Search Engine Optimization, which is popularly referred to as SEO, is the process of improving the visibility of a website, its content, and its marketing presence within the organic (unpaid) search results of a search engine. SEO encompasses various techniques such as back-linking, on-page optimization factors, technical SEO, and content creation. Since the search is, nowadays, one of the main ways in which web users discover content online, websites that rank high in search engine results enjoy increased traffic and visibility. The importance of SEO has grown immensely, especially in recent years, owing to the fact that nearly 93%~ of global website traffic is generated via search engines.
SEO, when executed properly, can lead to thousands, even millions of daily visitors to a website, with the potential to sell thousands of products or build a brand. This is due to the fact that when implemented and done the right way, SEO is not only the most affordable of marketing options but also the most targeted, which means high conversion rates. However, SEO requires patience and diligence, as search engines evolve their algorithms and updates very frequently to filter out spam. It also requires a detailed, thorough analysis of the keywords to be targeted, the link strategy, and the content of a website, as all of these play a vital role in attaining desired search engine rankings.
SEO is as vast as the internet itself. There are several basic and advanced techniques to approach SEO. It ranges from on-page SEO, which is the process of optimizing a website and its content, as well as off-page SEO, which includes link building and social media marketing and technical SEO, which includes server optimization, database optimization, and other web administration tasks. Let's discuss what each of these techniques entails specifically and then look at how they can be applied to your business.
On-Page SEO entails the optimization of a website to ensure that it is easily crawled by the search engine bots and also easily understood by the search engine crawlers. On-page optimization factors are easily identifiable and include all elements of your websites' structure and content.
Keywords: Keywords are words or phrases that are believed to be relevant to topics of the website, and when used in the content of a page, aid in getting the site ranked on search engine result pages. They should be selected after detailed keyword research to find out which keywords you should target and use on your page, in order to match the needs of the target search audience.
Metatags: Meta descriptions, Meta titles, and Meta Keywords are three very important on-page optimization factors that are used by search engines to display your content in search engine result pages (SERPs). They also assist search engines in determining how relevant and important a page is for a certain search query.
Content: Content is king is not just a cliché statement, but a truth of the world wide web. Good on-site content creation brings conversions and improves the overall search experience for the visitor. On-page optimization includes content but goes beyond.
Off-Page SEO entails the efficient, ethical building of a website's 'trust' and 'link profile.' Off-page optimization factors, largely dependable on the third-party sources of a website's authority and relevance, include link building, social media marketing, communication, and reputation-building activities.
Link Building: a major part of off-page SEO is link building. Link building is the process of accumulating links pointing towards a website. Search engine algorithms examine these links to determine the authority and relevance of a webpage. Links should come from a variety of sources, in order to ensure diversity and relevancy of the website. External links to a website enrich the user experience and aid the search crawlers in indexing each linked webpage. However, not all links are created equal. There is a vast array of SEO Metrics one must consider when making considerations of where to obtain backlinks from. SEO experts are able to ascertain the best places to build backlinks to increase the off-site SEO strength of a domain.
Social Media: With the advent of social media, and the increased usage of online networking, the importance of social media marketing cannot be emphasized enough. Posting high-quality content and interacting with an audience builds the authority and popularity of a website, which, of course, improves its SEO rankings. However, it is vital to maintain the authenticity of the social media profiles, to avoid being penalized by the search engines.
Citations: A citation is a link that marks a webpage's reference to a unique webpage or a unique entity. They include links to news articles, press releases, videos, or even to other websites. Citations can immensely boost the authority of a website.
Technical SEO is the process of ensuring that search engine bots are able to crawl, index, and rank your website easily and without any quality issues. It includes security, performance, schema, accessibility, the technology used, site-speed, and other issues relating to the technical aspects, which might prevent the website from achieving desired search rankings.
The bottom line is simple. To have a strong presence online, it is essential to invest your precious time and money in SEO. SEO is not a one-time job, but a process, and a continuous one at that. A well-performed SEO campaign can bring the business clients you so desperately need with the highest levels of consistency in the world of online marketing. Focus on SEO and watch your business grow!