Basics of Search Engine Optimization (SEO)

Search engine optimization, or SEO, consists of multiple techniques for the improvement of a website’s appearance and its positioning in organic SERP. Creation of high-quality blogs and content based on optimized keywords and then generating backlinks using those highly optimized contents are all common SEO practices.The question may come to mind, Why do we need SEO? Well the answer is simple, to improve a website’s organic results in Google’s SERP.


Websites with web pages that include news stories, texts, some quality photographs or maybe some video or animation, there might be some local company listing. All the contents of such niche’s are examples of organic results.


Since organic search is the most common way for people to find and access information online, an effective SEO plan is critical for increasing the quality and quantity of visitors to a website. At this point the significance of SEO comes into play. Here we’ll see how good SEO practice helps improve websites in Google SERP.

Significance of SEO 

 To better understand the terminology of Search Engine Optimization, let’s break down the concept in three parts:


  1. Organic Search Results: the unpaid results on a search engine results page (SERP) determined by the search engine that are considered most relatable to the search query entered by the user.  Advertisements (also known as PPC or pay-per-click ads) occupy a large section of several SERPs. Organic search results differ from paid search results in that they are ranked according to the search engine’s organic ranking algorithms instead of advertiser bids. It is not possible to pay to have your page appear higher in organic listings.


  1. Quality of Organic Traffic: refers to how relevant the user’s search query is to the website content. You can attract all the traffic around the world, but if they visit the website because Google tells them you’re an Apple computer resource when you’re actually a farmer offering apples, those visitors are likely to depart without converting. Only visitors who are actually interested in the products, information, or other resources your site provides are considered high-quality traffic. The search engine’s attempts to match a user’s search intent to the SERP’s web pages are exploited by high-quality SEO.


  1. Quantity of Organic Traffic: the percentage of people who find your site through organic search. Users are considerably more likely to click on results pages that appear towards the top of SERP, therefore it’s critical to optimize your SEO strategy to position relevant pages as high as possible. The more high-quality visitors you bring to your site, the more likely you are to see valuable conversions rise.

Work Mechanism Behind SEO

Crawlers, often known as bots or spiders, are used by search engines like Google and Bing to acquire data on all the content they can discover on the internet. The crawler begins at a relevant online page and follows internal and external links to other sites’ pages. The crawler can grasp what each website is about and how it’s contextually linked to all of the other pages in the search engine’s enormous database, called an index, according to the content on those pages and the context of the connections it followed.


When a user writes or voices a query into the search engine, it employs advanced algorithms to provide what it considers to be the most important and useful set of results for the requested search. There are many ranking factors that go into the algorithms of search engines, and those factors are always updating to keep up with changing user behavior and breakthroughs in machine learning. Following factors are kept in check when a website or webpage is ranked in Google’s SERP:


Relevancy: For instance if you search for “adidas sweaters”, you don’t want to find websites regarding truck tyres. When you’re searching for a site related to gaming devices, you don’t need to see results involving chocolate chip cookie recipes. That’s why Google ranks pages that are strongly linked to your search term/keyword. 


It’s not Google’s policy to just randomly place a website or webpage on top. This is due to the fact that each search query has thousands of related sites. They use three other aspects of their algorithm to sort the results into an order that favors the best:


Authority: Google uses authority to determine whether or not a piece of content is relevant and reliable. Google considers a page to be authoritative based on the quantity and quality of links it has. In short, a page is ranked high in SERP if it has greater and authoritative backlinks. 


Usefulness: Writing content that is authoritative and reliable is possible. However, to rank it on top of Google’s result pages, it needs to contain useful information. A content that’s not made with these intentions will not be placed on top whatsoever. 

User experience is the parameter by which Google determines usefulness.

To put it another way, Google assesses how users engage with search results. If Google notices that a specific search result is popular, it will receive a big ranking boost.


Webmasters apply their knowledge of these ranking variables to formulate and execute search marketing campaigns that include on-page, off-page, and technological methodologies. A company that wishes to attain and sustain high SERP rankings should adopt the approach that focuses user experience, uses non-manipulative ranking strategies, and changes with search engines’ and users’ evolving behaviors.

Summing Up

Make a website that visitors will indulge! Search engines are built to analyze a variety of signals throughout the Internet in order to locate the most popular websites. Make those signals real, not fake, and you’ll be playing right into their hands.

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