Advice  ·  Tech

SEO and its importance

By Steve Conway    06-Nov-2020 18:04 UTC+02:00

SEO or Search Engine Optimization is a set of processes that help your web page rank high in search results. In other words, SEO is a process to improve a website ‘to increase its visibility for relevant searches’ (source). Search optimization has two stages. In the first stage, search engines crawl web pages and index them. Next, complex algorithms rank those pages according to several ranking signals.

SEO factors

Broadly, the site ranking factors can be clubbed into two main categories – content optimization and site architecture. The former includes content quality and relevance, while site architecture refers to site load time, mobile friendliness, etc. Small businesses can optimize their websites through an expert SEO management company, and take the stress out of doing it themselves. Please note that unlike paid ads, you cannot pay search engines to rank your sites higher.

Main SEO ranking factors

The website should be secure and crawlable. It should be coded with a well-coded website builder. Secondly, the web page should have a good page speed. This factor is very critical because people want the webpage to load very quickly on their devices, especially the mobile phone. Thirdly, the web page must be mobile-friendly. Most users access websites on their mobile phones.

Other ranking factors for SEO

A webpage that is three years or more in age is more likely to rank higher in search rankings. However, it should be updated regularly to achieve better visibility. The domain name also matters in SEO ranking. Businesses should choose those domain names that reflect their businesses. Exact Name Domains might attract penalties from the search engines. Web pages with optimized content are likely to rank higher.

The importance of keywords

Keywords are those phrases or words that are key to the ranking of web pages. These are those anchors or hooks that attract web crawlers and readers. A site having the right keywords is more likely to rank higher than the others. The right keywords are those that are relevant to the blog post or the web page. Stuffing a page with the wrong keywords can lead to penalties.

Meta Descriptions

Another way to receive a higher ranking for a web page is to write concise and thoughtful meta descriptions. These descriptors should contain the keywords for that page. Search engines use meta descriptions to show the relevant web pages in search results. When these pages are highlighted, readers may or may not click them. Web pages that are clicked more often receive better rankings over a period.

Web page organization

Readers have evolved over the years. This is the age of the mobile device, and everyone wants to read articles quickly. He wants shorter sentences and sentences that have simple words. The modern reader has a thousand other things on his mind and wants the webpage to fulfill his needs very quickly. Does your web page meet all these requirements? Is it broken into small paragraphs?

Search engines rank those pages that have small sentences and paragraphs. Texts should carry headlines (H1, H2, H3) for better understanding. Please note that the keywords must not be stuffed; these should be used naturally. Web site owners should link their webpages internally and externally. Internal linking can provide additional traffic while external links can increase your page’s authority in the long run.

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