SEO, Web Development Search Engine Optimization is more than writing

Search Engine Optimization is the art of optimizing your website to get organic traffic. Learn all the efforts needed to have a good SEO strategy implemented, including on-site and off-site optimization.

Search Engine Optimization (SEO) is optimizing your website to get organic (not-paid) traffic from the search engine results pages (SERP). Search engines have many robots that crawl each page of your website to decide its ranking which reflect in search results. Your business will grow by getting more qualified leads and a higher conversion rate. They are two main components of SEO: on-site and off-site optimization.

On one hand, on-site SEO refers to the process of optimizing the content of your website to rank better on search engines. For this process, you should identify the high value keywords related to your business and use them throughout your site. Using the important keywords is important to create enough keyword density which search engines will use to rank your website. To reach your target audience with high value keywords the optimal density level is between 1% to 3%. 

Also, constantly feeding your website with additional content, such as articles, will help your website to rank better. Search engine algorithms, such as Google’s, appreciate and reward a website that provides related content. Some important things to consider when creating content are:

  • Use the appropriate readability level. Depending on your target audience and content, your text should reflect it in its readability and tone of voice. The reader must feel that it was written for him and not for the robots of the search engine. If your content is easy to navigate, it will improve your search engine ranking.
  • Provide original content: Every text should be unique. The information must not be duplicated in another part of your website or found on other websites.
  • Write content that is relevant and useful to your target audience like information that answers frequently asked questions regarding your business.
  • Ensure that the information you are providing is reliable and trustworthy.

In addition, HTML coding is another way to improve on-site SEO. This process is done on the backend of the website, making it seamless to the user but visible to the crawling bots from the search engines. This includes title tag, meta tags and, meta description, URL, image alt text, etc. 

On the other hand, off-site SEO refers to actions you make outside your website for a better ranking. This step is responsible for more than half of the ranking factor. It is hard for a search engine to determine a website value without inbound links to point to your site. 

Off-site SEO is done by building backlinks, which are links created by other websites to link to yours. The websites that link back to your website must be sites with high authority. This will ensure that your business will be ranked high in SERP. The search engine uses quality backlinking as an indicator that you provide quality content. 

You will also find yourself doing the opposite, meaning creating outbound links in your content to other websites. This must feel very natural to the reader so that the links sending traffic to your website don’t feel like a paid collaboration, advertising or just fake link building. If this is the case, your site might end up penalized by the search engine.

As you can see, to rank high in the search engine means more than simply writing. This requires a complex SEO strategy to tackle all factors. All the content in your website should be carefully crafted so the SEO tools will give your site a high score. Search engines’ algorithms will take into consideration all these parts when ranking your website. 

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