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Online visibility. What is Search Engine Optimization?

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It takes approx. 6 minutes to read this article

Surely you’ve heard the terms “optimization” and “positioning.” It is a broad term that covers a wide variety of practices. If you plan to set up a website or want to improve the functioning of the existing one, it is worth taking a closer look. Today you will learn what SEO is and what practices it covers. Do you care about online visibility? So it’s time to roll up your sleeves to work!

The most basic form of search engine optimization

Search engine optimization, or SEO, is the process of improving the visibility and ranking of a website or web page in search engine results pages (SERPs). There are two main types of optimization: on-page and off-page. The first one involves optimizing individual web pages to make them more visible and relevant to search engines. Off-page, on the other hand, includes link building and other activities that promote your website on the internet. 

White Hat and Black Hat SEO battle

Another division concerns the ethics of practice. So we can distinguish White Hat and Black Hat SEO. The white hat is something you should strive for, because these are actions in accordance with the rules of the search engine that do not compromise the safety of users on the Internet. Just follow the guidelines, follow the algorithm updates, learn the ranking factors and work. You have to wait a long time for the results, because SEO is not a one-time activity, but a constant practice of your strategy. 

This is where the second type of optimization appears, which is in opposition to the rules. Black Hat allows you to quickly position the website, but it is associated with high costs. Manipulation, infecting users, compromising personal data – you have to beware of this, otherwise you will be punished by Google.

More about SEO ideas you can read here: https://www.icea-group.nz/search-engine-optimization/.

Understanding search algorithms

To understand what SEO is, you need to first understand how search engines work. Search engines are designed to crawl the internet, indexing websites and pages as they go. When someone types a query into a search engine, the algorithms search through the indexed pages to find the most relevant results. The algorithm then ranks these results based on its relevance score for that particular query. If your website or page doesn’t have any inbound links from high-quality sites, it will rank lower than other sites with better backlinks. 

To get started, you need to know these:

  • PageRank – this is one of the first algorithms for indexing – assessing the quality of websites. It is about assessing the credibility of the content and the position of a given page among search results. By optimizing your website for SEO based on PageRank, you will be in control of the traffic to your website.
  • Panda – machine learning-based algorithms not only evaluate the selection of keywords and keywords. Panda searches websites by judging their content. Here, the most important criteria are authenticity, quality and uniqueness. Its task is to block pages that duplicate and plagiarize content. It also draws attention to the amount of text.
  • Penguin – in this case, the aim is to counteract forms of unethical marketing and to fight spam. The algorithm checks the quality of links, their source, and references to other websites.
  • Humming-bird – tt is an algorithm supporting the user’s needs. It analyzes the internet content in terms of matching the recipients’ query, presenting subsequent results in the search engine.
  • Pigeon – the most important thing here is geolocation. This algorithm tries to combine search results with maps to make them more consistent and more readable for users.

SEO basics 

Keyword research basics

Before you can optimize your website for Google (or any other search engine), you need to know what keywords you want to target. Keyword research is the process of finding and selecting the right keywords to target. The goal is to find relevant, popular keywords that people are typing into search engines so that you can rank highly in the results pages when they do a search. You don’t want to use too many, but it’s important not to use too few either because then you might not be found at all!

Structuring content

Organizing your content in a way that is both effective and appealing to readers can be a challenge. But with a little know-how, you can make sure your content is easy to read and engaging. Use headlines and subheadings to break up your text and make it skimmable, remember about short paragraphs and sentences to make your content easier to digest, and also use bullet points or numbered lists when possible. To organize posts for readers, ensure each new topic begins on a new page. 

Easy website adjustments: user experience 

Your website’s user experience is one of the most important aspects of SEO. If your website is difficult to navigate or slow to load, users will be less likely to stick around, and this will reflect poorly in your search engine rankings. It is also important that your site has a clean and easy-to-navigate design so it can rank higher on search engines like Google.

Another thing to keep in mind when you are trying to optimize your site for better search engine ranking is how content appears on the page. Users like well-organized pages with text that is not too small to read or hidden under an excessive amount of ads, which could make them feel like they are being taken advantage of.

Avoiding common pitfalls

  • Write for humans, not search engines. 
  • Avoid using duplicate content on multiple websites or blogs.
  • Don’t copy other people’s work.
  • Stay focused on quality over quantity.
  • Avoid not monitoring your competition’s SEO strategies.

There are many factors that go into SEO, from the content on your website to the way other websites link to you. And while there’s no guarantee of success, following best practices can give your site a better chance of ranking well. Any business that wants to be visible online needs to work with an agency SEO in Newcastle. Optimization is an important technique because it can help your website or web page rank higher in SERPs, which can result in more traffic to your site.

(fot. pexels.com)

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