On-page Search Engine Optimization

On-Page SEO 

Google Crawling

Google crawling is the process of following the path of a site. It will scan the websites by following links from one webpage to another. This is done by Google web crawlers or web robots. Spidering is the another name for crawling.

 Google crawling is starts from the URL of that page and it goes through the path of that site.

Page Optimization

A page should have two sections, head section and body section. For analyzing the identity of a page Google use the tittle tag with in the head section. Meta tag is mainly used to check whether the heading and contents are matching.

Head Section

In head section we will stick on  the information's like seo tittle and meta description. The most important part of  head section is seo tittle. Seo tittle is mainly shown in two ways. one is when we load that site or page  and other is when Google list this page in its search result. When Google list our page in its search results, it will shown the seo tittle and information's in meta tag.

This portion is called snippet. 

Seo tittle should have some important properties  and they are,

•  should include focusing keyword
•  should not have any spelling mistakes and grammatical errors
•  should be impressive and meaningful
•  it should be unique. 

Seo tittle may contain up to 55-60 characters and 5-12 pixel width. This is because Google search box will allow only 71 characters. When we use characters which have high width we can use  up-to 60 characters.  

The next part is meta description. Meta tag is mainly used to describe the identity of a page or a post. When we are optimizing a page,  in meta description content we can use 155 - 160 characters. Whereas in post optimization it should with in 154 - 160 characters. This is because in post there is a chance of displaying the publishing date. The contents in the meta description must be unique and it will be in a brief form of that description. Meta description must be free from grammatical errors, spelling mistakes and should be unique. Presence of focusing keyword at once in meta description in a meaning full way is good for crawling.

 An example of meta description tag,

<meta name="description"  content="   "/>  We can add the description in the space in between the " ".

<meta name="robots"  content="noodp"/>this is default meta tag, it commands the Google to crawl that page.
if we doesn't want to crawl a page we can use this tag  <meta name ="robots" content="nofollow"/>. 

If we are not given the seo tittle in head section then  Google shows h1 in its snippet. If h1 is not there then h2 is displayed. If the seo tittle didn't match the description then rank of that page becomes low. If a page doesn't have any meta description tag Google will choose some content portion of that page and display it in snippet. 

Body Section

Body section is mainly contains the information's like headings, images, contents, links of that page. In body section the main heading h1 is very important because the user first focus on this heading.
 h1 should be

• meaningful
• free from spelling mistakes and grammatical errors
• match with the contents
• short

We should use one h1 for one page otherwise Google bolls get confused about the identity of the page and sent it to the sandbox. We can also use subheadings like h1, h2, h3 etc.. Too much subheadings are not good for crawling. 

Image Optimization

Google crawler  will analyze an image depending on 3 factors

• Alt tag
• File name of that image
• Contents in publishing page which around the image 

We can add this Alt tag in two ways. First one is adding the tag in HTML page, and other one is adding Alt name in image properties. 

Content Optimization

While doing content optimization, we should arrange the contents in a way which helps the user. Keyword density is a term related to content optimization, but Google doesn't consider this while listing a page. If we use one focusing keyword with in 100 words the keyword density for that page is 1%. When we optimizing a content, we should always check whether the focusing keyword is included. It gives more credibility for that page. The interactive portion in descriptive content of a page is anchor tag added words. This words are more visible and interactive, and they helps the crawler to work fast. When adding anchor text we should ensure that it is not same as focusing keyword. In descriptive content the presence of focusing keyword in-front of any . Or , is beneficial for listing. The presence of focusing keyword in first sentence will give more clarity about the identity of the page, and it is beneficial when Google will listing that page.  Simple and small sentences can gain high reading ease score and this is good for achieving high rank.

Authorship optimization is done by using Google+. If a page have large authors to publish then the credibility of that page becomes high. Likewise if we have an authorship to edit large number of blogs, then our editorial power becomes high.

Silpa Sreenivasan

History and Evolution of Search Engine Optimization

Basics Of SEO

Search engine optimization is the process of increasing the number of visitors to a  website by ensuring that the site appears highest on the list of results returned by a search engine. This is doing  on the basis of search engine operations, and they are crawling, catching and indexing. Crawling operation will analyze the data in websites. Then it take a snapshot of that page and save it to the database. which is related to the content embedded in that website. Indexing operation will index the webpages to the user. 

