Search Engine Optimization

SEO means in simple and understanble language of making the website attractive and animated in manner to show the result of a website or a web page in SEO . SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO increase both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in social media. There are many aspects to SEO, from the words on your page to the way other sites to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand easily.

How does SEO work?
Search engine are not humans but the inbuilt software that crawls the world wide web page content and unlike humans these engines are text driven. The elements that are known to build up a quality score are mentioned below:

STEP 1 :Website names and URLs

STEP 2 :Page content

STEP 3 : Meta tags

STEP 4: Characteristics of Link

STEP 5:Usability and accessibility

STEP 6 :Page design

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Want to know what is SEO and how it works? We’ve made this simple SEO guide for you.

One of the biggest questions that we get from our clients here at Appna Trendmarketing is – what is SEO and how does it work? For businesses that are just starting to build their website or going through a website redesign, search engine optimization or SEO can feel a bit intimidating.

But it doesn’t have to be that way.

Even if you do not have an experienced in-house SEO associate, you can still start making some positive changes that will help you improve your search engine optimization. With a little SEO knowledge under your belt, you can be on your way to improving your brand’s search engine ranking in no time.

Below, we’ll provide an answer to the million dollar question – what is SEO and how it works? We’ll also cover some of the basics of SEO so that you can better understand how it impacts your business and what you need to do to be in good shape.

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What is SEO and How It Works

SEO is an acronym that stands for search engine optimization, which is the process of optimizing your website to get organic, or un-paid, traffic from the search engine results page. In other words, SEO involves making certain changes to your website design and content that make your site more attractive to a search engine. You do this in hopes that the search engine will display your website as a top result on the search engine results page.

Though search engine optimization can get quite complex when it comes to all the different factors that impact your ranking, the basic process is not as difficult to understand. Search engines want to provide the best service for their users. This means delivering results on the search engine pages that are not only high quality but also relevant to what the searcher is looking for.


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In order to do this, search engines will scan, or crawl, different websites to better understand what the site is about. This helps them deliver more relevant results to those who are searching for certain topics or keywords. Similarly, the search engines will scan the site to determine how easy it is to navigate and read, rewarding user-friendly sites with higher rankings on the search engine results page.

SEO is the process that organizations go through to help make sure that their site ranks high in the search engines for relevant keywords and phrases. For instance, lets say that you have an article about how to build a birdhouse. In order to get your content in front of the right people, you want to try to optimize your this blog post so that it will show up as a top result for anyone who searches for the phrase build a birdhouse.

There are many benefits of SEO for your business. By improving your SEO, you can work to expand your visibility on the search engines. This helps you reach and engage more potential customers. By creating more engaging and effective SEO-focused content, you can increase your chances of bringing in more targeted organic traffic.


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Factors That Impact SEO

Now that you know what is SEO and how it works, let’s take a look at some of the factors that can impact your search engine optimization ranking. Search engine giant, Google will never give away the exact algorithm they use to rank sites. However, we do have a pretty good understanding of some of the factors that impact search engine results page (SERP) rankings. These factors include both on-page and off-page factors, which we will discuss below.

Content Marketing

Before we dive into some of the factors of on and off-page SEO, lets talk about content. Content is effective in both attracting the search engines and helping your organization make connections with site visitors.


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The more quality, relevant content pieces that you have on your site, the more likely search engines will be to rank your pages higher on the search engine results page. Similarly, the more engaging and effective content you have on your site, the more likely your visitors will be to spend some quality time on your website and maybe even make a purchase.

The secret to creating content that is optimized for both the search engines and your human site visitors is to create a variety of different types of content pieces that are well-written and on topics that are most relevant to your audience. Here are just a few types of content that you can focus on to help improve your content offering and, thus, your search engine rankings:

  • Blog posts and articles
  • Social media content
  • E-books and whitepapers
  • How-To Guides and Tutorials
  • Videos and audio recordings
  • Infographics or other visual content

Another important thing to consider when creating content for your site is SEO keywords and phrases. These are relevant words and phrases that a search engine user might type in when looking for answers to their questions or relevant products and services. When you create content around these keywords and phrases, you improve your chances of ranking higher for these keywords on the search engine results page.

