Search engine optimisation or SEO is the process of making a web page easier to find, crawl and categorise. It is about helping the customers to find out the business from various other companies. SEO is an inevitable part of any digital marketing strategy. It is about the holistic move towards driving the consumers to the business with the help of online platforms. To do so, one should make sure that the website ranks higher in the SERPs (search engine result page).
If you are looking for a digital marketing company, you could easily find many of them online. They offer various services like digital marketing, website optimisation and SEO services melbourne. You could find one of the best companies and opt for their services so that the brand makes its strong online presence known to the audience.
Working of SEO
The search engine is software that crawls through the webpage content. Unlike humans, search engines are text-driven. Various activities fetch the search engines results such as scanning, crawling and storing courses of action, recovering and measuring pertinence. For instance, some elements are known to build up a quality score like:
● Website URLs and names
● Page content
● Characteristics of Link
● Meta tags
● Page design
● Usability and accessibility
Read on and find out how the entire cycle works.
● Crawling: – Each search engine has software called spider or crawler which crawls through the webpage content. A crawler cannot see regularly if any new page has appeared or if the existing page is updated. Certain crawlers do not visit a webpage for one or two months. A search engine cannot crawl images, JavaScript, frames, flash movies, password-protected pages and directories. If there are a lot of these on various websites, it would be better to run a keyword simulator test to see if it could be viewed by the spider. The elements that are not crawled on would not be indexed or processed. It would be missed out on, by the search engines.
● Indexing: – After crawling, the spider stores the content on the indexed page in a huge database from where it could be retrieved once a related keyword or string is entered. Search engines keep doing this as it is their everyday work. At times, search engines fail to understand the content on the page. This happens when a webpage is not optimised.
● Search related work: – With each search request, the search engine had to process. It means to contrast the key phrases searched within the indexed pages and stored in the record. More than millions of pages incorporate the same search phrases. Hence, the search engine measures the relevancy of all the pages and matches with what is indexed as per keywords entered in the SERPs.
● Algorithms: – When there is a search with a particular keyword, it sorts through the record which contains catalogued keywords and the URLs that are relevant to those keywords, estimate possible answers and reverts the pages with the words or phrases that are being looked for. The phrase could either be in body, content or in a URL that directs to the page.
SEO & Digital Marketing
If you take a glance, you might not find a difference between SEO and digital marketing approaches as both have similar functions and have the same skills. For marketing needs, the titles differ.
SEO experts are engaged in bringing organic hits while digital marketing experts aim at the total online existence of the brand that goes beyond the SEO. The entire package might come under SEO packages as people understand this more easily. The contemporary trend of SEO and digital marketing includes various services other than optimizing the website and performing search engine marketing. If we think of an example, various factors would need the help of SEO to select the right keywords like blogging, SEO content, behavioural marketing, contextual marketing and even mobile advertising. To have strong digital marketing, a proper SEO strategy should be in place.
SEO & Integrated Digital Marketing
As the use of SEO is increasing day by day, it is turning out to be an essential aspect needed for the success of digital marketing. An expert could get a clear idea if they observe the changing pattern of SEO over the years since it first came into existence. Initially, when SEO was introduced, keyword stuffing, meta keywords tag and so on were the usual techniques needed for proper ranking on search engine pages. To gain more web traffic, anchor text associated link building and link buying took place. Later on, as social media became popular, marketing through social media and vertical search inclusion became the main methods of conducting SEO.
Search engine algorithms get updated time after time to bring in more traffic. All the old tactics that were used are outdated now as algorithms keep changing. This makes it a challenging task. There is no static system for SEO that would stay forever. Thus, SEO is called a never-ending and evolving process. As customer behaviour changes, search engines too adapt to the change. However, down the line, SEO should focus on the target audience, their preferences and likes, website usability and proper optimisation. Some people only consider ranking in the SERP without thinking about the users. The spiders that crawl would notice this and if dishonest means like spamming are identified, there are chances for search engines to even ban the website. Hence, the major task is to give priority to the users or target audience. Look at how they would navigate to your website, how it affects the site’s popularity and the time they would spend on the website, including each page.
All of this together makes SEO a huge work that should be done with ease. It’s ideal to daily schedule time into the routine for SEO purposes. When you are building a new website, a proper SEO strategy should be implemented. The importance should be given and proper optimisation should take place. Make sure to take care of all the elements in SEO. When the SEO strategy is well planned and executed, it would help the brand succeed and the audience would start noticing the brand, its website and products or services they offer. To know more visit Blurn.com Australia, Facebook