Search engines use web crawler algorithms to craw all information on the internet and create an index . Then, when users search for information, search engine take the keyword, match it to information on their index, and return the most relevant information within seconds. Google on its part employs RankBrain and BERT technologies, part of its Core algorithm (Panda, Penguin etc.) that analyses, assesses and PageRanks websites. RankBrain is a machine learning AI that helps Google understand what users really mean when they search for things. BERT helps Google’s algorithms understand the context of words, to pick-up on hints that can alter the relevancy of sentences. Google software called ‘robots’ constantly crawl over websites, making a note every time each word appears in process called indexing. For updates on Search Engines see sites like Search Engine Journal, Search Engine Land, or Moz’s blog. For user experience, performance, and web development trends, see Smashing Magazine, DZone, and Stack Overflow.
Search engines also employ many techniques for measuring search quality. These include manual penalties (Penalty is a punishment against a website whose content conflicts with the marketing best practices enforced by Search Engines "black hat" SEO tactics instead of could put your site in jeopardy), algorithmic penalties, and ranking algorithms. Sometimes these algorithms and penalties can cause massive changes in your organic traffic, significantly decreasing traffic to your website. If you have Google Analytics on your site, make sure you regularly check the analytics data to see if there is loss of organic search engine traffic.
On Page SEO
The optimisation of content and physical pieces of your website is referred to as, on page SEO. This is where you think about your prospective customer, why they should visit your site, and what they are getting in exchange for coming to your site. Is your site content, what your prospective customers are looking for or is it what you want? The key to asuccessful on page SEO is to optimise pages for usability, and the provision of decent information for the user to consume. While optimising your site, remember search engines, Google and Bing's objective is to drive targeted traffic, from user intent on achieving purchase-oriented and content consumption goals.
Improve Page Ranking for Specific Keywords. Keywords are the search queries that users type into their search engine boxes when searching for things. It is best to use relevant keywords on the H1, H2, H3, and H4 tags. Avoid keyword stuffing; too many irrelevant Keywords on page is be considered, “spammy” or cheating by search engines.
Search engine friendly URLs. Have clean and readable URLs like http://www.examplesite.com/coming-to-america. Make sure your site pages have search engine friendly URLs.
Use short URLs. Both users and Google like short URLs.
The Ideal Length for your Content. Google places a lot of emphasis on longer content= detailed content=equal to better answers for users. Google considers longer content more authoritative, informative, and well researched and user driven.
Use featured snippets and rich snippets. Rich results can gain a site up to 25 to 30% more clicks.
SEO Best Practice Avoid Duplicate Content. Duplicate content can be a negative ranking factor. Having similar content on various pages on your website will radically have a negatively affect rankings. If need be, the use of rel= ‘ canonical ’ and rel= ‘ nofollow ’ is advised.
Optimise Your Content for SEO. Images (compress images without losing quality for shorter download times), videos, and other media should be optimised using relevant keywords and tags in the alt text, description, and image caption. The alt text will help search engines decide if the picture is something relevant for searchers.
Improve low performing pages. Look through your page for keywords with low CTRs Improve the meta tags and URLs on those pages and make them more click worthy.
Update Your Website Content Regularly. Consistently write and publish in-depth content. Google and other search engines are very trigger-happy on regular fresh content.
SEO Best Practice, Use Internal Linking in Your Website Content. Internally linking pages can dramatically increase your ranking. Internal links are links that point back to a page or piece of content on your website.
Outbound Links, Outgoing Links Used As Trust Signal. The search engines use links to discover web pages, and to count the links as votes for those web pages. Outbound links are links pointing to external sites. Include links that point to authoritative sites, Google and other search engines takes this to mean your aim is to provide users with more information about a subject and uses it as a trust signal. Outbound communications are also crucial for engaging humans, robots, crawlers and spiders.
Place relevant keywords in your website’s address or ‘URL’. Relevant keyword in URLs is very important ranking factor every webmaster should pay attention to; For example, if you are into rearing chicken as your niche, the title of your blog post could look some like example.com/5-ways-to-rear-chicken-for-eggs.
Off Page SEO
Reduce Server Response Time. Low-budget hosting can be a cause of long response times, particularly if the site is on a shared hosting plan, because you could be lumped in with a huge number of other websites, all fighting for limited resources.
Server Location, Does Server Location Matter for SEO?. If your website’s visitors are halfway across the world from your servers, all this travel adds delay. Servers located close to your users can reduce this delay.
Build Inbound Links for SEO. Use a backlinking tool such as LinkResearchTools, Moz Link Explorer, Majestic SEO or Ahrefs Site Explorer & Backlink Checker to collect data about your links. Google and other search engines considers links as votes of confidence. It is effective to have multiple pages linking back to your website. Getting links from a range of sources is a significant factor. Each backlink from a single page counts as a vote; thus, more pages linking back to your content=more votes=better rankings. As you build links, aim to have high quality websites link back to you by publishing quality content.
Build a Comprehensive Social Media Listening Strategy. Social mentions include Facebook likes, shares, Tweets, re-tweets, LinkedIn shares, and shares on other social platforms such as YouTube, Pinterest, and social bookmarks is yet another important off-page ranking factor.
