S.E.O. stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
Almost everyone on the internet uses Google, Bing and other search engines to search for anything they are looking for. This includes searching for information about products, businesses, and services.
Search engines such as Google have crawled and indexed the entire internet. On the basis of what people are searching for, it then decides which results are the most appropriate and the best. The search engine results that come on the top are definitely considered more relevant for a search query versus other results appearing lower. It uses a lot of factors including “domain authority” in determining ranking of a website in its results.
In case your website ranks higher in search results, you will get more traffic, which is almost free of cost. Since a lot of people search on Google, the traffic from a high searched keyword can generate a lot of business for you.
To rank higher in search results, it is important for Google (or any other search engine) to assign you a higher authority and consequently and higher rank. Search engines such as Google and Bing use complex algorithms to determine which pages to include in their search results and order of displaying these results i.e. which pages/website show-up higher in search results.
Search Engine Optimization (S.E.O) has two major components, On Page and Off Page SEO. In this post we’ll talk about latter i.e. Off-the-page S.E.O
Search engines (including Google) have been trying to find out for a very long time to return the best results to the searcher. They use a multitude of techniques to determine, which results are better versus others.
Off page SEO gives them a very good indication on how other people (other websites and users) perceive the particular website or link. At a very cursory level, more websites linking back to a particular webpage indicate that the page is valuable.
A web site that is high quality and useful is more likely to have references also called as back links from other websites. It is also more likely to have mentions on social media including Facebook likes/shares, tweets etc.
Let’s assume that your webpage is like a house. If more roads point toward your house, it means that this house is important. In the real world, more roads pointing towards a house means that the house belongs to a very important person. Similarly roads from high value houses, are important (and high value) roads. So if more high value roads point toward a particular house, it means the house is more valuable over a house where lower value roads are pointing to.
Off-the-page S.E.O. works in a very similar way. Houses are like webpapges, Roads are analogous back-links and high value roads, and houses are equivalent to high value backlinks and webpages.
Off-the-page S.E.O. is mostly about building high value backlinks from high value sites.