Search engine optimisation is the process of optimising a site to rank near to the top of search engine result pages for some targeted phrases. However SEO is continuously changing and things that used to work a few years earlier,are now no longer considered the correct way to optimise a site. In fact, Google has been continuously updating search rules and has also introduced new technologies such as Rank Brain to provide the most optimum results for their users.
Since the rules are a trade secret,professionals in the SEO industry are forced to conduct their own tests in order to determine the factors that truly help the rankings of web sites in the search engine result pages. All the knowledge about SEO is derived by hardworking professionals by carefully going through patents filed by Google as well as by carefully carrying out 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 webmaster. For instance,presence of correct 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 basis 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 sites. 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 publish authoritative and useful content every week. Such content naturally gets high-quality incoming links. Another way to attract high quality links is to create links on other relevant websites that link back.
SEO Tips for 2019
One of the most important 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 announced 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 changing as rule 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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