Search Engine Optimization aka SEO, as it is popularly called, is the art of ranking websites higher up on the results page through the application of various SEO tools. In recent years, it has become a game changer for website popularity as a website’s SEO score determines the number of people who would have the opportunity to go through it. In this age of cut-throat digital competition, it is crucial for companies to ensure their websites are SEO optimized as per the latest standards. This drives additional traffic to the website and provides a larger audience for their content or sales/service offered. Without ample SEO, it becomes challenging for users to locate the website, leading to loss of leads and sales generations for businesses.
Google places a high priority on security offered for various operations by a website. Google looks upon factors like SSL certification and other forms of encryption to protect user data with high regard. User privacy is of utmost importance, and Google is no stranger to this. Hacking attempts made on a website can have drastic consequences for SEO scores, since it may lead to blacklisting. Complaints about lack of privacy and excessive cookie usage may also cause the website to lose its ranking. An SSL certification becomes the necessity for the website to ensure that this doesn’t take place. User data must be secured, and hacking attempts are repelled or rectified as soon as possible.
Search engine shows a preference for websites that load quickly and are light on resources. Google has declared that it intends to display websites that provide optimum user experience, at the top. Again load time of a site is a significant factor a user takes into account while opening a website for the first time. Statistics show that a staggering 53% of users are likely to leave a website if load times are more than 3 seconds. Therefore, websites must ensure faster load times to avoid unnecessary penalization by users and search engines. Even mobile phone load times are taken into consideration, due to the growing consumption of the Internet on smartphone devices.
Over a year ago, Google announced that mobile-friendly websites would be ranked on to of the results page. This simplifies that if the website is not properly optimized for mobile consumption, that could spell real trouble for its SEO scores.
People can consider many factors to be considered for a positive mobile experience:
Websites that are three years or older have an advantage in search results ranking. It is considered to be difficult for websites that are less than a year old to rank at the top unless SEO implementation has been top notch in all other aspects. An older website that has consistently delivered good quality content is ranked higher than new websites. Excellent reputation among users also contributes to a higher ranking. Users who have rated the website positively, repeat users, website traffic and page authority are significantly taken into consideration by Google and Bing. To utilize this feature, website owners must update their website regularly and keep working to enhance its usage. As time passes on, the website is poised to grow by leaps and bounds by maintaining a steady record at the website.
Investment in technical SEO practices must be made in the following ways:
Google keeps track of previous visits made by users to a website and measures several statistics to rank a site. A few factors are –
Backlinks have been practiced since the beginning being an integral part of SEO. There are three main kinds of web links that are in focus:
Of all these three kinds, Google prioritizes inbound links. However, it is vital that these inbound links be from reputable and authoritative websites that rank highly on their own as well. Low-quality links are likely to drag down a website’s SEO score.
Whenever a user shares a link from a website to his/her social networking profiles, Google tracks it. It also tracks the resulting engagements and clicks that accumulate to the site via these shares. If many users enter the website based on these links, it is assumed that the website offers high-quality content that is engaging and useful. Social networking sites like Facebook, Twitter, Instagram, Pinterest, Reddit are all tracked to measure statistics resulting from these shares. Social media profiles of the website are also monitored and relevant information presented to users on search results. A proper social media marketing strategy can also have positive effects for SEO score if it includes links to the website.
Content quality is the top-most parameter for rating a website’s relevance. Google search algorithms rely on keyword usage to find the most relevant results. Content must be written with important keywords and search terms subtly peppered into the writing to utilize this fact. Plagiarized content is highly frowned upon; therefore, it makes sense to always rely on 100% original content for SEO purposes.
However, over usage of keywords is also unfavorable as it could severely throttle your SEO score. Google requires only content-rich, relevant and usable information and is capable of weeding out content that was made with the express purpose of ranking high on searches.
Several features like eye-catching videos and animations can also be used to enhance content quality.
Webpages with 2000+ words of content in them are likely to rank higher up on search results. It must be noted that page length should not be artificially lengthened, but must be high on quality.
It is often recognized that longer articles increase user dwell time on the website and bring in more likes and shares. According to the thumb rule, it is advisable that all web articles have a minimum of 1000+ words that are useful and adequately written.
Increase in website length also provides an avenue for adding more keywords without hurting SEO score. Information density and not length must be given priority.
SEO practices have been there since the early days of mere keyword matching. There are a host of different practices that are monitored by search engines for allotting ranks to websites. To drive up traffic and therefore, increase leads and sales generation, it is crucial that it is SEO optimized with proper techniques. Priority must be made to rank high on search engine results, which would enhance the overall credibility of the site.
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