Пошукова оптимізація, or SEO, is a process of optimizing your internet site to get organic (or unpaid) traffic from the Search Engine Result Pages (SERPs); it involves making certain changes to the design of your website and its content to make your site more appealing to the search engine. The goal here is, for your website to be displayed at the top of the SERPs. The whole process may seem extremely complex, when you think about all the factors that have an impact on your ranking, but in reality the basics are not as difficult to understand as they appear.
Every search engine (Google, Bing, Yahoo and others) are there to provide the best possible service for their users, meaning,they want to deliver results on SERPs that are not only top quality, but also relevant to what the user is searching for. For an engine to achieve the best results, it will scan (crawl) multiple different websites for a better understanding of what those sites are all about; this is what helps to deliver more appropriate and suitable material for everyone who searches for a particular topic or a certain keyword. What is also taken into account is the very design of the sites; user-friendly internet pages will get rewarded with a higher ranking on result page.
So, by improving your Search Engine Optimization, with creating more engaging and potent SEO-centered content, you can expand your visibility on search engines, which helps you to increase your chances of reeling in more targeted organic traffic and consequently reaching more potential customers.
Black Hat and White Hat SEO
Black hat and white hat are the two different approaches that companies take to optimize their websites for the search engines.
Some parties are only interested in SEO because they want to rank their material as quickly as possible in order to make some money, in the short-term of course. This is where the Black Hat steps in; it involves a strategy that focuses on optimizing the material only for the engines, which means that these companies are not even remotely considering the actual human visitors that will read and navigate through their website content. These organizations are prepared to bend the rules, or even break them, just to improve their SERPs ranking to make some quick money. And even though these sites rank very fast, they are not very ‘’people-friendly’’, even more so, they usually look like spam, and in most cases they are banned rather quickly by the search engine. In general, internet sites like these can ruin someone’s chance to build a sustainable website, and bring in new leads for many years to come.
Now to look at the other approach, White Hat SEO is a very effective way of optimizing your site for search engines and for building a tenable online business. Unlike with the black hat, here the focus is on the human audience that will be clicking on links and continue reading the content. The objective of this approach is to create the best content possible, providing it on a website that is easy to navigate and a delight to read, while also following the rules of the search engine.
It is quite important to note, that with the black hat SEO tactic your site might get ranked very fast, but will only stay there until the search engine figures out what is actually going on and penalizes you. If the offense is more severe, your website might not be able to come back. The only way to build a tenable internet site is to follow the SEO best pointers and create engaging and effective content.
Influential elements of SEO
You have got an insight of the functioning of SEO, and the two approaches that can be used for executing it, so let’s have a look at some of the elements that can very much impact your ranking on the SERPs. Google, the search engine giant, will never give away the precise algorithm that it is used to rank websites, but we do have a quite fine understanding of a few of the factors that influence the Search Engine Result Page rankings.
1. Content
Creating good content is helpful with appealing to the search engine and with assisting your line of work to make and engage morevisitors; the more top-quality, relevant material you have on your internet site, the more chances you have to get ranked higher by the search engine and the more likely it will be for the visitors to get engaged with the content, maybe even go through with a purchase.
There is no big secret to creating content that is optimized for your targeted audience and for the search engine, you simply need to come up with a variety of pieces, of different types, but all well-written, engaging and on the topic that is relevant to your niche and your targeted crowd. There are all sorts of contents you can put your focus on to get a better ranking, like blog posts, articles, tutorials, video recordings, social media content, and many, many more. You just need to figure out what approach serves you and your site the best.
Once you have the idea of a proper content, you have to consider the phrases and keywords. Search engines track down sites and pages linked with relevant keywords, so when you are creating material for your website, think of what people might search for, and work with that; nicely chosen expressionsand keywords can improve the ranking of your site immensely.
And the last, but not the least, thing you have to be careful about when it comes to your website material is freshness. Yes, simply creating great content is not enough, you have to be consistent in keeping it fresh; frequently post new articles, update older posts, add new information and most importantly, never ever copy-paste material from other webpages. It may seem like a lot of work, but when it comes to SEO, quality content with relevant keywords is what will help you with the rankings.
