What is Search Engine Optimization (SEO)? 12 Pro tips to rank No. 1 on Google

What is Search Engine Optimization (SEO)? 12 Pro tips to rank No. 1 on Google


By Lavinder Singh 31 March 2020

Search engine optimization (SEO) is the process that optimizes your website to increase its visibility on the search engines when someone searches for the tailored keywords.

You’ll be amazed to know that Google alone is responsible for about 90% of the total searches on the Internet. According to Google Analytics, Google now processes over 40,000 search queries every second on average which translates over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. As of January 2020 there were over 1.74 billion websites on the Internet. Other search engines like Bing, Yahoo, ask.com, also follow same protocols like Google does.

Have you ever thought; Out of those 1.74 billion websites what process should you follow to secure a unique place for your website? How would you be a part of the top searches on a search engine? The answer is, “Search Engine Optimization” process. It’s highly Important and why not? It is the one and only way to Rank your website on search engines. In this BLOG I will discuss 12 Pro Tips to optimize your website, attract Organic or Free traffic and secure No. 1 place on Google.

You can jump straight to your topic by clicking “Read this Topic”, or keep reading to know “Step by Step process of “Search Engine Optimization”.

image-of-• Understanding Search Engine Algorithm Read this Topic • Which SEO approach fits your Business Read this Topic • What are Keywords? Read this Topic • Understanding your buyer’s persona Read this Topic • Building “Pillar Page and topic cluster” Read this Topic • Compressing your Images and Adding Alt Tags Read this Topic • Make Website responsive and Clear URLs Read this Topic • Start Link-building Strategy Read this Topic • Identifying types of SEO techniques for your Business Read this Topic • Increasing Click Through Rate (CTR) Read this Topic • Time for SEO Auditing Read this Topic • Making “Analysis” your First priority Read this Topic

Understanding Search Engine Algorithm

It won’t be wrong if I say “Understanding Search Engine Algorithm” is a pain in the Neck. Search Engines follow a highly complicated mathematical formula to make sure users get the right responses. Let us help to make this easy for you. You will be able to understand these algorithms quickly, if you focus on how Search Engines “find”, “analyse” and “rank” the content on internet.

“FIND” indicates the crawling process which Search Engine (like Google or Bing) follows at initial stage. The program a search engine follows to crawl all the Web Pages is called “Spiders”. Spiders make a web of every link available on search engine. And this is how Google “find” the content when you post it on your website.

“ANALYSE” stage comes under categorizing process. The Search Engine Bots index all the web pages according to the content and information they hold. When Google spiders find something new, they store it in the Google warehouse for future references. This is how Search Engine spiders “analyse” the data all day long 365 days a year.


“RANK” the content is a subjective exercise. Whenever you search a keyword, Google spiders start finding out the most credible source for your search results. Credible sources are those web pages which contain the highest number of relevant back-links to their website. Don’t be scared with the word “back-links” I will discuss and explain every element in few minutes.

This is how Google and other search engines follow “find”, “analyse” and “rank” process to run their algorithms.

Which SEO approach fits your Business?

Whether you’ve a small business or you run a mid size organisation, it’s always critical to adopt the right approach. Implementing similar strategy your competitors are using is not a good approach to follow. This is the most common mistake we see people doing. The SEO (Search Engine Optimization) approach that you follow will make your website a credible source. And that can only be done through building backlinks.

Building “backlinks” is the process of connecting your post with other writers through hyperlinks. It involves writing guest posts to other publishers and linking back to your website which boosts you ranking on SERPs (Search Engine Result Pages). If you post a lot of content on your website like others, but don’t maintain backlinks. Google won’t rank your page higher even if your content is relevant to the searched keywords.

The right approach that fits your business starts from building high value content. So that other publishers naturally come to add reference and build backlinks with you. A healthy Search Engine Optimization approach is generating high quality content and building high QUALITY backlinks. Now take a moment and think about your business. Does your business holding more and more relevant content on your website? And DO you’ve high quality backlinks too? If yes, then your SEO approach is already Right for your business.

It’s always preferable to have more content on your website so that more publishers can build backlinks with you. But if you focus only on the numbers of words you post per week without maintaining quality. No one will be willing to build the backlinks. So make sure you don’t make the same mistake everybody does. And try to follow the right approach that fits your business.

What are Keywords?

A Keyword is a single word or phrase that people enter in Google, Bing, YouTube, LinkedIn or other sites to find answers. There can be many reasons why a person types a keyword- To learn something, to solve a problem, to find a website/webpage or to buy some products or services. It’s interesting to know that meaning of term “keyword” can vary from person to person.

