SEO 101 from the best Digital Marketing company in Bangalore
As the leading SEO service provider in Bangalore, we decided to provide you with some basic information about how SEO works. We hope you find it useful.
SEO stands for “search engine optimization”. It’s a practice of constantly improving your website to make it more appealing to search engines in exchange for a high “rank” in their search result pages (SERPs). The results pages of search engines have 2 categories: natural listings and paid listings.
The natural listings are the websites displayed in the middle of the page (sometimes below the top paid listings, which appear for popular keywords) and the paid listings, often known as “Sponsored Ads” or PPC ads, are on the right-hand side of the screen. Have a look at the image of Google search results pages attached to see the difference.
The whole point of SEO is to rank your website as high as possible (preferably #1) for whatever search phrase (keywords) you’re after. Obviously, if you are ranked 5th on page 20, then you will hardly get any traffic. It’s best to hire a SEO company to get you to page 1.
There are no rock-hard rules in SEO and no one knows exactly what it takes to rank high in search engines. However, over the years of tedious testing and experimenting, Internet marketers and SEO companies came up with various factors that search engines use to determine your website’s position in their index.
These ranking factors can be divided into 2 types: on-page SEO and off-page SEO. Now let’s discuss them in more detail.
On-page SEO is the quick and easy part. The reason I say that, is because it’s all about implementing changes ON your website and making it search engine friendly. When it comes to on-page SEO, it’s all in your hands, so as long as you correctly set up your titles, descriptions, keywords, images and URLs, then you’re pretty much ready to go.
However, since this is very simple to do, most SEO companies in Bangalore do it right and as a result search engines had to come up with other factors to determine the “quality/relevancy” of your website and filter search results more effectively. That’s how off-page SEO was born.
Check out this article to find out more about on-page SEO factors.
Often known as “link building”, off-page SEO is what really matters for ranking your website. Think of it as a voting system between websites on the Internet. If “John” puts a link on his site pointing to “Bob’s” site, then he’s essentially giving a “vote” to Bob.
There are 2 ways of linking to another site – you can either do it using a direct URL (web address) or you can use something known as an “anchor text”, which is basically a highlighted line of text with a link in it.
While naked URLs (https://www.zepper.in/) are useful for off-page SEO, a better way to tell search engines what the site is about is by using anchor text to describe it. So for example:
“Check out Nike, they have great training shoes”.
As you can see, “training shoes” is an anchor text with a link pointing to Nike. So what I’m doing here is giving my “vote” to Nike and telling search engines that Nike’s website is about training shoes.
Now Nike has one “backlink” from my website with an anchor text “training shoes”.
And that’s exactly how search engines use the anchor-text to understand what the page/website is about and what keywords it should be ranked for.
Therefore, when you’re building backlinks to your website, you have to select relevant anchor text for whatever page you’re targeting, so hopefully, when you have enough backlinks and generally a good link profile, you’ll rank for whatever keyword you’re after.
Of course, this is a very simplified explanation of how it works, but what’s important to understand, is the fact that Google and other search engines heavily rely on anchor-text backlinks to evaluate websites and better understand their content. In general, that’s what off-page SEO is all about – getting loads of relevant anchor-text links from as many different websites as possible (be careful not to over-optimize your website by using the same anchor-text all the time).
Keep in mind, that anchor-text backlinks pointing to your website are essentially the keywords that you want to get ranked for. That means that you should do in-depth keyword research and identify the search phrases, which have commercial value. You want to find the keywords that have decent monthly search volume but are not too competitive, so you can get to #1 fairly easy. And that brings us to the final part of SEO 101…
SEO is a very competitive field, so when you’re just starting out or even if you have a bit of experience, it’s still advisable to stay away from crazy keywords that have millions of competing websites. Some examples would be – make money online, lose weight, car insurance, etc. I’m not saying it’s impossible to get ranked for those terms, but it will take you literally years to get there and it won’t be cheap either… As your SEO company, it’s our job to find you relevant keywords that are cheap and easy to rank.
A smarter way to do SEO is to go after so called “long-tail” keywords. For example, instead of targeting “make money online”, you could go after something like “how to make money online with Google”. I bet that’s still a pretty competitive keyword, but you get the idea.
Basically, you want to target keywords that have 3-4 or more words in them, which usually means less competition and generally better conversions as well. However, they obviously have less volume, than shorter keywords, but once you get ranked for a few long-tail keywords, then the traffic adds up to good numbers.
