Search engine optimisation is an outstanding technique to increase the overall visibility of the website in organic searches and hence it helps in generating more and more traffic to the website. A search engine is commonly enlisted with various web pages based on the keywords searched and after considering various parameters it decides on the ranking of each web page. Designing a website that satisfies those parameters is what search engine optimisation is all about. Search engine optimization, also known as SEO, gained considerable significance after organisations started understanding the importance of higher search engine rankings by making their websites search engine friendly. The logic is, higher the rank of the web page on search engines, the more it will be noticeable to the individuals making searches, and it provides hence more number of visitors to the website. Visitors are considered to be potential customers and organisations started using search engines as marketing tools with search engine optimisation being a major contributor in this area.
The search operation by various search engines is usually based on some spcific algorithmic calculation. Search engines use special type of programs to find pages and create a database for their search results. The programs of this sort are usually called web crawlers or spiders and indexers, which pull out links to other pages, picks up relevant words from the page and their occurrence, and the structure. Once the website and its pages are registered in the search engine’s repository, the site is said to be indexed. Depending on how effectively search engine optimisation is done, the listing on the search engines of the website is decided. to get your website indexed easily and it become inevitable to the keep it completely fit for the next expediation.
Search engine optimisation mainly starts with the study of business concerned and the keywords which will be used for optimisation. Keywords are basically the words that are relevant to the theme/business of the website and which the users would probably use for their searches. In ohter words when the user types some words or pharses in the search boxes with an aim to get at a particular product or services, such phrases are called Keywords. There are other factors that contribute to search engine optimisation. These include the complete structure of the website, content of the website, designing tool used, keywords used, link building, and so on.
- The coding and structure of the website has to be put in such a way that the required tags (Title, META, and Heading) are adjusted properly. Also all the necessary keywords should be there in these tags.
- At times , depending on the tool and applicationused for designing the website, some amount of unnecessary code get added in the page. This might mislead the web crawlers and hinder the search engine optimisation process.
- Using adequate amount of content with appropriate positioning of relevant keywords is also an important and inevitable factor in search engine optimisation. However, make sure that keywords are not unnecessarily stuffed, as this might work negatively for the website and affect the ranking adversely.
Search engine optimisation is very effective in getting the considerable return on investment. However, the results and listings of the search engines might keep varying for various updates in their algorithms and therefore SEO needs to be implemented strategically
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