Search engine optimization (SEO) is the practice of improving both the quality and quantity of traffic to a website from search engines. It primarily targets organic, or unpaid, traffic rather than paid visitors.
SEOs draw upon their understanding of search engine algorithms to craft and execute strategies that include a balance of on-page, off-page, and technical best practices. These tactics aim to achieve high SERP rankings and generate plenty of quality user traffic.
Keywords
Keywords are the words and phrases search engines use to match a user’s query with content on your website. Utilizing keywords effectively can increase relevant organic traffic from search engines and help boost your rankings.
Keyword research is essential for finding and using words relevant to your target audience and their interests. You can do this by interviewing customers, conducting market surveys, engaging on social media channels, or employing tools for keyword research.
Finding and using keywords can be a complex process. It depends on factors like how often people search for them, their level of competition, and how relevant the words are to your business.
Keyword research can begin by identifying the most popular terms your target audience uses when seeking information online. This will enable you to craft relevant content and determine which terms should be optimized for maximum visibility on your site.
On-page optimization
On-page optimization (OPO) is the practice of optimizing various elements on your website so it can be indexed and ranked highly in search engine results. It encompasses a variety of techniques, such as content creation and site architecture, HTML optimization and mobile readiness.
A successful on-page SEO strategy begins with an objective evaluation of your current site, then works to enhance those areas that require improvement. The ultimate aim is to offer the best experience for visitors while also showing Google that your pages are valuable so it ranks them higher on SERPs.
The most essential on-page SEO elements include H1 through H6 headers, page titles and meta descriptions. Incorporating keywords into these elements will improve your page’s SEO performance.
Off-page optimization
Off-page optimization (OBO) refers to the strategies, tactics and efforts you use to promote your content on third-party sites across the internet. This may include things like backlinks, testimonials and social media marketing.
Links from authoritative websites are one of the most influential off-page SEO factors, as they can help boost your search engine rankings. In particular, links from authoritative websites will improve your rank in SERPs.
While link quantity remains important, quality has become even more crucial over time. That is because Google uses quality links to assess your website’s authority and credibility.
Mentions of your brand online (without a hyperlink) are another critical off-page SEO strategy. Leveraging influencers in your industry is another great way to build awareness for your business and reach new audiences. Influencers can have an immense impact on how visible you appear online, which in turn drives traffic and sales.
Conversion rate optimization
Conversion rate optimization (CRO) is a marketing strategy designed to increase the probability of website visitors taking desired actions, such as purchasing something, signing up for services or filling out forms.
CRO (Conversion Rate Optimization) is an increasingly important topic for online ecommerce businesses and web marketers to research. Not only does it improve your return on investment, but it can also boost customer lifetime value.
CRO is an integral element of any SEO strategy that seeks to enhance their website’s performance. To succeed, you must understand what motivates your audience and then provide them with the products or services they desire.
However, CRO is about more than just optimizing your conversion rate; it’s about exploring new business growth opportunities. For instance, you could offer a steep discount or provide free products as an incentive.