The Secrets of Search Engine Optimization


Search Engine Optimization (SEO)


What does search engine optimization mean (SEO)?

Search engine optimization can be seen as the process of increasing the eminence and magnitude of free traffic by increasing the visibility of a website or a web page to users of a web search engine. Search engine optimization is practically about “Visibility”. Which is the ability of ranking high on a search engine in the unpaid section also known as organic listing. It is when a content creator takes a lot of time and hard work to improve or optimize his/her content online in order to have it appear as top result in search engines. It’s a three chain, where we have the content creator, the search engine and the searcher! The task here is for the content creator to create an attractive and charming content to catch the attention of search engines like Google, Bing and the likes and have them show it among the first result of the search. The aim of every content creator or marketer is or should be to appear or the first page of every search result because searchers hardly visit the second and third pages of the search result, so having ones content ranked on the second or third page is as good as not being ranked at all.  Search engine optimization can be in various dimensions like; image search, video search, academic search, news search, etc. search engine optimization is aimed mainly at national or international searches. The relevance of keywords is quite important as it is the determinant of one’s ranking or indexing on search engines. An excellent search engine optimization boosts its crawl (the process of searching for quality web pages) accessibility and quality content that answers the questions on the minds of the searchers.

Black hat SEO vs. White hat SEO

Search engine optimization can work in two ways depending on the author, it can be used in a dangerous way and also in a positive way, the dangerous way is for those using it for a get-rich-quick purpose and the positive is for those for who sincerely want to build and career and earn their cool cash for a long time while doing so. The get-rich-quick-scheme is a dangerous in the sense that, it focuses on optimizing content only for search engine not considering humans due to the verity that there are a lot of  ways to go around dodging the rules in  order to have their site ranked high to earn some stipends and this is often called Black hat SEO. It is dangerous because it normally leads to crappy pages that easily gets banned and earns severe punishments thereby tarnishing the marketers image and future chances of building a good career out of online business!

The positive SEO on the other hand is called White hat SEO which is the act of building a reliable and sustainable online business by focusing on the human audience. That is, the marketer or content creator does the content creation with the searches in mind. This entails presenting a qualitative content and making it readily visible or accessible to search engines while having their rules in mind.

There is also the middle man in this case called Grey hat SEO, the grey hat SEO is in between the black hat and white hat SEO, it’s like a meal that takes in all ingredients, in the sense that it plays safe (having the rules in mind) to avoid being penalized but at the same time not creating the best of contents for the searchers. It can be said to be aimed mainly at improving search engine rankings.

On-page SEO vs. off-page SEO

Search engine optimization is seen to have two major branches. The on-page and off-page SEO.

The on-page SEO is concerned with all Google’s ranking elements that are determined by directly looking at the page you are working hard to optimize, like contents, page structure and headlines. While off-page SEO refers to all factors Google takes a look at, and they are not exclusively in your control as they are affected by external forces only such as other blogs in the industry, social networks and the individual history of the searcher. Yes they vary in their duties but a good unity between the two will do a lot of magic to your SEO.

On-page SEO

Like we mentioned earlier, on-page SEO is concerned mainly with all Google’s ranking element that are determined by directly looking at the page you are working hard to optimize like contents and the likes. Content is the most important ingredient in online business, and giving out the best and right content is the key to Google’s heart and its customers. Google’s number one aim is to give its searchers the exact result as possible, so creating the right and best content will keep your on Google’s good books. What makes a content great? Quality, keyword research, HTML, architecture are the ingredients of a greatly cooked content!


Creating a qualitative content is not an easy job but there is always a way around it, if you are clueless, you can start by researching and digging up contents that have already been published , then you will do the job of studying it, developing it and making it more in-dept. Then having your own idea is great, all you need do is make more research and make it a qualitative and catchy one.

Keyword search

Keyword search should come first before anything else since it is the most important ingredient that will have to appear in your headline and all through the article. So researching a good keyword is necessary and I always give credit to long tail keywords!


This means Hypertext Markup Language, this is used to generate electronic documents referred to as pages which are displayed on the World Wide Web. Every page contains a series of connections to other pages called hyperlinks. HTML can be seen as the bones of a webpage as it’s the provider of the basic structure of the page.


Site architecture is another aspect that cannot be overlooked, there are little important things that needs attention in order to improve once SEO rankings. When your website has a good architecture, it appeases your visitor and might end up creating a soft spot in your visitors heart after navigating through your website, this entails having a mobile-friendly design, fast loading times, safe connections and all the things that will make navigating through your website easy and worthwhile.

Off-page SEO

Off-page SEO refers to all factors Google takes into consideration, and they are not exclusively in your control as they are affected by external forces only such as other blogs in the industry, social networks and the individual history of the searcher. Examples are PageRank, TrustRank,


PageRank is an algorithm used by Google search to rank web pages in their search engine results. It is a method of measuring the importance of website pages. PageRank is done by counting the amount or quality of links on a page to ascertain the average of how important the website is, this is because it is assumed that important websites are more prone to accumulate more links from other websites. The PageRank of a page is defined repetitively and depends on the number and PageRank metric of all pages that link it.


TrustRank is an algorithm that carries out link analysis to separate useful webpages from spam and helps search engine rank pages in SERPs (Search Engine Rank Pages). It’s a mini automated process which means that it needs human intervention to work effectively. TrustRank happens to fight spam by filtering the web by considering its reliability.

Components of a TrustRank

Content quality and uniqueness

Number of indexed pages

Site age, how old is the site

Quality backlinks are very important

Website traffic; the more traffic generated to the website the higher its trustranking

Site updating and improvements

In conclusion, Search Engine Optimization (SEO) is a very broad and interesting adventure about making little modifications on your website, with the motive of making your users or visitors have the best experience. For committed online marketers, those who own, monetize, manage and promote online content via Google search understanding Search engine optimization should be a great deal! All topics discussed are there to help you understand and make it easier for search engines to crawl, understand and index your content.

Neksummi Matthias

I've been marketing on the internet since 2007 and I've classified aspiring internet marketers into three groups. First, people who want to make money without putting in the required effort to learn and the capital to get their business started. Second, people who give up easily when things don't work out the way they anticipated and third, people who have learnt a lot, put in much money, have been persistent, yet things haven't worked for them because they weren't doing things the right way or they were on the wrong platforms. If you're in the first 2 categories, I'm sorry I may not be of much help to you. But if you're in the third category or if you're entirely new to internet marketing and you'd like to learn from someone who's mastered the ropes, I'm willing to pour myself into you. Start your journey to internet marketing success today with my number one recommendation.

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