What is SEO in Digital Marketing and How Does it Work

SEO (search engine optimization

SEO stands for Search Engine Optimization. It is a process to optimizing a web page, website, or content in such a way that search engine can understand it and start ranking on top for some specific keywords or queries.

Let me take you through the example –

Example of Search Engine Optimization (SEO)

Suppose, you have written blog post on “Best Smartphone under 10000”. Now, if you want whenever people search a query like “best smartphone under 10000” on google or any other search engines, your blog post should be on the top of the SERP (search engine result pages). In that case, Search engine optimization will work for you.

What is SERP in Search Engine Optimization

SERP is stands for Search engine result pages. whenever you search any query on Google or any other search engines, you get some results in the form of answers. These results are basically called as a SERP (search engine result pages). In SERP, you will see some organic results, paid advertising, featured snippets, etc.

Now a days, Google SERP showing some interesting results, like answer graphs, news boxes, image boxes, etc.

after searching a keyword "SEO", showing search engine result pages
search engine result pages

SEO Techniques in Digital Marketing

Generally, SEO Experts use two types of techniques while doing search engine optimization –

  1. Black Hat
  2. White Hat

White Hat SEO

White hat SEO is just about following the rules and regulations as per the search engine guidelines. This technique always takes some time to show the results on search engine results pages but if you are using this ethical technique (white hat SEO) to optimize a webpage or website, the results will be always positive.

It means your webpage will definitely rank in the long run and you don’t need to worry about the website being penalized because this is the right approach to rank any web page in the search engine.

The rule of white hat SEO is to make your content rich, engaging, and relevant to the end users.

Example of White Hat SEO

Here are some of the examples of white hat Search engine optimization that make you better understand this technique –

  • Creating unique and relevant content by doing proper keyword research.
  • Getting natural backlinks from high authority and relevant websites.
  • Optimizing the web page speed so that it could load faster.
  • Webpage should be mobile responsive.

Black Hat SEO

It’s an unethical method to get your webpage to rank quickly on the search engine results pages by breaking some rules of search engine guidelines. Which search engine doesn’t allow.

Using the black hat technique always prefers to focus only on search engines, not on end users which can be harmful to a website. Search engines don’t like that content creators ignore the user experience because every search engine works on user behavior & experience. It means if you are not creating content that can give satisfaction to the end users, your web page can’t deserve a good ranking on SERP.

Example of Black Hat SEO

Check some examples of black hat SEO to understand it well –

  • Creating automated content along with keyword stuffing.
  • Hidden text or links on the webpage.
  • Doorway pages.
  • Article spinning.
  • Over link building with the unnatural process.

What Are the Search Engines

The search engines are the tools and the mediums to find the relevant information or content using the internet by specific search query. Some of the popular search engines I have found which are listed below –

How Do the Search Engines Work

If you search anything over a search engine, you get instantly some results in the form of website listing. I am sure you always think that it’s so easy to get relevant information about anything.

But here, you also need to understand how the search engines work, because the actual working of the search engines is not so easy.

Search engines have huge databases or you can say a collection of the websites in categorized form. When someone does a query, search engines give them some relevant results using the latest algorithm.

The proper working of search engines is divided into three parts which are crawling, indexing, and ranking on the basis of algorithms.

Let’s understand it one by one –

Crawling – Crawling is a first step of search engines to find any webpage or content. Search engines have some automated software call bots (also known as spider & crawler). These bots help search engines to find the latest or updated webpage over the internet. Content of a webpage could be in any format such as blog post, image, video, pdf, etc.

Indexing – Once the crawling part is done, the next step is to index the content into categories as per the intent of the content. It is the important part for every website because the right indexing can push your webpage towards ranking on the SERP.

You can better understand the Indexing process with the library, if you have placed the right book in the right section of a library then only people can find it.

Ranking – When the user searches a query, search engines respond with the relevant results with the help of right indexing. Showing the exact results as per the user query on SERP is called as Ranking.

What are the Keywords in SEO

Keywords are the search queries or words that a user type in search engine to getting information about he or she is looking for. Keyword is an important and main ranking factor for any website owner; therefore, they should understand the query of a user to make their content more relevant and informational.

If you have naturally optimized the keywords in your content to make sense, it would be high chance to show your webpage when user search the relevant query.

Types of Keywords in SEO

Types of keywords in search engine optimization are –

  1. Short-tail/seeds keywords
  2. Mid-tail keywords
  3. Long-tail keywords
  4. Geo-targeted keywords
  5. Transactional Keywords
  6. Informational keywords
  7. Navigational keywords

What is On-Page SEO

On-page SEO is the process of working on your website to improve the online visibility or organic ranking of it on the search engines. This type of SEO gives you an opportunity to optimize your website or blog to enable the best possible experience of end users.

There a

re so many techniques involved in on-page SEO to make your website search engine optimization friendly which we generally call it on-page SEO checklist.

On-page SEO Checklist

  • Heading optimization (H1-H6)
  • Keywords optimization
  • Meta tag, meta description & title optimization
  • Webpage URL optimization
  • Body content optimization
  • Website speed improvement
  • Make your website mobile-friendly

Above are some of the important on page seo factors to improve the website ranking on SERP.

What is the Off-Page SEO

Off-Page SEO is the process to optimize your website for search engines by doing some activities on other websites. Sometimes, certain activities are done automatically by others.

Here are some examples I have mentioned to give you clarity about off-page SEO, just take a look on that –

  • Building backlinks
  • Commenting
  • Guest posting
  • Social bookmarking
  • Business listing

Just like on-page optimization, Off Page is also important for every website to achieve good ranking on SERP.

Conclusion –

The goal of SEO is to boost your organic ranking on SERP to drive more quality traffic that could be converted into leads. Search engine optimization is the best way to show your products & services in front of the potential customers that are already looking for you.

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