The official SEO definition is “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine,” according to Oxford Languages.
The definition we like to use is “the process of getting found in a crowded digital landscape.” Implementing technical updates. Optimizing on-page elements. Considering off-page changes. There’s a never-ending list of actions you can take to improve your site’s Search Engine Optimization (SEO).
Plain and simple, ranking highly in Google search results helps get you in front of more consumers. SEO is the catalyst behind boosting your rankings, which is why we see it as a vital part of your marketing strategy. With more than 200 Google ranking factors, chances are your website could benefit from making improvements to a number of them.
Google is by far the largest search engine in the world, so we naturally focus on it more than others. Those 200 ranking factors can be categorized into three different buckets: on-page SEO, off-page SEO and technical SEO. Each is unique, but they produce the best results working side-by-side.
On-page SEO helps both users and search engines decipher what the web page is about and determine if it’s relevant to the query searched. If users find it helpful, they’ll stay on the page for a longer period of time, and even visit other pages on the website — both of which Google will reward with better rankings.
On-page SEO elements include:
- SEO title
- Meta description
- Title tags
- Content quality and length
Off-page SEO is about making changes that are outside of your website, but still impacting your site’s search engine rankings. The main way to do this is through link-building. Getting another reputable site to link back to your own conveys expertise and trustworthiness in your content. Google sees that, and takes note. Think of it like this: achieving backlinks are like a friend landing you a job interview — they vouched for you and it paid off.
Remember though, once users land on the site, it’s your turn to sell them. This is just one piece of the never-ending puzzle that is SEO. Focus on creating amazing content that centers around your consumers’ wants and needs — and you’ll be in a great spot.
Technical SEO updates make it easier for Google to crawl and index your site. Every so often, Google sends a “bot” to your website to scan backend code, checking for any changes, additions or improvements. Not all actions will be applicable in every circumstance, but implementing as many as you can will make the bot’s job easier. And in turn, it will earn you favor from Google. Examples of technical SEO considerations are:
- Load time
- Structured data
- Index and no-index tags
- Site errors
- Broken links
Every SEO marketing strategy is a unique combination of these three types of strategies, with no two plans looking the same. An in-depth audit can reveal the areas where your site is lacking and determine the game-plan going forward. Reach out to us if you have further questions about how SEO can impact your business and help you get found.