A step by step guide to SEO

SEO

What is SEO?

Whenever you take help of search engines to look for the information on a particular query, you get a list of web search results to satisfy your information needs which contain the query terms. Naturally, users tend to go to the websites that are located at the top on the result page since they find those results to be more relevant to the query.

Have you ever wondered why some of the websites are found on the top and rank higher than the other websites while few of the websites are as good as non-existing ones as they never get visited since they are not in the top results? That is where the powerful web marketing technique called Search Engine Optimization (SEO) comes in the picture.

Search Engine Optimisation or SEO is an ethical, cost-free strategy and technique that helps websites to be found on the search engine and rank them on the top than the other several sites while responding to the search query. It helps to increase the visibility of the website in search engines for the words or phrases relevant to what the site is offering. In other words, SEO helps website acquire traffic from search engines through unpaid and natural search results. Thus, SEO can be well-defined as the process of quality control for websites.

SEO focuses on growing visibility in natural and organic (non-paid) search engine results. SEO takes care of both the technical and creative elements required to improve rankings, drive traffic, as well as increasing awareness in search engines. Thus, SEO is a simple activity that ensures your site is designed in a particular manner that search engines understand.

However, SEO doesn’t just build search engine-friendly websites but it works for making the website better for the users as well.

Let’s understand the History of search engine Optimization:

History / Journey of Search Engine Optimization

What is it that comes to your mind when you think about SEO? Keywords, rankings, link building?

SEO has changed so much in the last few years and one cannot afford to remain behind the times. So we need to understand how this evolution took place by stepping back in time to when the Internet was still new.

In early years, search engines could only use the plane text to figure out who should rank where. The process of ranking number one was very simple. It was done by just repeating the same keywords or web search query term again and again. Search engines slowly started improving the algorithms by analysing word counts, header tags and keyword densities. But there were some clever SEO companies which began mastering internal optimization efforts using a little reverse engineering.

In mid-90s it was very common to track your rankings within the range of 15 to 20 different search engines. Google showed up in 1997 and it changed everything. Google was the first search engine to use links as a ranking signal. Google started treating inbound links says editorial votes of confidence. This led to higher quality search results and Google became the most popular search engine on the web in a few short years.

With Google’s growing dominance link building became more worthwhile than ever. People bought and sold syndicated poorly written articles, text link ads, submitted to thousands of directories and blasted out spammy blog comments. Ultimately the tactics got trickier and people started placing links wherever they could. All of this was being sold business as SEO and it did actually work for quite a long time. But Google warned against link schemes and insisted on creating better content that would get far better result in the long run, unfortunately, a very few listened to it. In early 2003, Google started penalising websites which were the part of spammy link building schemes and it eventually had an update or a penalty to match.

In 2005, Google cracked down on companies who were buying inbound links. Then in 2011 the Panda update was rolled out to crush sites with feeble or duplicate content bringing the importance of unique, fresh and quality content to the forefront.

In 2012 Google released the ‘penguin update’, the most powerful anti-spam weapon. Since the panda and penguin updates, the action is being taken against anyone they found is trying to improve their rankings through manipulated link building. Which means, the link building schemes are not just against the rules, they are destructive for your business as well. There are thousands or more SEO companies which offer link-building services. But one will never be told that if his website gets slammed with a penalty, he will be the sole responsible person for performing this illegal activity. The days are gone where one can fool Google. If someone tries to, he will lose in no time.

Today, it is next to impossible that an SEO company can quickly jump your website to the top of the ranking without any kind of ramifications. The path to long-term success embraces a holistic and wide-ranging approach. A professional looking website that offers a memorable online experience for the customers or users is something is the demand of the time is. It requires building trust in the customers by constantly producing – engaging, interesting and helpful content that the customers desire to read. Which involves, promoting, fresh content through social media amplification, display ad campaigns, opt-in email, press releases and influencer outreach. Hence, constant tracking and improving the results through analytics and conversion rate optimisation efforts are needed.

The companies those have anticipated the needs and acquired the tactics have succeeded. The ones which succeeded and are going to succeed in near future are not building links, they are earning them!

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