Yet another factor that can impact your content, and thus your search engine ranking, is how fresh your content is. Freshness basically refers to how often your organization posts new content to your site. However, creating brand new content is not the only way to keep your content fresh. You can also freshen up your content by updating posts, rewriting them to make them more effective, or adding new information and statistics over time.

Though creating content takes time and resources, it will more than pay off in the end. Search engines love great content and consumers need quality content to better understand the value your organization can provide. Start off by creating a few blog posts and work to build a following on social media. Once you have a group of loyal fans and followers, your organization can work to create different types of media to attract and engage new leads.

On-Page SEO

The on-page SEO factors are those elements that happen on your website. These are the things that you have complete control over, meaning that you can work to improve these factors over time by following best practices for SEO. This goes beyond just your content marketing to the deeper levels of your sites HTML.


Here are just a few of the on-page SEO factors that can help you improve your search ranking:

  • Title Tag The title tag on each page tells the search engines what your page is about. This should be 70 characters or less, including both the keyword your content focuses on and your business name.
  • Meta Description  The meta description on your website tells search engines a little bit more about what each page is about. This is also used by your human visitors to better understand what the page is about and if its relevant. This should include your keyword and also provide enough details to tell the reader what the content is about.
  • Sub-headings  Not only do sub-headings make your content easier for visitors to read, but it can also help improve your SEO. You can use H1, H2, and H3 tags to help search engines better understand what your content is about.
  • Internal Links  Building internal links, or hyperlinks to other content on your site, can help search engines learn more about your site. For example, if you are writing a post about the value of a specific product or service, you can link to the product or service page in your blog post.
  • Image Name and ALT Tags  If you are using images on your website or within your blog content, you will also want to include your keyword or phrase in the image name and alt tag. This will help search engines better index your images, which may appear when users perform an image search for a certain keyword or phrase.

When strategically placing your SEO keywords and phrases on your pages, its important to avoid over-optimization. Google and other search engines will penalize your page if it attempts to use keywords too many times throughout the content.

In addition, you want to make sure that each piece of content focuses on just one or two keywords. This helps ensure that your content is specific and relevant. Trying to tackle too many keywords at once may negatively impact your search engine optimization as it often makes for un-focused and thin content.

While site content plays a vital role in your search engine rankings, it also important to consider your site architecture. You want to use a website design that makes it easy for search engines to scan or crawl your pages and content. Building internal links between your pages and creating a site map can both help improve your site crawlability and give your search engines a better understanding of your content.

Yet another concern when it comes to your site architecture is whether or not your website is mobile-friendly. Many consumers are searching for information and brands on their mobile devices. You need to make sure that these users are able to view, read, and navigate your website from their mobile device. Not only does this impact the user experience, but it can also affect your SEO.


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Off-Page SEO

In addition to the on-page SEO elements that your organization has control over, there are also off-page SEO factors that can impact your ranking. Though you do not have direct control over these off-page factors, there are ways that you can improve your chances of having these factors work out in your favor. (But more about that later!)

Here are a few of the different off-page SEO factors that can impact your search engine rankings:

  • Trust  Trust is becoming an increasingly important factor in a site’s Google ranking. This is how Google determines whether you have a legitimate site that visitors can trust. One of the best ways to improve trust is by building quality backlinks from sites that have authority.
  • Links  One of the most popular ways to build off-page SEO is through backlinks. You want to be careful here as spamming sites with your links is a quick and easy way to get your site banned from the search engines. Instead, take the time to build relationships with influencers and fans who create quality content and will link back to your site in their own content.
  • Social Another important off-page SEO factor are social signals, such as likes and shares. When it comes to boosting SEO, you want to look for quality shares from influencers. The more quality content you publish, the more likely you will be to get people to share your content with others.

