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An Overview of SEO (Search Engine Optimization)

 An Overview of SEO (Search Engine Optimization)

  • SEO stands for “search engine optimization.” SEO is a showcasing discipline focused on developing permeability in natural (non-paid) search engine results.
  • SEO envelops both the specialized and inventive components required to improve rankings, drive traffic, and increase awareness in web crawlers.
  • Search engine optimization is the practice of increasing the quantity & quality of traffic to a website through organic search engine results.

What goes into SEO?

  • Quality of traffic
  • Quantity of traffic
  • Organic results

Types of SEO

  • White Hat SEO: Its utilizing techniques & methods to improve the search engine rankings of a website which don’t run afoul of search engine (mainly Google) guidelines.
  • Black Hat SEO: Its exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Such techniques & methods are in direct conflict with search engine guidelines.

Techniques of SEO

A. Onsite SEO

  • Keyword Research – Analysing the types of words and frequency used by prospective customers to find a brands services and products. Understanding their intent and a user’s expectations from their search.
  • Technical Auditing – Ensuring the website can be crawled & indexed, is correctly geo-targeted, and is free from errors or user experience barriers.
  • Onsite Optimisation – Improving the website structure, internal navigation, on-page alignment & content relevancy to help prioritise key areas and target relevant search phrases.
  • User Experience – Ensuring content shows expertise, authority & trust, is simple to use, fast, and ultimately provides the best possible experience to users against the competition.

B. Offsite SEO

  • Content (Marketing) – Reputable websites link to exceptional content. So creating amazing content will help attract links.
  • Digital PR – PR provides reasons for other websites to talk and link to a website. This might be internal news flow, writing for external publications, original research or studies, expert interviews, quotes, product placement and much more.
  • Outreach & Promotion – This involves communicating with key journalists, bloggers, influencers or webmasters about a brand, resource, content or PR to earn coverage and ultimately earn links to a website.

A list of the most important Google ranking factors a beginner should know.

Domain factors:

  • Domain registration length
  • Domain history
  • Country TLD extension

Site factors:

  • Sitemap
  • Domain trust
  • Server location
  • Mobile optimized site
  • Google Search Console integration

On-Page factors:

  • Title tag
  • meta description tag
  • H1 tag
  • Canonical tag
  • Image Optimization
  • Content Updates
  • Outbound links
  • Internal links
  • Keyword in URL [URL Optimization]

Off-Page factors:

  • The number of linking domains
  • The number of linking pages
  • Domain Authority of linking page
  • Link Relevancy
  • Authority of linking domain
  • Links from a homepage
  • A number of do follow vs. no follow links
  • The diversity of link types
  • Contextual links
  • Link anchor


So if you’d like to discuss how SEO can help you and your business, then get in touch with us.


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