What is SEO?
SEO or search engine optimization is the process of ranking higher in the search results on a search engine and getting a larger volume of traffic on your web page or website through unpaid or “organic” methods. These “natural” or “organic” means of getting more traffic on your website may include such things as using relevant keywords, writing relevant and structured content, editing your content, and much more. With the immeasurably large volume of content being posted online, the number of search results that a single search query can bring up is vast and the opportunities for greater visibility for your website are more and more competitive.
In this competitive online environment of visibility, traffic, and rankings on the search engine, it is critical to do everything in your power to ensure that your website is on the top of the search results on a search engine. The higher your website is in the search results, the greater the visibility of your website, more traffic to your website, higher the chances of reaching your target audience, and greater the benefits to your brand. This is where Search Engine Optimization comes in – a free and organic way to ensure higher rankings and higher visibility on the SERP or Search Engine Result Page.
Learn about SEO from a digital marketing company. Some general facts are mentioned below
Importance and Benefits of Search Engine Optimization
⦁ SEO ensures the best user experience. Better user experience leads to a loyal consumer.
⦁ It helps build trust and credibility. By using only relevant, reliable and well-edited content, the credibility of your content is higher, and the user is bound to come back to you the next time he needs trustworthy information.
⦁ Since it is “organic” and unpaid, it is a cost-effective means of increasing your web presence.
⦁ Being cost-effective means that it is a sustainable and long-term marketing strategy.
⦁ It increases brand awareness and discoverability.
⦁ It creates a meaningful presence on the web and manages your reputation online.
⦁ In the competitive environment of online content, it helps you stay ahead of the competition.
⦁ Organic search is often the most important, direct and primary source of quality leads and website traffic.
⦁ Better user experience leads to higher engagement and a higher conversion rate.
⦁ SEO is measurable and quantifiable. You can, therefore, keep track of which strategies and practices work, and which don’t, based on past patterns.
⦁ It has an influence and impact on the buying cycle.
⦁ It brings to light new opportunities and creates a synergy of all digital marketing initiatives.
⦁ SEO is important because understanding SEO means understanding the web environment.
Types of Search Engine Optimization
There are two ways to go about optimizing your website on the search engine results page through SEO – On-Page Optimization and Off-Page Optimization.
On-Page Optimization
It refers to the things that you do on your website to make your ranking on the search engine results page higher. They are factors on your website – like the content, the structure of the website, ease of navigation on the website, the underlying code, etc. – that you are in control of and can optimize. They are the aspects of your website and web pages that can be optimized to increase your online authority and website credibility.
This on-page optimization can be done using various methods and techniques such as optimizing the title, keyword optimization, writing unique content, writing engaging and shareable content, having a website map, using headings and sub-headings, using meta tags like title tags, headings tags, description tags, link optimization, image optimization, etc.
Off-Page Optimization
Unlike on-page optimization, off-page optimization – like the name suggests – does not take place on your website or web pages, but rather off or outside of it. They refer to factors that improve your search engine ranking by performing actions and tasks of optimization on other online websites and web pages that are not yours. They are aspects of what you can do on other websites than your own to increase your ranking on the search engine result page.
The techniques for off-page optimization include social bookmarking of sites, inbound link building in a strategic manner, social media presence and engagement, etc.
No matter which techniques you use to go about the process and achieve your goal, Search Engine Optimization is not only an integral but a primary means of ensuring a well-established, meaningful, relevant and highly visible web presence and authority. It is essential then, as a webmaster or digital marketer, or even as a business in general, to keep you abreast and up to date with the best SEO practices, if you intend to survive in the extremely competitive, winner-takes-all environment of content on the Internet today.
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