Of course, you also have to realize that just because you chose to go after long-tails, it doesn’t necessarily mean that the competition will be easy. You still have to check how many exact match results your keyword returns (search the keyword in “quotes” in Google), what’s the PR/age/size of top 10 websites, their on-page SEO and the strength of their link profiles, etc.
Overall, SEO is just a numbers game. You build lots of backlinks, you get ranked, you make a profit, then you re-invest the profits into your website to get ranked for more keywords to make more money and the list goes on. Again, as your SEO company, we will find the easy keywords for you.
Smart Link Building
Gone are the days when you could send thousands of backlinks with the same anchor-text to your homepage and get ranked #1 for fairly competitive keywords within a week or two. Nowadays, it’s crucial to do deep-linking, which means building backlinks to your inner pages, not just the homepage.
For example, if your website is about cars, then you could have a category for BMW, Audi, Mercedes-Benz, etc. Deep-linking to those individual pages will not only provide better user experience to your visitors but also help you to maintain a more natural link profile and keep Google happy.
As a general rule of thumb, the links pointing to your homepage should accumulate to about 40-60%, and with the rest of the links pointing to the inner pages of your website. Basically, all you want to do is create a natural-looking link profile, so when Google comes around they won’t see 10000 links pointing to the homepage and 20 links to inner pages. Obviously, sooner or later this will have a negative effect on your site, so to stay “safe” keep your links balanced to around 60/40 (homepage/inner pages). Many SEO companies in Bangalore aren’t aware of this and they can get your website penalized.
EMDs (Exact Match Domains) and New Websites
It’s a very popular SEO tactic nowadays to buy an EMD for your keyword and try to get the homepage ranked for the main term. For example, if your keyword is “how to lose weight”, then you would try to get a domain “howtoloseweight.com” or “.net” or “.org”. You may have to add some suffixes or prefixes if the exact domain is not available.
Well, there’s a reason why this method is popular, and that’s because it works! However, the guys who choose to go for this method are usually those who get in trouble with Google. I’m talking about slaps, Google dances, penalties and in the worst cases, complete de-indexation.
Something to keep in mind for new website owners is that the sites, which are less than 3-6 months old, are more likely to experience “Google dance” during link building, rather than established 2-3 years old websites. It’s absolutely normal and every website goes through that stage.
As you keep building more and more links, Google will be readjusting your rank in SERPs, occasionally giving high positions, but they won’t necessarily be stable. After a few weeks/months, your rankings will become more settled (assuming you’ve done solid link building and haven’t over-optimized). The same thing applies to older sites, but they tend to “bounce” less.
Some guys like to create so called “buffer sites”, which are usually web 2.0 sites, such as Squidoo or Hubpages, and they use them to “filter links” through them, instead of pointing loads of backlinks directly at the money-page (main website). This is especially useful if you’re planning to do mass link building using automated tools.
How To Avoid Google Over-Optimization Penalties
After Google Penguin, the topic of over-optimization has become especially popular on SEO forums. The penalties and slaps for aggressive optimization usually happen when you blatantly build links only to your homepage, they all have the same anchor text and your whole website is focused around one keyword, which is also in your URL as well. This obviously raises a red flag in the eyes of Google and it results in loss of rankings, in the worst case, a de-indexation of the site.
So what’s the solution? Simply mix up your link building – vary the anchor text, deep-link to your inner pages and get links from different sources.
It sounds easy, but not many people follow this advice. Don’t go too crazy with building links to your homepage – send some to the inner pages, where you could target other long-tail keywords. You could even throw in some “click here” and “visit this website” anchor-text links for a good mix as well. This will keep your link profile natural and provide a long life for your website.
The State of SEO After Google Penguin Updates
Many SEOs are still confused about the latest Google Penguin updates and how you are supposed to do link building in the future. The Penguin update has probably been one of the most effective so far in terms of eliminating “over-optimized” websites, but strangely enough, some genuine sites with very little SEO and simple anchor-text optimization have been negatively affected as well.
That’s the reason why lots of guys are lost now and wondering what to do next. Well, hopefully, this post will give you a good idea on how to go forward from here on and help you recover your sites or finally reach the top spots for the keywords you’re struggling.
