Search Engine Optimization

The goal of search engine optimization is to make your website more attractive and relevant to search engines like Google, Bing, or Yahoo. By optimizing its content, structure, and other factors, your site appears higher on search results pages (SERPs*), which in turn increases its visibility, making it easier for potential customers to find you online.

*The next internet marketing acronym!

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It follows, then, that tweaking your website to account for the above will put it at the top of Google’s radar, right? Wrong!Unfortunately, SEO is more complex than it seems at face-value.

Off-page SEO vs On-page SEO

To start, there are two different aspects of search engine optimization that involve different strategies and techniques.

On-page SEO refers to the optimization of elements within your website to improve its search engine rankings. This includes optimizing content, meta tags, images, internal linking, and website structure, among other things.
Off-page SEO, on the other hand, refers to the optimization of factors outside of your website that can influence its search engine rankings. This includes building high-quality backlinks from other sites, social media marketing, online reputation management, and more.

Here is another way of looking at the SEO process, giving you an idea where to start, what are the component syou have to take into consideration and why Analytics Tracking and Reporting is important.

Moreover, SEO is constantly evolving and the strategies and best practices that worked a few years ago may not be as effective today:

Search engines like Google constantly update and refine their algorithms to provide better search results for users, which can have a significant impact on SEO – e.g., Google’s algorithm updates like Panda, Penguin, and Hummingbird changed the way websites are ranked.
User behavior also changes over time, and SEO strategies need to adapt accordingly. For example, voice search has become increasingly popular in recent years, and sites need to optimize their content for voice search queries to remain competitive.
Technology also plays a role in SEO, with advancements in artificial intelligence, machine learning, and natural language processing shaping the future of search.

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