- \n\n\n\t
![\"null\"](\"https:\/\/perfectlinkbuilding.com\/uk\/wp-content\/uploads\/2022\/07\/Crawling.png\"\/)
\n<\/div><\/div><\/div>\n<\/div><\/p>\nCrawling<\/b><\/h4>\n
In order to discover pages, search engines have crawlers or spiders. These crawlers travel through the links that bind together pages in a website and the links from one website to another. This way. The crawlers can accurately identify which pages are most useful for certain search results.<\/p>\n
When these crawlers look at these web pages, they look at the Document Object Model (DOM) of the page to see what\u2019s on it. The DOM is the HTML and code of the page, which contains the links to the other pages.<\/p>\n
Clearly, crawling hundreds of trillions of web pages each day would be too big of an undertaking. This is why Google doesn\u2019t crawl each and every existing webpage. Instead, starting with a few trusted websites that serve as a base, it crawls outwards, using the links to determine the other websites\u2019 existence.<\/span><\/div><\/li>
\n\n\n\t![\"null\"](\"https:\/\/perfectlinkbuilding.com\/uk\/wp-content\/uploads\/2022\/07\/Indexing.png\"\/)
\n<\/div><\/div><\/div>\n<\/div><\/p>\nIndexing<\/b><\/h4>\n
Indexing is when information regarding a web page is added to the search engine\u2019s index. The index is a collection of web pages that form a database based on the information from the pages previously identified from crawling.<\/p>\n
The data that the index catalogues include:<\/p>\n
\u2022 A map of all the pages that each page links to.
\n\u2022 The clickable anchor text of any links on the page.
\n\u2022 Data on the nature of the content and relevance of each webpage.
\n\u2022 Information regarding the links, such as: where they are located, if they are ads, the context of the link and more.<\/span><\/div><\/li>\n\n\n\t![\"null\"](\"https:\/\/perfectlinkbuilding.com\/uk\/wp-content\/uploads\/2023\/04\/High-Quality.jpg?wsr\"\/)
\n<\/div><\/div><\/div>\n<\/div><\/p>\nRanking<\/b><\/h4>\n
In order to give you accurate results each time you search for a query, search engines perform certain steps, these include:<\/p>\n
\u2022 Interpreting the intent of the query by the user
\n\u2022 Identifying web pages in the index related to the specific query
\n\u2022 Ranking these web pages in order of relevance and importance
\n\u2022 Showing the user the resulting pages.<\/p>\nThe end goal of SEO is to make your website the most relevant when any query relating to your business and its services is searched for.<\/p>\n
In terms of what is relevant and what is important, it is important to know the difference between the two. Relevance is how closely the web page matches the search conducted by the user. Importance is when webpages are given high credibility due to the number of links they have to other websites.<\/p>\n
In order to determine relevance and importance, the search engine utilizes its complex algorithm. The algorithm is constantly being tweaked to ensure best practice and usability. Each algorithm change is well documented by search engines, and this makes it easy to keep track of the changes.<\/span><\/div><\/li><\/ul><\/div>[tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Popular Search Engines” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Although you may think each search engine does the same thing in providing users with a simple service on the internet. The reality is that each search engine has its own benefits and slightly different algorithms. [\/vc_column_text][tm_spacer size=”lg:35″]
- \n\n\n\t
![\"null\"](\"https:\/\/perfectlinkbuilding.com\/uk\/wp-content\/uploads\/2022\/07\/google.png\"\/)
\n<\/div><\/div><\/div>\n<\/div><\/p>\nGoogle<\/b><\/h4>\n
Launched in 1998, Google is the most widely used search engine in terms of search volume and is the main focus of most SEO worldwide. It is based on a quality-based program, with spammy backlinks or bad content leading to penalisations. Additionally, social media is not used as a ranking factor on Google, and it uses mobile indexing to see what users are searching for on mobile phones and integrates this into the rankings.<\/span><\/div><\/li>
\n\n\n\t![\"null\"](\"https:\/\/perfectlinkbuilding.com\/uk\/wp-content\/uploads\/2022\/07\/bing-1.png\"\/)
\n<\/div><\/div><\/div>\n<\/div><\/p>\nBing<\/b><\/h4>\n
Owned by Microsoft, Bing was launched in 2009 and is the second most used search engine worldwide. Taking on a more visual standpoint, it doesn\u2019t employ the same minimal look Google has. Unlike Google, Bind doesn\u2019t use mobile information to influence search engine results, but its algorithm is like Google\u2019s. Bing is well known for using social media to influence its rankings and has a unique reward system. This system allows users to earn points for every search. These rewards can then be redeemed for games, movies, gift cards, apps and more.<\/span><\/div><\/li>
\n\n\n\t![\"null\"](\"https:\/\/perfectlinkbuilding.com\/uk\/wp-content\/uploads\/2022\/07\/yahoo-1.png\"\/)
\n<\/div><\/div><\/div>\n<\/div><\/p>\nYahoo<\/b><\/h4>\n
Although Yahoo is closer to an internet portal than a search engine, web searching is one of its key features. Yahoo has a much more interactive homepage than Google and connects users to a wide range of features such as email, sports results, news, travel and more. Yahoo is powered by Bing but is still quite distinct from Bing. Yahoo is known to offer users a wider variety of results for a query, not aiming for relevance in the way Google strives to, instead of aiming to give users many perspectives.<\/span><\/div><\/li>
\n\n\n\t![\"null\"](\"https:\/\/perfectlinkbuilding.com\/uk\/wp-content\/uploads\/2022\/07\/ask.png\"\/)
\n<\/div><\/div><\/div>\n<\/div><\/p>\nAsk.com<\/b><\/h4>\n
Launched in 1996 as Ask Jeeves, the name was changed to Ask.com in 2005. The engine was created to provide fast and effective information for users. The thing that sets Ask.com apart is that it wants you to ask it a phrase, and then pulls relevant information from the server. You can even ask maths questions or dictionary questions if required. It\u2019s important to know that the engine stopped advancing their search engineering algorithm in 2010, so often you will receive ad-heavy results, followed by results from the Ask Media Group Network. Ask has also been in the news for exposing certain users to malware.<\/span><\/div><\/li>
\n\n\n\t![\"null\"](\"https:\/\/perfectlinkbuilding.com\/uk\/wp-content\/uploads\/2022\/07\/baidu.png\"\/)
\n<\/div><\/div><\/div>\n<\/div><\/p>\nBaidu<\/b><\/h4>\n
