13 February Navigating SEO Landscapes with Keywords and Techniques

Search Engine Optimization (SEO) is indispensable for any business’s online strategy, and its importance transcends mere traffic generation. It plays a pivotal role in enhancing a business’s digital presence and contributing to its overall success.

UnderStanding SEO

What is SEO ?

SEO, or Search Engine Optimization, encompasses a series of strategies aimed at enhancing a website’s online visibility and organic traffic. It revolves around improving a website’s ranking on Search Engine Results Pages (SERPs).

How does Google Search Engine Operate?​

Crawling – Crawling is the initial phase where bots, also known as crawlers or spiders, navigate the web. They traverse the website allowing search engines to discover and understand the vast array of web pages available.
Indexing – Indexing involves organising and storing the collected data in a structured manner. When a user searches a query, indexing makes it easy to retrieve relevant information.

How Google Search Engine Operates

Processing – During this Stage, Google aims to understand the user’s intent behind the query by using the search term.
Calculating Relevance – The search engine’s algorithm evaluates various factors, like keyword relevance, content quality and the authority of the web page. This calculation ensures that reliable results are prioritised for the user.
Retrieving Results – This stage completes the search process, providing the user with a tailored set of results that align with their information needs.

Major Google Algorithm Updates

Over the years, Google has launched various algorithm updates. All these major Algorithm updates include,
Panda (2011) – Checks for duplicate, Plagiarised or thin content and Keyword stuffing
Penguin (2012) – Checks for Spammy or irrelevant links with over- optimised anchor text.
Hummingbird (2013) – Concentrates on Search intent, Keyword stuffing and low-quality content
Mobilegeddon (2015) – Gives priority to websites that display well on mobile devices.
Rankbrain (2015) – RankBrain a machine learning based algorithm attempts to guess what people mean and records the results, which adapts the results to provide better user satisfaction.

Mid-December (2017) – Unofficially called as “Maccabees”. Knocked out more low-quality webpages from SERP. Learn more from “SEARCH RANKING ALGORITHM UPDATE DECEMBER 2017”.
Medic (2018)
– Introduced to enhance user experience, improve the authority and offering quality search results
Bert (2019) – This update understands the queries in context with nuance and pinpoint accuracy to deliver the most accurate results.
Google has also rolled out a few more updates in the year 2023, refer to our blog – Google Algorithm Update 2023.

Major Google Algorithm Updates

SEO Mechanics

Now that you know what is digital marketing, let’s discuss its significance.

How does SEO Work?
SEO employs a multifaceted approach, encompassing several components like Keyword Research, On-Page SEO, Link Building, Content Creation, and user experience.

The Importance of Keywords

The Importance of Keywords:

Keywords are the foundation of effective SEO. They guide your content strategy, enhance visibility, attract targeted traffic, and contribute to the overall success of your online presence. Careful research and strategic use of keywords can significantly impact your website’s performance in search engine rankings.

To delve deeper into keyword importance, check out our Blog – Why Keywords are Important ?

Types of SEO Techniques

SEO techniques can be categorized into four types:
White Hat SEO – White hat SEO refers to a set of SEO strategies that improve your site’s rankings on search engine results pages without violating the search engine’s rules. The main principles incudes: Relevant and Useful content, Keyword-rich Page title & Metadata, Relevant inbound links, Fast page loading times, Organising the content on your website to help people, Promoting content on social media, Make Your Website Mobile-Friendly, Follow Google Webmaster Guidelines.

Black Hat SEO – Black hat SEO refers to unethical and manipulative practices. These techniques violate search engine guidelines. Some black hat practices include, Keyword stuffing, Plagiarised content, Backlink Purchase, Meta Keyword stuffing, Cloaking.
Grey Hat SEO – Grey Hat SEO is similar to Black Hat SEO. Some Practices of Grey Hat are, Paying for Review, Purchasing Social media followers, Using Clickbait.
Negative SEO – The main motto of Negative SEO is to spoil competitors’ website, Hacking the Website and Adding fake reviews.

