SEO or search engine optimization is one of the most talked about techniques in the digital marketing world. Persons who call themselves digital marketers need to master this practice, which if used properly can yield excellent results for the google page rank and organic traffic of your website and business. Go on reading!
Summary: 5 Minutes read, Level: Expert
Launching your online business can be a very exiting period in your life. However, for your business to prosper you need visitors. That’s why we are presenting you with a guide for one of the best free resources for this – search engine optimization (SEO).
Simply put SEO is the process from which you can receive free traffic on your website, by appearing in the search results of search engines like Google, Bing or Yahoo. This traffic is also called organic or natural.
Invented by Google’s founders, Larry Page and Sergey Brin, Google Page Rank is a mathematical calculation that determined the quality and the quantity of links that lead to a webpage and evaluates a relative score of importance which can range from 0 to 10.
For example, sites like Twitter.com or USA.gov have a page rank of 10 because of their large volume of inbound links. These “top sites” set the bar and the calculation goes down exponentially from there. Another example is if you have a brand new website and no inbound links, your Google Page Rank would be zero.
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SERP or search engine results page is a page displayed by search engines as a response to a query by a searcher. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query. This page can also contain advertisements.
There are two types of results:
1) Organic – naturally retrieved by the search engine’s algorithm
2) Paid or Sponsored – advertisements
All results are ranked by their relevance to the query of the searcher. Each result displayed on the SERP includes a title, a link that directs to the actual page on the web and a short description. For Paid results, the advertiser decides what to display.
Now that we have defined the basic terms, let’s go a step further. Below we will present you the three most common techniques to use in order to improve your SEO, Google Page Rank and get listed on the SERP:
a) Publish original, relevant and quality content – as they say: content is king! And they are right. There is no substitute for quality content. Your blog posts or articles or product descriptions should be created specifically for your target audience (intended user / purchaser). If done properly, this, as well as increasing your web traffic, will improve your website’s relevance and authority, thus improving your Google Page Rank. Try to highlight your key phrases, like Google Page Rank for this article, using bold, italics and meta tags.
Our advice: don’t sacrifice quality content for SEO. Keep in mind that your writing is for your users, not for the search engine or Google Page Rank.
b) Have inbound and outbound links on your website – if we imagine the World Wide Web as a megacity, the links would be the streets between the pages. When search engines crawl through the streets and appoint Google Page Rank, by using link analysis, they discover how and in which ways the pages are connected to each other. So it’s important to have links on your website. Links can be within the text, after the first paragraph, before the third paragraph or at the end – this is your choice, as long as they complement the post and look naturally placed. Also, when you are inserting links, avoid the obvious “Click here” or “Try this” – try writing the name, explanation or short description for the destination the link.
c) Use alt tags (image SEO) – it’s obvious that besides text, you will have images on your site. As with text, your images should be SEO optimized, which in turn will improve your Google Page Rank. This means that whenever you upload images you need to describe them by using alt tags, which is short from alternative text descriptions. They describe what is in the image and the function of the image on the page. For example: if an image is used as a button to buy a product A from your website, the alt tag should say something like “button to buy product A”.
By having alt tags, search engines can more easily locate your page and this improves your Google Page Rank.
Top ranking can make or break your business. However, there isn’t some magic formula that will get you on to the first page of a Google search result. For this you need time, a lot of effort, perseverance, expert skills and, of course, money. The best option is to implement the techniques explained above, gradually improve your skills in this area (thereby improving your Google Page Rank) and combine this with other digital marketing techniques such as social media, ads, guest blogs or contacting influencers.