Baidu is China\u2019s leading search engine, and thus prefers backlinks from China from those from foreign sites. Baidu is also known to be behind Google when it comes to detecting backlinks spam. Baidu highly regards mobile-friendly web pages and is unique in its use of transcoding to convert non-mobile-friendly pages into their own generated mobile-friendly pages. Baidu doesn\u2019t formally use social signals in its rankings, but you can rank higher if you have active social media sites.<\/span><\/div><\/li><\/ul><\/div>[tm_spacer size=”lg:35″][tm_heading custom_google_font=”” align=”center” el_class=”cus_head_txt” text=”Chapter 2 <\/mark> \u2013 Necessity of Search Engine” font_size=”xs:25;sm:25;md:25;lg:32″][tm_spacer size=”lg:35″][tm_button button=”url:%23|title:Download%20Our%20Full%20SEO%20Guide%20for%20Free||” align=”center” md_align=”center” sm_align=”center” xs_align=”center” el_class=”popmake-5617″][tm_spacer size=”lg:35″][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” disable_element=”yes” lg_spacing=”padding_top:20″ sm_spacing=”padding_top:40″][vc_column][tm_heading tag=”h1″ custom_google_font=”1″ align=”center” el_class=”cus_head_txt” text=”SEO Guide” font_size=”xs:35;sm:35;md:35;lg:40″][tm_spacer size=”lg:35″][tm_heading tag=”h2″ custom_google_font=”” el_class=”cus_head_txt” text=”Hello!” font_size=”xs:30;sm:30;md:30;lg:35″][tm_spacer size=”lg:35″][vc_column_text]If you want to know everything about SEO, you\u2019ve come to the right place.<\/p>\n
A complicated, multifaceted, yet highly rewarding aspect of digital marketing, SEO can be lucrative when done right. Unfortunately, many people don\u2019t know the aspects of SEO well enough to adhere to best practice and get the most out of the process, and that\u2019s why the team at Blurn have come together to make this guide.<\/p>\n
Start reading to get an overview of the best SEO & digital marketing tools on the market to help increase your revenue.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”What is SEO?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]SEO, or search engine optimisation, is the practice of increasing a website\u2019s traffic with organic search results. It involves aspects of digital marketing such as keyword research and implementation, link building, technical audits and content creation.<\/p>\n
Unlike paid ads, SEO focuses on organic results. Organic results are important as Google and other search engines favour these results as they are a by-product of human interaction and allow Google to provide great search engine results for their users. Overall, implementing SEO can lead to huge profits over time, simply by ranking higher on search engines.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Who Is This Guide For?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]This SEO guide is perfect for anyone who wants to improve their search engine ranking and increase their profits. The size of your business doesn\u2019t matter, you can be an online website, a local small business, a large enterprise and even an e-commerce agency.<\/p>\n
As long as you want to improve your search engine ranking, you can benefit from this guide. Our vision here is to help as many people as possible achieve their digital marketing goals.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Chapter 1 <\/mark>\u2013 Search Engine Basics” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”How Do Search Engines Work?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]When you look at Google, it deals with more than 100 trillion web pages on a daily basis. So how does the search engine know how to show you the most relevant information? The easy answer is simply to tell you that there\u2019s an algorithm. But in reality, there are three steps the algorithm undertakes in order to bring you the best results every time.[\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
1.Crawling<\/b><\/h5>\n
In order to discover pages, search engines have crawlers or spiders. These crawlers travel through the links that bind together pages in a website and the links from one website to another. This way. The crawlers can accurately identify which pages are most useful for certain search results.<\/p>\n
When these crawlers look at these web pages, they look at the Document Object Model (DOM) of the page to see what\u2019s on it. The DOM is the HTML and code of the page, which contains the links to the other pages.<\/p>\n
Clearly, crawling hundreds of trillions of web pages each day would be too big of an undertaking. This is why Google doesn\u2019t crawl each and every existing webpage. Instead, starting with a few trusted websites that serve as a base, it crawls outwards, using the links to determine the other websites’ existence.<\/p>\n
2.Indexing<\/b><\/h5>\n
Indexing is when information regarding a web page is added to the search engine\u2019s index. The index is a collection of web pages that form a database based on the information from the pages previously identified from crawling.<\/p>\n
The data that the index catalogues include:<\/p>\n
- \n
- \n
- \n
- A map of all the pages that each page links to.<\/li>\n
- The clickable anchor text of any links on the page.<\/li>\n
- Data on the nature of the content and relevance of each webpage.<\/li>\n
- Information regarding the links, such as: where they are located, if they are ads, the context of the link and more.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
3.Ranking<\/b><\/h5>\n
In order to give you accurate results each time you search for a query, search engines perform certain steps, these include:<\/p>\n
- \n
- \n
- \n
- Interpreting the intent of the query by the user<\/li>\n
- Identifying web pages in the index related to the specific query<\/li>\n
- Ranking these web pages in order of relevance and importance<\/li>\n
- Showing the user the resulting pages.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n
The end goal of SEO is to make your website the most relevant when any query relating to your business and its services is searched for.<\/p>\n
In terms of what is relevant and what is important, it is important to know the difference between the two. Relevance is how closely the web page matches the search conducted by the user. Importance is when webpages are given high credibility due to the number of links they have to other websites.<\/p>\n
In order to determine relevance and importance, the search engine utilizes its complex algorithm. The algorithm is constantly being tweaked to ensure best practice and usability. Each algorithm change is well documented by search engines, and this makes it easy to keep track of the changes.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Popular Search Engines” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Although you may think each search engine does the same thing in providing users with a simple service on the internet. The reality is that each search engine has its own benefits and slightly different algorithms. [\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
Google<\/b><\/h5>\n
Launched in 1998, Google is the most widely used search engine in terms of search volume and is the main focus of most SEO worldwide. It is based on a quality-based program, with spammy backlinks or bad content leading to penalisations. Additionally, social media is not used as a ranking factor on Google, and it uses mobile indexing to see what users are searching for on mobile phones and integrates this into the rankings.<\/p>\n
