Search Engine Optimization (SEO) is an integral part of digital marketing for driving customers to purchase a product or service via online platforms.
It is a tool for ranking higher organically on search engines such as Google and Bing.
Whenever a search for a particular keyword is done various search results are displayed through webpages, videos, images, local listings that are ranked, based on what the search engine considers most relevant.
Why SEO is important?
Billions of searches for various keywords are conducted across the globe that is why it is important to pay attention to SEO.
An optimized website will make a company’s product or services to gain a higher ranking on Google or Bing.
Google and Bing look for websites that have high quality and relevant information that can serve the purpose of the users. If websites lack these two it won’t be able to acquire good ranking in search results.
There are various factors which influence the SEO ranking of a website, over here we will be looking at two types of SEO i.e On-Page and Off-Page SEO.
For gaining higher ranking On-Page and Off-Page SEO Should be implemented properly.
On-Page SEO also known as On-site SEO is a process of optimizing elements directly for a website for getting higher ranking in search results.
Basic On-Page element that would help for driving organic traffic to a website:
1. Title Tags.
A title tag is an HTML element that describes the title of a web page, visible on Search Engine Result Page (SERP) as a clickable headline for what has been searched.
It helps search engines and users to understand what a particular website is about. Generally, a title tag should consist of a keyword, it helps a website to get optimized.
2. Meta Descriptions.
A meta description is a few words description of a webpage, it appears below the URL on a Search Engine Result Page ( SERP).
The description should consist of a keyword and should describe the content of a particular webpage. It is very important to write within word limits, neither too short nor too long.
3. Body Content.
Importantly the content of a webpage really matters for driving traffic. The main objective of content is to focus upon serving users as per their requirements.
There are a few things that play a very important role in Google’s algorithm.
a) Consistency and Unique content.
Consistent and unique content helps to go a long way in digital marketing.
It is very important to deliver plagiarism-free content, google algorithm is highly efficient and it easily tracks down the content which is unique.
Moreover, companies should keep in mind that consistency is key to creating an online presence that’s why timely update and modification is important.
Google algorithm keenly keeps a check on the various websites in order to determine it’s engagement ratio. The engagement of a website is determined by the number of times the site has been visited.
Companies should make sure that their website’s site speed is good and the website is feasible for users to use.
It is the potential of content to be shared by users. The more a link gets shared the more people will see it and eventually more visitors it attracts.
For increasing the shareability of content, the company should pay attention to social media factors.
4. Alt Attributes.
A word or a phrase that is assigned to an image is referred to as Alt attributes. Its basic purpose is to strengthen the message of a webpage with search engine crawlers and improves the accessibility of a webpage.
Importantly, Alt Attributes is not only used for SEO. It is used for blind and visually impaired people, who won’t be able to know what image is about. Screen readers tell them what image is about by reading the Alt Attributes.
While writing alt attributes the focus should be on writing useful, information-rich content and usage of keywords if necessary.
5. URL Structure
A well-defined URL structure is important, it allows search engine crawlers to analyze a webpage easily and makes navigation more efficient for visitors.
URL should contain a keyword that reflects the purpose of a web page. The more simple and keyword centric a webpage is there are more chances of getting clicks for the websites.
Off-page SEO also known as Off-site SEO is a process that happens for a webpage away from a webpage for getting a higher rank.
Basic Off-Page element that would help for driving organic traffic to a website:
1. Social Bookmarking.
Social Bookmarking is a process of saving various webpages a collection at a social bookmarking platform such as Scoop.it, Mix, Slashdot, etc.
It is an effective technique for creating backlinks for a website. It helps in increasing the visibility of a webpage and eventually increases the number of visitors.
There is more possibility of getting an online presence if a company has done social bookmarking for its webpage.
However, to obtain a quality backlink, it is important to check the Domain Authority( DA) and Page Authority (PA) of the website where social bookmarking has been done.
Higher the DA and PA, higher the possibility of getting good backlinks for a webpage.
2. Social Networking.
Consistent and effective presence on social media directly or indirectly affects the ranking of a page on a search engine such as Google and Bing.
Getting a good response in the form of likes, comments, and shares on the various social media platforms have helped in gaining a higher ranking.
Social media is a place of great exposure and it has helped various companies for getting huge traffic to their websites.
3. Blog Guest Posting.
Link building is the king of Off-Page SEO, blog posting is an effective technique for building a relationship, exposure, authority, and links.
Guest blogging or blog posting helps to establish a relationship with the audience of the website for whom you are writing the blog.
For instance, a content writer writes a blog for a website as per their requirement which has a good number of audience and they get a backlink in return.
4. Influencer Marketing.
Influencer Marketing is a strategy where businesses for promoting their product and services collaborate with bloggers, celebrities, influencers, etc.
Various businesses consider it very effective and this trend has seen a boost in the last 5 years.
Celebrities, Influencers, bloggers, etc have a huge audience. That’s why companies collaborate with them in order to get promotions for their product and service in a huge audience.
This whole process of influencer marketing somehow helps in increasing traffic.
On-Page and Off-Page SEO both are very important for improving search engine ranking.
Firstly, it is very important to understand the difference in implementing the required strategies.
Secondly, proper implementation of On-Page and Off-Page SEO has helped numerous companies to work efficiently and to become successful in digital marketing.