In today’s competitive online environment, it is not just enough to be online but rather you have to be visible to your target audience for you to have an impact. Search Engine Optimisation (SEO) is the pathway through which your website and by extension your business attains a higher ranking in Search Engine Result Pages (SERPs). For purposes of analysis and execution, search engine optmisation is broadly categorized into two main approaches; onsite and offsite SEO optimisation.
Online SEO refers to a collection of activities undertaken on the main site being optimised. As the website owner, administrator or SEO manager, you have to ensure that the website being ranked has meta tags, and content that is optimised for the target keywords. The overall site structure should also be easier to navigate both for search engine bots and site visitors.
Offsite SEO on the other hand includes all other optimisation efforts done outside the target site. Link building is the main offsite SEO practice and it has enormous potential in enhancing your site indexing and ranking.
Search engine optimisation efforts begin with keyword research. This is a process which involves analysis and selection of prime search terms through which your target audience is searching for your site and products. There are important factors to be considered when it comes to keyword selection and usage. For instance, the competition of the keyword will inform you of how difficult or easy it is to rank for the particular keyword. You have to balance the competitiveness and the conversion potential of a keyword if you want its impact to be felt throughout your SEO efforts.
Keyword research done using the right tools will get the right kind of visitors to your site; enable you to predict shifts in demand, produce content, products, and services that site visitors are actively looking for. The integration of the chosen keywords into your site will also determine your chances of success.
On the internet, web surfers are constantly looking for quality and fresh content to read and share with their online communities. As a web manager, you cannot disregard the manner in which your audience interacts with your content. In order to understand the required content that your site visitors are hungry for, you have to put in place certain metrics including the number of times your content is shared, the time spent on a particular page of your site and the comments left by the visitors after reading the particular article or content on your site.
To give you a hint on the required content, you must analyse your target audience profile. This will enable you tailor your content as per the needs observed. Different audiences require information packaging in certain ways and styles. Our free SEO check up will reveal the extent to which your content complies with the requirements and preferences of your audience.
Meta tags refer to page data lying between the opening and closing tags at the header section of the HTML document. Even though these tags are not displayed, search engine crawlers and browsers use them to know the content of a particular web page and how the page is supposed to be displayed. These tags come in various types including title tag, description meta tag, and keywords meta tag. The meta tags are usually intertwined with the targeted keywords so as to optimise the site’s ranking.
Links are crucial in both onsite and offsite SEO optimisation. This is because they act as votes or endorsements to your site depending on the source from which they come. There are various types of links including inbound links, outbound links and internal links.
Inbound links refer to those that come from other sites. These are very powerful and form an important factor in search engines algorithms. Instead of spamming your site with hundreds of low quality inbound links; you should invest in links from authority sites. In link building, outbound links are not as important but they can serve as a bridge to help users find related content which improves their experience and hence likely to come back to your site in future.
An often forgotten link building practice is the use of internal links within a website. This is particularly important to aid navigation from one page to another for your site visitors. Since search engines including Google have started considering user experience as a ranking factor, making it easy for your visitors to move around your site through internal links will enhance their experience and hence boost your ranking.
Onsite and offsite SEO optimisation is thus an engaging process with multiple facets which require that you hire a professional SEO company that understands the language of the web.