The Goal of Google Penguin
The main purpose of Penguin update was to penalize the sites, which had more than 50% of their links targeting the same exact anchor text. For example, if you have a website “niceshoes.com” and 80% of the links coming to your site had anchor text “nice shoes”, then it’s very likely that you were affected by this update and lost your rankings.
However, it’s also important to mention that NOT all sites with unnatural link profiles have been hit by Google Penguin update. I’m sure many of you guys have websites with crazy-optimized anchor texts and yet those sites weren’t affected at all. This simply goes to show that the big G’s algorithms are still ineffective at detecting how good/bad your link profile is.
So what’s the lesson to be learned here? Diversify your anchor texts. Getting links from many different sources is only half of the story, but you should also use different anchor texts similar to your main keyword when building backlinks, which will help to make your link profile “more natural”.
That also answers the question of how to recover from Penguin update. It’s simple, keep building backlinks from as many sources as possible and mix-up your anchor text. With a bit of time and diversity of links, your site will come back. Adding some fresh content to the site will be useful too. As we learned from Panda updates of 2011, Google doesn’t like “thin sites”, so the more content the better.
Another thing that Google tried to achieve with their Penguin updates is lower the “power” of non-relevant links coming to your site. So carrying on with the above example of “niceshoes.com”, links from sites about cars or mobile phones “should” give you less juice, but in practice, everything still works pretty much the same way it has for the past 4-5 years.
We believe this is still in VERY early stages of development and it will take Google quite a while before they start to understand better how to filter non-topical links (if this will ever happen). Besides, there are plenty of “general” websites, which have categories and assuming your link comes from a relevant category, then it’s supposed to be topical? Therefore, don’t get too stuck on “relevancy” and instead concentrate on diversity and volume of your links.
Overall, as you can see, nothing groundbreaking has happened after Penguin. We should’ve known that sooner or later some measure against anchor text over-optimization was going to come from Google. In a conclusion, I would like to say that the diversity is the key factor in your link building efforts – vary your link sources, mix up your keywords and the keep the links coming at steady/natural pace. And remember, SEO is a long-term game.
How SEO Can Help Your Business Grow
Search engine optimization, better known as SEO, is a sure-fire way of increasing your website’s online visibility and, in turn, gaining more customers. Businesses in Adelaide without a website should consider having one, and those already with websites should implement effective search engine optimization to ensure that the target audience is reached and converted into customers.
In achieving this, Adelaide SEO provides various services that are proven to generate more website traffic, increase client numbers and improve the ROI (return on investment).
Benefits of SEO
Increase in Online Visibility and Customer Database
No business is too small. By optimizing your website and its content, it will not only give you a competitive edge in search engine rankings, but it will also generate more traffic and boost your website’s customer database. Remember, the more visitors a website has, the higher its potential profit becomes.
Reach the Targeted Market
Apart from just getting more traffic, finding the right website visitors is also a must for business growth.
Every day, thousands and millions of people use the internet to search for products and services, but for a business to really reach and get the right people to visit its website, it requires an effective organic, traffic-generating strategy.
What does finding the right audience mean for a business? It is simple. The answer is higher conversion rates and an increase in profits. When a user finds a website relevant to the products and services he/she is looking for, there is a higher chance to convert that visitor into a paying customer, which, in turn, results in earning higher profits.
When a website shows up in higher rankings of search engine results, it means the products and services of that website is relevant to what a user is searching for, and therefore it is recommended to visit the website. Only a well-implemented search engine optimization plan can help consistently gain more users and customers over long periods of time.
Get Ahead of the Competition
With the numerous brands and websites popping out every day under different niches, it is hard to tell how you can compete well if you do not have a solid SEO plan.
Finding the right audience, designing a user-friendly website and providing valuable content are only a few of the tricks that could help a website be on top of the competition. With the right SEO efforts, a website can either outdo the competitors or maintain its lead from the rest.
Cost-Effective Than PPC Advertising
Instead of spending for pay per click campaigns to advertise your site and gain potential customers, implementing SEO is a more cost-effective method that gives you longer-lasting results. There is no need to spend huge amounts of money for a limited-time exposure. Just have a site with useful, well-optimised content and watch the traffic grow consistently.
Regardless of niche and industry, Adelaide SEO can help turn a website into a stable profit-earning and well-branded business through search engine optimization services that focus on quality results.
To learn more about SEO or to find out the right services that will fit your business, talk to us. After all, we are the best Digital Marketing company in Bangalore.