SEO, or search engine optimization, is a process for improving the visibility of a website in the SERPs (search engine results pages). While most websites use SEO to increase their search traffic, all that search traffic isn’t going to help your business grow unless it converts into paying customers.

How Google Works: What It Does and How to Optimize for It

First, Google searches a website to determine what it’s about. Next, it analyzes the content of each page and tries to make sense of it. Finally, Google categorizes and stores this information in its search index–a massive database of webpages that it uses to serve up search results.

What You Need to Know: Keyword Research and On-Page SEO

Key terms are what people type into search engines when they’re looking for answers to questions, products, or services. They help you identify topics that people are searching for and can also inspire you to create relevant content.

Your on-page SEO strategy should include keyword optimization, writing quality content, and utilizing the right SEO tools to improve your site’s search performance.

title>: For every page on your site, use unique title text. This tells both users and search engines what the page is about, ensuring that it’s easy for them to find.

Images: Using keywords and alt tags in photo titles, file names, captions, and alt texts helps Google understand your content.

Link Building: Getting links from other websites is a crucial part of SEO. This can involve promoting your content, reaching out to other webmasters, and submitting your website to relevant web directories. Read more

Guest posting: Publishing posts on other sites and inviting people to link back to your site is a good way to gain backlinks, but it can hurt your ranking if you do it the wrong way.

Canonicalization: Having duplicate or similar URLs on your site can hurt your rankings, so you need to be careful when adding new pages and removing old ones.

Creating a linkable asset: Providing value through original studies, interactive pages, or free tools is an excellent way to build a network of links that will boost your ranking and drive traffic to your website.

Broken link building: Identifying links that aren’t working on other sites and suggesting links to your pages as replacements can improve your rankings, too.

Keep in mind that links are only as strong as the strength of their anchor text–the words and phrases that are linked to your website from other websites. Focus on high-quality, relevant backlinks from reputable sources that add value to your business and target the right keywords.

SEO is a long-term, cyclical process that requires ongoing maintenance and improvement. However, many of the tactics are easily implementable by anyone with basic website management skills. In addition, there are a number of SEO tools that can help you audit your pages and identify any issues that may be impacting your rankings.