SEO: Search Engine Optimization Redifined

SEO stands for Search engine optimization.

SEO is a process of delivering optimized content that helps websites to rank higher on multiple search engine results pages (SERPs). It is a systemic approach aimed at increasing the overall organic (free) traffic by expanding a website's visibility on search engines.

seo search engine optimisation

How Search Works

Search engines are designed to provide users with the most relevant information. To ensure data relevancy seach engines deploy web crawlers to gather information from across billions of pages and organise it in search index.

Every time a search query is entered the search engine processes the database (search index) to provide the most relevant results to the user. To return relevant seach results for a query , search engines deploys an multiple Intent algorithm to decipher the string of words (keywords) fundamentally to be looked up for.

How SEO Works

It's clear that search engines requires webpages to be crwaled before indexing. To display the most relevant search results search engines have to evaluates and interpret multiple queries simuntaneously. The relevancy of a search result is determined by search algorithm.

The algorithm are devloped to identify and consider various factors when ranking a page on SERPs (Search engine Results Pages) and these factors are core of seo staratergy. Thus optimizing web content in accordance to serach engine ranking factors ensures better visibility in search results.

Let's discuss in detail the anatomy of seo ranking factors.

On-Page SEO Ranking Factors

On-Page SEO is a web optimizing practice that tremendously impacts a website ability to rank higher on search engines.


URL Structure

The URL (Uniform Resource Locator) specifies the location of a resource and is called "web address". In SEO a well crafted URL with injected keywords weigh as a positive Ranking Factor.

Shorter URL's tends to ranks better than the longer ones. Short url hepls in creating website depth equality and deliver fast page loading by rendering out unnecessary redirects. Its best to settle this by an example:

  • Best-
  • Good-
  • Ok-
  • Bad-
  • Loser-

A URL is human as well as search engine readable resource that gives a good idea of what to expect on the webpage. I would reccomend to use lowercase letters to avoid duplicate page/content errors and hyphens to seperate words for better content readability.

Meta Canonical tags

Meta Canonical tag (canonical link or rel canonical) helps prevents identical and duplicate content issues by telling search engines that a particular url represents the absolute copy of a page. The canonical URL represents a page version that you wish to appear in search engine results pages.

Search engines uses the canonical tag to evaluate content and quality of the main source. The best practice is to integrate a canonical tag on every page. Ok, lets make it simple:

  • Every websites consolidates content duplicity through -
  • www-
  • non-www-
  • Both URL directs to a same page but for search engines one is the copy of other. To resolve this dispute we use canonicalization.

Search engines usually index a canonical page unless there is clear reasons to do so. But its more likely that a search engine will probably index mobile page (Google-AMP) on mobile devices, even if the desktop page is marked as canonical.

Meta Title Tag

Title tag specifies the title (headlines) of a website or web page. Its eventually the first thing a visitor will notice when performing a search. Meta title tag helps search engines make sense of a particular webpage with induced corelation to keyword usage.

Title tags are conclusively one of the most important on-page SEO ranking factors. placing keywords closer to the beggining of title tag generates better impact on page rankings.

To increase page visibility on SERPs the maximum character limit defined is under 60 characters. While there are no set rules, it's important for titles to display properly on search results.

Relative SEO Ranking factors that enables websites to perform better on search results are:

Meta description Tag

Meta Keywords Tag

H1 Tags


Image files alt tags

Page Load Speed

Mobile optimization

Webpage Intent Content

Freshness of Content

Off page seo

Link building

SEO: White hat vs Black hat

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