Search Engine Optimization (SEO) is the process of optimizing content in a way that the website ranks higher in the organic or unpaid section of a search engine. Purpose of SEO is to enhance the quality of the traffic, quantity of the traffic and ranking better in organic searches.
Search engines employ crawlers to gather information available on the web; this information is then indexed. Algorithms match those indexed pages to query strings, and the highest-ranking page is displayed on the top of the list.
Some of the factors accounted for ranking a page, are: domain-level link authority features, page-level link features, page-level KW and content features, page-level keyword-agnostic features, domain-level brand features, user, usage, and traffic or query data, social metrics, domain-level keyword usage and domain-level keyword agnostic features.
Though paid advertising can fetch traffic to a website, SEO has 20X more traffic opportunity than PPC, both on desktop and mobile. Of all US searches, only 2.8% click on paid ads. Once done right, SEO can generate traffic for more extended periods, while paid advertisement requires regular expenditure.
Two kinds of SEO practices are currently being followed, White Hat SEO and Black Hat SEO.
White Hat SEO is a combination of techniques which comply with the search engine rules and regulations, while on the other hand, Black Hat SEO techniques try to exploit and fool search engines to get better ranks. Black Hat SEO websites usually get penalized and de-indexed from the search results.
Three different combinations of SEO techniques are categorized under the headings of On-page SEO, Off-page SEO and Content. On-page SEO is about optimizing the content on a page, as compared to links elsewhere on the internet in off-page SEO.
Search engines prefer original content for ranking, as compared to a copied one, and importance is given to keywords.
Tech companies and online educational platforms have launched an array of courses to teach SEO skills. These SEO courses train the students on the tools used for SEO, how to conduct SEO audit of a website, keyword research, back-link analysis, local SEO, SEM and many other concepts. These courses come in different shapes, ranging from multipage pdf guides and video tutorials to instructor-led online courses. Some of these courses, mostly specializations consisting of several individual courses, charge a hefty fee, while a bunch of the SEO courses are free. Live projects, video content, quizzes and final exams are the features of these courses.
Search engines also release guidelines for the most effective optimization, which happen to be the best source of learning this skill. They also conduct online courses to impart in-depth knowledge of search engine working. Search engine optimization criteria keep evolving with each passing day, and these courses while helping newbies learn the technique on the one hand, also keep upgrading knowledge and skill set of the existing experts on the other hand.
Investing in SEO has become imperative for those businesses who have an online presence. SEO campaigns can bring such companies lucrative new opportunities while saving costs on expensive advertising.