2. On-Page SEO
The elements that happen on your website are considered as the On-Page SEO components. You have complete control over these elements, which means you can refine them over time by following the best executions for SEO. Have a look at some of these factors:
- Meta Descriptions; meta description should include a keyword and provide enough details for the readers to know what the content is saying. And not only it helps your visitors to a better understanding and relevance of the site, but it also reveals to the search engines a little more about what each page is about.
- Title Tag; including the keyword and the name of your business, a title tag gives the necessary details to the search engines and it should not be longer than fifty of sixty words.
- Subheadings; with subheadings (or additional headlines) your content is easier to read, and it helps with improving your SEO, because the search engines have a better understanding on the material topics.
- Internal links; build hyperlinks to other contents on your internet site. For example, if you are writing a post about a particular service or product, you can link that to the service page on your site.
- Alternative Tags; if you are using images on your site or if you are inserting them into your blog, you will want to include your keyword or phrase in the name of the image and alt tag. This way search engines can index your images better and they may appear in an image search when some would have been searching for the proper keyword.
These factors may seem either too similar too each other to pay attention to all of them, or just too much of unnecessary work. Well, implementing proper SEO requires all of these elements, and placing your keywords and phrases has to be strategically done for two quite apparent reasons; they have to be included naturally, so that the content does not seem somehow forced, and you must avoid over-doing it, because over-optimization can get penalized by the search engines. Focus on one or two keywords for each piece, do not go overboard, or your material will look tacky and pressured, and that is something no reader, or search engine for that matter, appreciates.
And while the content of your website plays an extremely vital role in your SERPs rankings, there is one more On-Page SEO factor you should not disregard: sitedesign. Making your internet site approachable, appealing and easy to navigate through assists greatly with the rankings, and including hyperlinks into your articles is exactly what gives the engines an easier way to scan them, and as you are creating some sort of a site map for the search engines, you are also helping the visitors to easily navigate through the material. Now, living in an era where we practically carry computers in our pockets, you should consider making your site mobile-friendly. Of course it depends on what kind of a website you are running, but think about it from the beginning, so that the site will also be easy to view from a mobile device.
3. Off-Page SEO
When it comes to Off-Page SEO elements, they do have a big influence on your ranking, but here you are the one who does not have any direct control over these factors, although there are some ways for you to improve your chances of having these elements work out in your favor;
- Links; building Off-Page SEO through backlinks is one of the most popular ways. All you need to do is be very careful to about which sites and pages you leave your links on (linking back from a spamming website is a quick and simple way to get your own site banned from the search engines. Take your time, find well-established sites and blogs, build relationships and sooner or later people might start linking your pages in their own material.
- Trust; strong trust evolves when you build backlinks from influential internet sites; this way the search engines see that you have a legitimate website that visitors can trust.
- Sociality; yes, this is becoming a more and more important element. Publishing fresh, high-quality material and sharing it with the community can boost your SEO. Social media sites are perfect for something like this, because when you share something, that is attractive, intriguing and/or informational, with the right crowd (keep an eye on authority influencers) other people will also share it forward.
Even though you do not really have direct control over these elements, you can increase your chances of enhancing Off-Page SEO merely by providing great material that the people find valuable; the more you make your content interesting, the more probable others will be to link and share it. And remember, the more people trust your material, the more search engines will too.
Final thoughts on SEO
Now that you read about what is Search Engine Optimization and how it works, you see a better picture about properly implementing your SEO and enhancing your rankings on the SERPs. There are a lot of factors that influence your SEO ranking, but the most important one still remains the relevance and quality of your content to your targeted audience.
Just one more thing left to say; keep in mind that SEO takes some time to do its magic, it does not happen overnight. But once it happens, maintain your site in the highest of levels and you will be able to enjoy organic traffic for many years.
If there are any questions left unanswered or if you need a good SEO provider, you are certainly in the right place. All you need to do is contact us, and tell us what it is that you are looking for, we can give you our word to provide you with the best service for an affordable price. We made it our mission to help you accomplish your objective in a reasonable time period, delivering quality results and an appreciated business relationship.
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