Search Engine Optimisation (SEO) – the basics

As a first blog post, we thought it would be a good idea to strip back all the fluff that is linked with SEO and go back to basics.

So put simply, search engine optimisation helps to increase the quantity and quality of traffic coming to your website. If done correctly, SEO can help your website appear at the top of the search engine results pages for keywords and phrases relevant to the products and services listed on your website.

To achieve high search engine rankings, we must carry out “on-page” and “off-page” optimisation, here’s the difference between the two:

On-Page Optimisation
The activities that can be performed directly within the website in order to improve its position in the search rankings is referred to as on-page optimisation. It ensures that the webpage is structured in a manner that it gets found by the search engines for given keywords and phrases.

On-page optimisation depends on various factors which include keywords, quality of content (Google will usually determine this), meta/heading tags.

Keywords – Keywords are words or phrases which describe the content of a webpage – remember these keywords/key phrases must be relevant to the content on your page.

The content should be written keeping the prime focus on a single keyword or a phrase. The keywords are supposed to be mentioned several times in a piece of content in order for Google to recognise that the page may be helpful to the visitor. This is also known as keyword density.

Meta Tags– Meta Tags are the tags which give you a brief about the website. It shows you the content that you might be looking for. The meta tags don’t appear on the page, they only appear in the code within the page. Meta tags includes title tags and meta description.

Title Tags – The title tag contains the words which appear in the clickable link of the search engine result. The title tag of a web page should be an accurate and concise description of the page content.

Meta Description – The meta description appears under the title tag link in a search engine result page. It is best to keep descriptions long enough so that it makes impact in SERP’s. It should be relevant to the page it describes.

Google Analytics –To track information about how visitors locate your website, to find out what other keywords visitors type in to find your website is the process of Google Analytics.

Webmaster Tools – Webmaster Tools reports on the errors in the website. It reveals how Google looks at your website online. By regularly looking at it, you can fix problems with the website.

Interlinking – Interlinking or internal links are the links that go from one page to another page within the website. It enables users to navigate the site more easily.

Heading Tags – They are used to define headings on the website. H1 tags are used to define main headings and then followed by H2, H3, H4, H5 and H6.

Off-Page Optimisation
Off-Page Optimisation is defined as the activities that are performed outside the website with the motive to improve search engine rankings. It helps in maintaining high-quality backlinks. Though, it is a time-consuming process, but it is requisite for any website to get ranking in google.

Off-Page Optimisation includes further activities including Social Media Marketing, Blogging, Search Engine Submissions, Bookmarking, Local Listing etc.

Social Networking – Social Networking nowadays, is a boon. The first step for any kind of advertising is posting on social media and building your reputation. Various sites like Facebook, LinkedIn, Instagram, Twitter etc. can help improve your websites search engine ranking.

Bookmarking – In bookmarking, blog posts and pages are lodged in bookmarking sites like Stumble Upon and Reddit. As a result of this, Google crawls and indexes your site which leads to increase in the traffic. The tags should be properly handled. It also helps in increasing backlinks.

Blogging – One of the best ways to promote website is blogging. When we write some content for our blog, people tend to read it and visit us again to read something new which ultimately helps search engines to crawl our site and get higher ranking in SERP’s.

Search Engine Submissions – Getting website seen online might take a long time and we can make this less-time consuming by submitting these websites to Search Engines like Bing, Google, Yahoo etc.

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