From the visitor’s point of view – A keyword is the exact representation of what comes in the mind of a person that he wants to know about.

From the blogger’s point of view – A keyword is a word or phrase that’s supposed to be targeted to reach highly targeted audience.


Reason to choose Long tail Keyword over single Keywords

Don’t use too many keywords in your blogs. That can hurt your SEO by considering it “keyword stuffing”. That means, you’re using a lot of keywords in your blogs with an intention to ranking higher. It’s always a better approach when you focus on one or two “long tail keywords”.

You might be thinking why should I focus on a long tail keyword instead of highly targeted Keywords? It’s been proved and tested that long tail keywords like “How to design a website” are much more impactful than single keyword like “Website”, when it comes to Search Engine Optimization. On the other hand, readers are also likely to spend more time on websites; they reach after searching long tailed keyword.

Defining Keyword strategy

This part is one of my favourites as it bears some interrelated facts and one requires a good amount of research to master this section. Apart from that this strategy can be different for every keyword.

If you go for a keyword with “high search volume” and “high SEO difficulty”, there will be much less possibility to rank your page for that particular keyword. But as you go more specific or keywords with “average search volume” but very “low SEO difficulty”, you can easily secure a rank on search engine.

How to do keyword phrasing for you business

There are 4 steps of keyword phrasing process. Let’s discuss all four with an example.

  1. Explain your niche: You must write a clear note about your niche. For example you write – a) what you sell. Say, female clothes. b) What Your Niche is, i.e. “Female clothing”.
  2. Location of your business: You must write the location of your business. That can be a physical address or web address (if you work online). Now you’ve “Female Clothing at www.katherine.com” as per the detail so far.
  3. Logistics: You must also define whether you ship your products or people visit your stores. In this case you’ve “Online shopping of Female Clothing at www.katherine.com”.
  4. What makes your business different: In the given case you might be selling handmade articles. In the case of online business you must be providing fastest delivery say 1-2 days. Now you’ve gathered all the details and these are; “Online shopping of handcraft Female clothes at www. katherine.com

After writing all the details, you’ll see some trend emerging out. In which name of the store and location will hold the maximum value. You’ll see that people will find your store by its name so “Katherine” is the keyword here. And Keyword phrasing of the business will be your name as well as address (or web address) will be searched by people.

While optimizing your website you will go through EVERY possible detail from the buyer’s point of view and those possibilities will decide your keyword phrasing. For the business we mentioned above, keywords phrasing will be “Katherine Handcraft clothing”.

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    Understanding your buyer’s persona

    So far you’ve completed three milestones; you’ve understood the algorithms Google follows, defined Search Engine Optimization strategy for your business and completed keyword phrasing process. Before you start building content using those long tail keywords, it’s important to know about your buyer’s persona. Means, try to build content which your buyers are searching for.

    Suppose you’re selling running shoes online. Instead to building content on “Top 5 running shoes to buy”, go for “5 Top benefits of early morning running”. And at the end of your content offer them what you’re selling. When you help buyers solve the problem they’re facing, you’ll start building trust in your prospects. The more trust you build among your buyers, more willing they’ll be, to spend time on your website.

    Search Engine’s programs always calculate how much time people spend on your website. If people visit your website and jump back to other sites in few minutes, Google quickly figures out that your content is not providing value to the viewers. And rank your page lower in the list. On the contrary, if viewers spend more time on the website, Google features those websites as highly relevant search results and ultimately rank your page higher in the list.

    Building “Pillar Page and topic cluster”

    You must’ve understood the importance of having right keyword strategy till now. On top of it, when you identify the buyer’s persona, it’s like “icing on the cake”. But as we all know trends are changing every now and then. Due to breath taking competition and most recent trends SEO (Search Engine Optimization) experts are moving towards pillar pages to rank higher.

    The pillar pages and topic clusters not only affect the site’s ranking but also improve the structure of your website. It makes your website a credible source and ultimately improve ranking on search engines.

    Pillar page – Pillar page provides the core idea of your product or service with an overview of cluster topics or subtopics.

    Topic cluster – Topic cluster is a group of related topics. It provides the detailed explanation with high value content including keywords.


    Connecting different cluster content to the main pillar page through hyperlinks is the key part of Search Engine Optimization. Building systematic relationship between the pages, boost your visibility on search engine. This approach allows visitors to easily access all the topics on the website. This way you can divert all the traffic from your pillar page to cluster content pages. And when Google gets the signal of this activity, your website will be marked as a credible source automatically and it’ll list you higher on SERPs.

