Definition of Search Engine Optimization
Search engine optimization (SEO) is a method to improve the search engine ranking of a website. It is performed through understanding the ranking pattern of search engines, how search engines scrape the content of a webpage, and how to rank a webpage for specific keywords.
Search engine optimization uses methods that help websites to rank better on search engines. These search engine optimization techniques are done specifically to improve the organic ranking of websites. Higher organic ranking helps to increase traffic to websites and improve the sales and marketing abilities of websites. The high organic ranking also aids the online branding of a business.
The concept behind most SEO techniques is to enhance the user experience of a website and match the search intent of users. These techniques will help websites to be indexed and ranked higher on search engines.
SEO does not only focus on search engine ranking but also the development, structure, and maintenance of websites. It is crucial for website design, website development, and marketing individuals to understand the importance of SEO and involve the techniques in their work.
1. On-page optimization
On-page search engine optimization refers to SEO techniques performed on the website. Common on-page optimization categories include tag optimization, content optimization, and URL optimization. For e-commerce websites, on-page optimization also includes product purchase optimization and payment security. All on-page optimization techniques build on improving user experience to improve expertise, authority, and trustworthiness (EAT) of websites. By improving the EAT of websites, it can improve the online brand image which helps improve sales.
Some of the techniques include: 404 pages, website structure, internal links, website tags (title, keyword, and description), website dead links audit, sitemap setup, webpage authority distribution, and hardware optimization.
2. Off-page optimization
Off-page optimization is basically building backlinks. Off-page optimization is a general term to describe backlink building and brand promotion on third-party sites. The quality of the backlinks can greatly influence the keyword ranking of a website. However, the content, update frequency, and website structure is more crucial to maintain a steady search engine ranking.
Backlinks help website ranking, exposure, and traffic. Google and other search engines see backlinks as a vote of trust. Generally, the more votes (backlinks) a website has, the easier a website gets recommended for relevant keywords. Through backlinks, search engines also check links on a known website to discover new content. Therefore, having backlinks on popular websites can encourage search engines to discover your website. A backlink can also help bring traffic to your website through the link.
3. SEO Copywriting
Copywriting of a website helps to demonstrate the expertise of a website to search engines and if a website can offer valuable information to visitors. Website content optimization can help to increase keyword relevancy, categorize information and improve information search.
4. Local search engine optimization
Local search engine optimization (local SEO) builds a relationship between a website to a location on search engine. This helps businesses to be recommended when users search for relevant products or services nearby.
Local SEO is crucial for Australian businesses, especially for the search engine map ranking. Due to the huge geographical span of Australia, Australians hugely rely on Google Maps to look for nearby businesses, including fresh produce, restaurants, bars, and petrol stations.
Furthermore, Google review helps users to understand a business before their visit. A negative Google Review can reduce website traffic by 23.61% in a week. Therefore, local SEO not only consider the ranking on Google Map but also take cares of negative reviews. Australian business owners have commented that a negative Google Review might not affect big names, such as Maccas, but small businesses will be seriously impacted.