Bing<\/b><\/h5>\n
Owned by Microsoft, Bing was launched in 2009 and is the second most used search engine worldwide. Taking on a more visual standpoint, it doesn\u2019t employ the same minimal look Google has. Unlike Google, Bind doesn\u2019t use mobile information to influence search engine results, but its algorithm is like Google\u2019s. Bing is well known for using social media to influence its rankings and has a unique reward system. This system allows users to earn points for every search. These rewards can then be redeemed for games, movies, gift cards, apps and more.<\/p>\n
Yahoo<\/b><\/h5>\n
Although Yahoo is closer to an internet portal than a search engine, web searching is one of its key features. Yahoo has a much more interactive homepage than Google and connects users to a wide range of features such as email, sports results, news, travel and more. Yahoo is powered by Bing but is still quite distinct from Bing. Yahoo is known to offer users a wider variety of results for a query, not aiming for relevance in the way Google strives to, instead of aiming to give users many perspectives.<\/p>\n
Baidu<\/b><\/h5>\n
Baidu is China\u2019s leading search engine, and thus prefers backlinks from China from those from foreign sites. Baidu is also known to be behind Google when it comes to detecting backlinks spam. Baidu highly regards mobile-friendly web pages and is unique in its use of transcoding to convert non-mobile-friendly pages into their own generated mobile-friendly pages. Baidu doesn\u2019t formally use social signals in its rankings, but you can rank higher if you have active social media sites.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Chapter 2 <\/mark> \u2013 Necessity of Search Engine” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Optimisation” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Search Engine Optimisation has cemented itself as an aspect of digital marketing that is invaluable to increasing profit. When your website is SEO Optimised, you\u2019ll notice the difference quickly.[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Dynamic & Constantly Changing” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Search Engine Algorithms are always changing. This is because user interfacing is key, and to make the system better for users, search engines are constantly tweaking their processes. In order to stay on top of these incoming changes, SEO maintenance is required. Thankfully, SEO maintenance, when done in an informed manner is not time-consuming, and search engines tend to disclose fully what algorithmic changes they are making and when they will be implemented.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Benefits of SEO” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]For the brands that utilize SEO however, there are some great benefits to be gained from organic search results, that go beyond high traffic to your website.[\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
High-Quality Traffic<\/b><\/h5>\n
Although all traffic is good traffic, there\u2019s a certain kind of visitor to your website who is looking for something you offer and is more likely to make a purchase or engage in the services you provide. By using great keyword research, you can organically target these people specifically, and make them more likely to drop by.<\/p>\n
Low Cost & Sustainable<\/b><\/h5>\n
Unlike paying for traffic, when you know what you\u2019re doing, SEO can help you achieve guaranteed results with little monetary investment. There is maintenance involved, but we\u2019ve found that most companies can use tools to manage their SEO processes. This allows for a sustainable approach to SEO, that won\u2019t break the bank.<\/p>\n
Competitive Edge<\/b><\/h5>\n
If you want to go up against your competitors, SEO is a non-negotiable step. You can pretty much be sure that your competitors are putting time and money into SEO and with a great strategy, you can stop playing catch-up and lead the charge in your industry.<\/p>\n
Brand Building & Credibility<\/b><\/h5>\n
When you rank high on search engines, the search engine, such as Google, lends you a sense of credibility. This allows visitors to trust your website and brand more, and they are more inclined to make a direct purchase from the website. In addition, this credibility leads to brand awareness, and this building up of your reputation can help you reach more people over time.<\/p>\n
High Return of Investment (ROI)<\/b><\/h5>\n
Whenever we do the maths, we know that organic results lead to a high ROI. This means that every dollar you invest in SEO is likely to be returned threefold. This of course depends on whether the strategy you invest in is robust and well designed, but overall, we trust SEO for great digital marketing results every time.<\/p>\n
Supports Content Marketing<\/b><\/h5>\n
Content marketing and SEO go hand in hand. By creating helpful content with great embedded keywords, you can aid your page in ranking higher. It is important if you want to access this benefit, that newer content helps the website feel fresh to visitors and the algorithm.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Limitations of SEO” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Although SEO is a largely positive undertaking, it does have some downsides. It is important, however, to keep in mind that these issues largely pop up when you try to self-optimise your website yourself. When you partner with people like us at Blurn, the likelihood of any of these limitations stalling your SEO process is unlikely. [\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
Results Take Time<\/b><\/h5>\n
The most often heard downside in SEO is the time between an aspect of SEO being active, and the wanted results. This can sometimes be due to errors, especially if self-optimising, but most of the time, this is due to the nature of SEO. It targets organic results, and these can\u2019t be rushed. If you need quick outcomes, SEO might not be the best choice for you.<\/p>\n
Penalisations<\/b><\/h5>\n
Unfortunately, search engines can penalise you easily when you cut corners, engage in spammy techniques, or simply don\u2019t keep up with the algorithm as it changes. This can be disheartening and cause a lot of wasted time.<\/p>\n
Takes Time to Set Up<\/b><\/h5>\n
As you can see from this guide, SEO isn\u2019t easy to understand, nor is it easy to implement. If you want it to be done well, it can\u2019t be rushed. This is largely due to the risk of penalisation, but also due to the multifaceted nature of SEO, it has a lot of cogs running, and if it\u2019s not done well, you can see fewer results than you expected.<\/p>\n
The Algorithm<\/b><\/h5>\n
