Introduction to SEO and its Importance in Digital Marketing - VRGyani News


Monday, June 15, 2020

Introduction to SEO and its Importance in Digital Marketing

What is Search Engine Optimization (SEO)?

SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.

SEO isn't just about building search engine-friendly websites. It's about making your site better for people too

SEO helps you to improve keywords ranking and website visibility in Search Engines like Google, Yahoo, Bing etc.

Image Source: Unsplash

What are Benefits of SEO or Search Engine Optimization?

SEO has become widely adopted as an online marketing strategy because of its effectiveness

Increased Traffic and Visitors
Increase ROI (Return of Investment)
Cost effectiveness and budget
Increased site usability
Increase Brand Awareness
Find new customers and assist growth
Explore new markets
Achieve better conversion rates
Build brand awareness through better rankings

Types of SEO based on Activity

On Page SEO (work on own website pages)
Off Page SEO (Submit information on other website)

Important Terms in Search Engine Optimization (SEO)

Googlebot (Google Crawler/spider/robot) –

"Crawler" is a generic term for any software program (such as a robot or spider) used to automatically discover and scan websites from one webpage to another. Google crawler is called Googlebot. It runs all time. It comes any time on websites.


Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index.

We use a huge set of computers to fetch (or "crawl") billions of pages on the web. The program that does the fetching is called Googlebot (also known as a robot, bot, or spider). Googlebot uses an algorithmic process: computer programs determine which sites to crawl, how often, and how many pages to fetch from each site.

Google's crawl process begins with a list of web page URLs, generated from previous crawl processes, and augmented with Sitemap data provided by webmasters. As Googlebot visits each of these websites it detects links on each page and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Google index.

Google doesn't accept payment to crawl a site more frequently, and we keep the search side of our business separate from our revenue-generating AdWords service.


Googlebot processes each of the pages it crawls in order to compile a massive index of all the words it sees and their location on each page. In addition, we process information included in key content tags and attributes, such as Title tags and ALT attributes. Googlebot can process many, but not all, content types. For example, we cannot process the content of some rich media files or dynamic pages.

Google Algorithm Updates:

Google Panda Update
Google Penguin Update
Google Mobile Friendly Update

1.What is The Google Panda Update?

Google’s Panda Update is a search filter introduced in February 2011 meant to stop sites with poor quality content from working their way into Google’s top search results. Panda is updated from time-to-time

2. What Is The Google Penguin Update?

Google launched the Penguin Update in April 2012 to better catch sites deemed to be spamming its search results, in particular those doing so by buying links or obtaining them through link networks designed primarily to boost Google rankings. When a new Penguin Update is released, sites that have taken action to remove bad links (such as through the Google disavow links tool or to remove spam may regain rankings. New sites not previously caught might get trapped by Penguin. “False positives,” sites that were caught by mistake, may escape.

Search Engines Basics Terms

SERP – Search Engine Result Page

There are following result shown in first page –
Paid ad search result (Inorganic Search) – It is shown by the help of Google adwords(PPC). Total 7(4 ads top+ 3 Ads in Bottom) Ads is shown
Google Map result - Total 3 Result
Organic Search – Non paid Search SEO(Keywords ranking) – Total 10 Website

Major Search Engines

There are following major search engines in the world

Google – Market share 73%- Parent Company - Alphabet Co.
Bing – Market share 9.26% - Microsoft
Baidu - Chinese Search Engine – 8.74%
Yahoo – Market share 7.07%
Yandex – Russian Search Engines 5.0%

Web Ranking is one of the leading internet statistics engines. It shows Global and local ranking of website. It is based on Users page views, time duration and user traffic on website.

Browsers and Imp Add‐ons or Plug-in

Browers - there are following major browsers in the world -1 Google Chrome 2. Mozila Firefox 3 Internet Explorer 4 Safari

Plugin – this is extra features and services to add in browser so that user can get information easily

How to add any plug-in in browsers?

Step 1. Open and search “Alexa plugin for Google chrome” or “Alexa plugin for Mozilla Firefox”

Step 2. Click on first link

Step 3. Add to the browser

Step 4. Click right side Alexa icon on browser. Please see below snapshot –

Back links and its importance in SEO

Back links are incoming links to a webpage.

When a webpage links to any other page, it’s called a back link. In the past, back links were the major metric for the ranking of a webpage. A page with a lot of back links tended to rank higher on all major search engines, including Google. This is still true to a large extent.

Glossary of common terms related to back link

Link Juice
No-Follow Link
Do-Follow Link
Linking Root Domains
Low-Quality Links
Internal Links
Anchor Text

Advantages of backlinks in SEO:

Improves Organic Ranking
Faster Indexing
Referral Traffic

How to start getting backlinks:

Write awesome articles
Start commenting
Submit to web directories
Blog Posting

Domain and Page Authority

Page Authority

Page Authority is a score (on a 100-point scale) developed by Moz that predicts how well a specific page will rank on search engines. It is based off data from the Mozscape web index and includes link counts, MozRank, MozTrust, and dozens of other factors.

Domain Authority

Domain Authority is a score (on a 100-point scale) developed by Moz that predicts how well a website will rank on search engines.

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