Evolution Of Search Engine

The evolution of search engine will starts from niche specification search engine. This type of specification select the webpage which have highest number of focusing keyword occurrences, then indexing it to user. Search engine optimization have two type of practices, they are white hat practice and black hat practice. White hat is an ethical practice and black hat is non ethical. Keyword stuffing is one of the black hat practice. Keyword stuffing means stuff the focusing keyword in publishing pages. Keyword stuffing are of various types. First type is the process of adding the focusing keyword in publishing page and make its color same as background color of that page. Second one is adding the keyword in site and making its size to 1 pixel. Third stuffing is adding the keyword in content of publishing page. Usage of meta-tag is another stuffing method but nowadays Google is not recognize this tag. Keyword stuffing is the drawback of niche specification due to this Google introduces another search engine called link specific search engine. Link specific search engine give high  rank to the webpage which has highest number of links from other websites. Then people start achieving links from link sellers and other sites to get higher ranks, so the quality of  information become decreased. Because of this reason Google find next search engine called quality link specific search engine. It will introduce a concept named page rank. This search engine rank the site which has highest page rank. Page rank of a website determined by analyzing some factors like subscriptions on page, age of page, no of visitors, trust value etc... Examples of sites which have highest page rank is twitter and us government site. Quality link specific search engine rank the webpage which have quality links from other sites who have high page rank. If a webpage has less number of quality links from other sites and the site its self-provide large number of  links to other sites then the equity of that page is shared and automatically its page rank will be decreased. This condition is called passing the juice external links. During the passing the juice condition, if the links provided by a site is compulsory we can change our anchor tag to </a href=''www.example.com" rel="nofollow">Example</a>.

Google Updations

When Google grow up  it will add some advertising programs. One is  Google ad-words, it was a pay per click program. Google ad-words will provide ads for the customer sites in the search results. For this service Google can earn amount of money from the site which want the ad, this system is called cost per click value. If we have a blog or site which has large number of visitors then Google automatically give ads to our site, and also give some amount of money to the owner of this site. This service of Google is named as Google ad-sense. For using  this service first we want to logon to  Google ad-sense site and make a request, Google will respond with a java-script result. Then we want to paste this code to our site where we want the ad.
 In 2009 Google is upgraded and start analyzing the user responses, then it starts data centers for catching this responses. This responses are of several types direct traffic, referential traffic, social media traffic and organic traffic. According to the response from users Google make changes in rank of websites. Which means if the user's response for a site is good then Google give higher rank to that site otherwise it will decrease the rank of that site. This operation of Google is termed as Pogo sticking. 

In 2010 Google introduce the concept of social media signals or authorities. Through this concept Google start ranking the sites based on its social media interactions, that is it give high rank for the site which have large number of  social media interactions. This  rank of the page will depend upon the credibility of the person who makes the this interactions. After some years Google make some updations to  maintain the quality. First of them is Google panda updation or farmer updation which restrict content spamming. Content spamming has several types .First one is content duplication or content plagiarism, it is the process of coping the content from other sites and its publication. Second type is the usage of low quality contents. Publishing tinny pages is an another type of spamming. Keyword stuffing and content spinning are the other types of content spamming. In 2014 Google make panda 4 updation, it will remove all the sites which copy the contents from other sites. For this operation Google ad panda filter permanently. Seo works are mainly two types on-page and off-page. On-page seo is doing the activities on our website and off-page seo is doing the activities outside the site to improve its credibility . Next updation is penguin updation which restrict link spamming. Link spamming are in various types and they are link exchange, link selling, link farming, wiki spamming. Link exchange is a type of spamming that comes from exchanging links through websites. Link farming is the process of achieving links from some applications or software’s. Wiki spamming is other type of link spamming, it is the process of achieving the links by editing the Wikipedia pages.
Now a days Wikipedia sites control this type of spamming by allowing the person who are doing large number of edits to add or take links. Links achieved from low quality directories and comment spamming are the other types of link spamming. Comment spamming means adding the links with comments which are posted on different sites. In the year 2011-2012 Google add some other updations. One is guest blogging, it is a type of link spamming. Pirate updation is the next one, this updation restrict the activities like coping the contents, images, videos, digital documents etc. For this Google add an act called DMCA-digital millennium copyright act. We can complaint against this type of activities by using this act. After getting a DMCA complaint Google will check the copyright violation and then it will remove the pages which are violate the copyright of original one. Next updation is pigeon updation, it is related to local SEO. Local seo means if the user is searching for a local requirement Google automatically give the information sites which are locally related to that requirement.

 Humming bird updation is other updation. This updation introduce the concept of semantic search result and knowledge graph. Knowledge graph is the information shown to the user in search result, and this information’s are widely accepted by a large number of people. In 2015 Google publish an advanced version of humming bird updation called rank brain updation. In this updation Google start analyzing the search fashion of users and according to that it start giving appropriate result. Next updation is came in 2016 may 12 named as mobile friendly updation. Through this updation mobile friendly sites are came and then Google give high ranks to this type of sites. Mobile friendly property of a site is called responsive designing or developing. Google also use rest of the factors for ranking the websites other than mobile friendly property.

Silpa