No one is fully aware of the intricacies of Google\u2019s algorithm. This means you can be left playing a guessing game if you aren\u2019t as informed as you can be. If you don\u2019t keep on top of algorithmic changes, you can also be left behind the competition. It is this lack of control that we find to be a negative aspect of SEO.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Chapter 3 <\/mark>\u2013 Components of Search Engine Optimisation” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Research” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]With great research backing your SEO strategies, you can get more targeted results.[\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
Keyword Research<\/b><\/h5>\n
In our eyes, keyword research is the first step to an effective SEO strategy. Keywords are important as they are used to drive targeted traffic to the website. This targeted traffic is more useful than just anyone visiting your site, as people who are actively looking for something similar to what you offer, are more likely to engage in your services. You can use keyword tools to see what keywords your competitors are using, and what they aren\u2019t using to both duplicate their results and find the gaps in their keywords.<\/p>\n
Market Research<\/b><\/h5>\n
Market research into the industry you work in helps you to keep up with any emerging trends, news and dynamics within the industry. This, paired with competitor research can help make you more aware of what your competitors are doing, and if it\u2019s working for them. You can also find gaps in their business strategies to exploit for yourself.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”On-Page Optimisation” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]On-page SEO is the practice of optimising user-visible components of web pages to rank higher in search engines. [\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
Website Design & Development<\/b><\/h5>\n
The very design and development of a website can affect SEO. Some of the aspects of website design and development to keep in mind when optimising include:<\/p>\n
- \n
- \n
- \n
- Title: If you put a keyword in the title, it\u2019s more likely to be favoured by algorithms.<\/li>\n
- URL: Short, descriptive URLs help searchers understand what a page is about before clicking and is favoured by Google\u2019s algorithm for being cleaner and easier to read.<\/li>\n
- Title Tag: A compelling title tag can help as it shows up in the search results, but it\u2019s useful to know Google favours direct and to the point tags that seem organic to the title and information presented.<\/li>\n
- Meta Description: Although not a factor in ranking, meta descriptions help users feel compelled to click the website. Remember to use keywords and keep an active voice.<\/li>\n
- Website Design: When done well, you can\u2019t even notice that each great website has a color story and schema, when done badly, you can drive people away. Remember to have a clear vision, and prioritise your branding.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Content Optimisation<\/b><\/h5>\n
When it comes to the actual visual and written content on your website, you can easily overlook some SEO opportunities available.<\/p>\n
- \n
- \n
- \n
- SEO content: This is content that is relevant to the website, thorough, unique, and clear. From here, you can start naturally embedding keywords to further entice Google to rank you well.<\/li>\n
- Image Optimisation: Great images can rank in Google image search and bring you even more traffic. For this to be effective, use descriptive alternative text and compress the images to help with page loading speeds.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Mobile Responsiveness<\/b><\/h5>\n
With more and more people using mobile devices, and Google using mobile searches to help rank web pages, it\u2019s never been more important to embrace this aspect of digital marketing. Make sure that your website is optimised for mobile use, and most importantly, loads quickly. This will entice visitors to stay on your site longer.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Off-Page Optimisation” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Off-page optimisation is something that the visitors to the website are not aware of, in short, it\u2019s everything they can\u2019t see happening behind the scenes. [\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
Link Building<\/b><\/h5>\n
Introduction & list of different types – Manual Outreach, Editorial, Self-Created Backlinks are the heart of off-page SEO. Search engines use backlinks like votes of confidence. The more high-quality backlinks you have, the more domain authority you have, and the higher you rank. This also means that a site with well-chosen high-value backlinks will rank better than a site with many low-quality links. In general, there are three different types of links.<\/p>\n
- \n
- \n
- \n
- Editorial Links: these are links gained either through outreach programs or organically from external sites. Some examples include you being linked in a blog post or making a top ten list.<\/li>\n
- Manually Built Links: this is when you acquire links through deliberate activities. This could mean asking customers to link to your website or asking influences to share your content.<\/li>\n
- Self-Created Links: this is done when backlinks are added to an online directory, blog comments, forums, or press releases. These can often be done incorrectly, so avoid spamming.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Blogging<\/b><\/h5>\n
Guest blogging can help build both links and brand reputation. This doesn\u2019t just include appearing on someone else\u2019s blog, you can appear in their podcast, be featured in an article or social media. As long as your website is linked, it does the job.<\/p>\n
Local Listing<\/b><\/h5>\n
When done correctly, submitting yourself into local listings such as Google My Business can lead to users finding your business if they search \u2018near me\u2019. This aspect of SEO is most useful to brands that have a physical storefront people can visit directly. This can include restaurants, beauty services and the like. This aids not just foot traffic, but more clicks to your website as people check out your services before they come in.<\/p>\n
Social Media<\/b><\/h5>\n
Social media can be invaluable to SEO despite not having a direct impact on the rankings, and this is how:<\/p>\n
- \n
- \n
- \n
- Social Media Marketing: The more your website is mentioned across various platforms, the more likely you are to have great brand exposure. This aids SEO as discoverability helps you build a great online presence.<\/li>\n
- Bookmarking: Social bookmarking is when you store a web page to revisit it. This can be useful as these websites lead to increased traffic and shareability, and therefore more exposure. Some examples include Pinterest, Reddit and Twitter to name a few.<\/li>\n
- Influencer Marketing: Social media influences have devout fans, and it can be useful for you to use these people to promote your product\/service, they will lend credibility to your brand, and you will likely see greater growth.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
