Search engine optimisation is the process of altering a site to rank near to the top of search engine result pages for some targeted phrases. However SEO is continuously evolving and things that used to work a few years earlier,are now no longer considered the right way to optimise a site. You have to remember Google has been continuously updating search algorithms and has also introduced new systems such as Rank Brain to provide the most optimum results for their users.
Since the algorithms are a trade secret,professionals in the SEO industry are forced to conduct their own tests in order to determine the factors that truly determine the rankings of webpages in the search engine result pages. All the knowledge about SEO comes from hardworking professionals by carefully going through patents filed by Google as well as by carefully conducting tests in order to determine what works.
The field of SEO can be broadly divided into on page optimisation and off page optimisation.
On Page Optimisation
This part broadly covers all the aspects of a website that are under the control of the website owner. For instance,presence of right Meta Data,Structured Data,high-quality content,use of LSI keywords,page loading speed,technical aspects of SEO such as allowing crawlers proper access to all the webpages form the core of on page optimisation.
There are many tools available online that can help a site owner ensure proper optimisation of all the webpages on a website as per the guidelines issued by major search engines including Google and Bing among others.
Off Page Optimisation
This category primarily covers links from other websites. While search engine optimisation has evolved a lot over the years,links from other websites remain a primary factor in the determination of the ranking of a web page.
One of the best ways to attract high quality links is to create authoritative and useful content every week. Such content naturally gets high-quality incoming links. Another way to attract high quality links is to run a blogger outreach campaign in order to get links from other authority websites by publishing high-quality content on those websites.
SEO Tips for 2019
One of the biggest changes expected in 2019 and in the future,is the rise of voice search. Many people use search engines such as Google on their mobile devices and the primary mode of search is voice search. Therefore,it is vital to optimise your website for voice search by answering questions that are likely to be asked by users.
Google has recently said that it is switching to mobile first index. In simple terms, this means that the mobile version of your website will be considered the primary version by Google for crawling,indexing and ranking purposes. So,make sure your site is well optimised for users using mobile devices,like smartphones,as well as those using desktop PCs,if you want to stay at the top of search results.
Overall,search engine optimisation will keep evolving as algorithmic updates become more frequent. The best way to optimise your website is to make sure that your users are well served and entertained / informed. Keep posting high-quality content on your website and pay special attention to the user experience to get to the top of the rankings.
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