Search engine optimization, or SEO, is the process of improving your website so that it ranks higher in Google for relevant terms related to your business. One of the most effective digital marketing strategies you can invest time into is SEO, and there are several ways to use the method.
There are four key types of SEO that you can get started with.
1. On-Page SEO
On-page SEO, sometimes referred to as on-site SEO, refers to optimizing the content of your website for search engines. You can include body copy, keywords, headers, meta titles, meta descriptions, images, and more.
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Here are a few tips for on-page SEO:
Research your keywords – Choose the terms and phrases that you wish to rank for on search engines. Research keywords with high relevance and search volume, but take into account less competitive terms as well. Be sure your writing team knows to optimize the page content to include the keywords as soon as you determine the right ones.
Optimize metadata – Metadata tells Google and search engines what a page is about. Make sure your meta titles and meta descriptions contain relevant content and your keyword phrases so you can rank higher. It is also crucial to note that Google sometimes rewrites our metadata with other copies on the page, so you should optimize your entire page.
Perform internal linking – An internal link leads to another page on your website. A lot of times, you’ll put them in anchored text. Make sure to include links on targeted keywords in your copy and link to high-authority pages to help Google read your site and to make it more user-friendly.
By incorporating on-page SEO into your marketing efforts, search engines will be able to understand the content on your site better. In addition, once Google understands your website, it can display it for relevant search queries.
2. Off-Page SEO
In short, off-page SEO is everything that takes place outside of your website. Off-page SEO is all about exposing your company and building trust in it, which can lead to more visitors and sales.
Link building is the most common off-page SEO activity. In case you don’t know, link building is the process of getting other reputable websites to link back to your website.
The following are some quality link building tactics:
Pitching articles – There are many blogs and online publications that will accept and publish articles you submit. Make sure your site is relevant to your work and includes a link to your company, but also make sure that you accept or exchange money in order to do so.
Competitor research – Analyze your top competitors’ backlink profiles. Learn where they are getting links from and which sites will allow a link. This guide can provide some pointers on how to start researching competitors.
Helping reporters – There are a variety of online services such as HARO, where journalists can ask industry experts for insight. That’s where you come in. Provide a quote or information on your area of expertise and they will most likely link back to your website.
Make sure your acquired links are earned, are from authoritative sources, bring qualified traffic, are “follow” links, and are from relevant sites!
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3. Technical SEO
As a result of technical SEO, your website will be crawled more easily and your user experience (UX) will be enhanced. These requirements change as search engines and their algorithms become more complex, which means that this type of SEO is constantly evolving.
To make sure there are no problems with crawability and UX, your technical SEO efforts must be efficient.
The following technical SEO efforts should be addressed:
Website speed – A page load time variable is now included as a ranking factor by Google, in addition to website speed. Be sure to keep your template simple, limit redirects, and optimize your visuals.
Mobile-friendliness – Users are increasingly turning to mobile devices to search for products and services. Check your site on a mobile device to make sure that visitors using a mobile device can easily navigate it.
Site structure – Make your site structure concise by using HTTPS hypertext, a user-friendly and consistent URL structure, a clean navigation hierarchy, and consistent internal links.
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4. Local SEO
A local SEO strategy uses a local focus instead of a national one. Your goal is to increase your online presence in your community and market your products or services to local customers.
Your Google My Business profile will often determine how well you rank on Google. You will include your address, business hours, description, reviews, and photos here. Based on the user’s search query, search engine results pages will consider proximity, relevance, and prominence, and select your business if you meet several criteria.
Local SEO has the following benefits:
- It’s a highly targeted advertising campaign
- It is free of charge
- Since only 44% of businesses claim their GMB listing, ranking locally is easier
Some ways you can improve your local SEO include writing tailored local landing pages, optimizing your local profiles, submitting spam on Google Maps, building local links, and more.
