Internet programming 1

Individual Assignment
Search Engine Optimization (SEO)

Name: Solomon Asefa

ID: UU83394R
Section: CCS1R1N8/13

Submission date: Nov 3, 2022GC

 Search Engine Optimization (SEO)
1. What is Search Engine Optimization (SEO)?
SEO is all about optimizing a website for search engines. SEO is a technique for:
 designing and developing a website to rank well in search engine results.
 improving the volume and quality of traffic to a website from search engines.
 marketing by understanding how search algorithms work, and what human visitors
might search.
SEO is a subset of search engine marketing. SEO is also referred as SEO copyrighting,
because most of the techniques that are used to promote sites in search engines, deal with
text.
If we plan to do some basic SEO, it is essential that you understand how search engines work.

How Search Engine Works?

Search engines perform several activities in order to deliver search results.
 Crawling - Process of fetching all the web pages linked to a website. This task
is performed by a software, called a crawler or a spider (or Googlebot, in case
of Google).
 Indexing - Process of creating index for all the fetched web pages and keeping
them into a giant database from where it can later be retrieved. Essentially, the
process of indexing is identifying the words and expressions that best describe
the page and assigning the page to particular keywords.
 Processing - When a search request comes, the search engine processes it, i.e.,
it compares the search string in the search request with the indexed pages in
the database.
 Calculating Relevancy - It is likely that more than one page contains the
search string, so the search engine starts calculating the relevancy of each of
the pages in its index to the search string.
 Retrieving Results - The last step in search engine activities is retrieving the
best matched results. Basically, it is nothing more than simply displaying them
in the browser.
Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of
times per month. When you see changes in your rankings it is due to an algorithmic shift or
something else outside of your control.
Although the basic principle of operation of all search engines is the same, the minor
differences between their relevancy algorithms lead to major changes in results relevancy.
What is SEO Copywriting?
SEO Copywriting is the technique of writing viewable text on a web page in such a way that
it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly
in the search engines for the targeted search terms.
Along with viewable text, SEO copywriting usually optimizes other on-page elements for the
targeted search terms. These include the Title, Description, Keywords tags, headings, and
alternative text.

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The idea behind SEO copywriting is that search engines want genuine content pages and not
additional pages often called "doorway pages" that are created for the sole purpose of
achieving high rankings.
What is Search Engine Rank?
When you search any keyword using a search engine, it displays thousands of results found in
its database. A page ranking is measured by the position of web pages displayed in the search
engine results. If a search engine is putting your web page on the first position, then your web
page rank will be number 1 and it will be assumed as the page with the highest rank.
SEO is the process of designing and developing a website to attain a high rank in search
engine results.
What is On-Page and Off-page SEO?
Conceptually, there are two ways of optimization:
 On-Page SEO - It includes providing good content, good keywords selection,
putting keywords on correct places, giving appropriate title to every page, etc.
 Off-Page SEO - It includes link building, increasing link popularity by
submitting open directories, search engines, link exchange, etc.

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How to Optimize your Content?
1. Quality Content
 Write authentic content
 Create clear page, post, and article titles/headlines: - The most important thing
with these is to tell people what they’re about to read (enticing them to read more is
a bonus). Think about keywords, but only as they sound natural and help describe
your content.
 Use headings that tell the story: - Headings are section headlines, like the bolded
ones throughout this article. 
 Get specific with image titles, captions, and alt text: - The main purpose of these is
to help your visitors understand what the image is if it doesn’t load or if they use a
site reader. 
 Organize content with clear categories and tags
2. Relevant Keywords
 Act natural: - Use the words people are using to talk about your topic—the ones that
sound right for your business, your audience, and your writing style.
 Be descriptive with website names and taglines: - Everything, down to your website
name and tagline, is searchable. Adding keywords here can help, especially if your
domain name doesn’t include any keywords.
3. Quality Links
 Use custom permalinks
 Create strategic internal linking: - Internal links take people from page to page
within your website (it’s like the secret passage from the lounge to the
conservatory). 
 Start building credible external linking: - External links can be inbound (links from
other websites to your site) or outbound (links from your site to other websites). 
4. Mobile Responsiveness
 Use a responsive theme: - A responsive theme reorganizes your website for
different screen sizes so visitors who are looking at your website on their phone or
tablet will automatically see your full content in an easily readable format. It also
means that your visitors will recognize your content and know where to find things
whether they’re on a laptop or phone.

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Why is SEO Important?
Visibility and Rankings: -
When searching for a service or product online, users are more likely to choose one of
the top five suggestions that the search engine shows them. SEO helps you rank higher
in search results and garner more visibility online, making potential customers more
likely to click over to your site and convert. 
Web Traffic: -
To put it simply – if potential customers can’t find your website, sales opportunities
are being missed. SEO increases your organic search engine traffic, in turn increasing
the number of visitors your page sees each day. This directly correlates to an increase
in sales – because the more relevant people that see your site, the more likely you are
to sell to them. 
Trustworthy: -
The better your SEO score is, the higher you’ll appear on search engines like Google
and Bing. While ranking higher on Google is appealing to all brands because on
increased visibility, a second-hand benefit is the trust you gain with potential
customers. Users tend to defer to the recommendations that a search engine
generates, so having a higher position for the keywords a user is searching for will, in
turn, solidify your product or service as trustworthy in the user’s mind. 
User Experience: -
A well-optimized website clearly communicates what product or service is being
offered, how to obtain it and answers any questions surrounding it. By catering the
site build to the user’s experience, search engines like Google and Bing are able to
easily pull the information they need to then relay to users. If a user struggles to
navigate your site, chances are that search engines do as well.
Growth: -
There’s no doubt about it – SEO is key to the growth of your brand. As we mentioned
above, the higher you rank on a search engine for a variety of high-volume keywords,
the more organic (aka non-paid) web traffic your site will receive. It’s as simple as that.
A website that is well-optimized is more likely to gain more customers and make more
sales. People are also more likely to then share your brand across other social
platforms like Facebook or Instagram once they’ve found your website through a
search engine.

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