Search Engine Optimisation (SEO) is the process of optimising a website or web page to improve its visibility and ranking on search engine results pages (SERPs) such as Google, Bing, or Yahoo.
There are various techniques and strategies that are used to optimise a website for search engines. These techniques can be broadly classified into two categories: On-page optimisation and off-page optimisation.
On-page optimisation includes optimising the content of the website or webpage, including the title tag, meta description, header tags, and image alt tags. It also includes optimising the website structure, navigation, and internal linking. The aim of on-page optimisation is to make the website or webpage more user-friendly and search engine-friendly by providing relevant and useful content.
Off-page optimisation includes improving the website’s authority and popularity through link building, social media, and other marketing activities. The aim of off-page optimisation is to increase the number and quality of inbound links to the website, which indicates to search engines that the website is authoritative and relevant.
In addition to on-page and off-page optimisation, there are other important factors that contribute to SEO, such as keyword research, competitor analysis, and user experience (UX) design. Keyword research involves identifying the keywords and phrases that users are searching for in order to optimise the website or webpage for those keywords. Competitor analysis involves analysing the strategies and tactics of competitors in order to gain insights into their strengths and weaknesses. UX design involves creating a user-friendly and engaging website that provides a positive experience to users.
Overall, SEO is a complex and ongoing process that requires a combination of technical and creative skills, as well as a deep understanding of the search engine algorithms and user behavior. The goal of SEO is to increase the visibility and ranking of a website or webpage on search engine results pages, which can lead to increased traffic, engagement, and conversions.