Search Engine Optimisation is part and parcel of digital marketing where website owners try to rank their websites on search engines like Google, Youtube, Bing and Yandex in an attempt to increase organic traffic. In a digitised world, depending purely on your Brick & Mortar previous brand activation success and sticking to a unichannel marketing concept is a recipe for looming failure. For that reason businesses try to adapt to a more omnichannel marketing approach.
In simple terms, SEO ( Search Engine Optimisation ) is a means of communicating with the search engine, informing it on the content of your website, video, audio e.t.c and following a set rule of guidelines set by their webmaster. The search engine files your website content in their library and every time a user queries such similar content, depending on where you rank for that content, your website or relevant landing pages are released by the search engine as a result.
ON PAGE SEO
SEO is divided into two parts namely On-page SEO & Off-page SEO. On-page SEO entails everything you are able to alter on your website to improve your ranking on SERP ( Search Engine Result Page ). This could be altering your H1 tags, Meta tags , Meta Tag descriptions ,improving Core Web Vitals ( Page speed, latency and first input delay ). Structuring your content to improve user experience and target relevant keywords in seamless fashion also falls under On-page SEO just to mention a few examples.
OFF PAGE SEO
Off-page SEO on the other hand is what happens away or off your website and you do not have direct control or influence over. The most popular Off-page SEO tactic that has proven to be much effective in improving overall SERP performance is Link Building. Link Building or creating backlinks is when other domains link back to content on your website and this sets a level or relevance about your website content with the search engines. The most important part to mention is that Google does not encourage paid links or link farms that are solely for the purpose of swaying through its algorithm. This means that content on your website should be of high quality enough that other people are organically likely to link to it.