As a business owner, you have to place your feet in a few shoes. From establishing a good rapport with your industry counterparts to marketing and promotion to ensuring customer care, you need to see each part of the business.
Quite a packed schedule, isn't it? Indeed, yet as a business person, this is something you should be mentally and physically prepared for.
Presently, with the time of digitization, SEO has become one of the most significant elements of online marketing and branding. For your new startup or even if you are a senior corporate, you should be sure that you apply only the relevant and fair SEO practices, instead of indulging in the illegal or spammy ones.
Your SEO efforts set the course of how your website performs in the search results - whether it brings more traffic to your website or not, whether it improves your site rankings or not.
"Website optimization is a drawn-out procedure that needs a lot of patience, marketing mindset and an eye for the frequent updates that roll out in the SEO industry.," says Ashish Kumar, the marketing director of DigitalOye.
In this article, we will see the essential elements that make up the concept of Search Engine Optimization (SEO).
Let's take a look.
The Anatomy of Search Engine Optimization
In this article, we will take a look at the following points that make up the SEO -
- On-Page Optimization
- Off-Page Optimization
- White-Hat SEO
- Black-Hat SEO
- Page Speed
Let's discuss each of these points in depth.
On-Page Optimization
The first and foremost step that you must consider is ensuring that your website is sufficiently optimized. In on-page optimization, make sure that each of your website's web page has properly optimized images and quality content.
Check out these tips -
- Do not forget to add your primary keywords in the headings of your content. This will help the search crawlers to recognize the content and its purpose.
- Your title must have at least 1-2 keywords that you want to rank for, while to page content must be optimized with sufficient keywords - ideally 2% of the total word count.
- If you are targeting a single keyword, try to use long-tail keyword phrases instead, Take help of Google Keyword Planner.
- Make sure that the keywords that you are targeting are in sync with your business objectives and target audience.
- And finally, do not attempt keyword stuffing because Google is critical of keyword stuffing and will penalize your website from the search results.
Off-Page Optimization
As compared to the on-page optimization, which takes care of your onsite optimization, as the name suggests, off-page optimization takes care of your website's third-party interactions. In other words, off-page optimization is the link building process where you receive links from other high authority domains in your niche areas and otherwise.
Off-page optimization is referred to as a token of trust and goodwill that indicates the search engines of your authenticity and knowledge in the niche. This makes your website rank up in the search based on your relevancy.
Check out these tips -
- Indulge in guest blogging, join online forums and discussions to showcase your knowledge in the field, asking for a link back to your website.
- Try to attempt posting good quality and informative articles and posts on high authority websites that are pertinent to your business domain.
- Maintain the right presence on social media. You don't have to be on every social media platform. Filter the one which is the most popular among your audience.
- Submit your articles and web pages to bookmarking websites like Reddit.
White-Hat SEO
As the name suggests, white-hat SEO is a compilation of right SEO strategies that the marketers can use to help their website rank higher in the SERP. White-Hat SEO involves adhering to the principles and guidelines ruled out by the Google Search Engine.
Check out these tips -
- The key is to create good quality content. DO NOT copy content from anywhere on the internet, use sufficient and relevant keywords in your content, and try to keep your content copy authentic.
- Pay attention to related title tags and meta descriptions.
- Conduct extensive keyword research before finalizing your keywords.
- Ensure that your website is user-friendly.
Black-Hat SEO
Black-Hat SEO is the opposite of everything that white-hat SEO stands for. It is the compilation of unlawful and illicit ways that the SEO masters do to make their website rank high in the search results by manipulating the search algorithms. The marketers who use black-hat SEO have little to no regard for the search engine guidelines and use negative techniques like keyword stuffing, spamming comment sections, creating irrelevant and bulk links, purchasing links in bulk, and more.
Some of these black-hat techniques are -
- Hiding content is one of the most used black hat strategies. In this, the marketer conceals the content inside the website code by making the text colour the same as the website background.
- Stuffing keywords in meta tags and content pieces are also considered as a black0hat strategy. People often stuff too many keywords to the content that the sentences stop making sense, messing with the readability score.
- Creating gateway or doorway passages that redirect the users from one website to another automatically.
Page Speed
People on the internet are impatient. With so many alternative solutions to their queries, they need not have the patience to wait for the website to load. They can easily switch to the next best site that has good speed. With Google's mission to enhance the user experience, it has now begun to rank those websites that have a fast page speed.
Check out these tips -
- Refrain from using too many plugins on the website.
- Be mindful of the image file size before you add them to your site.
- Consider browser caching.
- Reduce the number of redirects that you add to your website.
- Work on enhancing the server response time.
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