To choose which pages to show for any given query, search engines like Google utilise an algorithm or set of rules. To calculate the rankings of their SERPs, these algorithms have evolved to be highly complicated, taking into account hundreds, if not thousands, of various ranking parameters. However, search engines look at three key indicators to assess a site’s quality and where it should be ranked:

Links – In Google and other search engines, links from other websites play an important role in determining a site’s rating. The reason for this is that a link from another website might be interpreted as a vote of quality, as website owners are unlikely to link to low-quality sites. Sites that receive links from a large number of other sites gain authority (referred to by Google as “PageRank”) in the eyes of search engines, especially if the sites linked to them are also authoritative.

Page structure- Page structure is the third and final core component of SEO. Because webpages are written in HTML, the structure of the HTML code might affect how a search engine evaluates a page. Site owners can boost their SEO by include important keywords in the title, URL, and headers of their pages, as well as ensuring that their site is crawlable.

Content – In addition to links, search engines examine the content of a webpage to evaluate whether it is relevant to a given search query. Creating content that is targeted toward the keywords that search engine users are looking for is a big aspect of SEO.

On-page optimization – In addition to off-page considerations like links, upgrading the page’s structure can have significant SEO effects, and it’s an aspect that the webmaster has complete control over. On-page optimization tactics include incorporating keywords into the page’s URL, altering the title tag to contain relevant search phrases, and describing images with the alt attribute. Updating a page’s meta tags (such as the meta description tag) can also help—these elements don’t have a direct impact on search rankings, but they can boost SERP click-through rates.

Content marketing – After potential keywords have been found, content marketing can begin. This can include both updating old content and producing entirely new items. Because high-quality content is valued by Google and other search engines, it’s critical to research what’s currently out there and create a captivating piece of content that gives a great user experience and has a possibility of ranking higher in search engine results. Good content is also more likely to be shared on social media and to garner links.

Google Ads Keyword Planner – As part of their Google Ads product, Google offers another free tool called Keyword Planner. Despite the fact that it is created for sponsored search, it can be a useful tool for SEO because it provides keyword ideas and search volume, which can be useful when conducting keyword research.

SEO platforms – There are a variety of SEO platforms available that combine many of the tools that SEOs require to optimise websites. Moz, BrightEdge, Searchmetrics, and Linkdex are among the most popular. These tools keep track of keyword ranks, assist with keyword research, uncover on-page and off-page SEO opportunities, and do a variety of other SEO duties.

Maintenance- Maintenance is the process of dealing with minor and big issues with the website’s operation as they arise (e.g., new content that needs optimization according to the strategy)

SEO frequently necessitates the collaboration of several departments within a company, including as design, marketing, and content generation. While some SEO effort comprises business research (for example, comparing one’s content to that of competitors), a significant portion is dependent on the ranking algorithms of various search engines, which are subject to change over time. However, websites and webpages with higher-quality content, more external referral links, and more user involvement will rank higher on a SERP.