Search Engine Optimization FAQs

1. What is SEO?

SEO (search engine optimisation) is a process of getting traffic from the organic, free and natural, editorial listings on search engines. SEO techniques helps search engines like Google, Yahoo and Bing to find and rank your site higher than millions of other sites in response to a relevant search query. This helps you in attracting high quality visitors seeking your product, service or information you are offering.
SEO includes variety of techniques such as providing content to your site, usage of images and links selecting code for your site and how your site communicates with search engines. SEO assists you in choosing search engine friendly keywords and phrases. It also researches and tracks information on visitors to a given website. All these statistics can then be analysed and collated to coincide with information obtained from your PPC campaigns. Using this information and tailored strategies SEO can then be applied to increase traffic to your website and help your business grow.

2. What is Keyword and why is it important?

A word used as a key to a code or used in a reference to link to other words or data is called a keyword. These are used in finding relevant and useful webpages in internet searches. To generate traffic to your website, your keywords must match the search strings. So, to choose the best keyword that relate to your company or product, you need to analyse your business carefully.
Keywords are used in link building to make the link more user-friendly and help the search engine in detecting what the link is connecting to. The keyword ranking of that specific keyword that is included in the link will be improved. To improve your search engine placement, include relevant keywords in title text and anchor text also.

3. What do you mean by SEM (search engine marketing)?

SEM is the promotion of a website through search engines. SEM (search engine marketing) is a kind of internet marketing that combines the SEO (search engine optimisation) and PPC (pay per click) processes. SEM is a process of gaining traffic to the website by applying various operations that improve your website ranking on search engines. Paid placements, inclusion and context advertising are the SEM techniques that can be applied by the business owners to drive traffic to their website.
Paid placements where a company is strategically placed in a particularly high value spot on search results. Then company will then pay the search engine or host website a nominal fee each time there advert is clicked. Your page can be shown on the first page of the search results by bidding the desired keywords that are relevant to your business.

4. What do you mean by anchor text and how should it be used?

Anchor text refers to visible hyperlinked text on the page. It is usually indicates subject matter of the page that it links to. For example, the text “SEO Company UK” indicates visitors that they can expect to see the content related to a SEO Company in UK when they visit the link. Placing keywords as anchor text will improve the search engine ranking.
All search engine algorithms give significant weight to the anchor text on the pages. Search engine’s like Google have some special operators that pick up the text only from within the anchor text of indexed pages. It is easy to enhance the search engine rankings by using the right keywords in anchor text as long as they are relevant
Anchor text can be used in

  • Internal links- links on your pages
  • External links- links from other sites
  • Navigation maps
  • Links on your main page

5. Explain white Hat SEO?

White Hat SEO techniques maintain integrity of your website and completely follow search engine rules and policies. It is used mainly by those who tend to make long term-investment on their website. White hat SEO is also called Ethical SEO. White hat SEO techniques include:
Content creation: Content is the heart of SEO. Create fresh, quality and unique content that will be of interest to your visitors and will add value to your site.
Internal Linking: linking one page of your site to another page of your page. Search engines give a good response for internal linking also.
Back links: getting a link back to your site from other sites. Do it intelligently. Have a high ranking site link to your content in such a way that is relevant to readers, and you will find its impact.
Site optimisation: optimising your site’s structure, manipulating the content and wording will help you in attaining high search engine rankings. You need to optimise everything from content to title tags to Meta tags for a successful optimisation effort.
These are white hat tactics which are used whenever applicable to enhance rather than detract from your website and from the rankings.

6. What should I do to recover the lost ranking?

There could be several factors due to which your existing method didn’t work. It could be due to previous SEO techniques employed which no longer work due to search engine updates. But if you have resolved to increase your page rankings, then read on further.

First: Keep a tab on algorithm changes.

Every On-page or Off-page ranking factors are allotted some value by the search engine algorithms. And every time a search engine, for example Google, gets an updated algorithm, the ranks get altered accordingly. This will cause a rise or fall of ranks for a website. This constant updating is for the betterment of visibility of web pages that are genuine. Therefore, it is highly suggested to opt for white hat SEO strategies and use high-quality links from relevant sources.

