Search Engine Optimisation (SEO) is a huge area of digital marketing and is often daunting for the beginner marketer getting to grips with what is involved.
To make it a little easier, I find it helps to split up SEO technique into three categories:
On-page SEO
Off-page SEO
Technical SEO
How much you are required to get involved with each of these aspects will depend on your job role and responsibilities.
Let’s take a deeper look at each SEO type and what they each entail
On-page SEO
On-page SEO is the search engine optimisation techniques that you employ on your website to make search engines like Google understand what your content is about and how to rank it. This includes things such as:
Site content
Using suitable and optimised titles, meta titles and descriptions
Internal linking
Image optimisation and alt tags
Using H tags correctly so that the search engine understands the hierarchy of your content
Off-page SEO
This refers to activities that benefit your SEO on other platforms. Typical Off-page SEO activities include:
Social media presence and campaigns
Content marketing
Link building activities
Reviews
Videos and podcasts that aren’t hosted on your site
Technical SEO
Perhaps the most complex of all SEO activities is those that fall under the technical SEO umbrella. As marketers it’s common for us to get heavily involved in on and off-page SEO techniques from very early on in our careers. The technical area is very complex and requires a lot of reading and experimentation to get to grips with it. Thankfully there are many tools that make technical optimisation a little more straightforward such as software like Sitebulb and Screaming Frog, where they will crawl your website and give reports and hints on how to improve your technical SEO. Typical technical SEO activities include:
Site speed
Sitemaps
Structured data
Hreflang
Canonicalisation
HTTPS encryption
Depending on your technical skills and the size of your website, sometimes a web developer can offer a lot of help and insight in how to fix any issues that could hinder your rankings relating to technical SEO techniques.
This was a very short introduction to the three main areas of SEO, please let us know if you have any questions or comments!
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