As a search engine optimization (English: Search Engine Optimization , in short: SEO ) are referred to measures that aim to improve the placement of web pages, images or videos in the search results of Google or other search engines such as Bing..
Before you get into optimizing your website as a beginner, it helps to understand what search engine optimization means, what different types of optimization there are, and what you should avoid if possible to avoid being punished. Only if you understand the basic principles, you can successfully place your website on Google.
What is search engine optimization?
As mentioned earlier, search engine optimization refers to various measures for optimizing websites, images and videos for search engines such as Google or Bing.
Better search engine ranking thanks to search engine optimization.
Relevant in the context of SEO are the definition of key terms and the improvement of the achieved positions on search engine results pages. For example, it would be important for a company providing consultancy/ best seo company in bangalore services on reorganization processes to be in the forefront of relevant reorganization terms. Good ranking for different key terms can hardly promote business success, because potential customers, prospects or clients will use only very specific terms or term combinations when researching the topic. For these keywords, you have to be far ahead of search engines to have more success in your own business. Because potential prospects often look more closely at the very top results of a web search.
The basis of a good search engine optimization is still the correct keyword determination by your seo services company in bangalore Often the internally used key terms are not very well suited for this because potential customers use other terms. Careful keyword determination is the first step in SEO. Subsequently, appropriate methods should be used to accommodate the terms on the internal parts of web pages. Here a lot has changed in recent years, because the search engines constantly adapt their criteria. This also applies to the external factors of SEO. External links from external websites have high potential for good ranking, but can be misapplied to cause much harm to a website.
When it comes to search engine optimization, there is an important rule: Optimize your website primarily for the user and not for the search engine! Use your common sense and keep your SEO actions to a healthy level. The search engine should understand what your pages are about and recognize thematic weightings – but it is the user who gives you consistently good rankings.
History & Development
The need for SEO has emerged the moment companies and organizations have recognized the importance of search engines for their success. That was the case in the second half of the 1990s. The Internet, which was experienced by the general public as new, was no longer easy to see through conventional methods. Automatisms were needed to cope with the flood of information on websites. Search engines such as Altavista and Yahoo were able to provide a first aid here, but were displaced from the end of the 1990s by the novel search engine Google, which could guarantee better methods for ranking. The success of Google has led to strong search engine optimization efforts because this search engine has been able to apply a particularly intelligent method of quality determination.
The History of Search Engine Optimization 1994 – 2001 / The SEO History of the Internet 1994-2001
The original search engines still largely followed the content of a web page to calculate its relevance. Also embedded in websites keyword information was taken into account, which led to that rather clumsy approaches were chosen. An agency for reorganization processes had to accommodate this and other terms of their business field only in the keyword data and had already a good ranking, if these terms occurred with a certain frequency in the content of the web pages. But only if there were not properly designed websites of the competition. The quality of the search results decreased, the ranking result was strongly marked by coincidences.
The History of Search Engine Optimization 2002 – 2009 / The SEO History of the Internet 2002-2009
Google improved the algorithms significantly. The importance of the keyword information was pushed back. The contents of the websites were perceived more specifically. External factors (links from independent websites) were strongly considered in the ranking. All factors have been and are constantly being adapted, so SEO becomes a task that can only be tackled as a constant challenge.
The COLT principle
An efficient search engine optimization is based essentially on the following 4 factors – also called COL principle:
- C ontent (content): Your website needs unique, high-quality and above all readable contents, which give the user knowledge, arouse his interest, entertain him and like to be shared.
- O ptimization (optimization): A good legibility of the page content, fast load times, optimized display on mobile devices and the consideration of the essential OnPage factors are essential to achieve good and above all sustainable top seo companies in bangalore rankings.
- L inks (linking): A well-structured internal linking and as many high-quality links (recommendations) from other websites are essential for good rankings.
- T ime (time): Patience is a virtue … and unfortunately you need a lot in search engine optimization. It can take many weeks for success to become visible.
Each of these 4 factors contributes significantly to improving the Google ranking – especially the quality of the page content. As a rule, links from external websites are provided by yourself, provided your content is worth sharing or recommending. A little bit you can also help here, for example, by being active in topic-relevant forums or by publishing specialist articles on topic-relevant platforms. The time factor results from the previous blocks and can not be influenced.
Types of Search Engine Optimization
If one uses SEO for the content of the websites, then one speaks of OnPage optimization or OnPage SEO: Search engines ask themselves, which terms are frequently used, where they appear on the website and how strong their density is. But what is relevant for a good ranking, above all, is whether and which external links from external websites are available. To get these, OffPage optimization or link building is used. There are various professional but also free SEO tools that allow you to analyze and optimize your website in detail.
