Moved your business online? Have your website ready? Confused how to make it to the list of ‘top searched websites’? Well, one of the solutions to become one of the top searched websites is ‘SEO’ also known as ‘Search Engine Optimization’.
Search Engine Optimization is on-page optimization wherein the website is created with a clear hierarchy and text links to make it easy for the search engines to ‘crawl’ through the site. Search engines are ‘crawlers’ or ‘automated robots’ which go through (crawl) the website and store the relevant information. This process of storing relevant information is called ‘indexing’ and these information are recalled when needed for a search query. When an online search is performed, these search engines go through their database and show the results which match the search queries. Also, it ranks those results as per the popularity of the websites showing relevant results. Hence, ‘relevance and popularity’ are the two things which are influenced by the process of SEO.
Search engines assume that more popular a site more useful the information it would contain. To rank these sites in order of their popularity mathematical algorithm is employed by these search engines.
Following are some of the characteristics of web-pages that tend to rank higher:
- Domain-Level Link Features: Based on link/ citation metrics such as quantity of links, trust, domain-level PageRank, etc.
- Page-Level Link Features: PageRank, trust metrics, quantity of linking root domains,links, anchor text distribution, etc.
- Engagement and Traffic/Query Data: Data SERP engagement metrics, clickstream data, visitor traffic / usage signals, etc.
- Domain-Level Keyword Usage: Exact-match keyword domains, partial keyword matches, etc.
Search Engine Optimization makes websites understandable for search engines as well as users. It helps the engine find out what each page is about, and its usefulness to the users.