What is SEO?

Types and Techniques for SEO

What is seo?

SEO stands for search engine optimization. It is an online marketing technique which helps to rank your
website higher on search engine’s results and in the process increases traffic to your website. The
process of SEO involves optimizing website as well as contents of websites. SEO requires a knowledge of
how search engines work, what people search for, and why and how people search. Successful SEO
makes a site appealing to users and search engines.

“According to Hubspot SEOs generate more leads than any other marketing initiatives”

Types of SEOs

There are Broadly two types of SEOs

White Hat SEO

What hat SEO adheres to the guidelines issued by google and other search engines and is the legitimate
practice of SEO adopted by the marketers. It does not involve any deception by exploiting loopholes in
the search engine’s algorithm. White hat SEO tactics include,

• Offering quality content and services

• using descriptive, keyword-rich meta tags

• making your site easy to navigate

these techniques are slow to give results but growth will be continuous and long lasting.

Black Hat SEO

Black Hat SEO exploits weaknesses in the search engine algorithms to obtain high rankings for a website.
Such techniques and methods are in direct conflict with search engine guidelines. It aims at finding
loopholes in search engine’s algorithm. It involves illegitimate practices. Some Black Hat SEO techniques
include:

• Link spam

• Keyword stuffing

• Cloaking

• Hidden texts and hidden links

• Make Comment Spamming on other people’s websites

The traffic achieved through these measures do not last long hence ranking achieved through this is
short lived.

Techniques for SEO

There are two ways to do SEO

On Page Optimization

On page SEO refers how well the content of the websites are present to search engine. This is totally
dependable to the content and design of the website. On page SEO gets your site listed on search engine
for some given keyword and can be improved by modifying the content of the website. This is the real
time web optimization to make your site more relevant to the keywords searched by the user. It
includes providing good content, good keywords selection, putting keywords on correct places, giving
appropriate title to every page and every sub-sections.

Activities in On Page Optimization

• Keyword Research: It is the process to identify popular words and phrases used on search
engines by users who are looking for content. Keyword research impacts every other SEO task that you
perform, including finding content topics, on-page SEO, and outreach and promotion. Keyword research
is done using many tools like Google Keyword Planner, Moz, Ahrefs and Smerush.
• Website Analysis: It is the practice of testing and analyzing a website's performance in relation
to SEO, speed, competition, and traffic. This involves SEO audits, Backlink analysis, website speed
optimization, competitive analysis and traffic analysis using google analytics or other tools.

• Title & Meta writing: The first thing a user will see is the title and meta description. Writing a
unique, catchy and relevant keyword focused title is important for a page because it is displayed as a
snippet of search engine result page. From SEO point of view title should contain all the keywords you
wish to rank for. Meta descriptions does not directly helps in SEO by search engines but a good meta
description attract the visitor as it gives the visitor snippet pf what he will get be getting inside the page.
A well-crafted meta description can be the difference between someone visiting your site and moving on
to another.

• Heading Tags Optimization (h1, h2, h3): HTML has six different heading tags — h1, h2, and so on.
The h1 is considered the most important tag, and the h6 is the least important, they’re used to
communicate to the search engines what your website is about It’s important to utilize your header tags
with short-tail and long-tail keywords. The h1 tag should contain your targeted keywords, the h2 tag is a
subheading and should contain similar keywords to your h1 tag. Your h3 is then a subheading for your
h2 and so on.

• Content Interlinking: It is the process of linking your pages within your site. This means, linking
on a certain phrases or words within the body text of your pages, to other pages, where relevant. It is
beneficial to both visitor and site as visitor will gain more information and it reduce bounce rate,
average time on page and help to increase no of page visits hence improve page ranking on search
engines.

Off-Page SEO

It is a practice of link building. It is used to enhance website position in SERP's. Off page is all about link
building through various activities. It includes increasing link popularity by submitting open directories,
search engines, link exchange, etc. It brings traffic to your website through sources other than your
content. The more sites linking to your content, the more domain authority Google grants your site,
boosting your ranking. There are paid as well as organic ways to do Off-page SEO.

Activities in Off page SEO

• Backlinking: backlinks are incoming links to a web page means the visitors coming to your
webpage through clicking links on some other external website or app. When link of one page is put on
some external site to attract visitors it is called backlink. It is valuable because search engines like google
and yahoo track them and it helps to improve search engine rank of a page. Backlinking can be done
organically by hyperlinking your page in relevant posts on social media platforms like Facebook, twitter,
Quora etc. Backlinking can be done through paid process by paying a certain fee to hyperlink your page
on external websites.

• Social Networking: asking your social network to click on your page and hyperlinking your web
link on their social media posts is a great way to organically grow traffic. Visitor coming from popular
sites are of high value which increases your rank in search engines too. When content gets clicks from
multiple sites it appears more relevant and sends a signal to Google that multiple visitors around the
globe are accessing the content.

• Guest Blogging: There are a number of blogs open for the guest post. You have to search for
them on google and will have to reach them. You will be writing a blog about your website and in the
process you can hyperlink your link in that blog. You can get visitor this way from someone else’s blog to
your web page. Guest blogging also builds trust, If trusted, authoritative sites publish your content.

• Influencer Outreach: this is the current trends. It involves reaching out to a social media
influencer and ask them to include your link on their posts or write a review or post about your web
page. They can do it at free of cost or it will be a paid promotion. It will give your website access to large
followers of influencer and will bring traffic as a result.

• Brand Mentions: if you have good content people will talk about you and will hyperlink your
web page by their own without your efforts. Social mentions can play a vital role in signal to search
engines that people are talking about you. You can increase brand mentions by engaging with social
media audiences and work to provide valuable answers whenever possible to build authority and trust.