWBACKS OF SEO
# These are a few benefits of SEO:
1. The primary advantage of SEO is you can be ranked up in the top 10.
2. SEO helps to increase the traffic on the website and leads to higher sales for your business.
3. When your site is ranked up, the return of investment becomes greater as you get a lot of free traffic for your website.
4. SEO is a cost-effective way of marketing.
# These are few drawbacks that I found in SEO:
1. There is no predefined standard among search engines. All most all of the search engines using different approaches for Search Engine Optimization.
2. Another drawback with SEO is that you have to always update the information.
 Khalil ur Rehman and Muhammad Naeem Ahmed Khan: The Foremost Guidelines for Achieving Higher Ranking in Search Results through Search Engine Optimization, International Journal of Advanced Science and Technology, Vol. 52, March 2013.
 K.Chiranjeevi, K.Archana and J.Pradeep Kumar, “Design and Implementation of a Cost-Effective Ranking Adaptation Algorithm”, ISROSET-International Journal of Scientific Research in Computer Science and Engineering, Volume-01, Issue-05, Page No (24–24), Sep-Oct 2013
Najam Nazar: Exploring SEO Techniques for Web 2.0Websites, Department of Computer Science and Engineering Chalmers University of Technology Göteborg, Sweden, June 2009, Publikationen registrerades 2009–08–25. Den ändrades senast 2013–04–04, Examiner: C. Carlsson.