Thursday, September 3, 2020

Optimizing websites and digital content to increase search engine rankings

 


Search engine optimization - also known as SEO - is the process of optimizing websites and digital content to increase search engine rankings, which in turn, maximizes the number of visitors to a particular web page.

In other words, let's say you want your office furniture website to appear at the top of Google's search results every time someone searches for "office furniture in Jakarta." Well, the process that you will use to make it happen is SEO.

It's worth noting that today when I talk about SEO, I'm almost exclusively referring to Google (unless you live in China and use the search engine Baidu).

Why?

Because Google is undoubtedly the most popular search engine in the world - taking up a 79.77% market share.
So how does SEO work?
Search engines use something called "crawler bots" to crawl the internet and build an index of the content available online.

Then, whenever someone searches for keywords, the search engines will try to provide the most useful and relevant results.

Now there are two sides to SEO: On-page and off-page.
What is On-Page SEO?
On-page SEO is when you optimize your website or content to rank higher in search engines for targeted keywords or phrases.

On-page SEO examples:

    Increase website speed.
    Has a responsive web design and is optimized for mobile Includes targeted keywords.
    Organizing content with title tags
    Optimizing for Google featured snippets
    Use structured data markup including internal links to other pages on your website.
    Adds browse links to other relevant websites

For this reason, SEO is closely related to Content marketing - I'll explain this further below.
What is Off-Page SEO?
Off-page SEO is when you optimize your website or content to appear higher in search results through methods outside of your website or content.

This includes external signals such as your social media presence.

However, the biggest one is
The most influential part of off-page SEO is backlink. This is when other websites link to your website or content.

The reason behind backlinks is simple.

If many websites link to your website, Google will consider you to have valuable and relevant content.

The search engines also take into account the authority of the websites linking to you. For example, a single link from an official website such as the New York Times will be more effective than 100 links from an unknown website.

A great way to generate backlinks from authoritative websites is to produce high-quality content that others will want to share.

Or, you can create custom content for another website - this is called "guest blogging."

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