Search Engine Optimization (SEO) is the activity of optimizing web pages or whole sites in order to make them search engine friendly, thus getting higher positions in search results.
In 2015 also, marketers realized the value of SEO, aligning their content for customers’ needs and mobile optimization for better results. After all, 50% of mobile searches are conducted in the hope of finding local results, and 61% of those searches result in a purchase.
SEO is the process of driving traffic from the ‘organic’, and ‘paid’ sources to win the rat race of ranking on search engine result pages (SERPs). Though search engine rankings keep on changing from time to time (it’s normal), make sure that you have built your site in the right way and regularly posting quality content to drive a steady stream of traffic to your pages.
SEO techniques are classified into two broad categories:
• White Hat SEO - Techniques that search engines recommend as part of a good design.
• Black Hat SEO - Techniques that search engines do not approve and attempt to minimize the effect of. These techniques are also known as spamdexing.
White Hat SEO
• It ensures good quality of the web pages.
• It ensures availability of useful content on the web pages.
• It ensures that the content a search engine indexes, and subsequently ranks, is the same content a user will see.
• It conforms to the search engine's guidelines.
• It does not involve in any deception.
• It ensures that a web page content should have been created for the users and not just for the search engines.
BLACK Hat SEO
• Redirecting users to a page that was different from the page the search engine ranked.
• Mirror websites are hosting multiple websites - all with conceptually similar content but using different URLs.
• Making ranking improvements which are disapproved by the search engines and/or involve deception.
• Redirecting users from a page that is built for search engines to one that is more reliable to searchers
• Using hidden or invisible text or with the page background color, using a tiny font size or hiding them within the HTML code such as "no frame" sections.
• Repeating keywords in the meta tags, and using keywords that are unrelated to the website content. This is called meta tag stuffing
• Creating low-quality web pages that contain very little content but are instead stuffed with very similar keywords and phrases. These pages are called Gateway or Doorway Pages.
Make sure that no black hat technique is used for improvement of site. Search engines are Smart enough to identify all the above properties of site and ultimately you are not going to get anything
Contents involved in SEO
1) Social content
2) Videos impact
3) Mobile Optimization
4) Voice search
5) Content Aggregation
6) The Craze of Mobile Apps
7) Local SEO to Become Even More Important
1) Social Content
content from social media such as Facebook, Twitter and LinkedIn will gain more importance on the SERPs. Already 76% Marketers use Social Media to support and boost SEO. In 2016, marketers will do everything possible to make their Facebook posts or tweets rank higher on the SERPs.
We predict that more social media content will be indexed on Google and The other popular search engines such as Bing and Yahoo. So, be prepared to find, collect and use your valuable social content for optimizing your page for maximum visibility. For brand names, social media profiles are amongst the top results in search listings. For instance, if you search “Design hill” on Google, the company’s Facebook page, Twitter profile and the LinkedIn page appear as the top listings
2) Videos
Videos has a great impact on audience and entertained by them. you can improve the ranking of your page on the SERPs. A report by Marketing Land states that videos make for 62% of all Google searches universally. Moreover, Google has started giving attention to blended results/searches. So, why not grab this opportunity to appear on the first page of search results by including an engaging video in your content. Videos get 50 times better organic page ranks in Google compare to plain, static text results.
Many marketers chose to drive their modern marketing engine with the fuel of Video SEO in 2015. And we predict that more marketers and businesses will embrace the trend of videos in the coming year too.
3) Mobile Optimization
Now-a-days people use all sorts of devices such as tablets, smartphones, laptops, phone watches to browse web. Keeping this in mind, plenty of brands went mobile-friendly in 2015. Mobile optimization will become the norm, rather than exception. Mobile searches are increased 43% for every year. As more and more people use mobile to surf the Internet, Google decided to make it easier to find relevant, mobile-optimized websites. So, it now uses mobile-friendliness as a factor in ranking search results.
• 70% of mobile searches lead online action within an hour
• 95% of smart phone users have searched for local info
• 8 out of 10 consumers use smart phones to shop\
• More than 1.2 billion people access the web through their mobile devices.
make sure that mobile optimization finds a prominent place in your SEO strategies for the upcoming year to stay ahead of your competitors. Make sure that everything on your site, from colors to fonts and from content to logo design, is mobile optimised
4) Voice Search
Now-a-days people prefer to search with their voice because its more convenient and safer, especially when someone is driving multi-tasking. It is becoming a huge part of mobile usage as it has taken away the pain of typing keywords to run a search query. Almost all mobile devices have a voice search functions. The popularity of voice searches has been spurred by Microsoft, Google, and Apple launching their own versions of advanced voice-responsive assistants
However, make sure that your content is easily searchable through voice searches by using long-tail keywords, which are more likely to be spoken than conventional keywords. Even ‘Domino’s Pizza’ has a voice-ordering feature. For teens, doing a voice search while watching TV is 59% and while with friends is 57%. Whereas for adults, voice searching is done the most while watching TV is 36% and with friends is 24% and while cooking 23%
5) Content Aggregation
According to audience view, knowledge Graph, wiki, local, maps, social media, news, images and videos make for 85% of Google search results. These indicates that now people look for sources that provide all relevant information for a particular subject or topic that at one place. Content aggregation is a practical way of finding, collating, amassing, consolidating, presenting, sharing, and displaying content around pre-specified set of criteria to appeal target audience. If you too are planning to do so, make sure that you collect and acurate content from different, high-authority sources and display it at one place for your users to see to build your authority.
6) The Craze of Mobile Apps
According to Tech Crunch, mobile apps account for 52% of time spent on online digital media. Another report available on the Internet reveals that users spend 89 % of time is using in mobile apps. This is the reason for more and more businesses planning to explore the advantage of mobile apps.
use of mobile for web search is on an all-time rise and apps just make the work easier. Just in few more years mobile apps are sure to overpower desktop and mobile websites. Feature your brand prominently in the app name and make sure you have proper links to apps for better search rankings Also, you must ensure that app optimization tops your list of SEO optimization. There are several brands that are benefiting from prominent mobile app visibility in Google’s organic search results.
7) Local SEO to Become Even More Important
This trend is only going stronger over the years. As a marketer, you have to let Google know where you are located and what you are offering so that your chances of showing up on pages, especially in front of the relevant audience, increase. It is must to have your local pages which will include the name of your business, address etc. with Google, Yahoo and Bing.
Since Google came out with its “Pigeon” update, local SEO has gained significant prominence forcing businesses and marketers to focus on a local tangent.
• More than 60% consumers have used local information in ads
• 50% of mobile searches are conducted in hope of finding local results.
• Local searches lead 50% of mobile visitors to stores within a day
Listing in the Local pages can increase consumer interest with business and ranking.
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