“Visibility” is the most important step of Digital marketing process
The first and foremost way of having a owned visibility is by having your own website. But do our customers reach us directly through our website? No, they “Google” it and they come through the search engines.
When they look for a product/service in a search engine the results are displayed. It really matters a lot on which page of the Google search result your website is displayed because “On an average of of 91.5% of traffic to websites comes from first search of result page which is organic results” and more than 75 – 80 % of the Users never scroll past the first page of the results.
It means that people find the relevant/required information on the first page itself. All these have significant implications on your website because there are high chances that your potential customer is looking for you on search engines not by your brand name but through your keywords.
Most of the online experiences start with a search engine and more than 3 million search happens in a minute and most of the consumers use search engine for local information.
So it becomes very important for a business, prefer to stay in the first page of the search result in search engine.
Typically two types of results are displayed when the user types a query in a search engine.
1. Inorganic Results
2. Organic Results
1. Inorganic Results – Ads and sponsored content which appear first are Inorganic results. We have to pay to Google to place our Ads there. However paying some amount to Google doesn’t guarantee that our ad will be placed there.
2. Organic Results – You don’t have to pay anything to Google for your website to be listed in the search results. Google has its own algorithm to decide whether your site will be shown in the organic results or not. If it will be shown then which page. Even in the page it will be first or last?
When we type our search query, Google looks the presence of our keywords in indexed pages and shortlist various pages. Then sorting and ranking of web pages is handled by the search algorithm to find most relevant and useful results. When it comes to the ranking of websites Search algorithm looks into many factors “keywords in your query”, “Relevance and usability of keywords”, “quality of webpages”, “Expertise of sources”, “freshness of content” etc. Weight is assigned to each factor to arrive at the final ranking. Once the sorting is done, the results are sent to the Search Engine Result Page.
It is possible to do something with your website to get it ranked high on Google Search. It is achieved through Search Engine Optimization.
Search Engine Optimization is the process of maximizing the number of quality visitors to a website by ensuring the high rank in the list of organic results returned by a search engine.
Search Engine Optimization is all about organic results, mean what practices, strategies or tactics, we use inorder to get our website ranked high in the organic search results so that maximum number of visitors can land on our website.
There are two types of Search Engine Optimization.
1. On-Page –SEO :
Let us try to understand the difference in both On-Page SEO According to MOZ, On-page SEO is the practice of optimizing individual web pages to get them ranked higher and earn more and relevant traffic to your website from the organic results of search engines. Further, it refers to both the content and HTML source code of a page that can be optimized Let me simplify it. As the name suggests, it is ‘On-Page’ that means whatever we will do with our webpage pages so that Google thinks that it is relevant and a quality website for the visitors to visit, will be part of On-Page SEO.
Inserting relevant keyword into your posts is an example of On Page SEO. Inserting images and videos into WebPages with an aim to increase the richness of content. It will be on-page SEO, because you are doing something with the WebPages.
2. OFF-Page SEO:
According to MOZ, Off-page SEO refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs). It is often called a back-link building process but not restricted to that only.
To determine the relevance of web sites, Google assigns more weightage to how many other reputed websites have given the link of your website on their WebPages. Therefore, if your website can secure a back-link from reputed and trustworthy websites, it will be the part of OffPage SEO. For this purpose, you have to enhance the relevance, trustworthiness and reputation of your own website as well so that others can link you.
To learn more about SEO please visit this link