Search engine optimization or SEO is essentially the process of optimizing your business’s website to increase your score and rankings on search engines. These rankings are related to specific keywords that you design your SEO strategy around, and the keywords are related to your business, products, and services. SEO ultimately works organically, improving website traffic through multiple sources such as keyword search, image search, news search, etc. SEO considers how search engines work and makes search engine crawlers rank certain websites higher than others. In 2021, SEO is by far the most sophisticated and efficient digital marketing technique, and every business should realize and use it to its full potential.
On-page or on-site SEO is referred to as the process of optimizing the content on your website. This essentially involves working with keywords, meta titles, meta descriptions, optimizing images, creating headers, etc. Researching keywords is an integral part of on-page SEO because it involves identifying the keywords you are to include in your website and on which you hope to rank higher on social engines. It also consists in optimizing metadata which refers to telling Google about the content on your web pages. This includes ensuring that your meta titles and meta descriptions include relevant information about each web page’s content.
Off-page SEO refers to all search engine optimization activity that does not occur on your website. It essentially focuses on link building, which refers to getting well-known and high DA websites to link back to your website. Managers can achieve this effectively through guest posting, which refers to the process of posting blogs on renowned websites, and these blogs essentially contain details about your company, its products or services, and include links to your official website. This helps increase your SEO score as search engine crawlers rank websites that link to high authority websites as trustworthy.
Local SEO is essentially a variation of regular or national SEO, and it focuses your SEO efforts in a specific area or locality. For instance, a company located in Melbourne, Australia, looking to reach consumers in its locality would look for SEO services in Melbourne. It would also create and optimize its Google Business account and include your office address, operating hours, and other details on it to help customers in your locality find you. The main benefit of local SEO is that it is highly targeted and accessible for businesses to use.
Technical SEO refers to any changes you make on your website that quickly help search engine crawlers navigate your website. This involves improving website speed, limiting redirects, optimizing images, making your website mobile-friendly, maintaining a consistent URL structure, and having multiple internal links on the website. As the term suggests, this SEO strategy takes a technical approach to search engine optimization. It is essential in its use, usually coupled with any of the above strategies.