The Ultimate SEO That Tells You How to Rank Your Website is Here!

The Ultimate SEO That Tells You How to Rank Your Website is Here! | Digital Marketing | Emeritus

Online searches before making purchases have become ubiquitous in today’s hyper-digital age. In fact, according to a Statista report, Google clocked in 83.9 billion visitors only in the month of April this year. To offer an even more precise picture, Internet Live Stats says that Google receives 40,000 queries every second. These numbers illustrate the immense scale and potential that businesses can tap into by leveraging this massive user base. But to capitalize on this vast audience, businesses must pay attention to the significance of Search Engine Optimization (SEO). It has, after all, been identified as a top priority for enhancing online presence. Businesses aiming to scale and reach a wider audience must recognize the power of Google and the significant impact that SEO can have on their online visibility. Let’s, therefore, dive deeper into the topic and see how it works.

What is SEO?

To many people, the term “search” is synonymous with Google. As per UpInc., the first organic result on the first page is approximately 10 times more likely to receive a click compared to other lower-ranked results. Consequently, on average, this top-ranked result enjoys a Click-Through Rate (CTR) of 27.6%.

These statistics clearly showcase the significance that this strategy has for companies. It aims to enhance the online visibility of a business in organic search results by optimizing its website and content. By doing so, businesses can attract a greater number of visitors, ultimately boosting conversion rates and driving revenue growth.

Organic search refers to the unpaid search results generated by search engines based on their algorithm, as opposed to paid advertisements. SEO plays a vital role in driving organic traffic to a website, making it an essential component for digital success. 

ALSO READ: What is SEO – A Beginner’s Guide to Search Engine Optimization

How Does SEO Work?


This optimization technique functions through a combination of strategies, such as content optimization, keyword research, and link building.

These strategies help improve a website’s ranking and visibility in search engine results. Further, these efforts aim to attract organic traffic and help brands reach a wider audience. However, it’s important to note that search engine optimization outcomes are not immediate, and it can take several months for the full impact of optimization to be realized.

Search engines must crawl, and index webpages before changes can be reflected on the Search Engine Results Page (SERP). Let’s check the crucial elements of SEO that help increase website ranking and visibility.

Crucial Elements of SEO

1. Keywords

Keywords are specific words and phrases that users use to find online content. Brands can leverage keywords to connect with potential customers actively seeking their products or services. While the importance of keywords has evolved, they still hold significant value in driving organic traffic. For instance, they were the primary focus in the past, but now they require thorough research, careful selection, and strategic usage within the content.

It is crucial to identify keywords with high search volume and low competition during keyword research. For instance, short-tail keywords (e.g., Best car), long-tail keywords (e.g., Car idle for a family of 4), and local keywords (e.g., car sellers near me).

Additionally, utilizing primary, secondary, and tertiary keywords can offer additional value to your business. Optimizing titles, URLs, and other on-page SEO elements with relevant keywords is also essential.

2. Technical Setup

To achieve website rankings, three essential steps must occur:

  1. Firstly, search engines need to discover the web pages of a business across the Internet.
  2. Next, they scan and analyze the pages to comprehend their topics and identify relevant keywords.
  3. Finally, search engines add the pages to their index, which is a vast database containing all the content they have found on the web.

At first glance, this process may seem straightforward and unproblematic, but there is a catch. The way a webpage appears to humans differs from how search engines perceive it. While you see a webpage as a combination of graphics, colors, formatted text, and links, it is primarily interpreted as text to a search engine.

This means that any element of the website that cannot be converted as plain text may remain unseen by search engines. Consequently, even if the website appears visually appealing to people, Google and other search engines may find its content inaccessible. Therefore, it is crucial to ensure that the website is structured and optimized to make its content easily accessible and understandable to search engine crawlers.

3. Content

Content also plays a crucial role because it serves as a means to connect and engage with audiences effectively. Crafting relevant and targeted content is essential for achieving optimization goals.

For example, consider a daycare that wants to enhance its online visibility. By publishing a series of blog posts about parenting, free play with kids, food habits of toddlers, and more, the daycare can attract individuals seeking information on these topics. It can position itself as a trusted authority by providing valuable insights and building a relationship through the blog. 

4. Links

There are two critical factors for page ranking: relevance and authority. Search engines such as Google prioritize pages they perceive as highly relevant to user queries and possess authority in their respective domains.

While the technical setup and content primarily focus on enhancing relevance, links play a significant role in determining popularity.

Different SEO Strategies

Such strategies are necessary to improve website rankings. These strategies can be broadly categorized into two main types: on-page SEO and off-page SEO.

