With the evolving technologies Digital media is changing at a phenomenal pace, and the way people using these technologies is transforming our lifestyle. Digital marketing denotes marketing activities done online for the promotion of brands, products/services. Digital marketing is a field offering new opportunities and challenges. When it comes to Digital Marketing SEO – Search Engine Optimization is a huge factor. 

What do you mean by SEO?

Search Engine Optimization refers to the improvement of unpaid results of a website in the Search Engine results page. It is the process of increasing the quality and quantity of the traffic of a website, by improving the website’s visibility to the users of a search engine. So in short Search Engine Optimization can be defined as a series of tasks conducted for the purpose of improving the website’s position in the SERP. SEO is important for every website.

The SEO activities are divided into two On-Page and Off-page SEO

On-Page SEO

On-page SEO/on-site SEO like the name it refers to the SEO activities that can be conducted on your own website. On-page optimization is the process of creating strategies to be applied in order to improve the way search engines see your website, which results in ranking and your business in general. 

On-page optimization consists of optimizing different elements of a website, which are the factors that influence ranking. Some of them are listed out below.

HTML 

HTML – HyperText Markup Language – is the code part of your website that search engines read. Keeping your HTML as clean as possible helps the search engines to read your site easily. 

Title tag  

The title of a page on your website will be enclosed in an

Meta tags

Meta tags give descriptions, instructions and provide information regarding the webpage to search engines and other clients. They are part of your website’s  HTML code and the head section. There are different types of meta tags and all have their own uses depending on the meta tag, from controlling crawlers to telling a search engine about your website compatibility.

Meta description  

Meta Description is displayed below the page title on the Search Engine Results Page. Meta Description is a brief description of about 160 characters of the contents of a page and , what your website is about and why someone would want to visit it.

Keywords  

Keywords are the words that a user enters in search. Keywords are one of the most important elements in search activity indexing and retrieval of information would be impossible without them. Keywords in the content of your web page helps the users to locate your website through Search engines easily. So each web page should be optimized with the goal of drawing in visitors who have searched for specific keywords. 

Rich snippets 

Rich Snippets also known as Rich Results, are search results displayed with extra data. This extra data is the structured data markup that site operators can add to their existing HTML, which gives a better understanding of the information contained on each webpage to the search engines. Rich Snippet types include reviews, recipes, and events.

Site map  

 A sitemap is a file placed on the website which contains the list of individual pages of your website. It is a special document created by the webmaster software that provides a map of all the pages on a website for the search engines to index the website faster and easier. Search engines use sitemaps to index and understand your site’s architecture, and the users utilize them to quickly find specific pages on your site.

Canonical URL tag 

A canonical URL is an HTML element, found in the element of a webpage. A canonical tag is a way of telling the search engine a specific URL is the master copy of a page, it tells the search engine which version of a URL should appear in the search results Canonical URL tag prevents identical or duplicate content appearing on multiple URLs.

Off-page SEO

Off-page SEO refers to the external tasks that are being done in order to influence the ranking of the website in Google Search Results Page. Besides just checking out about a website, search engines also consider the other elements like external links to evaluate websites and rank them accordingly. 

Backlinks

Backlinks are important for SEO. Backlink is the link placed on an external website that directs back to your website. More backlinks with relevant anchor texts are an easy way for improving your rankings. 

Do-follow Link

It is a standard HTML link without the rel=”nofollow” attribute. Do-follow links are the most important factors in ranking from an SEO perspective.

No-follow Link

It is a standard HTML link with the rel=”nofollow” attribute.

Link farm

Link farm refers to a network of websites that link to each other for the purpose of increasing the page ranks. Link farm is a black hat SEO technique. Your website may get penalized for practicing such activities

 Now let’s see some other general terms that are often used in SEO in detail.

301 Redirect 

A 301 redirect is a process of reporting web browsers and search engines that a website or web page has been permanently moved to a new location. A 301 redirect includes the web address to which the resource has been moved.

ALT Text/Tag

ALT Text/Tag It is a small description of the image displayed on your website. The search engine can’t see the actual images they recognize only the ALT Text. So adding ALT text to images is always better.

PPC

PPC stands for Pay Per Click. It is an advertising method to direct traffic to websites. It is even known as cost per click. In PPC Advertisers pay the website owner when the ads get clicked.

SERP 

SERP – Search Engine Ranking Page is the page that is displayed when a user types in a specific keyword in the search space of a search engine. The Search Results Page typically shows 10 results on it, but this may vary depending on the keyword and search engine.

SPIDER

The search engines use programs called spiders for indexing websites. Spiders follow hyperlinks and collect textual and meta information for the search engine database. The spiders such as Googlebot, rates the content being indexed to help the search engine determine relevancy levels to a search.

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