User Experience & Functionality<\/h5>\n
User experience is the ability of a website to help the user find what they need as soon as possible. This means having fast web pages, well designed, and mapped out websites as well as gearing pages towards usability. User experience and SEO go well together as they both have the goal of helping users complete a task. This means that SEO leads a person to the content, and user experience answers their queries when they get to the webpage.<\/p>\n
Common Procedures & Protocols<\/b><\/h5>\n
There are some additional commonly used procedures in SEO that we should mention, as their usage is a little more technical but still important.<\/p>\n
- \n
- \n
- \n
- Robot.txt: This is a way to have added control over crawlers and can stop crawlers from accessing certain parts of a webpage to help rank higher.<\/li>\n
- Nofollow Links: These are links that don\u2019t pass authority on to websites you link to. Although not useful for SEO they include things such as user-generated content, affiliate links and sponsored links. These can help diversify your link portfolio and bring traffic to your site.<\/li>\n
- Canonical URLs: This is a tag that is used to prevent duplicate content in the index. Canonicals work to tell search engines which pages should be in the index.<\/li>\n
- Sitemaps: Sitemaps help keep your website well organised and help you see how each webpage links to the next. This helps you have a clean internal links structure and crawlers can reliably track your pages and how they connect to one another.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” google_fonts=”font_family:Poppins%3A300%2Cregular%2C500%2C600%2C700|font_style:300%20light%20regular%3A300%3Anormal” el_class=”cus_head_txt” text=”Chapter4 <\/mark>\u2013 White-Hat SEO & Avoiding Google Penalisation” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]When it comes to SEO, user-friendliness is key. To keep user-friendliness at the forefront, Google has coined the terms WhiteHat and BlackHat SEO.<\/p>\n
White Hat SEO: is SEO that adheres to search engine terms of service in order to rank higher while maintaining the website\u2019s integrity. This means doing things such as creating quality content, fast website loading times, mobile-friendliness and making your site easy to navigate.<\/p>\n
Black Hat SEO: These are processes that increase search engine ranks while violating search engine terms of services. This can include content automation, hidden text, negative SEO and keyword stuffing to name a few. This style of SEO can lead to penalisation, which can drop you to the bottom of the ranks or have you not even show up on ranking pages.<\/p>\n
These terms refer to processes that do and do not adhere to Google\u2019s terms of services. Putting it simply, the more BlackHat processes you undertake, the more likely Google is to penalise you. These penalties can be steep as they don\u2019t just drop you down the search engine ranks, they can halt growth and also lead to your website not even appearing in Google at all unless someone searches for your URL. Penalisations can be harsh, and lead to a loss of time, energy and profits as well. To avoid them, the first step is being aware of what to look for, and the second step is using common sense and best practices.[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Off-Page Optimisation” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]When it comes to avoiding BlackHat SEO and avoiding penalisation, there are many things to keep in mind. This is what we recommend taking a look at.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
Google Submission<\/b><\/h5>\n
Google submission is the act of asking Google to recrawl your website. This can be done if you have a new website, or if you recently updated your website and don\u2019t want to wait for the search engine to find you. To avoid penalisation, before submitting your website, make sure it is in alignment with Google\u2019s terms and services. This way, you can make sure you don\u2019t immediately get penalised after all your hard work.<\/p>\n
Page & Domain Rank<\/b><\/h5>\n
When it comes to Page & Domain rank, it\u2019s challenging to not fall for the fast technique of buying your way up or spamming your way up. Although these tactics may work in the short term, they are likely to lead to penalisation quickly, and when that happens, it\u2019s hard to recover. You are better off just committing to best practice, and letting the results happen over time.<\/p>\n
Content Relevance & Originality<\/b><\/h5>\n
Search engines love relevancy. This means the days of creating heaps of duplicate content pages, or random content on your website are gone. The \u2018more the merrier\u2019 doesn\u2019t apply to content. The best way to rank high with content is to make sure it is relevant to your industry, fills a need for your user and is readable, enjoyable and well designed.<\/p>\n
Keyword Stuffing\/Spamming<\/b><\/h5>\n
Keyword stuffing involves overusing keywords throughout a page to increase its visibility and bring in organic traffic. However, search engines want natural keywords embedded into text for user-friendliness. So, it\u2019s important to remember that a few, well researched, well-embedded keywords will do the trick.<\/p>\n
Manipulative Link Building<\/b><\/h5>\n
Manipulative link building is any link building that comes across as spammy or fraudulent. This includes link farms that make hundreds of thousands of links to a webpage, as well as buying links These are both done to climb search engine rankings quickly, working faster than White Hat methods currently endorsed by Google. Both of these link building schemes go against Google’s guidelines and can lead to swift penalisation.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Some Examples of BlackHat SEO:” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Here are some more examples of what Google currently has listed as BlackHat techniques.<\/p>\n
- \n
- Negative SEO: leaving negative comments on other sites.<\/li>\n
- Content Automation: using scripts to write website content.<\/li>\n
- Hidden Text or Links: links or text designed for crawlers and not people.<\/li>\n
- Hidden Redirects: shows google one webpage, but sends you to another.<\/li>\n
- Cloaking: when you show one URL to search engines and another to users.<\/li>\n
- Article Spinning: using programs to take text and rewrite it to avoid plagiarism.<\/li>\n
- Rich Snippet Markup Spam: spamming data markup to search engines.<\/li>\n
- Automated Google Queries: determining ranks through computer tools.<\/li>\n
- Malicious Pages: pages containing viruses, phishing, trojans and other malware.<\/li>\n<\/ul>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” google_fonts=”font_family:Poppins%3A300%2Cregular%2C500%2C600%2C700|font_style:300%20light%20regular%3A300%3Anormal” el_class=”cus_head_txt” text=”Chapter5 <\/mark> \u2013 Constant Optimisation & Analytics” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Google Algorithmic Updates & Optimisation” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
