How Search Engine Optimization Works

« Back to blog

How Search Engine Optimization Works

Search engine optimization or SEO is a technique in which a particular web site’s visibility is increased.  With correct strategy and planning the web site comes on the first page of the search engine when the customer searches the internet with certain relevant keywords. If the site becomes more visible and relevant on than the competitor’s web site then the sales and profitability increases on its own.

Primarily SEO techniques are dependent on how the search engine works and the relevant keywords that the prospective customers use for searching. SEO is also dependent on the popularity of the search engine. For optimization process the content can be modified and the coding can be changed in order to make it search easy. There are two kinds of techniques- white hat and black hat. The former method is approved by search engines, whereas the latter is not.
What are Keywords?

SEO is majorly linked with keywords in its functioning. Keywords are referred to the particular words or terms that the customers may usually use for searching the web site for certain products or services. Every business web site needs to choose certain specific keywords that are relevant to the services it is offering. The web site is then optimized with those words. When the customer enters those words in the search engine and searches the internet, the particular web site becomes visible to them. Choosing the right keyword is very essential and it is advisable to choose specific broad terms as they are very easy to rank on the search engines as well. Research has shown that the keywords that are ranked easily get the highest amount of page traffic and conversion rate.

Getting Indexed

The major search engines such as Google and Yahoo use crawlers to find the search results with the help of algorithms.  The linked pages from the different search engines are found in an automated manner. There are major directories like DMOZ, Yahoo Directory, Google Webmaster Tools, etc that are used for finding the web pages. The crawlers however depend on certain factors like distance and relevance while listing search results. Sometimes the distance of the web page for the search engine also plays a major role in deciding the position of the web page in the search results.
Increasing visibility.

In order to increase the visibility or prominence of the web pages certain technique can be used. One effective one is cross linking between the pages of the particular web site. More the linkage, more are the chances of improving the visibility. The content in the web site also plays a significant role in the visibility. If the body or the title of the content consists of the relevant keywords, it can lank well on the search engines. It is good idea to update the content regularly so that the use of the keywords remains fresh and the search engine crawler keeps coming back to it. It is also advisable to add the keywords in the Meta tags of the web site as well.