    Compress your Images and Add Alt Tags

    After completing these 4 milestones of Search Engine Optimization process, you’re all set to give your ideas a shape through content uploading. When it comes to adding content and optimising it, compressing images must be your no. 1 priority. We understand that adding images to the blogs are equally important as adding text but heavy image size can slow the loading speed of your website and affect your Search Engine Optimization.

    Whether you’re running a website or thinking to buy a domain name, always check the size of image you’re uploading to avoid low loading speed and bad SEO ranking.

    After uploading the compressed images, next important task to do is adding Alt Tags. Every time you upload an image, there is an option of adding Alt Tag in the backend of your website. Don’t be scared with the word “Alt tags”. It’s not as scary as it sounds.

    First of all, you need to know that search engines are operated by the computer programs not humans. And you have to tell Google, what the Image is about. Because Google program can’t understand images, until you add Alt Tags in the backend of Images.

    Why you need this? Along with your text, you also need to rank your image in the search image result page. Make sure you provide the right information in Alt Tags. Note: Avoid adding your key phrase in all the images used in a Blog; this can also hurt your Search Engine Optimization. To conclude, be honest with your image Alt Tags and try to explain the image as thoroughly as possible in less than 150 characters.

    Make Website responsive and Clear URLs

    Making Website responsive in all three devices (Desktop, Tablet and Mobile) has become crucial in the year 2020. You know why? Out of 4388 million active users of internet around the world, 90% of users have mobile access. Therefore, it’s highly important for you to make your website compatible to all three devices. Because Google always prefer to display mobile friendly result pages first, to make search process attainable for mobile user. Apart from that, having a mobile-friendly website won’t only boost the SEO dramatically, but also increase your organic traffic.

    Clean URL is one of the most important aspects of making your website SEO (Search Engine Optimization) compatible. URL cleaning refers to the URL structure. You might be wondering why this is so important. See these two URLs, Which one looks a more trusted source to you?



    Probably the second one, Right? That’s exactly what Google program named “Spiders” wants from you. Simply keep your URL structure clean and beautiful. Above all, Google wants to know what your page is about and how important the URL structure is for you. Only then your page can be shared to the Right audience or people searching for tailored keywords. So make sure you give equal importance to the URLs when working on your Search Engine Optimization process.

    Start Link-building Strategy

    Now that you’ve understood all the important attributes to increase the visibility of a website on search engine. It’s time to take your Search Engine Optimization (SEO) to the Next Level. This Pro Tip will separate your Great website from other good or average websites.  As mentioned in the Algorithm paragraph, Google uses links to find the websites. One of the best ways to rank a website is linking maximum number of websites or web pages back to your website.

    Remember; not only number of websites will make the difference.  You need to make sure the linked web pages and websites are relevant to your content or keywords you’re trying to rank.


    Lorem ipsum dolor sit amet, consectetur Inbound linking is important, but this process takes time. You can’t build 100’s of backlinks in a day. So be patient and keep working on link-building strategy every day. This process won’t benefit you immediately but will help your website in a long run.adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

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      Identifying types of SEO techniques for your Business

      In this paragraph, you will learn an advance level of Search Engine Optimization techniques. There are three types of SEO techniques which you can follow to improve ranking on Google or even rank your page no. 1 on search engines. But before you choose any of the following options for your business, you must understand the level of legitimacy these techniques hold. Let’s discuss each type in detail.

      White Hat SEO –

      This particular type is very popular among SEO experts. In addition it’s the most legitimate and legal way to climb the ladder of SEO and work under Google guidelines. If you’re implementing white hat SEO techniques on your platform, Google will definitely feature you as the most credible source and improve your web page ranking to top results. These techniques include, link building, URL structure, keywords optimization, images optimization, all device compatibility, inbound linking and almost everything we discussed above. In conclusion, this technique is time taking but most effective, long lasting and highly recommended.

      Black Hat SEO –

      You can guess by the name itself that this technique is not a legitimate way to rank your page. Moreover, it’s the most unauthentic way to rank your page higher in the SERPs. This technique disobeys many Google policy guidelines to rank quickly. These techniques used in the websites like; spam building, dating sites, selling banned stuff etc. In conclusion Black Hat SEO is the most illegal activity you can perform on internet, work for only short time and not recommended.

