Search Engine Optimization: Definition
SEO refers to the process of optimizing a website to make it appear in search engine results when consumers look for any information, products or services. By making your website relevant, trustworthy and user-friendly, SEO tends to increase organic traffic on your website.
It works through three main components:
- On-page SEO optimizes your website’s content using keywords, delivering useful information, and making content easy to read.
- Off-page SEO helps to build website’s authority via backlinks which means links from other credible websites pointing to yours. This generates confidence that your content is meaningful.
- Technical SEO checks the working of your website so that its easy for search engines to crawl and index. It includes enhancing page speed, providing mobile-friendliness, fixing broken links and using clean URL structures.
Let’s look at the role of search intent, crawling and indexing, ranking factors, semantic keywords and user experience signals with some interesting examples to make a better understanding.
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SEARCH INTENT: Why Google Chooses One Result Over Another
Search intent is the sole reason that determines whether your content will rank on Google or not. In the early days, websites were ranked only on the basis of keyword stuffing but nowadays the scenario has changed. Google algorithm’s focus on why a consumer is searching for a particular service or product rather than which keyword they’re using. Search intent is basically the underlying purpose of a search query. Google does not reward keyword repetition anymore; it check whether the content meets the requirements of the user or not. Even the most optimized content will fail if you misunderstood the intent.
Understand search intent with a simple example: Suppose you’re walking into a footwear store and say “white sneakers”. The salesperson cannot assume what you want without understanding your intention. You want to buy a new pair? You want to get your old pair cleaned? You require any styling ideas? If the salesperson provides you with a cleaning kit when you went to the store to but a new pair, you’ll end up walking away. But if you clearly state the sealesperson that you came to the store to get a new pair, he can provide you with better results. Google functions exactly like a salesperson-it will “decode” what the user is searching for and will provide with the results which are similar to the intention behind the searches made by the consumer.
Understanding of search intent in a broader way is essential for crafting content that ranks on Google. Search intent is categorized into four types:
- Informational intent tends to appear when user is looking for answers or explainations, such as “how to clean white sneakers.” For such type of queries, blogs, tutorials or videos perform best.
- Navigational intent refers to when a user wants to appear at a specific result, such as “Flipkart login.” Here, Google generally targets official pages.
- Transactional intent keywords like “buy”, “order”, “price” or “discount” indicates the intent of making a purchase. For such queries, Google refers product pages and e-commerce websites.
- Lastly, Commercial investigation blends information with buying decisions. Customer compares options like “best DSLR under 50,000,” and Google will highlight comparison guidelines, lists and reviews of the products falling under similar searches.
Understanding of search intent is the foundation of Search Engine Optimization strategy. You must analyze keywords before creating content. Once you match intent with precision, Google rewards you with better rankings anf higher online presence. but when you don’t. SEO becomes a battle you can never win.
You can also read about Search Engine Marketing at Orion Media’s blogs.
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