Search Engine Optimization (SEO)

Internet is a sea of content, and people across the globe come here to fish for information or resources. Hence it is obvious that it has a great potential to grab attention, awareness, and business.

We want our site to drive traffic. We want people to visit our business, browse through it and take action (say read, subscribe, buy, refer or share.)

Search engine optimization is the practice of getting more people to visit your website via a non-paid channel. The paid channel is the advertisements where you pay the search engine to boost your ranking to the top before the other SERPs that appear from Optimization.

So How Does One Optimize?

When a visitor searches the web, he types or speaks one or more words to fetch an answer to his query. The results are in the form of links which are called SERPs or search engine result pages. Many times, you see a few links that will have ‘Ad’ mentioned with it. Those are the paid channels we mentioned.

Now search engines want every visitor to get the most relevant information that satisfies his query or need. So it will publish those links which have content that seems to match perfectly with the keywords.

So you get that content is what brings about Optimization. When we say content, we refer to every piece of information on your site, be it any format- text, images, videos, PDFs, PPTs, etc.

For a search engine to put your link on top, the website traffic has to be good in quality and quantity. Website traffic means the number of visitors. Quality of traffic is bringing the right people to visit your site. The quantity of visitors is increasing the number of right people that come to your site.

So here comes the question of how to bring the right people and more people.

It is simple-

1. Understand what keywords are being used to find the content you provide.

• Understand your audience

• Check what your competitors are doing. Research about competitors’ keywords

• Conduct keyword research via paid or unpaid tools. There are several free tools. E.g., Keywordtool.io, Amazon keywords tool. Paid tools: Google Search Console,

2. Understand what will be a comprehensive answer to the queries and needs of your audience (the people you want to become your visitors.)

2. Understand how search engines behave and how their algorithms rank the websites.

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