Online search has become an integral part of our digital lives. For Netizens, the phrase “just google it” has become nothing but a spontaneous response for anything unknown. However, the fact is– most people who google are unfamiliar with the term Search Engine Optimisation. That shouldn’t be the case if you are a business owner trying to drive sales online by making your website visible in online searches. Here’s a simplified version of two most commonly used strategies in Search Engine Optimisation.
Search Engine Optimisation (SEO) refers to all the strategies and techniques used to drive organic or natural traffic to a website by improving its ranking and visibility in search engine result pages. The two basic forms of SEO are On-page and Off-Page SEO, which are the key factors that determine what you will rank for in search engines and how you will rank in the search engine result pages.
What is On-Page SEO?
As the name suggest, On-Page SEO refers to the optimisation activities that takes place on your actual web page in order to rank higher in searches and to drive relevant traffic to the web page.
The primary components that make up on-page SEO are optimisation of webpage content and html source code. Webpage content includes optimisation of all the text and non-text content on your webpage including images and videos. Search engines display web pages which contain content that’s relevant to what the user has searched for. This is why it’s important to create website content with relevant keywords and phrases marked under different heading and body tags such as H1, H2, H3, H4, etc. However, this does not mean that you need to stuff your web page content with keywords, which would negatively affect your ranking in the long run.
The html source code optimisation also include various other activities including creating description tag, keywords meta tag, ALT meta tag, canonical tag, XML sitemap, meta robots attribute and various others. Let’s leave it there as explaining these terms would become too technical and insipid for a common reader.
What is Off-Page SEO?
Off-Page SEO is directed at creating and establishing the authority of your website by way of getting links from other websites in the world of web. Link building is a cardinal part of search optimisation as every mention of your business and website on the online landscape adds to your search engine ranking. However, earning quality external link to your website is no cake walk and require long term credibility building efforts.
There are various off-page SEO tactics that help in generating external links to your website or earn a mention of your business. This includes- having an active social media page, creating share-worthy content that goads readers to share with others, listing your business in online local directories, sending value adding email to the influencers in your industry, participating in Q&A forums and publishing blogs with business-specific keywords in guest blogging websites which will have links directing back to your site.