Search Engine Optimization (SEO) Explained

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Jasleen Kaur
Manager, India

Search Engine Optimization (SEO) Explained

DEFINITIONS OF SEO
Search Engine Optimization (SEO) is an important arm of E-commerce. It can be defined as the process of increasing a website's ranking through unpaid measures like building up relevant keywords. This process is focused on free and organic traffic. The industry is worth $65 billion as of May 11th, 2016 (Source: SearchEngineLand). A more official definition of SEO is given by Rand Fishkin: "the practice of increasing the quantity and quality of the traffic that you earn through the organic results in search engines."

DIFFERENCES BETWEEN SEARCH ENGINES
For Yahoo! And Bing, on-page keyword factors are of primary importance, while for Google links are relatively more important. Furthermore, sites and domains are like wine (the older, the better) for Google; while Yahoo! generally has no expressed preference towards sites and domains with tradition (i.e. older ones). Thus you might need more time till your site gets mature to be admitted to the top in Google, than in Yahoo!.

KEY SERP COMPONENTS
Whenever you ask Google any question, the page that returns with the answers is SERP (Search Engine Results Page)
SERP has three important elements: SERP URL, SERP Title and SERP Description
  1. SERP URL: This is the web address where the page stays on the web. Search engines give importance to it because the URLs shown in SERP may contain the phrases that you have searched for.
  2. SERP Page Title: These are the titles, typically blue in color. This is highly a function of copy-writing.
  3. SERP Description: This is 2-3 short description lines that are displayed below the title. If the searcher finds the title matching with what he is looking for, he will continue to explore the description to be sure that this is the page he is looking for.
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