THREE THINGS YOU NEED TO DO TO STAND OUT IN A SEARCH ENGINE

Whether running a small or large business, search engine ranking is very crucial for the visibility of the site. Ranking of a website takes into account a lot of optimization factors.

To get a place on the first page is the need of every business. To understand this you also need to know how this search engine works.

What is a search engine and how it works?

A search engine is a complex computer program designed to search for information, product, or services in the fastest possible way.

 Its working takes into account three important factors:

Crawling- search engine bots or spiders crawl(examine/scan) the website and understand the website.

Indexing- store the information about web pages category-wise.

Ranking- they decide which content is most relevant to searchers.

We now have an overview of how this search engine works.

 Now let's understand the 3 factors that any business needs to stand out in search Engine:

 

We have an overview of how this search engine works. A site listed on the first page of SERP is a great accomplishment but you should not stop there. Competition is fierce in today's world, so to maintain that position always be ready to make changes in your strategy.

 

 1. USE KEYWORDS  ACCORDING TO YOUR  BUSINESS:

When a potential customer comes to a search engine looking for a query or something, they just type some phrases that will guide the search engine. These phrases are keywords: the key terms website users enter to find what they are looking for. This is why it is so important to research keywords to see what will work well for your organization.

Keywords need to be:

• Something users will search for.
• Relevant to your brand.
• Terms that can be seamlessly integrated into all your online content.

Once you know which keywords to focus on, you can begin to use them strategically throughout your digital marketing content.

Use keywords that will work for your business:

short tail keywords: these keywords usually consist of one or two words( Buy shirt). their search volume and competition are very high.

Middle-tail keywords:  these usually consist of three or four words (eg: buy Red shirt ). These are more specific than short-tail keywords but have lower search volume.

Long-tail keywords: usually consist of four or more words (e.g: Buy red shirt for Men ). These are more detailed and very specific, but the search volume is even lower.

 2. ADD TAGS AND METADATA TO UNDERSTAND YOUR BUSINESS VALUE:

The collection of data is called information. Meta means after, next, across, etc. Together “metadata” means “important data that Google considers the next important part of the website,” after looking at your website as a whole.

Metadata is often described in “tags.” This is because they are bits of information that “tags” your website or a particular page with those bits of data that Google wants to see quickly. Meta tag specifies the subject and basic idea and categorizes the information on the page same as clothing tag tells about the brand, material, and size of the dress.

The important Meta Tags that provide visibility to your business on the SERP result page:

• Title tag
• Meta description

Title tag: The title tag is the most important tag. The title element typically appears as a clickable headline in the SERPs, in the tab name, and also appears in the bookmark. So this tag should be related to your content and optimized.

Best Practices:

• Give each page a unique title that describes the page’s content concisely and accurately.
•  titles length 50-60 characters long or 580 px.
• Put primary keywords first, but don't do keyword stuffing.
• Always use unique titles on pages, and the heading and title of the page should be different.

The page title is the first thing in the SERPs that the user sees and then the user decides if the page is related to his query or not. A well-written and eye-catchy title may increase the number of clicks and traffic, which have a positive impact on rankings.

 Meta Description Tags: Meta description also resides in the head section and is displayed in a SERP snippet along with a title and page URL. It tells the crawler what your content is all about.

Best practices:

1. 1-2 sentences are good. the size of the description should be 150-160 characters long or 990 px.
2. Include targeted keywords in the beginning and CTA at the end.
3. Each page description should be unique and relevant to your content.

The description occupies the largest part of a SERP snippet and invites searchers to click on your site. It also impacts the number of clicks you get, and may also improve CTR and indirectly help in the ranking of a webpage. 

 The other tags that affect the result of the search:

Canonical Tag-Canonical tags help the crawler to identify the original or preferred URL for pages that may be duplicated across multiple URLs. These tags help search engines select the correct URL for inclusion in their results, consolidate link signals to a single preferred page and avoid wasting crawl budget by requesting and rendering multiple URLs for the same content.

Alternative text (Alt) Tag-Alt attributes provide context because search engines can’t “see” images. These attributes help display text in case an image cannot be rendered by the browser because of low-bandwidth connections or other technical errors.

Robots meta tag-A page-level robot meta tag with content=“no index” attribute instructs the search engines not to index any given page. In some other cases, you may want certain pages to stay out of SERPs as they feature some kind of special deal that is supposed to be accessible by a direct link only.

Social Media Meta Tags (Open Graph and Twitter Cards)- Open Graph Meta Tags also known as social media tags are small snippets of code that are part of Facebook's open Graph protocol also recognized by Twitter and LinkedIn. They define how your website URLs are displayed on social media.

3.USE STRUCTURED DATA:

 To stand out in search rankings of every possible area related to your business, you have to take advantage of the services provided by search engines that will increase the visibility of search results on the page.

 One of the best ways to do this is by using structured data snippets on the website. Structured data, also known as schema markup, is the search engine language, it uses a unique semantic vocabulary. These snippets provide clear information to search engines to understand your content and provide the best search result possible at this time. With Structured data, you can get colored rating stars, pricing information, publication date, and other relevant product or service information to appear in your search listing. It creates legitimacy for your business and makes it attractive that draws the attention of your customer.

However, Google does not generate rich snippets automatically. Through structured data markup, you have to tell Google which info to display. Now, there is no guarantee these rich snippets will appear, but by all means, give Google the option.

Types of structured data that you can use for your business:

1. organizational schema
2. Breadcrumbs
3. Event
4. FAQ 
5. how to
6. local business
7. movie reviews
8. Product Schema
9. Recipe
10. Sitelink and sitelink search box.

Not only are these results easy to read, but the extra features make them more informative. the eye-catchy snippets make it intelligent searching and enhance your browsing experience.

Conclusion:

Don't be happy with a search engine listing that doesn't feature you against the opposition. Executing these rules will ensure your business always comes to the search page on optimized search results.