What is Search Engine Optimization?

Little more than 30 years have passed since the first website was created and since then the universe of the World Wide Web has been completely transformed, exponentially triggering the creation of websites. In January 2021 there were already more than 1.8 billion websites that were on the Internet and more than 4.7 billion users visiting them.

To ensure that the search experience of users was satisfactory, the main search engines have been implementing and perfecting their algorithms. Therefore, the search results that are displayed first are those that search engines consider most relevant to users.

When talking about the search engine positioning of a web page, it refers to the place that the web page occupies in the list of results that is shown to users when they perform a certain search. This factor is key when we talk about the positioning of a company or the positioning of a brand because not being among the first 30 results is being invisible to potential clients. And even 30 falls short of us since we must appear on the first page of Google (top 10). But getting it is not an easy task, much less considering the volume of websites that there are today. Although everything is possible when you have an SEO agency in Kolkata like ours.

If you want to know all the keys to a good positioning on the web and the different types that there are, at Dobuss we give you all the details.

How do Search Engines Work?

In 2020, 91.5% of residents in Spain used Google as a search engine, according to Statista, and worldwide it processes more than 3.5 billion searches per day. These data make it clear that we live day to day with the use of search engines, but you really know what they are and how they work.

A search engine is basically a web platform that allows Internet users to find specific results in response to the search they have made. Although there are a great variety of search engines, in Spain the main ones are Google, Bing, and Yahoo and the operation of all of them is very similar. The basic steps that follow are;

Tracking.

It is the first thing they do to know what pages are on the web. They constantly search for new pages and manage to reach them thanks to the sitemap provided by the owners of each website, although some end up finding them by following links that appear on already known pages. Once they know the URL and crawl it, they render the page and analyze it to find out what it contains. They examine both textual and non-textual content and their visual design.

Indexing.

After tracking it down, they start a process to interpret all the content they have found on the page and catalog the video and image files. All the information they have obtained is compiled in their database and includes the page in an index ordered according to content, authority, and relevance.

The aim of the search engines is to give the best answer to the users' search and to achieve this it is essential that they have previously carried out these phases. With all this information collected, the famous algorithm comes into play, which is basically a computer process that decides the order of appearance in search results according to the hundreds of aspects that appear in search engine indexes.

Types of Search Engine Optimization

Positioning a web page in Google or in any other search engine is a concept that goes beyond SEO positioning. Search engines offer more possibilities to get to appear in the first results, such as positioning ads or local results.

SEO

It is the acronym for Search Engine Optimization and, as its name suggests, it encompasses a set of actions, on-site and off-site, aimed at optimizing and improving web positioning in the list of organic results offered by different search engines.

It is important to get quality traffic on a website because it connects you with potential customers who have specifically searched for something that the website can offer you. Being organic is a process that takes time, the fundamental one to achieve authority and relevance.

SEM

They are the acronym for Search Engine Marketing and a paid method of positioning on the web. Due to its speed, it is combined with SEO positioning to obtain a complete marketing strategy, in the short, medium, and long term.

The main tool to create SEM campaigns is Google Ads, in which the keywords by which we want to be found are bought. After this, a bidding system is entered in which the pay per click (PPC) is decided, what each company will pay per unique user who clicks on its link. It is important that a study of the keywords that interest us is carried out in advance, using tools such as Google Keyword Planner or SEMrush.

Google My Business

This is the king of local positioning tools. Many local businesses have been able to keep going because they already work with this Google tool or have started to exploit it. A Google My Business tab offers local businesses all the tools they need to position, make visible, and communicate with their typical customer.

How to Position in Search Engines?

When users perform searches, there are many factors that intervene so that our website is considered the best option in the search engine indexes.

Before starting to work on a marketing strategy and how to position a web page, it is important to select the keywords by which we are interested in being found, in addition to carrying out an analysis of the competition to know which ones they are working on. With this, you can focus on adding useful and updated content to your website, with clear information that covers the keywords that interest you. For correct indexing, creating conceptual hierarchies is a relevant factor and also making correct use of the H1, H2, and H3 tags.

Other Aspects to Take into Account to Achieve a Good Positioning in Search Engines are;

• Responsive web design. That your website adapts to the different user devices, be it a computer, mobile, or tablet.

• Fast loading of the page.

• Make it visible to search engines. If you use content managers make sure that you have enabled search engines to crawl the links you create.

• Add links to pages that are already known to search engine indexes.

Advantages of Search Engine Optimization

Now that we know in detail the operation of search engines and the keys for them to consider our relevant website relevant, you will wonder why positioning is so important and why you should spend time on it. Some of the reasons to include it in your strategy are;

• Give visibility to your business.

• Consolidate and strengthen your brand image.

• Make sure your website is useful for potential clients.

• Generates greater engagement.

• Capture quality web traffic.

• Increases the effectiveness of other campaigns.

Digital Piloto is a premier online digital marketing agency in kolkata that offers 360-degree digital marketing solutions to business owners of all sizes. Our approach emphasizes SEO and web design, so we can create the perfect website and help your business rank higher on search engines like Google. From social media management campaigns to content creation, our team handles it all!

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