In this blog we will explore SEO as an important factor in your business growth. We will look deep into What SEO is? How does SEO benefit in Digital Marketing? What are different types of SEO and their contribution to Digital Marketing in details. Read further to know more.
There are four main types of SEO: on-page, off-page, technical and local. In this blog post, we’ll go over each one so you understand what they are and how they are important to your business. We’ll also give you some tips on how to improve your search engine optimisation strategy for each type!
There are 4 types of SEO. SEO types basically mean SEO techniques, and it’s important that you apply at least three of the four SEO types to your digital marketing efforts.
- On-page SEO
- Off-page SEO
- Technical SEO
- Local SEO
Contents
What is On-Page SEO?
On-page SEO is the optimisation of the content and structure of a website with the aim of achieving a higher position in search results. The main focus of on-page SEO is to improve the relevance and authority of a website in order to rank as high as possible for relevant search queries.
This means using white hat SEO techniques to show that you are the leading authority on a particular topic. There are a number of factors that contribute to on-page SEO, including page titles, title tags, meta descriptions, keyword density, alt text and URL structure. To effectively optimise a website for search engines, it is important to understand how these factors work.
Manipulating these elements to gain search engine traffic could be considered Grey Hat SEO or even Black Hat SEO. So it’s important to maintain a balance between what the search engine bots want to see and what your target audience expects from your web pages.
Start by researching keywords to find out what your target audience is looking for. Then you can plan your content based on what they are actually interested in. This is not just about search engine optimisation, but also about helping your target audience decide if you are a company they want to do business with.
Page title
This is the title that appears at the top of every page. You should always try to write one page per topic and never try to rank a page for multiple keywords. Your page title should be descriptive but not too long; if natural, it should be keyword rich.
Meta title tags
A title tag is text that appears on search engine results pages (SERPs) when a specific search query is entered. The meta title tag should be descriptive and contain the keywords of the page title. While this is not a direct ranking factor, it is the first thing your target audience will see of your business and it needs to be appealing so that they click on your website rather than your competitor’s.
Meta descriptions
Meta descriptions are another important element of on-page SEO. Again, this is not a direct ranking factor, but they play a very important role in your potential customers’ journey. Meta descriptions are short snippets of text that appear in the SERPs under the title tag. Meta descriptions should be clear, concise and keyword-rich to achieve high click-through rates in the SERPs.
Keyword density
This is the frequency with which a particular keyword or phrase appears on a web page. Keyword density should be kept moderate to avoid search engines penalising you for keyword stuffing. We are talking about a few percent here. Personally, I do not really measure keyword density because I believe if you write content that is aimed at the end user and include your keywords where they naturally occur, then you do not need to worry about Google bots penalising you.
URL structure
The URL structure is the way in which the pages of a website are organised and how they link to each other. A well-structured URL hierarchy can help search engines understand the relationship between the different pages on a site and can improve crawling and indexing of a site. The pages that are linked to most often should be the most important pages on your website – your money pages, service pages or product pages.
Images and alt text
Images play an important role on a website. Search engines cannot read images, but they can read the alt text you put behind the images. This is also important from the point of view of accessibility. If you make your alt text descriptive, both users and search engine crawlers can better understand what an image is about.
It is also a good idea to change the file name of all images before uploading them to your website so that they are a more meaningful representation of what the image in question actually is.
Content
Content is probably the most important part of On Page SEO. Writing quality content that targets your ideal audience is essential. This content should contain your relevant keywords without being cluttered (see keyword density above), and it should follow a natural linking pattern to show Google which pages on your site are most important.
Google Analytics and Google Search Console provide you with a lot of information about your website’s content and how visitors interact with specific pages, as well as the keywords you primarily rank for. This can help you work on your content to ensure you are providing your audience with the best possible information and experience on your website.
