Introduction to How SEO Could Be Disastrous
In the globalized world, there has been a robust competition amongst businesses, and the inclusion of digitalization has soared this rivalry in almost every sphere of human life.
Since mankind is inclining towards digitalization, therefore, it is vital for every business to have its online presence.
Now, having an online presence, hereby, instigates the exertion for the companies to accomplish the top search engine position and more organic traffic, in contrast
to their counterparts.
It makes sense too because merely improving the ranking by one position could elevate the CTR by more than 30%.
But this race, sometimes, leaves the user unnerved.
So, what’s the aid?
The solution, indeed, is an effective technical optimization of the user’s website for indexing and ranking, in accordance with the Google ranking algorithms.
This process is known as SEO (Search Engine Optimization).
Matthew Woodward is a perfect example here, who has been successful in elevating the organic search traffic by 14X for a health website, in merely 8 months by implementing simple SEO tactics.
Technically, the SEO entails various crucial aspects to be worked upon; which makes the overall process comparably sluggish in rendering ranking results.
A recent study conducted by Ahrefs stated that the proportion of 1-year-old pages that were ranking in the top 10 was just 22%.
If we conclude the above instance, the top-ranking of the 22% recently-built pages was certainly not the luck, rather it was an outcome of the well-implemented simple, yet, effective SEO tactics, which we will be discussing in the subsequent sections.
Let us comprehend the 7 basic rules which, if overlooked, could make your SEO learning ineffectual.
1. Website loading speed
To enhance the user experience, web page loading speed is crucial, as suggested by Google, and the site speed has been included among one of the signals in Google search ranking algorithms.
Faster the site, the happier the users will be.
Basically, a loading speed determines the amount of time it takes a webpage to load. There are several factors included in the pure determination of the website loading speed such as the website’s server, image size, and page size.
Of all methods to measure the website loading speed, the three most commonly used are:
- Fully loaded page
- Time to First Byte (TTFB)
- First meaningful paint
TTFB is a widely used method to measure the correlation between decreasing search engine ranking and increasing “time to first byte” of a web page the above graph clearly represents that the websites having lower “time to first byte” usually attain higher search engine rankings in contrast to the sites having higher TTFB.
Therefore, despite the other factors to enhance the search engine ranking, the site speed should also be considered as a paramount aspect.
And all the relevant measures should be implemented in order to improvise the overall website loading speed for favorable outcomes.
2. Inculcate readable and descriptive URLs
THE website URL is something that the customer notices when on the Google search engine pages. Hence, it should seamlessly be readable and descriptive in order to let the users have a fair idea of what they are clicking for and why.
This will aid in generating targeted audiences as well.
The above-mentioned URLs in Blue is a perfect example to understand the readability of the URL to the user.
Also, it is proven and advisable to add keywords to the URLs, as the URLs that comprise the keyword possess 45% higher click-through-rates.
Other fruitful aspects to make URL descriptive by adding the keywords are:
- Whenever the URL is posted over Social Media or is attached in any email, then it would be easier to indicate the users about the content topic.
Whenever someone will hover the cursor over the link it will display the whole URL along with the keyword as shown in the image below:
- URL is shown in the search engine results as well, and research has shown that internet users consider the URL as a prominent factor for selecting which site to click. To be factual, it could alter a user’s preference in about 25% of the total searches.
However, it should be noted to use hyphens as the word separator while naming the URL.
Despite having a descriptive URL, it is suggested in Google webmaster central blog, that Click-Through-Rate could be also enhanced by rendering an accurate meta description.
Let us find out in the upcoming section!
3. Effective meta title and description
Both the meta title and description are usually a part of on-page SEO.
The meta title; which is also known as the title tag, denotes the title of any page or a document.
The title tag is usually the first impression of the page and is shown on the SERPs as the concise clickable headlines for the users to open that page.
Keep in mind a few considerations for a title tag:
- Keep it within 70 characters range for enhanced readability
- Keep the primary keyword at the front side of the title tag
- Keep a separate descriptive title tag for every page of your website
- Keep your brand name in the title separated with a hyphen or colon
- Avoid keyword choking in your title as there is no reason to add the same word multiple times.
Whereas, the meta description refers to a concise outline of the webpage.
This brief paragraph acts as an advertisement of the content for the users, and allure them to decide whether they are looking for the same information as described.
Consider these key points for meta descriptions:
- Keep the word limit to about 150-160 characters in length for an adequate reading
- Keep the description brief to the merely create a short summary for larger websites
- Keep a separate meta description for every page of your website
- The description may include factual information about the company, author name, important dates and so forth.
Although the title tag and meta description are not among the deciding factors for the Google rankings, however, it should be noted that a promising elevation in the CTR and user interactions could be experienced, if the title and the description are effectively written.
4. Linking to other websites; Backlinks
Inbound links are referred to as the backlinks, which generally means linking one website to the other.