Onpage Optimization (Onpage SEO)
SEO OnPage Optimization – 9 Steps to Success
If one has decided on the relevant keywords, then these must be accommodated only (suitably) in the web page. In the past, a rather schematic procedure was chosen. You chose a rather large subset of the keywords and put them on all parts of the website. Headings and ALT data for images were taken into account as well as the body text or the meta-information of the websites.
One can imagine that these approaches do not necessarily contribute to the quality of the content. That is why search engines like Google, Bing & Co. have been considering for years how to better determine the quality of the content. In the SEO scene, people have reacted with concepts that could provide a better quality assessment in a mathematical way. However, it is still unclear whether and how these new concepts can be considered appropriate. It is known that Google uses so-called Quality Rater, which classify web pages with regard to certain characteristics as better or worse. So it is plausible that the readable texts are better to accommodate up than down on a website. Many ads also argue against quality and websites should rank better,
Offpag Optimization (Offpage SEO)
Offpage SEO / Linkbuilding: There are a lot of possibilities for building backlinks. Source: www.networkceo.com
Only through the success of the search engine Google, the OffPage optimization has become interesting. Google recognized that placing links to third-party websites is a good way of valuing. Ranking after the PageRank led to significantly better results. PageRank is the measure of the quality of the links. It is not the amount of links that decides, but also whether the respective linking websites are well linked.
Webmasters use certain controversial methods to get as many good links as possible in the context of off-page optimization for link building. Here also monetary advantages are granted or even direct links are bought or rented. Google estimates appropriate techniques as a manipulation attempt and punishes the linked and the linking websites. Google is becoming more and more successful in detecting these manipulation attempts, so webmasters are more dependent on methods like linkbaiting. Here, the contents are processed on their own websites so cleverly that the voluntary and unpaid linking can be better motivated. Even links from social networks can be won with a variety of methods of online and social media marketing, which can enhance the overall reputation. However, it is still controversial whether Google considers external links from social networks in the ranking calculation. But that could change, because social networks and their communicative meaning are constantly growing.
Black Hat SEO / White Hat SEO
Black Hat and White Hat SEO
Black Hat and White Hat are plastic terms for search engine undesirable and desirable practices. Whoever buys or leases links from the viewpoint of Google and Co., who unnaturally stuffs keywords into texts, or who uses sub-sites or similar techniques to fool the search engines than users see, carries one from the perspective of search engines black hat and gets punished.
Punishment means that the corresponding websites are reduced in rank or locked out of the result lists. The penalties may be temporary or permanent. If a webmaster uses a controlled channel to communicate with a search engine (Google uses Webmaster Tools), he may be notified that something is wrong with his links. Exact details are avoided, so it can become a guessing game to remove the unwanted external links. If the linking webmasters do not play along and remove the link, then the problematic link via a special message to Google can also be devalued. Google gets so important feedback on problematic practices and uses this information to further strengthen its anti-spam policy.
Smiley blackExamples of black hat SEO strategies:
Automatic generation of content
Hidden or invisible texts and links that are only readable for bots
Keyword stuffing (unnatural accumulation of keywords)
Misleading Redirects and Doorway Pages
Link farms, link wheels and link networks
Placing insignificant keywords to fake relevant content
From the perspective of search engines, there are also webmasters with white hats. White Hat SEO includes all the techniques that make it easier for search engines to interpret a website appropriately. First of all, this includes the slim code. Low-defect web pages that are built quickly have ranking benefits. The same applies if special weaving techniques such as Java, Java Script or Flash are used with restraint. Because the evaluation of corresponding websites is difficult for search engines. Search engines also do not mind if webmasters cautiously put the keywords of a website into the individual web pages, so that search engines can better recognize what the corresponding websites stand for.
Smiley white Examples of white-hat SEO strategies:
Placement of topic-relevant keywords in the header and content
Individual and topic-relevant page titles and META information
Meaningful ALT texts for describing images and media elements
Descriptive landing page descriptions by TITLE information on links
Unique and high quality content
Link building by recommendation and creation of strong content
Common mistakes in search engine optimization
Hidden content, keyword stuffing and content junk are an absolute no-go in search engine optimization!
Typical errors in search engine optimization can be found in both OffPage and OnPage optimization. However, there are strong differences of opinion here. However, surveys in the SEO scene show what the SEO experts consider to be typical mistakes. With OnPage optimization, it’s the accuracy, logic, speed, and consistency of the web content whose absence can cause problems. In contrast, OffPage Optimization addresses errors about the quality of linking and how links are sourced.
Faulty or poorly maintained meta-information on websites is often referred to as a source of error. What is meant is that certain metadata (such as title and description) are insufficiently geared to the keywords that should characterize the respective website.
Also in the keyword selection and the keyword assignment many SEO mistakes are made. Overall, the website should be representative of a large amount of relevant keywords for a particular topic. On the other hand, the keywords used on individual web pages should be selected from a rather small amount. These few keywords should be used in all web page parts, but always in a density that does not burden readability.
