Assignment 2

Q1. What is a Search Engine? Name atleast 3 Search Engines.

 Search engine is a service that allows Internet users to search for content via
the World Wide Web (WWW). A user enters keywords or key phrases into a search
engine and receives a list of Web content results in the form of websites, images,
videos or other online data. It is simple to understand that when you look for
something online you first visit a platform to start your research and in layman
language we say it ‘to Google it’ . This is what search engine is you want to find
something you go to a platform it can be any platform like Google, Bing , Ask.com
etc
 The Top 3 Search Engines are as following
Google is the best search engine with a worldwide market share between 70.83%
and 91.98%.

Bing search market share is between 2.55% and 12.61%. This places Bing as the
best alternative search engine to Google.

Yahoo market share is between 1.66% and 2.83%.

Source: https://www.reliablesoft.net/top-10-search-engines-in-the-world/

Q2. What is SEO? Why should we do SEO?

 SEO is an acronym that stands for search engine optimization, which is the
process of optimizing your website to get organic, or un-paid, traffic from the search
engine results page.SEO involves making certain changes to your website design and
content that make your site more attractive to a search engine.

Any form of advertising using a search engine is termed as search engine marketing.
SEO is carried out for better organic page ranking,whereas SEM is nothing but paying
the search engine to feature ou at the top of the search page.

It can help you build your brand

Although branding is often considered a more traditional marketing strategy, while
SEO falls firmly into the digital category, the two involve similar steps.

Building a brand requires considering both what you provide, and what others say
about it.
And when you look at the steps involved in optimizing a site, the factors are similar.
You need to create content that’s in line with your audience’s needs and interests,
then find ways to earn links to that content from other sites.

An optimized website earns more traffic

On the surface, the goal of SEO optimization is to improve your site’s rankings in
search results.

But beyond that, the purpose of achieving high rankings is to attract more traffic —
and ideally, to convert that traffic into customers and leads.

SEO doesn’t require you to pay for ad space

One of the biggest advantages of SEO is that it doesn’t involve paying for ad space.

SEO Impacts the Buying Cycle

Customers do their research. That’s one of the biggest advantages of the internet from
a buyer perspective.

Using SEO tactics to relay your messaging for good deals, groundbreaking products
and/or services, and the importance and dependability of what you offer customers
will be a game changer.

It will also undoubtedly impact the buying cycle in a positive way when done right.

Source:https://www.crazyegg.com/blog/seo/why-search-engine-optimization/
Q3.Explain how a Search Engine works?

 Search engine are answer machine they exist to discover, understand, and
organize the internet’s content in order to offer the most relevant results to
questions searchers are asking.
 Search engine majorly have three functions in which they work
1. Crawl: Scour the Internet for data, content which a searcher is looking for &
content for each URL they find. This can be done by internet bots
2. Index: This process stores & organizes the content found during the crawling &
once when the page is in index, it’s in the running to be displayed as a result to
relevant queries.
3. Rank:When someone performs search, search engines scour their index for highly
relevant content and then orders that content in the way of solving searcher’s
query. This ordering of search results by content rating/ relevance is called as
ranking.

Source:https://ahrefs.com/blog/how-do-search-engines-work/

Q4.Explain the basic types of SEO.

There are basic 3 types of SEO

 White Hat SEO

i. Good Content
ii. Proper Title & Keywords
iii. Ease of Navigation
iv. Site Performance
v. Follows Policy
vi. Adopted Technique aims at a positive experience for visitors

 Black Hat SEO

i. Duplicate Content
ii. Invisible text & stuffed Keywords
iii. Cloaking or re-directing the user to other sites
iv. Links from sites with non-relevant content
v. Manipulation of Search Engines

 Grey Hat SEO

i. Combination of both white & black hats
ii. Not honest with Google Algorithms
iii. Backlink buying
iv. Faults might be discovered and sanctioned on the long term

Q5.Explain 5 parameters of On page & Off page SEO.

A. On Page SEO
1. Keyword Placement
The importance of keywords for SEO should come as no surprise. It's critical to be
diligent during the keyword research process. At this stage, your target keywords
should already be optimized to match the search intent of your target audience. 
Title tag – Placing your keyword in the title tag is probably the most crucial step. If
possible, place the keyword at the start of the title tag.

URL – Including your keyword in your URL slug is another great relevancy signal
for search engines.

Meta description – Mention your keyword in the excerpt of your blog post at least
once.

Page content – Writing your keyword naturally throughout the body of your blog
post or web page is good SEO practice. The operative word here is naturally—you
don’t want to overstuff your text with the keyword and get penalized in the process.

2. Content

Yes, content affects SEO. Your content will be the heart and soul of most of your
digital marketing strategies—SEO included. Google has its criteria of what passes as
excellent content on the web, namely: uniqueness, length, and value.

Uniqueness – Are you contributing anything new to the library of articles written
about the same topic? This doesn’t just refer to avoidance of plagiarism; it also relates
to authenticity.

Length – This refers to how many words your article has. If you want to showcase
your expertise, it will be natural for you to create long-form content that demonstrates
your knowledge. This is always relative to your industry and the issue at hand.
Value – How many people are engaging with your post? The higher the number, the
more Google recognizes that it’s relevant and helpful to the people it’s trying to reach.

