Search Engine Optimization (SEO) is the process of improving a website so that it appears higher in search engine results like Google, Bing, and Yahoo. In today’s digital world, SEO plays an important role in increasing website visibility, attracting organic (free) traffic, and improving user experience. These Introduction to SEO Class 12 Notes are prepared according to the latest HSC / MSBSHSE syllabus.
Introduction to SEO Class 12 Notes
Introduction
SEO stands for Search Engine Optimisation. SEO is about optimising web pages so they appear in search engines. Most website traffic comes from organic searches, and it is only possible when you present your website in a search engine. The most popular search engines are Google Search, Bing Search and Yahoo Search.
What is a search engine?
A search engine is an online program or software that helps users to search for information on the World Wide Web. Examples of search engines include Google, Yahoo and Bing.
Types of SEO
There are two types of optimisation.
- On-Page SEO: When you focus on your own website, like good content, good keywords, putting keywords in the correct places, giving appropriate titles to every page, etc.
- Off-Page SEO: It focuses on activities outside your website that build authority. It includes link building, increasing link popularity by submitting open directories, search engines, link exchange, etc.
Techniques of SEO
These are classified into two broad categories:
- White Hat SEO: When you follow the search engine rules to rank the website, like quality content, proper keyword use and user-friendly design.
- Black Hat SEO: When you do unethical SEO practices that violate search engine rules, like keyword stuffing, hidden links or spammy backlinks.
Refer the following strategies and differences in short about Black Hat and White Hat techniques–
Optimizing Website
Some of the ways to optimize the webpage for SEO
1. SEO : Page structure optimization
- Html programs should start with <!doctype html>.
- If it is singular tag eg <img> it should be self enclosed like this <img />
- Order of tags should be proper. Most of the time recently opened tag will be closed first.
- It is recommended to use
- <TITLE> : The website title should be up to 60 characters (spaces included).
- Meta-description Tag: The website meta description should be between 70 and 160 characters (spaces included).
- Heading Tags: The page should include proper heading tags from wherever <h1> to <h6> wherever required.
- Image Tags with ALT Attribute: Whenever using an image on a website, use the alt attribute to give information about the image.
Example,
<!doctype html>
<html>
<head>
<title> Meta tag and Image tag</title>
<meta name = "description" content ="statue of liberty">
<meta name = "keywords" content ="alt, optimization of image">
<meta name = "image" content ="statue of liberty">
</head>
<body>
<h1> Let us understand Meta and Image for optimization </h1>
<p>
<img src ="statue of liberty.jpg"alt="Statue of liberty image"/>
</p>
</body>
</html>2. SEO Keywords
SEO keywords are the important words or phrases which tell what a webpage is about. Good keywords make your site easier to find, while in paid marketing (SEM) you can even buy certain keywords to show your site at the top. Tools like Google Keyword Planner help compare and select the best keywords.
3. SEO Social Bookmarking
Bookmarking is a method of saving and sharing website links online. The bookmarking is very useful in off-page optimisation because it creates external links (backlinks) that improve a website’s ranking in search engines. Popular bookmarking services make it easy to quickly generate high-quality backlinks, which boost visibility and traffic.
4. SEO-Social Media Optimization (SMO)
It deals with enhancing the website’s ranking, using interactive communities like facebook, twitter, blogs, forums and so on. When these communities have links to the created website it builds familiarity and trust about the website.
5. SEO-Backlinks
Backlinks are links on one website that, when clicked, take the user to another site. Backlinks are especially valuable for SEO because they contribute to the overall strength and value of the content.
6. Other factors for SEO
- Speed of the website: The page load time should be less. Search engines prefer fast sites.
- Mobile friendly: The site should work well on smartphones and tablets.
- Creating Robots.txt: A small text file that tells search engines which pages they can or cannot crawl.
SEO Audit
An SEO Audit helps to find out what could be done to improve ranking on search engines, so that consumers could find the website with greater ease. It analyses the websites health.
SEOptimer is a free SEO Audit Tool that will perform a detailed SEO Analysis. It provides clear and actionable recommendations that can be taken to improve your online presence.
Audit Results of SEOPtimizer will have following details
- Overall Ranking of the site
- Recommendations for improvements
- Search Engine Optimization
- Usability of the website
- Performance of website
- Social links
- Connected social accounts
- Security parameters
- SSL Enabled
- HTTPS Redirect
- Email Privacy
- Header content recommendations
- Title and Meta description
- Body Content
- Header Tags
- Body content recommendations
- Keyword Consistency
- Amount of content in the pages
- Links
- Number of backlinks
- Broken links
- Friendly links
- On page links
- Technology list which is used in the website
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