What exactly is Search Engine Optimization(SEO)? You may know the literal translation of Search Engine Optimization, or you may have read the relevant information and know some optimization techniques. Wikipedia’s definition is: Search engine optimization (Search Engine Optimization, abbreviated as SEO), is a way to adjust the website by understanding the operation rules of the search engine, and improve the ranking of the target website in the relevant search engine.
If you think this explanation is not very clear, then be sure to continue reading. So, what does SEO need to do? What is the real meaning? Is the site structure adjusted? Is it to enrich the content and improve the quality of the content? Is it to improve search ranking? Is it to enhance the user experience? Is it to increase the sales conversion rate?
YES, I must say yes, this is neither a unity answer nor a unity benefit. Because searchengine optimization actually includes three elements: website, searchengine, and search user. This is why I think SEO is something every company that wants to expand their business through the Internet should pay attention to. When you can do this well, go to Facebook ads, run a community, use other digital marketing tools, etc. In order to see a significant effect or play a greater benefit.
To display your website on the first page of searchengine results, you first need to know how the searchengine works. Although Google attaches great importance to search algorithms and continues to improve and introduce new ones, not all are open and clear information. And if you want to quickly improve your search rankings, you may be attracted by many rumors and fall into the dark technique, also known as the black hat SEO.
This type of approach only focuses on loopholes in search engines, not people-centeredness at all. Search engine optimization is not just to please the search engine, so some methods may be effective in the short term, but in fact, it violates Google ’s game rules or does not create actual value. In the end, this method of operation will not be too long. After it is found, the search ranking will fall very fast, even affecting the future development opportunities, or there are rankings but no positive marketing benefits.
In contrast, the formal approach is called White Hat SEO, which is an optimized way to build sustainable development and obtain practical results. Therefore, it is generally inevitable to use the gray hat SEO, which is a vague zone between the white hat and the black hat or has not been clarified by the searchengine.
SEO practices are just predictions or trends by some experts, rather than representing the fact that search engines fully agree. This is why White Hat and Grey hats are often the cause of coexistence. For me, gray hats are not cheating. My definition of gray hats is just an optimization method that has not been officially approved by the public, but its thinking model and practices are still positive.
How to do search engine optimization for Google
Google is known for using more than 200 ranking factors.Even in 2010, there were even rumors that it might reach 10,000. No one knows all these ranking factors, but we do know some of them.
How about it? Because Google told us, many people including us have studied the correlation between various factors and Google rankings.
Google is ranking pages, not websites
It is not just because your company produces stained glass windows, but every page on your website should be ranked for the keyword “stained glass windows”. You can use different keywords and topics on different web pages to optimize your ranking.
Now, let us discuss some factors that affect ranking and search engine visibility.
Easily crawled by Google crawlers
Before Google can consider ranking your content, it first needs to know its existence.
Google uses a variety of methods to discover new content on the web, but the main method is “crawl crawling. ” In short, the crawler will follow the links on the web pages known to Google to crawl pages it has never seen before.
For this, they use computer programs called “spiders”.
Suppose your homepage has backlinks from sites in the Google index.
The next time they crawl the site, they will find the homepage of your site through the link and possibly add it to their index.
That way, when they crawl your homepage, they can find other pages on your website.
In other words, some things will affect the crawling of Google crawlers:
Bad internal links: Google relies on internal links to crawl all pages on your site. Pages without internal links are usually not crawled.
No followed internal links: internal links with nofollow tags will not be crawled by Google.
Pages not indexed: You can use noindex meta tags or HTTP headers to exclude pages from Google’s index. If other pages on your website only have internal links from noindexed pages, Google may not be able to find them.
The role of robots.txt : Robots.txt is a text file that tells Google whether its crawlers can be accessed on your website. If you use this file, Google will not crawl it.
Friendly mobile access
63% of Google searches come from mobile devices, and this number is growing every year.
In light of this statistic, it is not surprising that in 2016 Google announced an increase in the ranking of mobile-friendly sites in its mobile search results.
Google also switched to mobile-first indexing in 2018 , which means they now use the mobile version of the page for indexing and ranking.
In other words, when the desktop version of the website is loaded on a mobile device, most people may press the “back” button.
This is important because Google wants to make users happy. Pages that are not optimized for mobile devices can lead to user dissatisfaction. And even if you do get a ranking and win clicks, most people will not look around for your content.
You can use Google’s mobile-friendly testing tool to check whether your web page is mobile-friendly.
Page loading speed
Pagespeed is the speed of page loading. This is a ranking factor on desktops and mobile phones.
why? Because Google once again hopes to satisfy users, if users click on the search results for a long time to load, users will not be satisfied.
To check the web page loading speed, use Google’s Pagespeed Insights.