SEO stands for “Search Engine Optimization” – that has remained the same, over the years. SEO refers to the techniques that help your website rank higher in search engine results pages (SERPs). As a result, it makes your website more visible to people who are looking for products or service that your business can offer via search engines like Google, Yahoo!, or Bing.
What hasn't stayed the same are the techniques business use in order to improve their rankings. This has everything to do with the search algorithms that companies like Google keep on changing constantly. In 2018, Google reported an incredible 3,234 updates – an average of almost 9 updates per day.
Keeping in mind that Google handles more than 2 trillion searches per year (that’s about 40,000 every second), even the smallest changes to their algorithm can have a huge impact on any given site. Therefore, it is very important for you to constantly optimize your website so that your website ranks higher on Google. This will help you get more traffic to your website. Websites which appear on the 1st page of Google Search Results have a 75% higher chance of getting clicked than others.
Now that we’ve looked at how important Search Engine Optimization is, Let’s look at the various kinds of SEO:
1. On-Page SEO
This field of SEO focuses on the content that is "on the page”. Through On-Page SEO you can determine – how to optimize the content, which is on your website, to help boost the website's ranking for specific keywords. That’s why it is important to see what kind of keywords that your users can put in the search query so that your webpage appears to them.
It is very important that we target our audience based on specific keywords that our customers search for. It is also very important to know what our users can put in the search query in order to search the products or services we provide. For this, you must conduct a keyword research. A keyword research can be done through Google’s Keyword Planner. When you type in a group of keywords it will show you – how competitive each keyword is. Hence you can determine what are the Keywords you want rank higher for.
These are some of the results which I got for my website on Google's Keyword Planner
It is very important to identify your Buyer Persona. A Buyer Persona is the representation of your ideal customer. The consumer behavior of the actual consumer is very much similar to the Buyer Persona. Therefore, based on previous data of your customer you can make a Buyer Persona which will be a representation of your target audience.
Now let’s look at how can you Optimize your site outside of your page...
2. Off-Page SEO
This aspect of SEO focuses on optimizing your site from outside your page. It manly focuses on the links that are directing to the website from elsewhere on the internet to your site. The number of "backlinks," and the publishers carrying those links, that link to your website help you build trust in the eyes of a search engine. This causes your website to rank higher as a result.
Backlinks have a great correlation with rankings and the traffic that you get from Google. Therefore, it is very important to have strong backlinks from credible sources to your website.
You can also get links from your social media pages like Facebook, Instagram, YouTube Channel, etc. These links can direct viewers from these platforms to your website. That is another way how potential customer can land on your website.
Let’s see yet another way in which you can optimize your website
3. Technical SEO
This aspect of SEO focuses on a website's architecture, examining the backend of that website to see how each webpage is set up "technically". Google cares about the code of a website as much as it does of its content. This makes specially quite important to a website's search engine ranking.
Some of the aspects of Technical SEO are speed optimisation, server & security, mobile usability, etc. Speed optimisation is an important aspect of SEO as the time that your website takes to load determines how good or bad the user experience would be. If your website loads too slowly, your customer will get frustrated and leave your site. That is why it is import for you to optimise your site in order to rank higher on Google.
It is also important that you optimise your site according to mobile usability. A large portion of internet users browse the internet through their mobile phones. You should see how your website looks on a mobile. You should also see how easy is your site to use on a mobile phone. If your mobile site is not properly optimised your customers may leave you.
Keep in mind that not every business can optimize their website for search the same way. Therefore, not every SEO strategy will have the same optimization process. It's a Search Engine Optimiser’s job to examine his or her industry and to find out what is relevant to their audience. And finally develop an SEO strategy that puts the right content in front of the right audience.