Search Engine Optimisation (SEO) is the process of improving the visibility of a website in the organic results of different search engines. In this articles we’ll discuss the fundamentals of SEO.
Let’s break it down: SEO can be divided into two main groups: the on-site SEO and off-site SEO.
- On-site: The on-site SEO is concerned with relevance, ensuring that the site is optimised for the search engine understand the main thing, which is the content of it. The On-site SEO includes optimising keywords, charging time, user experience, code optimisation and format of URLs.
- Off-site: Off-site SEO is the part of SEO work which focuses on external factors of the websites. The most important factors in off-site SEO are the number and quality of links, social media presence, mentions in local media authority of the brand and performance in search results.
SEO can make a difference in whether or not to follow the “recommendations” of the search engine: Black Hat SEO and White Hat SEO
- Black Hat SEO: involve attempting to improve search engine rankings of a website by unethical or contradict the guidelines of search engine techniques. Examples of Black Hat SEO are the Cloaking, Spinning, SPAM in forums and blog comments, or Keyword Stuffing. The black hat can provide benefits in the short term, but is usually a risky strategy, without continuity in the long term and it does not add value in the long run. Quality of this SEO is poor.
- White Hat SEO: It consists of all ethically correct actions that meet the guidelines of search engines to position a web page and search results. Since search engines give more importance to pages that best match a user search, the White Hat techniques includes making a page more relevant for searchers by providing value to its users and technically make the website better indexable.
Why is Search Engine Optimisation important?
The most important reason that Search Engine Optimisation is necessary is because it makes website more useful for both users and search engines, although the latter are increasingly more sophisticated. The SEO is needed to help search engines understand what each web page entails and whether or not it is useful for users. SEO is the best way for your users to find you through search engines, these users are looking for what you offer/sell and the best way to reach them is through a search engine.
How Do Search Engines Work?
The main operations of a search engine can be summarised in two steps: crawling and indexing.
A search engine runs the web tracking with what are called bots , these bots run through all pages through links (hence the importance of a good link structure) as would any user to navigate the web content, moving from one link to another and collect data on these websites that provide their servers. The tracking process begins with a list of web addresses from past crawls and sitemaps provided by other websites. Once access these web, bots seek links to other pages to visit them. The bots are particularly attracted by new sites and changes in existing web.
Once a bot has tracked down a website and has collected the necessary information, the web pages are included in an index where they are sorted according to their content, their authority and relevance; so when we make a query to the search engine it will be much easier to show the results that are more related to our query.