3.Image Optimization

Don’t forget your images! SEO isn’t only for text, but other media formats as well.
Uploading something random will hurt your SEO standing. Here’s how you can make
sure your photos are helping your content succeed:

Use unique images that accurately depict the emotion or message of the article to

your audience. It could be a screenshot of an application you’re talking about, a
relevant (and non-generic) stock photo you found on the internet, or something
original that you shot or edited.

Have proper naming conventions that describe what’s going on in the photo. Instead

of uploading a file called “image1.jpg,” try something like “people in a business
meeting.jpg.”

Upload high-quality images. If your photos have poor resolution, it won’t look

professional on your website.

Reduce the size of your images. Your photos may be top quality, but if they’re too
large, then the loading speed of your site could get compromised. Remember
that each additional second of load time can result in up to a 5% increase in bounce
rates.

Write captions that are descriptive; if possible, reference it to a section in your blog

post and use your keyword in the caption’

B) Off Page SEO

Volume of backlinks

If a lot of websites link to your page, Google will take it as an indicator that you’re a
credible source in your industry.

There are tools online to help you check the current number of backlinks you have.

Domain authority of linking page

Guest blogging is a tried and tested strategy to increase your backlinks. You can offer
your content to sites that you believe will benefit from it in exchange for a valuable
linkback to your website. Your goal here is to get highly-ranked websites to point to
your website.
Social Sharing

This factor became a recent addition to the ranking factors after social media changed
the way we consume content online. Platforms such as Facebook, Twitter, and even
Pinterest have become sources of great content for their users.

High-quality content

This may seem obvious, but great content is valuable for both on-page and off-page
SEO tactics. Consistently creating shareable and relevant content will naturally
incline other websites to use your website as a reference or share your article.

Source:https://blog.spiralytics.com/seo-guide-on-page-optimization

Q6.Explain Backlinks Strategy

Backlinks are links from one website to a page on another website. Google and other
major search engines consider backlinks “votes” for a specific page. Pages with a high
number of backlinks tend to have high organic search engine rankings.

Backlink strategies have been an important part of online marketing for a long time
now. They help improve your website's traffic, rank, reputation, and even relationships. 

Though the effectiveness of quality backlinks to your site has not changed, the methods
in which you get them has. 

Successful digital marketers incorporate backlink strategies into their overall marketing

strategy, building links on sites not only with high authority, but also meaning to their
personas.

 Q7.How do you exploit Google My Business.

Google My Business is a free and easy-to-use tool for businesses and organizations to
manage their online presence across Google, including Search and Maps. If you verify
and edit your business information, you can both help customers find your business
and tell them your story.

DISPLAY YOUR PROMPTNESS WITH MESSAGES

Google My Business Message feature bestows you with an option to respond directly
to the questions of customers via SMS. According to a study, around 90% businesses
receive a textual query, rather than a call.It is indeed true that over a phone call you
may understand your customer better by analyzing their tone and tenor, but missing
out on the messaging feature may significantly reduce your leads.

MONITOR THE “QUESTIONS & ANSWERS” TAB

“Questions & Answers” tab is the most interesting of the other features as it may
work both ways. Since anyone can post an answer to the questions posted by the
customers, it does have a potential to backfire, unless monitored efficiently.

You may receive misleading replies to the questions from disgruntled customers or
jealous competitors and if you do not ensure that you reply to the questions yourself
or at least correct the answers written either wrongly or with malintent, you may not
be able to make this feature in your favour.

DO NOT SHY AWAY FROM ASKING FOR REVIEWS

Like it or not, but no, less or bad reviews can pull your business down.

more than 90% buyers check reviews before making a purchase and more than 80%
of them take buying decision on their basis.

In terms of stars, a business with 4 or 5 stars automatically builds trust, whereas

anything around 3 or below makes the user suspicious.

AY ATTENTION TO GOOGLE MY BUSINESS METRICS

In order to make your Google My Business listing work for you, you must keep a tab
on how it is performing.

The built-in tools let you find out various insights like the location of the people, the
total number of phone calls you have received, whether your customers are able to
find you directly or via discovery searches and much more.

All such data will help you track your business and give you important indications
towards improvement and things that are not resonating well with the users.

Q8.With any tools available show 2 SEO techniques.

Improve User Experience Across Your Entire Website

Let’s kick things off with a brief explanation of what Google is here to do. Just like
any search engine, they want to show the best results for a user’s query, and if they’re
greeting users with a list of irrelevant, low-quality results, they won’t use them again.
By the way, Google does this very well, which is why they’re the largest search
engine in the world – by far.

You’ll need to think about that constant desire to show the best results when you’re
optimizing your website for SEO. Why? The answer is simple: If your site isn’t high-
quality enough, you’ll have a tough job ranking for your target keywords.

Focus on Topic Clusters Instead of Keywords

Google is evolving – and so is its algorithm. Its objective now is to understand the
intention of its users: what they expect, what they’re looking for and, more
specifically,what search results would best help answer their query.

But don’t expect your website to end up on the first page of Google simply by
creating keyword-focused content. It’s not enough to look at keywords alone. We
need to look at the context around them.

Also referred to as “user intent,” you must consider what your users are looking for,
rather than coming up with different ways that users can phrase a search query

Reference:https://www.singlegrain.com/