What is Search Engine Optimisation (SEO)?

Search engine optimisation (SEO) is a methodology of techniques, strategies, and tactics used to bring a website to 'First Page First Rank' in the search results of Google and other search engines. Through this practice, an online business aims to increase the quantity and quality of online traffic driven to the desired website.

SEO has become an incredibly valuable practice in the world of digital marketing. A business can increase leads and revenue by driving non-paid / organic traffic from Google, Yahoo, Bing, and other search engines to their website or landing page.

It is a known fact that online users will not search through many pages on Google and other search engines. Therefore, it is essential to be on the first page of search engines by utilising highly ranked keywords, if a website is to see any real increase in traffic volume.

The process of search engine optimisation can be categorised into the following two main types:

- On-Page SEO:

On-Page SEO focuses on the practices implemented within a website. It includes everything present on a page, and this helps the page rank higher on search engines. On-Page SEO activities primarily include Keywords Research, Title Tags, Meta Descriptions, URLs Structure, H Tags, Image Optimisation, Outbound Links, Page Speed, and others.

- Off-Page SEO:

Off-page SEO includes all the methods and techniques that take place 'off the site'. The primary focus in Off-page SEO is to get quality backlinks (inbound links) from top platforms. For example, acknowledging and sharing quality references from other sites. Getting quality backlinks is one of the essential practices to improve the search engine ranking results for a website.

Some of the top off-page practices include Link Building, Social Media Marketing, Social Bookmarking, Guest Positing, Blogs, Shared Content Directories, Google Maps, Local Directories, and plenty of others.

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