Authority, Relevance & Trust. Use author and publisher tags on your content; be active on social media. Focus on on-page SEO by producing great content that others want to link back to.
Find Keywords for SEO
A keyword is the word or more often, words referred to as search term, that people type into Google’s search bar when looking for a product, service or anything i.e. an article. Take for example, an article with, “how to win a SEO battle”. This article will rank in “how to win a SEO battle” results of selected pages of the search engine. Bear in mind that certain keywords or search terms tend to do better, some are profitable and easy to rank, whilst others can be easy to rank but not profitable. This is "The Rubber Hits the Road" situation, a profitable keyword or search term, will get your website traction in terms of more exposure. A keyword can be your niche, for example, “Biology lessons” “Smartphone repairs” or “Caribbean Cooking”
Here’s some kinds of keywords
Head-term keywords: keywords with one to two words head-term are hyper-competitive, drives high search volume, i.e. "apple repairs".
Long-tail keywords: keywords with three or more phrases, i.e. "best restaurants near me".
Navigational keywords: hyper-competitive keywords, used to search a particular brand or website, i.e. "logitech", "google", or "microsoft".
Informational keywords: used to find a particular topic, person, product or service, i.e. keywords beginning with “how to” or “what are the best.”
Transactional keywords: intended to complete a commercial transaction, used to find the services or product customers are looking to buy i.e. "buy land rover defender 2022 online".
Basic SEO Steps for Website
Keep an eye on Keywords from your competition. It is not cheating; it is about improving your own website by learning from others. You can see what profitable keywords are sending traffic to their website. The high value keywords can be improved and used in your own webpages and content. Remember, every business competes on the same Google results page, regardless of the business’s size or age. When it works properly, consumers have a genuine choice. ( Keywords Everywhere, Keyword research tool) or Keyword Density Checker.
Mine through Google Analytics data. Start by looking through your Bing or Google Analytics data and find keywords that people are using to get to reach your webpage, which can improved and used elsewhere on the website.
Use the Google Keyword Planner to analyse keywords. Google limits the maximum number of keywords you can input to one thousand, but allows analysis of 3000 input using an Excel file instead.
Use Google Keyword Planner to find keywords that are going to lead to a higher conversion rate or higher rate of purchasing your products or service is to find keywords with a high Pay-per-click.
Generate new keywords using Google Keyword Planner. As well as checking the potential of keywords, you can also generate new ones related to your particular niche. Analyse these keywords, then pick a few best pieces of keywords.
Use Answerthepublic tool to get Commonly Asked Questions/Statements/Long Tail Keywords. Try the tool by typing in a word search as "cameras" the tool generates questions related to that keyword such as "how cameras changed over the years", "what camera to buy for photography" or "where to buy best camera in London".
Source keywords from friends and colleagues. Friends and colleagues can be a good source of keywords as they can provide you with ideas and suggestions.
Use seedkeywords tool to analyse the any seed keywords (Seed keywords are short, typically one or two word) and see how they rank in terms of traffic with the Google Keyword Planner.
Do not overlook online forum topics including on Reddit, and QA sites such as Answers and Quora, related to your niche as they contain relevant keywords.
Use Google Wild Card Suggest. Google suggests randomly of frequently searched phrases seed keywords and search terms like, "books for teens". Place a wild card operator in the phrase, "_stories for kids", Google suggests phrases such as "stories for kids in English", "stories for kids to read", "stories for kids bedtime" appear.
Use profitable keywords that will be heavily, searched for in the future. Be the first over everyone else. Your niche followed by the year, use dated keywords such as “Children stories 2023”, “Christmas women’s Gifts 2022”, "Valentine's gifts 2022", " same day flower delivery 2022" as they say “the earliest bird catches a worm”
Use “spammy” website Keywords to your advantage. These website present non-existent promises to users such as “Tremendous Weight Loss in 8 Days, No Exercise ". These are nothing but frauds. Writing an article about it and then, offer an alternative instead.
Make the Meta description of your page or article attractive and practical can stir inquisitiveness within the searcher, let your description be practical and tempting at the same time, tell the reader what they expect to find and then make them want more.
Use AdWords descriptions in your Meta descriptions. You can piece AdWords description together to produce a relevant Meta description for your niche.
Analyse and improve your page “Google Analytics” Bounce Rate. If too high, cut bounce rate by internally linking to related articles of yours at least once in your text. Search engines take bounce rate seriously. A high bounce rate on a website might indicates to search engines that something is slightly untrustworthy about the content.
All-important Social Sharing and Call to Action buttons. Social media platforms including Twitter (tweets are getting indexed) and LinkedIn (LinkedIn is top social lead converting source) are highly indexed by most major search engines. Aggregators like Reddit will improve your traffic numbers drastically. Placing social sharing buttons in a prominent position such as on the side of the page, at the bottom, on the top or both and a “call to action” at the end of the page can encourage people to share your content.
Keep watchful eye on page technicalities such as page load, mobile and tablet usability, responsiveness. Search engines with Google in lead, takes technical issues very seriously, therefore, technical checks and tests are essential.
Read more on the Best SEO Strategies for Rankings, Using Search Engine Optimisation Techniques for Local SEO Marketing & Best SEO web design for Small business.