In simple words, SEO or Search Engine Optimization denotes to any activity performed for the improvement of Search Engine rankings of websites, products, services or other content. It shows unpaid results which is also referred to as “free”, “organic”, “natural” or “earned” results.

The importance of SEO starts with the desire of the companies to gain more traffic for their websites. The ranking over search engines matter because users pay more heed to the first 5 searches on Google. Moreover, the users tend to trust Google’s refined search results because they consider these searches to be more authentic and specific.

A search engine is a web-based software system which is developed to search and locate relevant information on the World Wide Web. Search engines generally answer the queries entered by the users and give them a list of search results.

The World Wide Web (WWW) or the Web, which was invented by Tim Berners-Lee in the year 1989, is an information system of internet servers containing webpages where specially formatted documents and resources, supported by Hypertext Transfer Protocol or HTTP, can be located by Uniform Resource Locators (URLs) with other hypertext links.

On the internet, the domain is simply a part of the network address and acts as a descriptor for websites. It includes email addresses, website addresses and addresses of Internet Protocols such as SSH, IRC and FTP.

For example, in www.localmap.co, localmap is the domain.

Crawling or web crawling refers to an automated process through which search engines filtrate web pages for proper indexing.

Web crawlers go through web pages, look for relevant keywords, hyperlinks and content, and bring information back to the web servers for indexing.

As crawlers like Google Bots also go through other linked pages on websites, companies build sitemaps for better accessibility and navigation.

Indexing starts when the crawling process gets over during a search. Google uses crawling to collect pages relevant to the search queries, and creates index that includes specific words, or search terms and their locations.

Search engines answer queries of the users by looking up to the index and showing the most appropriate pages.

Search Engine Result Page or SERP refers to the page that is displayed when a specific search query is entered over the search engine. Apart from showing a list of results, SERP might also include advertisements.

Organic result in SEO denotes to the listing of the web pages that are most relevant to the search query entered by the user. It is also referred to as “free” or “natural” result. Getting a higher ranking in the organic result over the search engines is the very purpose of SEO.

Paid results in SEO mean the exact opposite of organic results. It generally denotes to advertisements that are displayed above the organic results.

Several website owners make payments to Google to display their websites for certain search terms or keywords. Paid results show up when some user enters a search query with those keywords.

On page SEO refers to all the activities performed within the websites to get higher ranking and more relevant traffic from the search engines.

On page SEO is related to the optimization of the content as well as the HTML source code of any web page. Some of its aspects include meta tags, title tags, meta description and heading tags.

Off page SEO relates to the other aspects that influence the search ranking of websites on the Search Engine Result Page.

It refers to the promotional activities, such as content marketing, social media and link building performed outside the boundaries of any web page to improve its search ranking.

Long tail keywords are phrases containing over 4+ words that make search results highly specific.

Long tail keyword in SEO

These long phrases are used by smart SEO experts when they attempt to draw quality traffic to their websites rather than having random traffic, and increase their lead conversion rates.

Also, long tail keywords are easy to rank compare to single word keyword.

LSI keywords or Latent Semantic Indexing are semantically associated with the main keyword that users enter over the search engines.

How to find LSI keywords?

Lets say, you are writing about On Page SEO. Now, search for your keyword (On page SEO) in Google and scroll down to the “Searches Related to…” area at the bottom of the page:

LSI keywords

With the use of LSI keywords, that are linked with the main keywords in terms of relevancy, search engines can identify the semantic structure of the keywords and extract the hidden meaning of the text to bring the most appropriate results on SERPs.

In SEO, heading or header tags are used to separate the heading and sub-heading of any content from the rest of the web page. There are 6 heading tags used in SEO in a top down hierarchy.

Ranging from h1 to h6, header tags bring coherence in content along with relevancy and keyword consistency in the search results displayed on SERPs.

Canonical URLs relate to the concept of selecting the best URL for the web pages that the visitors want to see. Also, known as canonical tags, these URLs help in content syndication when multiple versions of a same page become available over the Internet. Thus, it is used to resolve issues related to content duplication.

For example, most people would consider these the same urls:

www.example.com
example.com/
www.example.com/index.html
example.com/home.asp

But technically all of these urls are different.