The core purpose of Google\u2019s algorithm is to improve user experience, so users can find what they\u2019re looking for faster and more efficiently. Each time Google rolls out a new algorithm update, the search engine rankings of websites are re-evaluated, and during this time, you can find yourself suddenly losing your ranking, or finding growth has stalled. When this happens, it means that the algorithm update has negatively affected you, and to recover from this, optimisation of your website is needed.<\/p>\n
If you ignore the algorithm changes, you can find many facets affected such as search engine ranking and visibility, organic traffic, conversions and overall return on investment. Keeping in mind that Google can update its algorithm daily, that means there are over 500-600 updates a year. Thankfully, many of these changes are small and won\u2019t affect you, but it\u2019s important to stay on top of the changes and optimise accordingly.<\/p>\n
How to Track Algorithm Updates<\/b><\/h5>\n
Google can be quite secretive about its updates. This is because many changes are minute, but even for slightly larger changes, you\u2019ll find yourself running behind. There are however some ways to track these updates. The first is on social media. The Google Twitter account (@searchliason) can confirm or deny algorithm updates, but you\u2019ll find this is only the case for bigger core updates.<\/p>\n
The most important thing we find is the awareness that core updates can be tracked by simply seeing if there are fluctuations in your usual traffic or search engine ranking. By keeping an eye on these fluctuations, you may be able to investigate what algorithm change has affected you and how. It is important to note, however, that these fluctuations have to last longer than a week or two to be anything but usual seasonal traffic changes, so don\u2019t worry if there are changes that last a day or two.<\/p>\n
Other ways to track these changes include utilizing search engine rankings tools to see where these fluctuations occur. These tools are helpful as adapting to search engine algorithm changes isn\u2019t an overnight thing, you may need to optimise core aspects of your website, so using tools will take the worry out of the equation.<\/p>\n
Stay Ahead of the Algorithm<\/h5>\n
It is possible to be one step ahead of the algorithm. The best way to do this is to familiarise yourself with Google\u2019s EAT Guidelines. These state that websites that show expertise, authoritativeness and trustworthiness will rank higher in search engines. If you adhere to WhiteHat techniques and keep these three words at the forefront, you\u2019ll find yourself less likely to get penalised overall.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Common SEO Tools” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
SEO tools are invaluable for the busy digital marketer. Saving time and energy, these tools conduct tedious keyword research and data analysis for you. With these tools, you can see what is working within your strategy, and what can benefit from being tweaked. These tools can also provide reports about your competitors, and help you see where the best opportunities lie ahead. In addition, you may also be able to measure search performance within different regions, languages and more.<\/p>\n
Google Search Console<\/b><\/h5>\n
Google Search Console is offered for free to everyone with a website. This tool allows you to monitor and report your website’s presence in Google\u2019s search engine rankings. In order to access this service, all you need to do is verify your website by adding a code to your webpage or submitting your sitemap for indexing. You don\u2019t need a Search Console account to appear in Google\u2019s search results, but you can choose how your website is represented with this account. As an SEO checking tool, Console can help you see how Google and its users view your website and can optimise for better performance.<\/p>\n
Moz Pro<\/b><\/h5>\n
Used by the experts, Moz Pro is known for being kept up to date despite Google\u2019s algorithm changes. In addition, it has a helpful chat portal that helps you get a useful response for each question you ask. No matter what you need, whether it be a site crawl or keyword recommendations, Moz is full-service. You can gain great insights into how to better your website\u2019s performance, and Moz even has a toolbar that can be downloaded to see your website\u2019s metrics for each page.<\/p>\n
Bing Webmaster<\/b><\/h5>\n
Bing Webmaster is a free service that allows you to add your website to Bing\u2019s index and see your website’s performance on Bing. In addition, the service offers tools for you to troubleshoot the crawling and indexing of your website, sitemap creation, ping tools, website stats and community resources. The tools on hand are all designed to help support webmasters in bettering their search engine results, and due to it being free, can be accessed by anyone.<\/p>\n
Ahrefs: SEO Keyword Tool<\/b><\/h5>\n
One of the most recommended SEO tools, Ahrefs is only second to Google when it comes to being the largest website crawler. It has a site audit feature unlike anything else, and analyses what aspects of your website need improvements in order to rank better in search engines. It can even investigate your competitors\u2019 backlinks to use them as a starting off point for your own brand. This tool is invaluable for finding the best-linked content in your niche, checking and fixing broken links within your website, and seeing what pages of yours are performing the best.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Common Metrics” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]<\/p>\n
A metric is a quantifiable measure of one specific piece of data. For SEO, these metrics are ways for you to measure the success of your strategy and find points of improvement. There are many quantifiable metrics for SEO, but by far, the most important are as follows.<\/p>\n
Organic Traffic<\/b><\/h5>\n
This number represents the visitors your site is attracting only from organic search results. This is important as your overall traffic numbers can tell you how your general performance is going, but organic traffic can measure your SEO strategy\u2019s direct impact on your website.<\/p>\n
Click-Through Rate (CTR)<\/b><\/h5>\n
Your CTR indicates the percentage of visitors to your site after seeing one of your pages in search results. This metric is a great way to gauge how effective your pages are at grabbing people\u2019s attention in search results. Thus, it is a solid way to see the quality of your site\u2019s title tags and meta descriptions.<\/p>\n
Domain Ranking<\/b><\/h5>\n