      Grey Hat SEO –

      Now if you’re seeking way out to rank your website quickly but under Google guidelines and policy, this technique is for you. Grey hat SEO is the thin line between black hat SEO and white hat SEO. You can use a blend of both types of SEO on to a certain limit to rank your website quickly and legally.

      Increasing Click Through Rate (CTR)

      Have you ever asked yourself “How Search Engine Optimization will benefit me to get customers?” You’ll get the answer in this paragraph. What we’ve discussed so far is how to increase traffic on our platforms. But now, we’ll learn how to convert that traffic into leads and customers. Optimization will only benefit you if you can convert those optimization efforts in to real income Idea. And that can be done by adding Call To Action (CTA) Buttons in your web pages.

      It has been seen in the studies conducted by many SEO experts, that adding CTA on the top or at the bottom of your web page can increase the conversion rate by 63%. The ideal way to increase the click through rate is to write a post about the product you’re selling. Try to add high quality content in it and gain trust of your audience. After that add Call to Action button in the end to offer the product you want to sell. This way you can increase your click through rate and convert visitors into customers.

      But make sure the product you‘re trying to sell through your Call to Action Buttons must be related to the content you’ve posted on your page. Only then the process of increasing click through rate will bring out the results.  

      Time for Search Engine Optimization (SEO) Auditing

      If you’re reading this, Congratulations! You’ve learned all the basics of SEO required for ranking your page in a legitimate way. Now as we’ve completed all the tasks, it’s time to execute Auditing approach. SEO auditing is the process of inspecting your webpage to know how it’s performing and how the performance can be improved. There are following assessments, which will help you to perform SEO Auditing step by step.

      • Is Design of my website is user-friendly or not?

      • Is loading speed of my website fast enough?

      • Does my website contains high quality content or not?

      • Is my website Search Engine optimised?

      • My pages contain enough Call to Action Buttons or not?

      • Is design of my website compatible to all devices?

      • Are there any broken links on my website like 404 Redirect?

      • Is the Structure of my URLs clean for each page?

      • Does my pages have relevant inter linking?

      • Do I have enough keywords to rank on top results?


      After you successfully run the SEO Auditing for your website, you will see a tremendous growth in your web page performances. In addition to your monthly traffic and click through rate.

      Making “Analysis” your First priority

      Why Analysis is important in your Search Engine Optimization process? After completion of your important tasks and SEO Auditing, you enter the final stage of “Analysis”.  This is the task which sets you apart from the crowd and ranks your page No. 1 on Google. All you need to do is tracking how your keywords are performing, making a list of pages getting less traffic and listing those backlinks which are not adding any value to your website.

      After that, make revisions to the keywords, update the pages to increase click through rate and try to get more high quality backlinks related to your niche. In conclusion your main Goal should be to increase the performance of each web page. And bring your conversion rate as high as possible. That’s why Analysis is always the top priority of all SEO experts to achieve the maximum out of Search Engine Algorithm. 

      In Conclusion

      To rank your website No. 1 on Google here is the flashback of what we’ve discussed above.

      Tip 1:- Understand the Search Engine Algorithm and how they “find”, “analyse” and “rank” the content.
      Tip 2:- Select an SEO approach for your business (mainly include backlinking technique)
      Tip 3:- Define Keywords strategy to target the Right audience for your business. Follow your key phrase throughout the content.
      Tip 4:- Create content after understand your Buyer’s persona.
      Tip 5:- Build pillar pages and topic cluster to increase authenticity of your website.
      Tip 6:- Optimise the Images to increase ranking on Image search result pages.
      Tip 7:- Work on your URLs and let Google know how important the URLs for you.
      Tip 8:- Design a Link building strategy to make your website a credible source.
      Tip 9:- Avoid using Black Hat SEO techniques and work on White or Grey Hat SEO.
      Tip 10:- Add Call to Action Buttons to increase click through rate.
      Tip 11:- Perform SEO Auditing and improve the performance of your web pages.
      Tip 12:- Track the performance of each page and make amendments where necessary. 

      I believe this BLOG has enlightened you about the topic “What is SEO (Search Engine Optimization). Please share your valuable comments and knowledge. Our Team would love to hear “what is SEO (Search Engine Optimization)” in your words. Thank you. 


      Written by
      Lavinder Singh (Founder of the Company)

      Our company’s vision is to make internet a better place. Place, where people can connect to one another and build trust. This is the reason why our company decided to launch FREE Digital Marketing Course with high value like none other. This course will help you to open your own Digital Marketing agency in future with complete guidance of our team.
      That’s why we do what we do!

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