Having a number of backlinks enables the search engines to concede that your website is rendering high-quality content to the viewers so that it could ease the ranking process along with enhancing the organic search traffic.
More referring domains, more organic search traffic.
However, it is always advisable to have high-quality backlinks rather than focus on increasing the number of poor quality backlinks.
What benefits do Inbound Links hold?
Inbound links are advantageous in numerous ways:
- The foremost benefit of having quality backlinks is the enhancement of google search ranking. Consequently, having a higher ranking in the SERPs will allure more traffic to your website, and aid in generating higher revenues for your business.
As shown in the image, the traffic volume is maximum for the higher-ranked websites, and it decreases with a decreased SERPs ranking position.
- Another benefit of the quality backlinks is the referral advantages that your website would have while possessing links backlinks over high-quality authoritative websites.
The backlinks are the main source of generating external traffic sources by getting more clicks on your backlinks.
- Quality backlinks on renowned websites, as well, assist in suggesting to Google that your website is a prominent source of relevant and legitimate information, which adds credibility and brand awareness for your business.
5. Internal linking
The efficacy of internal links should not be underrated, as a study revealed the internal linking process adopted by Ninja Outreach has resulted in the upliftment of organic traffic by 40%.
Unlike backlinks, internal links are the links on the same website between two pages. Both the search engine crawler and the users use these links to navigate through your website in order to search for the relevant content.
Are they really necessary?
Well, simply yes!
The chief reason is the functioning of Google crawler. The search engine crawler usually crawls the websites for indexing by following the links.
By following a similar pattern, google determines the relationship between the similar content of the pages.
If you’ve published a new page, for example, and you haven’t linked it to any other page internally or externally, and haven’t mentioned it on the Sitemap, then Google will never know about the existence of your page.
Google usually refers to the pages with no internal links as the orphan pages.
The main aspect of Page Ranking is the internal linking of your webpages.
A page with a lot of links usually signals to Google that it is a high-valued blog, and certainly it will possess a higher page ranking.
6. Significance of Web Analytics
Understanding web analytics is crucial for marketers to carry out SEO in an effective way.
Google web analytics is the most widely used yet user-friendly web analytic tool that enables the marketer to understand the user’s experience in regards to their website.
Google web analytics assist in determining the key problematic areas of the website, thereby allowing the marketers to make essential modifications in order to reap maximum results.
But how Google analytics influences SEO?
Let’s find it out how
- Enable us to know the traffic sources to your website
Google Analytics will allow users to have a sneak peek in the data pertinent to the links that allure the traffic to your website.
In Google Analytics, check the Acquisition section to access the information regarding the traffic sources to your website.
- Enable us to know the referring keywords
The referring keywords entail the list of the top-performing keywords, which is a prime contributing factor in alluring visitors to the website. The insights about the keyword efficiency will allow the marketer to decide whether or not to change the keywords for the SERPs results. Also, one can emphasize a specific keyword after analyzing the keyword report.
- Enable us to recognize the best performing content
Use google analytics to identify the top-performing page or content on your website, which will be fruitful in altering the content strategy in order to reap exceptional outcomes in the near future.
Analyze the pattern and spot the important points over your website, then make efforts to modify all the content with respect to that hit pattern. You can also use various content curation tools to find relevant and good content on google that you can link to.
For example, after the personalization of the homepage on the basis of the data by Google Analytics 360 suite, the Sigma Sport has claimed a rise of 28% in their revenue and 32% hike in the e-commerce conversions during the experiment.
7. Effective Image optimization using Alt Tags
Images are, as well, an integral part of SEO, as the images aid in directing the image search traffic to the appropriate landing pages.
But what makes the image targeted?
Keywords included in the image file name are mainly responsible for enabling the image to appear in SERPs.
However, the optimum way to enriched website accessibility of an image is using Alt Tags, which are generally used to outline the appearance and the functioning of the image.
The above-mentioned sample image is a perfect illustration for both effective and ineffective image alt texts.
But how to write Alt Tag effectively?
- The more descriptive the Alt text would be; the more likely the search engine crawler indexes it for the given keywords.
- The main keywords
- Keep it brief and relevant
- Remember to avoid keyword stuffing
And for the images that require a longer description, use longdesc=” tag, which could be in the form of a URL either on a page of another website (external link) or on any page of your website (internal link).
Search Engine Optimization has become a vital aspect to enhance the online business presence in contrast to their counterparts. Learning SEO usually entails a range of crucial topics. Surprising though it may seem, however, emphasizing the above-mentioned basic SEO rules would be a fruitful approach to generate favorable outcomes.
Yash Chawlani is a Digital Marketing Specialist who has gained significant experience working as a freelancer for Industry regulars. He specializes in SEO, Link Building, Social Media Optimization, and helps brands and businesses out there with his top-notch content strategies. You can connect with him on LinkedIn and Twitter.
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