Domain ranking is important in that it gauges a website’s level of authority in Google\u2019s eyes. Thus, this metric becomes important as it can help you see the impact your link building strategy has and helps measure your site’s levels of credibility as it improves over time.<\/p>\n
SEO Referral<\/b><\/h5>\n
This metric is important as referral traffic is Google\u2019s key method of reporting visits that come to your website from sources outside the search engine. When someone clicks a hyperlink to head to your website, analytics tracks the click as a referral visit. This metric can help you see how many people are travelling to your website from outside the search engine and optimise accordingly.<\/p>\n
Organic Market Share<\/b><\/h5>\n
SEO share of voice helps show which websites are ranking more frequently for a set of keywords or topics within an organic search. This metric helps website owners better understand the competition in search engines and identify link building, social media and content creation opportunities.<\/p>\n
Bounce Rate<\/b><\/h5>\n
When a visitor arrives on a page and leaves without continuing to another page, this is known as a bounce. The percentage of visitors that do this, is known as a bounce rate. This metric helps indicate whether your site\u2019s content is in line with what users expect when they arrive on your webpage. If your bounce rate is high, it means the page doesn\u2019t have the information your visitors need. If it\u2019s low, you can be confident the pages are effective in providing the need your visitors want.<\/p>\n
Conversions<\/b><\/h5>\n
One of the most important metrics represents your SEO strategy\u2019s impact on your company\u2019s most necessary goals, such as sales and leads. Conversions are a great way to see if people are not just visiting your site but feel compelled to undertake an action of your choice, such as making a purchase, making a booking, or signing up to an email list.<\/p>\n
Page Speed<\/b><\/h5>\n
User experience is important for multiple aspects of SEO, including mobile optimisation, conversion and more. This is why page speed matters and this metric can help you identify how fast your website loads, and if there are any avenues for optimisation to benefit the user experience.<\/p>\n
[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” google_fonts=”font_family:Poppins%3A300%2Cregular%2C500%2C600%2C700|font_style:300%20light%20regular%3A300%3Anormal” el_class=”cus_head_txt” text=”Chapter6 <\/mark>\u2013 About Us” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]When you look at this SEO guide, it becomes apparent that we are only scratching the surface of SEO processes. The overall process of digital marketing, and SEO is so complicated, that it’s not always easy to undertake these processes alone. That\u2019s why we at Blurn want to introduce ourselves.<\/p>\n
We can be the helping hand to growing your profits with expert digital marketing.<\/p>\n
We are<\/em> Blurn<\/span><\/strong><\/p>\n
BLURN<\/i><\/span><\/strong> stands for \u201cBest Leverage Your Ultimate Returns Now\u201d<\/i><\/b>[\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text]Blurn began in the mind of Navin Shanumgaragan, our Senior Director, as a way to address a gap in the market for a digital marketing agency that was truly focused on the client and their goals above all else. Started 13 years ago, Blurn is a specialist digital marketing agency with a strong client base who treat us as extensions of their own team, and we, in turn, treat them like an extension our ours. At Blurn, our clients’ wins are our wins, and that\u2019s why we have been returning high profits for our clients consistently for over a decade.\u00a0<\/span>[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” text_color=”custom” custom_text_color=”#c00000″ el_class=”cus_head_txt” text=”Our Track Record” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Operating for the last 13 years, we have established strong links with leading companies, building their digital marketing portfolios and helping them reach all new highs. To facilitate this, our team of highly skilled digital experts join hands with our clients to deliver high investment returns, high volumes of leads and exponential sales to our clients. Our track record speaks for itself, reaching beyond our HQ in Sydney, Australia, all the way to all corners of the globe. No matter who you speak to, everyone knows we are the leading voice in promises delivered within digital marketing.<\/i><\/b>[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” text_color=”custom” custom_text_color=”#c00000″ el_class=”cus_head_txt” text=”Our Clients” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Our core goal is to help companies deliver effective digital marketing campaigns so they can scale their businesses and improve their ROI. This goal has helped us build a very strong client base of businesses across industries. We are proud to have delivered significant ROI and large volumes of leads and sales to our clients. Some of these clients include:<\/p>\n
\u00d8 London Metropolitan University<\/i><\/b>
\n\u00d8 Vantage FX<\/i><\/b>
\n\u00d8 Revel<\/i><\/b>
\n\u00d8 Spill Station<\/i><\/b>
\n\u00d8 Fairfax Media<\/i><\/b>
\n\u00d8 Patricks<\/i><\/b>
\n\u00d8 And Many More<\/i><\/b>[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” google_fonts=”font_family:Poppins%3A300%2Cregular%2C500%2C600%2C700|font_style:300%20light%20regular%3A300%3Anormal” el_class=”cus_head_txt” text=”What\u2019s your Next<\/mark> Step for Business Growth?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]If you wish to explore effective digital marketing strategies which deliver a substantial ROI for your business, then you are at the right place. Take some time to browse through our site and learn more about how we can help your business drive growth and success.<\/span><\/p>\nDon\u2019t hesitate, give us a call now. <\/span>+61 (0) 2 8005 8005<\/span>.<\/strong><\/p>\n
You can also reach us via email at <\/span>info@blurn.com<\/b><\/span> or visit our Sydney headquarters to receive a free digital marketing consultation directly from our <\/span>Senior Director, <\/span><\/strong>Navin Shanmugarajan<\/b>.<\/b><\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"