On-Page SEO

This focuses on optimizing the content and elements within the website to improve search engine rankings. This involves various strategies, including 

  • Incorporating relevant keywords into the page content
  • Consistently producing high-quality SEO copies
  • Ensuring well-written and keyword-rich meta tags and titles

 While it requires significant effort, on-page SEO is crucial for boosting rankings and visibility.

Off-Page SEO

In contrast, off-page SEO involves optimizing factors outside the website. One essential aspect of off-page SEO is earning backlinks. Simply put, backlinks refer to a website’s link on another webpage. Off-page SEO emphasizes external factors contributing to a website’s authority and visibility in search engine rankings.

ALSO READ: On Page vs. Off Page SEO: Important Things You Must Know

How is SEO Helpful for Businesses?

This strategy is crucial for every business because the strategy helps to position the brand throughout the entire buying journey. Further, SEO can ensure that the marketing strategies match the new buying behavior. 

Recent statistics show that 85.53% of Internet searches happen on Google. According to Statista, the trend of online shopping is continually growing, with a significant rise in the number of people making online purchases. Global retail e-commerce sales are projected to reach 8.1 trillion by 2026. Therefore, implementing an SEO strategy for businesses is essential. Let us now look at how it can be helpful for businesses.

ALSO READ: SEO as a Product: Is it a 2023 Digital Marketing Trend?

1. Visibility and Ranking

SEO plays a crucial role in enhancing visibility, making it easier for potential customers to discover the website when searching for relevant offerings. Enhanced visibility, and better rankings. When the website ranks higher on SERPs, it increases the likelihood of customers seeing the website and clicking through to visit it. Therefore, it is essential to improve organic page ranking through effective strategies.

This is more important as a major percentage of web users never go beyond the first page of search results. 

2. Web Traffic

One of the primary objectives of SEO is to increase web traffic, which can be achieved by improving visibility and rankings in search engine results.  

A coveted achievement for many marketers is the “Featured Snippet”, often referred to as position #0, which appears above the first-ranked URL on the search results page. This snippet usually displays content taken from a landing page or blog post that precisely answers a user’s query. Securing the Featured Snippet position can significantly boost organic click-through rates.

3. Authority

Page Authority (PA) holds significant importance for search engines as it aligns with the increasing expectations of web users. Essentially, authority refers to a website’s trustworthiness, high quality, relevance, and value.

Page Authority scores typically range from one to 100, with higher numbers indicating greater authority. Although influencing PA directly can be challenging, many specialists believe that a website’s link profile influences it. This means acquiring external links from reputable and highly visited sources.

ALSO READ: An Ultimate 2023 Guide for SEO Tools in Digital Marketing

What are Some Common SEO Mistakes to Avoid?

When implementing such optimization strategies, it is important to be aware of mistakes that can negatively impact a website’s performance. Here are some common SEO mistakes to avoid:

1. Keyword Stuffing

Overloading content with excessive keywords in an unnatural manner can harm rankings. Focus on using keywords naturally and providing valuable, user-friendly content.

2. Neglecting Mobile Optimization

With the increasing use of mobile devices, optimizing a website for mobile responsiveness is crucial. Failing to do so can lead to a poor user experience and lower rankings.

3. Ignoring Technical SEO

Technical SEO aspects such as website speed, proper indexing, XML sitemaps, and structured data markup play a significant role in search engine rankings. Neglecting these technical elements can hinder website visibility.

4. Poorly Written or Duplicate Content

Publishing low-quality, thin, or duplicate content can negatively impact a website’s ranking. It is, therefore, important to ensure that the content is well-written, valuable, and unique to provide a positive user experience and gain search engine trust.

5. Ignoring Metadata Optimization

Title tags, meta descriptions, and header tags are essential for providing relevant information to search engines and users. Neglecting to optimize them can result in missed opportunities for better visibility and click-through rates.

6. Neglecting Internal Linking

Internal links help search engines understand the structure and hierarchy of the website and distribute authority across pages. Failing to incorporate internal links can lead to poor navigation and indexing issues.

7. Neglecting Image Optimization

Images should be properly optimized with descriptive filenames, alt tags, and compressed file sizes to enhance website performance and accessibility. Neglecting image optimization can lead to slow-loading pages and missed opportunities for image search traffic.

8. Lack of Social Media Integration

Ignoring social media integration can result in missed opportunities for brand exposure, engagement, and potential backlinks.

