SEO: Key Aspects

SEO | Search Engine Optimization | Digital Migrate

Search Engine Optimisation or SEO refers to growing the online visibility of your content/ webpage in unpaid searches. After the user enters a specific keyword, the outcome is SERP. It is being done with the help of a search engine such as Google/ Bing/ Yahoo. Organic search results appear in a certain manner and are specifically ranked using search engine algorithms.

Better content, well-optimized web page attracts larger traffic to our website. SEO includes many factors such as On-Page SEO and Off-Page SEO which we will subsequently discuss. SEO is basically about sculpting the best possible website for the user which should help the traffic from becoming passive to active. Hence, staying on the top is one of the key aspects of Search Engine Optimisation.

Coming to SEO, which is a huge term contains many aspects but majorly discussed are Off-Page and On-Page SEO which have been subsequently discussed in our blog section separately. On-page SEO refers mainly to the content that we are using on our website and pertains to Google’s Guidelines.

The name sounds pretty easy but it takes 3-4 months of extreme hardwork to get a good and sustainable rank. Now, having the content and ranking on it is not just enough but people should refer to that link. Now if a high DA website such as Neil Patel or Backlinko is willing to give a dofollow link to my website, this is highly appreciable because these websites are already having a high value of E-A-T across all the search engines.

Now, these are all algorithm based calculations. Hence, might change from time to time but the basics will always remain the same. If a food blog is linking to my website, then automatically, the spam score for both the websites would go up thereby affecting results in SERP. This is because the contents in my website is nowhere related to a food or travel blog.

A lot of things need to be kept in mind. These can be clubbed into 3 important factors namely:

  • Expertise: Expertise or forte as it is called isn’t a day’s work but requires a lot of time. There are content creators who are the most reputed in their own fields. To create really good contents, many firms or ad agencies hire reputed content writers because creating furnished content catering to the target audience is itself another art. To create the best content, appropriate resources needs to be used. An usage of a wrong reference or a resource can cause a lot of problems. Companies should try creating long term goals based on the expertise
  • Authoritativeness: Authoritativeness clearly denotes how much authority the creator has on his content. It deals with displaying the author’s profile, bio, job title and forte in that field. But an author’s profile is not always important. e.g. A person renowned in a medical field has a blog on a sports website however, the same will not help improving the Page Authority of the sports website. Reputation plays an important part in maintaining the page authority for your website. e.g.Google my business is a perfect platform where the reputation of the company/ website can be maintained. However, a single negative review might cause a deep impact on a website. Hence reputation management, better user engagement and popularity will play a major role as Google takes into concern all these factors
  • Trustworthiness: Trustworthiness will depend on many important points such as:
    • Website has an SSL certificate (https://)
    • Easily navigable
    • Privacy clause
    • Contact details
    • Backlinks from high DA/PA websites
    • Relevance of content and website
    • Pointing links to high DA/PA websites


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