At the beginning of search engine optimization (SEO), it is necessary to understand the overall process carried out in an effective implementation of SEO. The overall process is divided into the six phases, namely, research, reporting and goal setting, content building, webpage optimization, social and link building and maintaining progress report of SEO plan . The overall process of SEO briefs the simple steps to carry out for effective and efficient optimization of web pages. Now let us see these phases. A.Research Research phase is carried out into two steps, namely, Keyword Analysis and Competitive Analysis. 1)Keyword Analysis First step in keyword analysis is to identify a set of keywords that will be used in optimization. Once the set of keywords are identified, then it is easy to determine which keywords are being frequently typed in the search URLs. The outcome of the keyword analysis phase is the occurenaces of particular keyword in URLs. There are many keyword finders available, which will take input in the form of keywords and gives the output in the form of how many times that keyword was entered by users i.e. the number of occurances of that keyword. However, if a particular keyword has the highest number of occurrences in the search results, that keyword will become the greatest competitor within the search results. Sometimes keyword analysis is based on specificity of keywods. For example, if you want to buy ‘Lenovo Laptop’, then instead of looking for all company’s laptops (HP, Dell) you’re interested in those laptops, which are having tag or brand as ‘Lenovo’ and so in search URL’s instead of selecting general terms as ‘laptops’, you need to enter more specific keyword as ‘Lenovo Laptop’. Also keyword analysis gives accurate results, if keyword specificity level increases. That is, if you’are looking for ‘Lenovo’ laptops and in that you’re interested only in ‘Lenovo Thinkpad’ laptops, which is more specific than the pevious exmple. As level of keyword specificity increases, the number of search results, which will be having the specified keyword will be Arudhra Innovations SEO Digital Marketing Web Design
Competitive Analysis of Websites After the keyword analysis phase, competitive analysis of the subjest website is performed against its competitors websites. To perform competitive analysis of websites, different parameters are considered such as, incoming and ougoing links, ranking of website on search results, number of visitors for the website, view rate or bounce rate, apperance of webcontents on webpage etc. All these parameters are stored in SEO metrics, which will be used to identify subject website’s position in search engine and accordingly he/she will identify the areas of his/her website to improve the website ranking.
Reporting & Goal Setting Most important step in Reporting and Goal Setting is to analyze the sites traffic. Site’s traffic mainly depends on type of search engine, number of occurrences of keywords in search engine, popularity of web contents, number of visitors etc. Sometimes the parameters from SEO metrics are also used to calculate the site’s traffic. Most important factor considered while calculating site’s traffic is the number of incoming and outgoing links. If the site has more number of outgoing links to other website as well as incoming links from another websites, the number of visitors will be more for that website. This will ultimately increase the bounce rate, which will result in high traffic rate. A website which has incoming link is called as ‘Child Website’ and a website which has outgoing link is called as ‘Parent Website’. This Parent-Child websites concept is used by Page Rank algorithm of SEO technique. Depending on the previous phase outcome the goal identification and goal setting will be performed by SEO Review Committee (SRC). After that site’s starting position is decided, then goals are set for the SEO plan. The identified goals are measureable and defined which will be specific to the SEO plan. During any of the SEO phase, if changes are to be made to the predefined goals, firstly, the plan’s goals are analysed and reported. Then the required adjustments need to be done in the SEO plan, which will be useful for further progress reports. C.Content Building Content is the important factor of search engine optimization. The website with the high-quality content will provide the better competitive environment in search engine optimization. Content building phase is divided into two steps. First, a site is loaded with high-quality content, which gives reason to user to stay on the website and to come back to the website. If user finds most relevant information on particular website, then instead of visiting other sites, he/she always stick to that particular website. The main aim of the user to stay or to come back on site is just to find or search information. Second, he/she will receive the added benefit or credit by providing or serving exactly what content the search engines want . Search engines will store more information about user’sbusiness and products. This information will be directly translated into the ranking given for user’s site based on the related keyword phrases.
D.Webpage Optimization This phase considers all the parameters, which are related to Graphical User Interface (GUI) of the website. Along with the Content building phase, the appearance of the media components on the webpage is equally important. The webpage optimization is carried out in four steps, namely, webpage titles, web content exploration, prominence of targeted keyword phrases and site outline. Let us see these four steps in brief. 1)Webpage Titles –A Page title on the site’s website not only just contain company name or tag as “welcome” but also contains most frequently used targeted phrases on the web page followed by the company name. 2)Web Content Exploration -Webpage is mainly a collection of media components such as text and images. Some search engines cannot able to deal with images. In such cases, site’s search engine requires web content explorer, which will analyze the web contents accurately and provide the desired output for search term in the URL. The quality of the web content explorer will decide the ranking/indexing of the website in search engine list. 3)Prominence of Targeted Keyword Phrases–The presence of targeted keyword is not enough to increase the ranking of webpage but position or placement of the targeted keywords on webpage is also equally important. For example, the site’s first paragraph with targeted keyword phrase gives it more weight than placing the same paragraph at the bottom or middle of the webpage. Also, the text with larger font sizes and font styles (bold, italic and underline) can increase its importance and have positive impact on page’s ranking depending on the appearance of the targeted keywords on the web page.4)Site Outline –When the users visit a subject website, they should find all the list of links, which will direct them to the important web pages of site. The site map stores the list of all incoming and outgoing links, which will help to increase the ranking of the subject website.E.Social & Link Building This phase is carried out in two steps, namely, using social media and calculating incoming and outgoing link ratio. 1)Using Social Media Now a day’s billion number of users are using social media for various purposes. In marketing, sharing of web contents through various social media provides number of options for organizations to establish a best customer relationship and also emphasize on other clients to use those social media for sharing of site contents and improves connectivity with other potential customers [12)Calculating Incoming and Outgoing Link Ratio Web content quality also has a highest impact on web site ranking. If the site has quality contents and quality incoming and outgoing links, then it will allow searchers to repetitively visits to the site and provides them with better services or products as they want. Google search engine views links to the site as votes for the site and rewards the site accordingly. In addition, Google’s Webmaster Tools provides information regarding the inbound/incoming and outbound/outgoing links to the site, which will have great impact on website optimization . F.Maintaining Progress report of SEO Plan At the start and end of each SEO phase, progress report is generated to analyze the activities performed in particular SEO phase. The outcome of the phase is recorded for further analysis. Rankings, site’s traffic levels and some other parameters are considered to measure the ranking results. https://arudhrainnovations.com/