Though you do not have direct control over what happens outside of your organization, you can increase your chances of improving off-page SEO simply by creating quality content that others will find valuable. The more relevant and interesting your content is, the more likely others will be to link to your content and share it on social media. The more people trust your content, the more the search engines will as well.

Black Hat vs. White Hat SEO

When it comes to SEO, there are two different approaches that organizations take to optimizing their sites for the search engines black hat vs. white hat SEO.

Some organizations are only interested in SEO so that they can rank their content quickly and make some money in the short-term. Black hat SEO involves tactics that focus on optimizing content only for the search engines. This means that organizations are not considering the human visitors that will read and navigate their site content. These organizations will bend or break the rules in order to improve their site rankings to make a quick buck.

In the end, this approach to SEO produces pages that are often difficult for people to read and look a whole lot like spam. Though the sites may rank more quickly than those that are optimized properly, these sites are often penalized or banned by search engines rather quickly. Overall, this get-rich-quick approach to SEO ruins the organization chance of building a site that is sustainable and able to bring in new leads for years to come.

On the other hand, white hat SEO is an effective approach to optimizing your website for search engines and building a sustainable business online. This approach to search engine optimization involves focusing on the human audience that will be clicking on and reading the sites content. The goal of this type of SEO is to produce the best content possible on a site thats easy to read and navigate while also following the search engines rules for optimization.

It’s important to note that though black hat SEO tactics might help you rank quickly, it is inevitable that the search engines will eventually figure out what you are doing and penalize your site. Depending on the severity of the offense, your site may not be able to come back from the penalties. The only way to build a sustainable online business that will bring in more organic traffic over time is to follow SEO best practices and create effective content that your visitors will find valuable.

Final Takeaways

After learning more about what is SEO and how it works, you can now work to make changes to your site in order to improve your SEO and boost your rankings on the search engine results page. Remember, there are a lot of factors that impact your SEO ranking, but the most important thing to consider is whether your content is valuable and relevant to your intended audience.

Keep in mind that search engine optimization takes time to work its magic. You wont experience the benefits of SEO overnight. In fact, it may take months to enjoy the results of your hard work. However, following SEO best practices by creating quality content thats focused on helping your human visitors is the best way to build a sustainable online business that will continue to bring in new organic site traffic for years to come.

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How to Get a Free SSL/TLS Certificate for a Website


In the past few years the price for an SSL certificate has dropped significantly and so has the ease in which they can be deployed. For those of you who don’t know what this is or where to get one, we can help. We’re going to define what an SSL/TLS certification is, how it can help your site, and where you can get one for free.

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What is an SSL/TLS Certification?

SSL is an abbreviation for Secure Socket Layer, and TLS stands for Transport Layer Security. You’ve most likely seen the end product of these encryption tools. When you go to a website, you may have noticed that the website started with http:// or https:// with a little green padlock, and these are the end products of a SSL/TLS layer we mentioned earlier.

This layer helps to make an encrypted link that connects your customer’s web browser and your website. It streams any data that may exchange between the two in a secure manner, and it blocks out any third-parties from looking at or stealing the information.

If your website doesn’t have a SSL/TLS layer and has an unsecured http:// layer, any third parties can view and take the information that passes between the two sites. This can lead to data breaches if information like usernames, passwords, or credit card numbers pass from your customer’s browser to your site.

The Difference Between SSL and TLS

SSL is the predecessor to today’s TLS certification. Netscape debuted SSL in 1995, and it was originally called SSL 2.0 (SSLv2). This encryption software was upgraded and replaced in 1996 by SSL 3.0 (SSLv3) when Netscape found several large vulnerabilities and holes.

SSL 3.0 was the main encryption tool until 1999 when TLS was debuted. It was marketed as the newest version of SSL, and the TLS encryption tool was heavily based on SSL 3.0’s encryption tool. Today, TLS is currently on TLS version 1.2 and 1.3. It is important to note that you don’t have to dump your SSL certification for a new TLS certification. They’re both valid and accepted, and most people tend to use the term SSL certification as an umbrella term to cover both TLS and SSL certifications because it’s more familiar.