Second: Devalued or filtered inbound Links

Links are great but acquisition of too many links could be your website’s greatest nightmare since they could be easily devalued by a search engine bot. Besides, the links are valued according to the rank of the linking website and if it falls, so does your link’s strength! If your partner site has placed more links to a page, then your link is just one among many, devaluing your link’s juice.

Competitors alert!

Remember, your competitor is not sleeping. With global expansion, there is so much competition for any field. While you think you have lost few ranks and your competitor has gained a few but in fact it is a race where even a few makes a mile difference.

On-site problems

When you fail to redirect your links and transfer your website to your new domain, the search engine gets confused and has to terminate it from the index. This is a frequent problem faced by many online business owners who buy a domain name and fail to do the needful. A commonly seen script error 404 or 503 occurs and your dynamic pages stops working routing back when a hosting provider changes the script execution rules.

7. What are “white hat” and “black hat” practices in an SEO?

Practice that maintains the virtue of your website and that of the SERP (Search Engine Result’s Page) is considered as the “white hat” or the ethical practice in SEO; while unethical practices are termed as the “black hat”.

White hat practices are genuine SEO tactics that are involved in the development of the page rank that is user-appreciated. White hat tactics include the following:

Internal linking – An easy way to link another section of the same page. This ensures reader stays on the same but navigating to the source related to the reader.

Site optimization – It involves title updates, meta tag creation and restructuring for attaining high search engine optimization.

Genuine original content – A unique content is the door to the reader’s heart. If your content is rich, it will appear valuable to the search engines, thereby serving the same to potential customers.

Reciprocal Linking – Is a process of exchanging links with other webmasters to get additional incoming links.

While a white hat practice is rewarded and recognised by most of the search engines, black hat practices are condemned and they result in:

Site banning – When a site gets forbidden in a search engine, it is considered banned. Why does it occur? It is because it has used black hat practices and violated the rules of Google webmaster guidelines.

Penalty – sites are penalized by search engines if unethical practices such as hidden links, irrelevant links, bad neighbor links, or keyword stuffing are performed. This will cause low ranks.

8. How to choose a keyword?

Keywords are the describers of the theme on your page. There are two types of Keywords (KW) – Short-tail KW and Long-tail KW. Short-tail KW are short with usually one or two words, while long-tail KW are long and generally more precise. Though with more precision comes less popularity, on the contrary, if the visitor’s choice perfectly matches with the long-tail KW, then you have a potential client! The conversion rate of a long-tail KW is higher compared to a short-tail KW. But during searches made by online browsers, a short-tail KW has more relevance thus bringing popularity to your page.

To bring more results to a page keyword research and a thorough market analysis is very important. Since SEO is a never ending story, the power of an effective keyword is vital to deciding the richness of the content.

But it is also important to keep in mind that overloading your page with keywords can be a serious turn-off for a reader and not advisable. Set your preference and choose an uncompetitive word which has more value and targets the right audience. After selection, highlighting of the keyword is considered substantial to give your page top ranking.

9. What is page ranking and why is it important?

The architecture of your page decides its performance in a search engine. Search engines index website, pages, content and keywords as they suit using web spiders and search bots that crawl each submitted site. When these bots and spiders fail to crawl your page due to lack of necessary requirements or poor quality, your website’s rank is limited in a search engine causing low or no visibility to consumers.

Overall, there are two types of ranking factors: On-page ranking factor and Off-page ranking factor.

For an On-page ranking, the title should be clear and crisp. Content should be relevant to what you wish to say to the reading audience, sharing of views, opinions and personal experiences are good factors for positive ranking. Proper navigation with quality linking spreads the link strength across the pages of your website. In content, a keyword needs to be placed appropriately and key parts of your content should be emphasised for reader’s convenience.

For an off-page ranking, the message delivered by the linking site is very important. Consider and associate with relevant sites and if caution is not followed it can result in penalty of your website. Anchoring text to your inbound link is very important and if you can utilise it to the maximum, your page rank will surely increase. Synonyms, paraphrases, and other methods could be used but avoid using anchor texts longer than 50-55 characters.