First off, let’s demystify what SEO stands for. SEO is short for search engine optimization. According to the balance SEO’s definition is,“the art and science of making web pages attractive to the search engines.” SEO is the practice of generating more quantity and quality of traffic to your website by using organic search tactics. Overall, SEO tactics help your web page’s rank position on the search engines when relevant search queries. Top positioning is important because various studies have proven that the most clicks come to those sites at the top of the first page of the result’s page.
To get these top spots on a result page, your content needs to be indexed by the search engines to identify the relevant keywords within your site. This will allow the search engine to link your site to a user who uses the same or similar keywords in the search box. Each search engine has bots that will crawl your website looking for certain elements like Meta tags, headers, content keywords, etc. All search engines have the different algorithms they use to looking for specific page attributes as well as how to link the page to each search queries. For more information about how search engines rank pages, check out this Moz article.
SEO is a complex marketing technique. Here’s an example of how we apply SEO best practices at 46Mile. For one, we have an SEO specialist, who first starts with, you guessed it, research. Our SEO specialist will use the latest tools and methods to uncover the best keywords that we as an agency need to rank well on. From there he can suggest the webpage titles; including blog articles, like this one, the best article-length needed to be competitive, and what combination of keywords to use. Our goal for each piece of content to have the potential to rank based on the target keywords we’ve selected. To check on our success, we look at multiple factors such as position compared to our competitors, the number of page views, backlink traffic, and keyword rankings, etc.
SEO is a long-term strategy. It takes time to see big results, but in the end, using these organic search tactics will save your company money.
To help your SEO improve there are two ways you can go about doing so by using on-page and off-page SEO techniques.
What is On-page SEO
Because SEO is the practice of making web pages more attractive to search engines, search specialists have found that optimizing individual pages can help your SEO.
On-page SEO can be defined as the process of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. It considers all of the aspects of a webpage that will affect your rankings and search results.
Here are a couple of page characteristics you can change to help optimize your pages:
- Meta tags
- Title tags
- Meta descriptions
- Heading tags
All of these elements can help search engines and users determine whether your content is relevant to their specific search needs. The better your pages can convey the topic of the content, the better chance to increase rankings, generate more traffic and user engagement.
What is Off-page SEO
Off-page SEO is almost the opposite of on-page SEO. Off-page SEO is the actions that are taken outside of your own website, but still, impact your search engine result pages (SERPs).
In order to improve your off-page SEO, you need to improve the search engines and user’s perception of the site’s relevance, popularity, trustworthiness, and authority. One way to improve your off-page SEO is to get backlinks or inbound links.
A backlink is when another web page or website links back to your website. The link is basically a way of sending traffic to your site and promoting your website. However, backlinks do more than that – they act as a vote of confidence that your content is credible. To help your off-page SEO here are some ideas you can use to get backlinks:
- Connect your website to your social media pages.
- Submit guest blogs to industry related websites.
- Reach out to influencers and bloggers.
Both on-page and off-page SEO work together to help your business have good SEO. A website with bad on-page SEO and perfect off-page SEO still won’t rank well due to search engines’ algorithms that look at both. This is why it’s important to use both techniques together.