There can only be one! Duplicate content affects the quality of the website and should be avoided.
Webshops in particular still have problems with duplicate content . Google and Co. want text content unique to each web page if possible. Only a single website of a website may be relevant to a particular content. Webmasters can avoid this error by using a specific additional meta tag (Canonical Tag) to point out to search engines what the actual website is.
Also high load times of the web pages are estimated as SEO mistakes. Because fast websites are user-friendly. Most of this error is related to the misuse of images and multimedia applications. Too much text can also be a problem, but this is not a speed problem. Google and Co. want the same amount of text for each web page as they need to present a compact fact. That’s why too little text can become an SEO problem.
Other errors may be in the structure of the website. Every single website should be accessible from as few as possible internal links. The link structure should be motivated in terms of content, that is, to a large extent coincide with meaningful subsets of the relevant keywords. These keywords should also appear in the internal link texts. It is also bad if the searchability of the website is selectively restricted. This is usually a faulty robots.txt responsible.
Backlinks from dubious sources, web directories and web catalogs can do more harm than good to your website.
For the OffPage errors, the bad link quality is high on the list. If there are links from article directories, then the source should be reputable. Link-only linking networks are generally classified as spam and often lead to punishment. The same applies if it is easy to see that links have been bought or rented. If external links come from websites that are not thematically appropriate and there are many links to a website, then the suspicion of spam is easily comprehensible.
The link history can also be a problem. If a website suddenly loses or wins many links, then this clearly speaks against a natural link. Of course it is also bad if a website can be accessed via very few external links. This speaks for the irrelevance of the contents.
Important personalities in the SEO field
Matt Cutts (Source: Google+)
Matt Cutts, former head of web spam on Google (Source: Google+)
Matt Cutts: For years,
Matt Cutts was head of the Google anti-spam campaign team. Cutts effectively acted as an unofficial press spokesman for Google against the SEO scene. He answered all the questions about the SEO topic, but he was always very general, so that his transfers can hardly be used for practical action. But that does not stop the SEO scene from being very excited to respond to news when it’s announced on the lips of Cutts.
John Müller, Webmaster Trends Analyst at Google (Source: Google+)
John Mueller is responsible for looking after webmasters who keep in touch with Google through Webmaster Tools. Mueller organizes open accessibility hours through Google+ and answers questions related to the power of Webmaster Tools. However, even Mueller can not be too clear, because Google does not want the procedures of the search engine to be known in detail.
Barry Schwartz, independent SEO expert and author (Source: Google+)
Barry Schwartz is an expert and author for SEO. He also owns a consulting firm that allows webmasters to bring their website forward search engine friendly. Black became known through his Blog Search Engine Roundtable . Here he is not only concerned with search engine optimization, but also with search engine marketing (eg for Google AdWords). Black enjoys a high reputation because his opinion can be considered independent.
Rand Fishkin, one of the best known people in the SEO scene (Source: Google+)
Rand Fishkin is the CEO and co-founder of MOZ , one of the best-known US SEO consulting and Internet marketing companies. He is one of the most well-known minds in the SEO scene, and his reputation is huge worldwide, because he has repeatedly made statements on search engine optimization trends that have proven successful. Fishkin sees the quality of content as the future of search engine optimization.
outlook into the future
It is becoming increasingly clear that Google and other search engines are getting better at quality. How exactly this process progresses, is not comprehensible in detail, the Google and Co. keep their algorithms top secret. But the experience of recent years shows that spamming techniques such as keyword stuffing or link buying are getting worse and worse. So you will have to focus more on good content for the future of SEO.
Content marketing is one approach to getting better content. Appropriately, a good social media strategy should be chosen. Because good attention on Facebook and Co. shows that the contents of the web pages are accepted. Overall, the Web becomes more individual, social and mobile. Good content should be easily accessible under all conditions. Responsive web design can help here.
Tips & Tricks for Search Engine Optimization
OnPage SEO : OnPage optimization step by step
Page Title: The optimal page title <title>
Indexing : Enter homepage for free at search engines
Duplicate Content : Find and avoid duplicate content
SEO Tools : An overview with free SEO tools for website optimization
Ranking factors : Thematic weighting of Google ranking factors
Google Starter Guide : Introduction to Search Engine Optimization (PDF)
Mobile SEO : How to optimize your website for mobile devices
Google Panda : Google Panda Update Information – Focus on quality
Google Penguin : About the Google Panda Update – Webspam Combat
Webmaster Tools : Introduction to the Google Search Console (formerly Webmaster Tools)
Landingpage optimization : 15 tips for the optimal landing page
Common SEO Errors : The Most Common Errors in Search Engine Optimization