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WEB OPTIMIZATION - An overview of Search Engine Optimization (SEO)

frankiefab100 profile image Franklin U.O. Ohaegbulam ・5 min read

SEO is a common term in digital marketing, advertising and web development industry. The essence of having a website is mainly for marketing or online presence. Search engines such as Google and Bing use bots to crawl pages on the web, grouping them in an index.

Then, algorithms analyze pages in the index, taking into account ranking factors, to determine the order pages should appear in the search results for a given query. Search ranking factors can be considered proxies for aspects of the user experience.

How can we make sure our website rank better in search engines such as Google, bing, yahoo ?
In this article, I'll introduce you to the Search Engine Optimization, with emphasis in "On Page SEO" and how you can apply it in your website.

  • What is SEO?
  • Why should I learn and implement it?
  • What are the implications of not implementing it?
  • Categories of SEO
  • Examples of Off-Page SEO
  • Examples of On Page SEO
  • Other useful Meta tags
  • Conclusion

What is SEO?

Search Engine Optimization simply known as SEO means the process of improving and making modifications to a website in order to increase its visibility for relevant searches and attract traffic to its contents.

Why should I learn and implement it?

Websites are built for the purpose of marketing and connectivity and SEO is a fundamental part of digital marketing because people conduct thousands of searches daily, often with commercial intent to find information about products and services. Greater visibility and ranking higher in search results to more audience/customers than your competitors.

What are the implications of not implementing it?

Nothing bad will happen, your website will likely be in a default state and won’t stand out from others.

Categories of SEO

Search Engine Optimization is classified into two;

  1. Off-Page SEO: refers to all the measures that can be taken indirectly on a website which improves its position in search rankings.

  2. On Page SEO: improves site structure, content and speed which can be done in the website directly by a developer.

Examples of Off-Page SEO

URL: A short and descriptive URL and domain name helps your website rank better in search engines. Creating descriptive categories and filenames for the documents on your website also helps create readable URLs for those that want to link to your site content. Thus, visitors wouldn’t be intimidated by extremely long and cryptic URLs.

Promoting your website: Effectively promoting your content with the associated keywords on social media platforms, will lead to faster discovery by those who are interested in the same subject.

Creating quality content and brand awareness: By writing quality and compelling content through blog posts, social media services, email, forums, or other means, your website can rank better in search engines. The same goes for using organic or keywords helps build your site's reputation, brand and creates trust.

Use of backlinks and internal links: By getting relevant sites to link to your content, and use of anchor text, the easier it is for users to navigate and for Google to understand what the page you're linking to is about. Links on your page may also be internal, pointing to other pages on your site.

Examples of On Page SEO

Title tag: This is the basic On-page SEO ranking factor which tells both users and search engines what the topic of a specific web page is.

For instance, Indeed.com

<title>Post a Job| Indeed.com</title>
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Favicon: it is easier for users identify a Bookmark by the tiny image associated with it rather than through the link. This file can be generated using design tools such as Adobe illustrator, Corel draw, Photoshop, Inkscape etc usually 16x16 or 32x32 pixels in size. The standard file extension is .ico although .png or .svg can also be used.

<link rel="shortcut icon" type="image/ico" href="favicon.ico" />
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Meta Description attribute: gives a summary as sentence(s) about the web page in details usually between 50 – 150 characters. It shouldn’t be confused with the TITLE meta tag.

<meta name="description" content="With Indeed, you can search millions of jobs online to find the next step in your career. With tools for job search, resumes, company reviews and more, were with ..." />
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Meta Keywords attribute: contains cascade of buzzwords/jargons associated with your website.

For Indeed.com it would look like this;

  <meta name="keywords" content="Remote jobs, internship, career, hire, employment, recruitment" />
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Meta Author attribute: The content includes information about the page owner/author specifically helpful for blog websites.

<meta name="author" content="John Doe" />
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google search

Google search showing title, domain name and description of Indeed.com website

favicon and URL

Image highlighting the favicon, title and URL of Indeed.com website

Other useful meta tags

Meta Charset – describes the Text encoding character set of the web document. The standard character set (Charset) declaration is UTF-8.

<meta charset="UTF-8" />
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Meta http-equiv – enables support for older browser notably Internet Explorer.

<meta http-equiv="X-UA-Compatible" content="ie=edge" />
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Meta viewport - instructs the browser on how to scale the web page dimension or zoom level.

<meta name="viewport" content="width=device-width, initial-scale=1.0" />
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Note: All the On page SEO tags mentioned can only be placed in the <head> of the website.

<!DOCTYPE html>
<html lang="en">

<head>
  <meta charset="UTF-8" />
  <meta name="viewport" content="width=device-width, initial-scale=1.0" />
  <meta http-equiv="X-UA-Compatible" content="ie=edge" />
  <meta name="description"
    content="With Indeed, you can search millions of jobs online to find the next step in your career. With tools for job search, resumes, company reviews and more, were with ..." />
  <meta name="keywords" content="Remote jobs, internship, career, hire, employment, recruitment" />
  <link rel="shortcut icon" type="image/ico" href="favicon.ico" />
  <title>Post aa Job | Indeed.com</title>
</head>
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Conclusion

To instruct search engines to index your website, you will need to implement these features in your workflow. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.

Attributions

Here are some quick references:

Discussion

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