SEO stands for Search Engine Optimization. It is the process by which each and every page on a website is formatted so search engines can easily identify with what the content and page is about.
It is extremely important so that a site can be ranked well in the search engine results pages (SERPs), and the process is split into two parts, namely on page optimization and off page optimization.
On Page optimization
As the name suggests, each web page on a website is optimized. What does this mean? Basically, every page on a site should be a separate subject. A keyword should be applied to this page, and this is the core of the optimization.
The keyword must be highly relevant to the page, have sufficient numbers of people searching for it, and be medium to low competition (in other words, not have many other sites competing for the keyword).
Once this has been established, the content can be built around this keyword, in the following manner:
The keyword should appear in the:
1. Document Title
2. Meta Description
3. Header tags (H1, H2 etc)
4. Within the text content of the page, around 2-3% density
5. Within filenames of any media, such as images, videos on the page
Every page of a website should ideally be optimized in this way. Every page is a potential doorway for visitors to enter your site, therefore well optimized pages equals more traffic to the site.
Off Page Optimization
The majority of SEO work actually takes place away from the site. The aim is to provide quality backlinks from other sites to your site.
The more quality links, the better a site will rank. These links can be from article directories, professional blog pages, social media (Twitter, Facebook, YouTube etc), business directories and other related sites.
These backlinks are all like ‘votes’ to your site, and in basic terms more important sites carry more voting power. If your site is linked to it from these sites, then it will give your site a boost in the rankings.
SEO is simple in concept, yet very difficult to achieve in practice. For a business, this process should be passed to an SEO expert.
There are many things you may be able to do yourself on a website, but SEO generally isn’t one of them. Although it incurs a cost, the benefits are far greater. Some of the benefits include:
- A professional SEO service can immediately optimize and get your site ready for superior rankings.
- As the industry changes so much and so often, they are able to react and adjust to these changes, thereby keeping your site ranked highly.
- You are left with more time to focus on your business and to deal with the extra clients that the SEO service will be sending your way.
Of course, there are plenty more benefits for using an SEO service.
As the site grows, and the SEO on it improves, business to will increase. More and more pages added to the site mean more and more potential doorways for visitors to access the site.
More visitors means more business, which of course is good news for both business owners and managers.