Why You Need a SSL/TLS Certification

In the past, you may not have needed to worry about have an SSL certification with your website. However, as more people started exploiting loopholes to weak encryption, Google started to take it seriously. In 2014, they informed webmasters that SSL was going to be incorporated in as one of their ranking factors. Trying to give your websites a boost to get them high rankings with Google is an insanely competitive market, and having an SSL certificate for your website is a quick and easy way to accomplish this.

In 2017, Google went a step further to ensure that more webmasters complied with having a securely encrypted security layer. They released a statement announcing that that would mark “any sites that begin with http:// that collect passwords or credit card numbers as not secure.”

As you depend on a healthy website traffic flow to keep your page ranking higher on Google and bringing you income, this is the last thing you want people to see when they click on your website. It’s enough to drive your potential customers away for fear of identity theft or a data breach.

Different Types of SSL/TLS Certificates

There are three common types of this encryption certification available, and each one does something slightly different for the website it protects.

Domain-Validated SSL (DV)
A domain-validated SSL certificate is the most common type available. They’re also commonly referred to as a low assurance certificate, and they’re known as being the standard type of SSL certification vendors issue. This type of certification comes with automated validation, and it only makes sure that the specific domain name is registered and that the administrator approves the SSL certification request.

The webmaster can confirm this type of validation by configuring a DNS record for the specific site or by email. It takes anywhere from a few minutes to a few hours from start to finish, and it’s better suited for internal systems.

Organization-Validated SSL (OV)
An organization-validated SSL certificate is another common type you’ll see a lot. This type of certification is commonly called a high assurance certificate. The validation process is more involved, and actual agents are required to validate the domain’s owner along with information about the particular organization. This includes the organization’s name and address including the state, country, and city.

This certification has a slightly longer processing time because the agents will require proof of all of this information, and it can take anywhere from a few hours to a few days to complete from start to finish. Business and companies are the entities that use this type of encryption certification the most.

Extended Validation SSL (EV)
This is the newer type of SSL certification, and it has one of the most in-depth validation processes available. When you get this type of certification, agents will check that the business is a working, legal entity. You’ll also have to provide them with proof that you own the particular domain.

However, if you do all of this and get this certification, your website will display the green padlock that represents security. It can boost your customer’s confidence that everything is encrypted and secure. This can take a few days to a few weeks to complete, and it is recommended for all e-commerce businesses.

SSL/TLS Certifications for Multiple Properties

If you get a single-name SSL certification, but you have multiple domains to protect, it’ll only work on one. For example, if you got a single-name SSL for, it wouldn’t secure

Multi-Domain SSL Certificates
This type of certification can simultaneously protect upwards of 210 different domains under a single SSL certification.

Wildcard SSL Certifications
This type of certification lets you secure an unlimited number of subdomains that all come from the same root domain under one SSL certification. For example, you want to secure and any subdomains you may have. You can use the Wildcard SSL certification with the request of * listed as the site’s common name. This Wildcard certification would then protect,, and so on.

What a SSL/TLS Certification can do for Your Website

There are many benefits to having a SSL/TLS certification, and we’ll talk about the most common ones.

You also get authentication in addition to security with a SSL/TLS certification. It ensures that you’re sending your information a legitimate server and not someone who is trying to steal your information. Your customers will be sending their sensitive information across the internet and through several different computers, and any one of these several computers could be an imposter that tries to trick them into giving out their sensitive information.

When you have a SSL/TLS certification in place, any sensitive information is unreadable by these other computers, and this protects their information. You won’t have to worry about your customers having a data breach when they use your site because that’s a fast way to lose business and sink in the ratings.

Payment Card Industry (PCI) Compliance
If your customers purchase things from your site or if they input their credit card information for any reason, you’re required by the Payment Card Industry to have a SSL/TLS certification to stay in compliance. This is one of the audits your site has to pass in order to take and handle sensitive credit card information.