Types of SEO Techniques

Essential Elements of SEO

What is Metadata?
Metadata provides vital information about web pages, including title tags, meta descriptions, URLs, and meta keywords.

The Role of Headings and Tags:
Headings and tags aid in structuring and organizing content on a webpage.

Heading tags

Headings (H1 – H6):
Search engines use headings to understand the content hierarchy and relevance. The H1 tag is particularly important, signalling the main heading of the page. Based on logical hierarchy, H1 is used as the main title and subsequent headings (H2, H3, etc.) to represent subheadings.
The different types of tags include Title tags, Meta description tags, Meta Keywords tag, Canonical tags, header tags, alt tags, robots meta tag, No index and No follow tags.

Key Areas of SEO

The three main Key areas of SEO are,
     1. On-Page SEO
     2. Technical SEO
     3. Off-Page SEO
On-Page SEO
On-page SEO refers to the optimization strategies and techniques that are implemented directly on the web pages of a website. The goal is to improve the individual pages’ visibility and relevance to search engines, making them more attractive to both search engines and users. Key elements of on-page SEO include:Keyword Optimization, Content Quality, HTML Tags, URL Structure, Internal Linking, User Experience.
Off- Page SEO:
Off-page SEO focuses on activities and strategies that take place outside of your website but still impact its visibility and authority in search engine results. The primary goal is to build the website’s reputation, credibility, and relevance. Key elements of off-page SEO include:Link Building, Social Media Engagement, Influencer Marketing, Online Reviews, Brand Mentions.
For in-depth insights, refer to our blog – Best off-page SEO Techniques

Technical SEO
Technical SEO involves optimizing the technical aspects of a website to enhance its crawlability, indexation, and overall performance in search engines. It ensures that search engine bots can efficiently crawl and understand the content of a website. Key elements of technical SEO include:Site Speed Optimization, Mobile Optimization, XML Sitemap, Robots.txt, Canonicalization, and Structured Data Markup.
Have a look into the benefits of technical SEO from our blog.

Featured Snippet

Featured Snippet

A featured snippet is a snippet of information that provides a quick and direct answer to the user’s question without requiring them to click on any search result. Variety of Formats in Featured snippets include Paragraph Snippet, List Snippet, Table Snippet, Video Snippet
Eager to know about featured snippets , here are the 9 tips to rank in featured snippets from our blog.

Measuring SEO Performance

Assessing the success of your SEO efforts involves monitoring various key metrics that provide insights into your website’s performance, visibility, and user engagement. Here are some key metrics to consider:

Organic Traffic – The number of visitors who reach your website through organic (non-paid) search engine results.
Keyword Rankings – The positions your website holds in search engine results for specific keywords.
Mobile Responsiveness – The degree to which your website is optimised for viewing on mobile devices.
Page Load Time – The time it takes for a web page to load fully.
Several other metrics include Click-Through Rate (CTR), Bounce Rate, Conversion Rate, Backlink Quality and Quantity, Social Signals

Measuring SEO Performance

Utilizing Analytics Tools

Analytics tools like Google Analytics, Google Search Console and Google Tag Manager help in monitoring and Optimizing the performance of your website

Utilizing Analytics Tools

Google Analytics – Google Analytics provides detailed insights into website traffic, user behaviour, and other valuable data.
Google Search Console – Google Search Console is focused on providing insights into how Google views and interacts with your website in search results.
Google Tag Manager– Google Tag Manager simplifies the process of adding and managing tags, such as tracking codes and analytics scripts, on your website without requiring manual code changes.


As we’ve explored the multifaceted realm of SEO, it becomes evident that it goes beyond mere algorithms and keywords. By optimizing your website for search, you’re not just chasing rankings; you’re striving to provide a seamless and enriching experience for your audience. As the algorithms continue to evolve and new technologies emerge, SEO remains the cornerstone of a successful online strategy.