[vc_row full_width=”stretch_row” lg_spacing=”padding_top:20″ sm_spacing=”padding_top:40″][vc_column][tm_heading tag=”h1″ custom_google_font=”1″ align=”center” el_class=”cus_head_txt” text=”SEO Guide” font_size=”xs:35;sm:35;md:35;lg:40″][tm_spacer size=”lg:35″][tm_heading tag=”h2″ custom_google_font=”” el_class=”cus_head_txt” text=”Hello!” font_size=”xs:30;sm:30;md:30;lg:35″][tm_spacer size=”lg:35″][vc_column_text]If you want to know everything about SEO, you\u2019ve come to the right place. A complicated, multifaceted, yet highly rewarding aspect of digital marketing, SEO can be lucrative when done right. Unfortunately, many people don\u2019t know the aspects of SEO well enough to adhere to best practice and get the most out of the process, and that\u2019s why the team at PerfectLinkBuilding have come together to make this guide. Start reading to get an overview of the best SEO & digital marketing tools on the market to help increase your revenue.[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”What is SEO?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]SEO, or search engine optimisation, is the practice of increasing a website\u2019s traffic with organic search results. It involves aspects of digital marketing such as keyword research and implementation, link building, technical audits and content creation. Unlike paid ads, SEO focuses on organic results. Organic results are important as Google and other search engines favour these results as they are a by-product of human interaction and allow Google to provide great search engine results for their users. Overall, implementing SEO can lead to huge profits over time, simply by ranking higher on search engines.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Who Is This Guide For?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]This SEO guide is perfect for anyone who wants to improve their search engine ranking and increase their profits. The size of your business doesn\u2019t matter, you can be an online website, a local small business, a large enterprise and even an e-commerce agency. As long as you want to improve your search engine ranking, you can benefit from this guide. Our vision here is to help as many people as possible achieve their digital marketing goals.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” align=”center” el_class=”cus_head_txt” text=”Chapter 1 \u2013 Search Engine Basics” font_size=”xs:25;sm:25;md:25;lg:32″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”How Do Search Engines Work?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]When you look at Google, it deals with more than 100 trillion web pages on a daily basis. So how does the search engine know how to show you the most relevant information? The easy answer is simply to tell you that there\u2019s an algorithm. But in reality, there are three steps the algorithm undertakes in order to bring you the best results every time.[\/vc_column_text][tm_spacer size=”lg:35″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Popular Search Engines” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]Although you may think each search engine does the same thing in providing users with a simple service on the internet. The reality is that each search engine has its own benefits and slightly different algorithms. [\/vc_column_text][tm_spacer size=”lg:35″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” align=”center” el_class=”cus_head_txt” text=”Chapter 2 \u2013 Necessity of Search Engine” font_size=”xs:25;sm:25;md:25;lg:32″][tm_spacer size=”lg:35″][tm_button button=”url:%23|title:Download%20Our%20Full%20SEO%20Guide%20for%20Free||” align=”center” md_align=”center” sm_align=”center” xs_align=”center” el_class=”popmake-5617″][tm_spacer size=”lg:35″][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” disable_element=”yes” lg_spacing=”padding_top:20″ sm_spacing=”padding_top:40″][vc_column][tm_heading tag=”h1″ custom_google_font=”1″ align=”center” el_class=”cus_head_txt” text=”SEO Guide” font_size=”xs:35;sm:35;md:35;lg:40″][tm_spacer size=”lg:35″][tm_heading tag=”h2″ custom_google_font=”” el_class=”cus_head_txt” text=”Hello!” font_size=”xs:30;sm:30;md:30;lg:35″][tm_spacer size=”lg:35″][vc_column_text]If you want to know everything about SEO, you\u2019ve come to the right place. A complicated, multifaceted, yet highly rewarding aspect of digital marketing, SEO can be lucrative when done right. Unfortunately, many people don\u2019t know the aspects of SEO well enough to adhere to best practice and get the most out of the process, and that\u2019s why the team at Blurn have come together to make this guide. Start reading to get an overview of the best SEO & digital marketing tools on the market to help increase your revenue.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”What is SEO?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]SEO, or search engine optimisation, is the practice of increasing a website\u2019s traffic with organic search results. It involves aspects of digital marketing such as keyword research and implementation, link building, technical audits and content creation. Unlike paid ads, SEO focuses on organic results. Organic results are important as Google and other search engines favour these results as they are a by-product of human interaction and allow Google to provide great search engine results for their users. Overall, implementing SEO can lead to huge profits over time, simply by ranking higher on search engines.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Who Is This Guide For?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]This SEO guide is perfect for anyone who wants to improve their search engine ranking and increase their profits. The size of your business doesn\u2019t matter, you can be an online website, a local small business, a large enterprise and even an e-commerce agency. As long as you want to improve your search engine ranking, you can benefit from this guide. Our vision here is to help as many people as possible achieve their digital marketing goals.\u00a0[\/vc_column_text][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”Chapter 1 \u2013 Search Engine Basics” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][tm_heading custom_google_font=”” el_class=”cus_head_txt” text=”How Do Search Engines Work?” font_size=”xs:25;sm:25;md:25;lg:30″][tm_spacer size=”lg:35″][vc_column_text]When you look at Google, it deals with more than 100 trillion web pages on a daily basis. So how does the search engine know how to show you the most relevant information? The easy answer is simply to tell you that there\u2019s an algorithm. But in reality, there are three steps the algorithm undertakes in order to bring you the best results every time.[\/vc_column_text][tm_spacer size=”lg:35″][vc_column_text] 1.Crawling In order to discover pages, search engines have crawlers or spiders. These crawlers travel through the links that bind together pages in a website and the links from one website to another. This way. The crawlers can accurately identify which pages are most useful for certain search results. When these crawlers look at these web pages, they look at the Document Object Model (DOM) of the page to see what\u2019s on it. The DOM is the HTML and code of the page, which contains the links to the other pages. Clearly, crawling hundreds of trillions of web pages each day would be too big of an undertaking. This is why Google doesn\u2019t crawl each and every existing webpage. Instead, starting with a few trusted websites that serve as a base, it crawls outwards, using the links to determine the other websites’ existence. 2.Indexing Indexing is when information regarding a web page is added to the search engine\u2019s index. 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