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

What is SEO

Over the last few decades, marketing and advertising have evolved significantly. The credit of this evolution goes to the advent of digitization and other technological advancements.

Digitization has pushed the brands to shift from traditional marketing to digital marketing. It is when the brands promote their products and services using different forms of digital communication and the internet. The different domains of digital marketing include – PPC, social media marketing, SMO, and SEO.

In this article, we’ll majorly talk about SEO. Let’s begin with understanding what SEO is and then delve deeper into its types and the lucrative career opportunities.

What is SEO?

Simply put, SEO refers to the practice of optimizing a website such that it appears in top results on the Search Engine Results Page (SERP), helping increase organic traffic to the website. For instance, you have started a blog about your services, but it does not rank high on SERPs. There could be different reasons behind it.

  • Better content on your competitors’ websites
  • Weaker keywords
  • Poor link building practices
  • Slow load time of webpage
  • Lack of good user experience on your website

In order to improve your website’s ranking, you’ll have to adopt different SEO techniques. But, before learning the techniques, let us understand the common types – black hat SEO and white hat SEO.

What is Black Hat SEO?

Black hat SEO is the practice which violates the terms of service of a search engine. While black hat SEO can help in increasing page ranking temporarily, in the longer time, it can lead to the website getting banned from search engines and affiliate sites. This is because black hat SEO works against the terms of service of a search engine. Some of the techniques and practices used in black hat are:

  • Stuffing of keywords
  • Manipulation of links
  • Creation of articles, pages, or site landing pages with duplicate content

Please keep in mind that while there may be a temporary increase and short-term success in terms of traffic to the website with black hat, in the long run, stringent penalties from Google will be levied to the website. This will have a huge aftereffect on the ranking and traffic of the website.

What is White Hat SEO?

In white hat SEO, the SEO tactics used are in agreement with the terms and conditions put forth by various search engines and are widely used without any risk of penalties. In simple terms, it is the opposite of black hat. Some of the techniques of white hat include:

  • Creation of original content and services
  • Creating a website that is mobile friendly
  • Using clear and keyword-rich meta tags

White hat SEO is a sure-fire way of improving a website’s ranking on SERP and maintaining it. It will also help in maintaining the integrity of a website.

Different SEO Techniques and Strategies

There are two common types of SEO strategies – on-page SEO and off-page SEO. Continue reading to know about them in detail:

On-page SEO

Of the two types of SEO strategies, on-page SEO deals with optimizing website elements. For implementing on-page SEO, we must take certain factors into consideration, such as

Keyword Research

It is important to understand the keywords that you need to rank for, herein, extensive keyword research can help. Some components of keyword research include:

  • Search volume
  • Competition
  • Relevancy

Title Tag

This is the header title element that displays the website content summary on the search engine results page. This is one of the most important factors of on-page SEO. Search engines display the first 50 to 60 characters of the title tag.

Meta Description

This refers to a brief description of a web page’s content and is again displayed on the search engine page results below the title. Meta description can give a person better understanding of a webpage they are looking for.

URL Structure

This means Uniform Resource Locator and using SEO-friendly URLs can help in understanding a webpage better.

Header Tags

They help in identifying headings and subheadings. Header tags also enable search engines to understand the content in a better manner.

Internal Link

Internal links help users in navigating through the website and ensuring link equity.

Off-page SEO

Now that we know what on-page SEO is, let us take a look at off-page SEO. It is the process that helps in improving a website’s ranking on the search engine results page and strengthens its credibility. In this strategy, the actions are taken outside of the website to improve the rankings on SERPs.

Some benefits of off-page SEO include increase in traffic, better page ranking, and brand awareness. The purpose of off-page SEO is link building and the quality of the content is a key factor here. For other websites to backlink to your website, it is essential to publish original and well-structured content.

To understand all these aspects better and improve your skills, you can take up an online digital marketing course from a reputed and globally renowned institution. Pursuing the best course in digital marketing will not only give you an idea about various ways in which you can improve ranking of different websites but also ensure that you are up to date with the recent trends.

Emeritus India provides best online courses in digital marketing for the benefit of professionals who want to upskill themselves, helping you widen your horizons. Here are the top digital marketing courses offered by Emeritus:

Executive Programme in Digital Marketing To create and maintain an edge in today’s complex and demanding marketplace, Emeritus offers Executive Programme in Digital Marketing in collaboration with the Indian Institute of Management, Jammu. This programme is designed to help aspirants learn about different digital marketing tools and techniques. It is your answer to how you can engage and retain customers, and successfully achieve business objectives.

Certificate Programme in Digital Transformation ISB Executive Education’s Certificate Programme in Digital Transformation will help you deep-dive into the technological disruptions happening across industries. You will learn about emerging technologies like Blockchain, Social Computing, IoT, and their business use cases.

Certificate Programme in Digital Marketing To succeed in this competitive environment of digital marketing, learn new-age strategies and gain in-demand skills to be industry-ready with IIT Delhi’s six-month online Certificate Programme in Digital Marketing. Become a proficient digital marketer with an understanding of management processes in general, and marketing in particular, and fast track your career aspirations.

So, are you ready to give your marketing career the kick it needs? Sign up for one of the digital marketing courses today!

Courses on Digital Category