A content strategy is one that provides your audience with high-quality, relevant content on a regular basis. A digital marketing company can help you develop a strategy that includes content to improve your SEO rankings. This is where keyword research is crucial, as Google will show in search results the content that takes into account a number of SEO factors alongside the words and images on a page. These include things like meta tags, page speed, internal links and many more of the SEO techniques already discussed in this article.
Improving your website’s On Page SEO can be a complex and time-consuming task, but it is well worth the effort. By understanding how On Page SEO works as one of the four SEO techniques, and following best practises, you can improve your website’s ranking in the SERPs and drive more organic traffic.
On-site SEO is important, but it is only one part of a comprehensive SEO strategy. To rank high in the SERPs, you also need to focus on off-page SEO factors such as link building and social media engagement. And also on technical SEO.
Off Page SEO
What is Off Page SEO?
Off page SEO (search engine optimisation) is the optimisation of a website to achieve a better ranking. Off Page SEO refers to the techniques used outside your website to improve your ranking, such as link building, social media marketing and search engine submission.
Link building is the process of obtaining backlinks from high quality websites. Backlinks are links that point from one website to another, and they help improve a website’s ranking in search engine results.
Of all the different types of search engine optimisation, this is probably the most difficult to master. The reputation of black hat techniques, block networks and spammy directories makes link building a major challenge.
Besides the challenge of building the right kind of links, you could also fall victim to negative SEO. Negative SEO means that another company (usually a competitor) pays someone who knows black hat techniques to build a lot of spammy links to your website, post fake reviews and PR. They are using negative SEO techniques to damage not only your SEO efforts but also your company’s reputation.
Social media marketing is the process of promoting your website or brand on social media platforms such as Facebook, Twitter, Instagram, TikTok and LinkedIn. While it is not a standalone SEO service (after all, the major search engines will not crawl the links on these platforms), it should be part of your digital marketing activities.
It is a different type of SEO, but one that is becoming increasingly important. So if you are not present on social media platforms, you should definitely consider it.
Search engine submission involves submitting your website to directories and search engines so that they can index your website. The more frequently you change your website, i.e. add new pages or change existing pages, the more likely it is that your website will be indexed regularly. Websites like the BBC website are crawled by search engine bots pretty much all the time.
Off-page SEO is indeed an important part of any digital marketing strategy because it helps you get backlinks, build relationships and increase your visibility online. If you are not doing off-page SEO, you are missing out on valuable opportunities to improve your website’s ranking.
Technical SEO
What is technical SEO?
Technical SEO is the optimisation of a website for Google search with the aim of driving higher web traffic and improving the website’s visibility and organic search results. It focuses on the behind-the-scenes aspects of website management, such as improving website code, architecture and crawlability. Technical SEO is a necessity for any website that wants to rank high in search engine results pages (SERPs).
Good technical SEO can make the difference between a website ranking on the first page of Google and one that lingers on the second or third page. It is also crucial for Google to understand what your website is about so that your website can be displayed in the relevant search results.
Although it may seem like you ‘make’ your website and then move on, it is actually an ongoing process. Technology changes quickly so the platform and functionality/plugins you use on your website are updated regularly and you need to keep this in mind. Unfortunately, when you update one thing, it can often affect other areas such as speed or layout. So it can sometimes feel like you have to work on it all the time, but it’s really important and can make the difference between your online success and failure.
Local SEO
Local businesses are those that serve a geographical area. That’s why it’s important to take a slightly different approach to SEO marketing. For a local business, it can be more difficult to find the keywords that will drive organic traffic to your website. Relevant keywords may not have as high a search volume, but Google rankings can be just as competitive.
The visibility of your website is just as important, but your SEO strategies will likely be slightly different. Local SEO can also include creating listings in local directories and review portals, as well as updating your Google Business Listing.
Things like reviews can be very useful for local businesses. So ask your customers to leave them on the location of their choice. Google My Business, Yellow Pages and Facebook are all great places to collect reviews.
If you focus on all aspects of search engine optimisation, you have the best chance of appearing high up in the search results – no matter what place someone is searching from.
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