The biggest and most obvious reason why you’d want to have a SSL/TLS certification is increased security. It encrypts any sensitive information that you or your customers send across the internet so only the person you intend to read it can. This is extremely important because any information you input travels from browser to browser until it reaches the destination server.

If your information doesn’t have this encryption, any computer that is between your starting point and the destination server can see all of your information as it travels along. This includes passwords, social security numbers, credit card numbers, and usernames. When it is encrypted, it’s unreadable to everyone except the destination server, and this can prevent things like identity theft.

Today, browsers and websites give visual cues that quickly let your site’s visitors know that it’s secure. These visual cues come in the form of the green padlock or a green address bar. If your customers trust your website, they’re more liable to purchase items or products from it.

It can also help to prevent common phishing attacks. A phishing attack occurs when someone sends your customers an email and falsely claims to be your company in an attempt to get your customer to go to their website by clicking on a link in the email. As you can’t duplicate a SSL/TLS certification, your customers will be less likely to fall into this trap.

Where to Get a SSL Certificate for Free

There are several places where you can get a SSL/TLS certification for free for your website, and we’ve listed the best ones below.

Let’s Encrypt
The Linux Foundation collaborated with the Internet Security Research Group to create Let’s Encrypt. It gives your site a free domain-validated SSL/TLS certification, and you can set it up to automatically renew. This allows you to skip manually renewing, installing, and verifying the certificate each year.

CAcert Free Certificate Authority
CAcert has a variety of free SSL/TLS certifications available, but you do have to meet with a CAcert volunteer face-to-face to review your government-issued identity documents. Depending on which certification you get, they expire every six months, 12 months, or 24 months and you have to meet with the CAcert volunteer each time you renew it.

If you want to experiment with SSL, Comodo offers you 90 days of free SSL/TLS certification before you either drop it or purchase it from them. It sets up in minutes, and it comes with the highest-strength 256-bit encryption possible. Also, all of the main browsers like Chrome, Internet Explorer, and Firefox recognize Comodo SSL/TLS certificates.

Cloud Flare
Cloud Flare is a security and a CDN company that offers universal free SSL/TLS certification. It is very user-friendly, and it sets up in under five minutes. Currently, Cloud Flare has many popular sites that use its certification including Reddit, Mozilla, and Yelp to name a few. If you have an account with Cloud Flare, but it’s not active with SSL yet all you have to do is log in, choose which you want to SSL/TLS enabled, hit the Crypto icon, make sure you have a flexible configuration, and wait for it to go live.
SSL is another SSL/TLS certification company that offers you 90 days free SSL/TLS certification for your website. It is domain-validated and automated, and it sets up in minutes. This company’s SSL/TLS certification is accepted by 99.9 percent of browsers and websites. It also comes with unlimited server licenses, business-class validation and encryption, and more. At the end of the 90 day trial period, you can either switch to a free company or purchase one through this site.

SSL For Free
SSL For Free is another site that gives you a free SSL/TLS certification for your site. It runs on Let’s Encrypt’s ACME server, and it uses automated domain validation to give you your certification. Again, this takes just minutes to set up, and it’s good for an entire year before you have to renew it.

If you have a personal website or a blog, StartCom will give you one unlimited domain-validated SSL/TLS certificate completely free. All you need to do to get this free certification is to validate that you own the domain. This can take a few minutes or a few hours at the most, and you can validate it over email. Once you do, it’s good for an entire year before you have to renew it.

WoSign is another very user-friendly site that gives domain owners free SSL/TLS certifications. These certifications are good for two years before you have to renew them, and they use automatic authentication, so they’re up and running in a few minutes. It’s widely accepted by many reputable browsers as well, and you can request your certification through email.

SSL/TLS certifications are extremely important for anyone who runs a website. Not only can they give you a ratings boost in Google’s search rankings, but they can make your customers feel more secure as they use your site. You’ll get the peace of mind that comes with knowing that any sensitive information that is transmitted to and from your site is secure and safe from data breaches and identity theft. They’re completely free, and you have nothing to lose by having them.

@2019 Power By Muskan Gupta