INBOUNDSYS-2018
SEO Principles in Web Development
Murigeppa R Kolhar Murigeppa R Kolhar, April 7, 2022

SEO Principles in Web Development

In this digital age, SEO has unfolded a lot over the past couple of years, but certain principles at all times continue to remain the same. Although you should create and build an SEO strategy based on quality and relevance to drive traffic and keep users on your website for a prolonged period.

SEO stands for search engine optimization. It signifies the process of enhancing your website or web pages to expand its visibility when users search for services or products related to your business in search engines Google, Bing, and others. The more the visibility of your pages in search results, the more likely you are to garner recognition and attract prospective and existing customers to your businesses. Website or Web pages must accompany a well-crafted design with a keyword approach to further influence Google's search engine algorithms with the successful implementation of technical SEO programming, content marketing, social media, directory listings, etc., to evaluate the website rankings and visitor analytics.

Search engines are software programs and systems associated with a database of internet resources that work at the backend of the search processes. To return the results swiftly, they crawl and index websites and collect necessary information, i.e., keywords and phrases from websites. These keywords and phrases reflect what the whole website is about by scanning the internet continuously and indexing every page. Later on, these collected statistics are stored in the database of search engines. The search results for keywords or phrases to find information could be millions of pages on the web. However, it is a widespread practice that users do not go beyond the first couple of pages in search results.

Search engines use distinctive programs called Crawlers or Spiders (Spiderbot) that crawl and index websites. In simple terms, it comprehensively browses the world wide web, which is frequently operated by search engines. The crawlers continuously explore the web, including new websites in search engine databases, and index websites accordingly. Search engines rank websites based on their content's quality and display those sites up in search results.

Based on the statistics, search engines can index only 30%-40% of websites, and the remaining 50%-60% of sites are unseen by the search engines. To bring those invisible websites into the search results require additional technical programming to make them visible to the search engines over the web. SEO is one of the most widely executed, most important, and leading Search Engine Marketing (SEM) practices. SEM is a web-based online marketing activity that increases a website's visual presence in search engines to promote them, optimizing the website to obtain a high ranking and improve searchability to enhance business revenues.

SEO techniques are implementations to bring the website among top search results for keyword(s) searches. In most cases, websites optimization is considered a two-step process. In the first place, a team of developers creates a website with an SEO perspective in mind. This will eventually diminish the overhead of optimizing websites after development. In the second place, the website is handed over to an SEO expert for website optimization.

This article will explore and implement some of the best practices commonly used to optimize websites to make them search engine favorable on significant search engines (Google, Bing, and Yahoo). SEO is necessary to enhance the site's visibility and improve traffic volume by writing the required technical programming (coding).

Search Engines

A Search engine is a source to upgrade a website in line with SEO compatibility and its associated business over the web. Search engines explore the site's contents and search data to gather the required information. These search engine programs are called crawlers, robots, or spiders. The search engines are classified into two general categories: crawler-based search engines and human-powered directories, and both work in fundamentally different ways.

The crawler-based search engines typically work in 3 level steps. In the first place, it crawls the website and subsequently analyzes the webpage information for a targeted URL or keywords. Further, evaluate the correspondence between the webpage and search criteria, then write this information in a specific format in its index database (DB). Finally, they elicit web pages in response to the search query containing the most relevant information from the index database (DB). The outcome of the result is presented in the form of hyperlinks and precise summaries of corresponding websites.

The Human-powered directories depend on human analysis, category listing, or indexing. The website owner submits a short description and explanation of the entire website to such directories. The site owner is not aware of which part of the offered contents will be displayed as a piece of information or details in the final search results. Websites with prominent, helpful, and meaningful content are preferred to be analyzed and stored in a web directory. Geographically, directories predominately list the entries on people or businesses and their contact information, such as open directory, google directory, yahoo directory, Looksmart, zeal, Bing places.

Paid Results vs. Organic Results

The hybrid search engines like google, yahoo presents two types of search results against search keyword(s) or phrases. These results are classified as Paid results or Pay Per Click (PPC), powered by human-powered directories, and other results are popularly known as 'organic' or 'natural' results.

Paid search results are displayed at the top or right side of the search engine result pages (SERPs). Few search engines have the policy to place search results independently as part of the privacy policy and terms and conditions. For instance, Google Adwords is determined by a bidding framework where businesses bid for a cost per click (CPC) to have their ad appearance in paid search results. In Paid results, advertisers bid the slots only for those keywords or phrases for which they want to have visibility of their website in search results.

Organic/Natural results are programming-level techniques that obtain top placement to become more visible in the SERPs without paying to search engines. Such results and outcomes are managed and controlled by crawler-based search engines. Unlike paid advertisements, web developers build up their websites with SEO compatibility programs to obtain top positions in SERPs to become more visible with high rankings over the web pages. Websites with unique pages built with quality programming methods and up-to-date content with more backlinks would attain a higher position in the organic results. Long-term return on investment (ROI) for appearance in organic results is much more beneficial than figures in paid outcomes.

Website Ranking vs. Website Indexing

Search engines based on Crawler use a scripting framework that usually uses keywords and metadata which read a webpage and later store the retrieved data in a summarized configuration in the central repository. This procedure is known as indexing. When a searcher inputs the desired search data, a set of keywords or phrases to find accurate information. The search engine brings in results from indexes (search engine databases) in response to a given query.

Search engines can rank indexed websites only; that's the logic that newly uploaded websites do not appear in search results. Crawlers look for new and existing already indexed web pages routinely, and the crawling interval and revisit timeline depend upon search engine's algorithms. The search engine earmark ranks for web pages to track how web pages are indexed. A high-ranked website has the most valuable statistics according to the distinct keywords. The website with the most related information to a search query is shown at the top of the search results. The team of SEO technical experts optimizes their websites for higher ranking since the higher positioning of the web pages conclusively brings increased users to click or traffic on websites and promotes websites associated with businesses.

Search Engine Optimization (SEO)

Although when we analyze website development, we must examine all decisive and essential elements that can expand traffic to the web pages through search engine optimization. The more traffic, the greater the sales numbers would become. SEO is frequently building micro modifications to parts of your web pages. When viewed individually, these changes seem like incremental upgrades. Still, when combined with other technical optimizations, they could have a noticeable impact on your site's visitor's user experience and productivity in organic search results.

Conclusion

Search engines provide a framework to demonstrate, present, or sell services or products, and SEO techniques help establish businesses via the search engines. SEO expedites the end-user to search for what they are interested in, retrieving the desired information or data. SEO is the method of building on the visibility of a website or web pages in search engines through organic search results. Applying SEO techniques would need to invest time and money, but it would yield added revenues for businesses in a sustained way.

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Murigeppa R Kolhar

Written by Murigeppa R Kolhar

Kolhar M R is an Accomplished, Passionate, and Result-Driven Software Quality Assurance Management Professional at Inboundsys. Before starting Inboundsys Kolhar had 14 years of IT industry experience working for various organizations. He has been a core associate and worked as a Test Manager in managing World-Class SaaS Products and Services. His domain expertise includes Web Services, Airline, Artificial Intelligence, Cloud-Based Services, Healthcare, Blockchain Technologies, and Finance sectors. His expertise and proficiency include handling End-to-End Software Testing Operations, Project Initiation, Reviews, Test Planning, Test Automation Design, Release Management, and Release Process in the software industry. Leadership areas include Digital Marketing, Social Media, Strategic Marketing, Strategic Consulting, and Brand Management. He loves writing, exploring new things, and sharing knowledge with the world. He is an articulate writer who loves writing on the industry’s latest trends with industry insight articles as blogging (and being an influencer).

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