What is Search Engine Optimisation (SEO)?.

On-site vs off-site

On-site (also known as on-page) and off-page optimisation involve a variety of elements that determine your websites position in the results pages of search engines, such as Google. Yet, the two approaches are frequently misunderstood. Your on-site optimisation only accounts for what you do on your website. Whereas your off-site strategy factors in your social media accounts, outreach, link building and other marketing stunts. Essentially, off-site optimisation includes any action you take off your website to improve the page’s visibility in the SERPs.

Why is search engine optimisation important?

Using on-page optimisation techniques and best practices is important as it helps your web pages beseen and read online. On-site optimisation enables the crawlers (also known as spiders) to bettercrawl, index, understand and rank your content. As such, your web page is categorised by the crawlers as relevant when web users type a search query (keywords) into Google or another search engine and consequently they can position your result higher.

An enhanced position in the SERPs is the initial benefit of both on and off page SEO. Whereas, gaining increased conversions is an additional advantage of on-page SEO. It is important to remember that (generally speaking) you will only rank in today’s search results if your website is appealing to the user, with a high click-through rate, and optimised content. These advantages show why SEO matters.

How to optimise a website for google search

Optimising websites requires the use of both on-site and off-site SEO (most effective when done in that order). Initially, you need to ensure you have considered every aspect of our 8-step on-site SEO checklist below.

Follow these eight steps for on-site optimisation:

1. Ensure your content is original (duplicate-free).

2. Employ keyword research to find searchers you can realistically rank for (pay particular attention to long-tail keywords).

3. Ensure that your landing page matches the user’s intent. Without checking this, ranking will be a constant uphill battle.

4. Make sure your copy follows a clear structure by adding your keywords into prominent positions (H1 tags, the first paragraph, meta titles etc.)

5. Link to various other pages and resources found on your site wherever appropriate - also known as interlinking or internal linking.

6. Add your primary keyword into the meta title and description in an attractive manner to generate a higher click-through rate (CTR).

7. Include best technical SEO practices for meta titles, meta descriptions, images (alt tags) and include your keyword in the URL.

8. Track your results and make adjustments to increase your results.

What are the off-site SEO factors that affect website rankings?

After optimising your website with our on-page techniques, you will automatically find your off-site efforts are easier to accomplish. It is vital to start building external links to your site (backlinks) by asking relevant websites with high page authority (PA) to link to your website. Equally, creating a social media presence will help your website gain traffic and may indicate to Google that your website has useful information that people want to read. Finally, maintain your external marketing techniques as these will support your on-site optimisation efforts.

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