9. Ignoring Analytics and Tracking

Failing to track and analyze the website’s performance through tools such as Google Analytics can hinder a business’s ability to measure the effectiveness of its SEO efforts and make data-driven optimizations.

10. Neglecting User Experience

User experience is a crucial factor in SEO. Slow-loading pages, poor navigation, intrusive ads, and lack of mobile-friendliness can result in higher bounce rates and lower rankings.

What are the Roles and Responsibilities of an SEO Specialist


An SEO specialist is a professional who focuses on optimizing websites and online content to improve their visibility and rankings in SERPs. Their primary goal is to drive organic (nonpaid) traffic to a website, increase its online presence, and enhance its overall performance in search engines.

Here are some key roles and responsibilities:

  1. Conducting keyword research and analysis to identify relevant keywords for website optimization.
  2. Optimizing website content, meta tags, and on-page elements to improve search engine visibility.
  3. Developing and implementing strategies to increase organic traffic and improve search engine rankings.
  4. Monitoring and analyzing website performance using SEO tools and analytics platforms.
  5. Performing website audits to identify technical issues and provide recommendations for improvement.
  6. Conducting competitor analysis to identify SEO opportunities and stay updated with industry trends.
  7. Collaborating with content creators to optimize content for optimization.
  8. Building and managing backlink profiles to improve website authority.
  9. Staying updated with search engine algorithm changes and adjusting strategies accordingly.
  10. Providing SEO recommendations and guidance to stakeholders, including website developers and marketing teams.
  11. Tracking and reporting SEO performance metrics and presenting insights to stakeholders.
  12. Continuously researching and staying informed about industry best practices and emerging trends.

ALSO READ: What are the Roles and Responsibilities of an SEO Specialist

What are the Skills Required to Become an SEO Specialist?

As the importance of SEO continues to evolve, there is a demand for professionals who can adapt to changing algorithms and implement effective strategies to improve website visibility and rankings.

Therefore to become an SEO specialist, ones need a combination of hard and soft skills, 

Hard Skills

  1. Proficiency in keyword research tools and SEO analytics platforms (e.g., Google Analytics, Google Search Console, SEMrush, Moz).
  2. Knowledge of on-page and off-page SEO techniques and best practices.
  3. Understanding of HTML, CSS, and website structure for technical SEO optimizations.
  4. Ability to conduct website audits and diagnose technical SEO issues. 
  5. Familiarity with content management systems (CMS) such as WordPress.
  6. Competence in data analysis and interpretation to make data-driven SEO decisions.
  7. Proficient in using SEO tools for keyword research, competitor analysis, and performance tracking.
  8. Basic understanding of web development principles and coding languages.

 Soft Skills

  1. Strong analytical and problem-solving skills to identify opportunities and challenges.
  2. Excellent communication skills to collaborate with cross-functional teams and convey SEO recommendations effectively.
  3. Attention to detail to ensure accuracy in optimizing website content and meta tags.
  4. A continuous learning mindset to stay updated with the latest trends and algorithm changes.
  5. Time management and organizational skills to handle multiple projects and meet deadlines.
  6. Adaptability to work in a fast-paced and ever-evolving digital marketing landscape.
  7. Creativity in developing strategies and finding innovative solutions to improve search engine rankings.
  8. Critical thinking to analyze SEO data and make informed decisions.
  9. Strong work ethic and commitment to delivering high-quality SEO results.

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Is SEO a Good Career Option?

This is indeed a promising career option in India, given the increasing reliance on digital marketing and online visibility. As businesses recognize the importance of organic search traffic and optimizing their online presence, the demand for professionals in this space continues to grow. As per Ambition box, the salary of an SEO specialist starts from ₹3,70,00.

Learn SEO From India’s Top Institutes on Emeritus

For marketing professionals and aspirants in this field who are looking to learn SEO and other digital marketing expertise, Emeritus is a recommended choice. We offer comprehensive digital marketing courses that provide valuable insights, practical knowledge, and hands-on experience in the field of search engine optimization. With the reputable faculty, industry-focused curriculum, and interactive learning methods, Emeritus equips students with the necessary skills and expertise to excel in this dynamic field.

About the Author

Manager, SEO Content
Rounak Sharma, a talented author with 4.5 years of experience, excels as an SEO content manager. Specializing in finance writing, she simplifies complex concepts and provides valuable insights on personal finance, investing, and budgeting. Expert in competitive analysis and keyword gap research, Rounak formulates content strategies for organic brand growth. When she is not crafting great content, Rounak can be found on the dance floor for some well-deserved partying.
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