Search engine optimisation (SEO) refers to the techniques that help websites rank higher on search engine results pages (SERPs). It improves a site’s visibility when people use terms or phrases when searching on Google, Bing, and other search engines.

If you plan on adopting this strategy to increase your brand’s digital presence, this SEO guide for beginners has you covered. 

Let’s take a quick look at how SEO can make your business stay relevant and stand out in today’s digital age.

How Does SEO Work

Search engines use spider bots to crawl pages on the web to collect information on the Internet and index the relevant data for the end-user. Then, search engines rank them based on the site’s domain authority, page relevancy, content quality, and many other factors. 

3 Main Types of SEO

There are three main types of SEO: technical SEO, on-page SEO, and off-page SEO. Each has its own set of techniques and roles in optimising your website to reach more potential customers. 

Technical SEO

Think of technical SEO as the skeleton of your website. It covers all the back-end improvements done on your site to maximise its performance. 

Technical SEO activities enhance your site’s overall structure and content so that spider bots can index your web pages for search results.

On-page SEO

Also known as on-site SEO, on-page SEO refers to the measures taken directly on your website. It involves optimising elements, such as tags, content, internal links, URLs, and more.

All tasks directly updated or done on your site (i.e., optimise title tags, write keyword-rich content, etc.) fall under the on-page SEO umbrella.

Off-page SEO

Off-site or off-page SEO focuses on performing optimisation activities outside your website. It involves elements your company has no control over, like getting links from credible websites and brand mentions.

As with other SEO activities, off-page actions can help drive website traffic and increase page ranking.  

5 Reasons SEO is a Great Investment

1. It Helps You Expand Your Reach

Your business growth and success depend on how many customers you reach and attract. If your website isn’t showing up on Google, it’s unlikely for people to find your products or services online.

Search engine optimisation does a great job of boosting brand awareness. It involves various techniques that improve your chances of hitting it big with organic search and appearing near or on top of the search results.

2. It Boosts Your Company’s Reputation

Reputation plays a crucial role in boosting your website’s ranking. Off-page SEO efforts (i.e., link-building, business listing, social media marketing, etc.) can increase your site domain authority (DA) and improve your online visibility.

3. It Lets You Understand Your Customers

Did you know that investing in SEO allows you to understand your customer base? The Google Analytics tool lets you track visitor actions, understand how customers make a purchase decision, and find out how long they stay on your site, among other things. 

4. It Allows You to Track & Quantify Results

In addition to gaining insights into your customers’ behaviour, search engine optimisation enables you to monitor and quantify results. You can establish and track all relevant SEO metrics in Google Analytics, such as organic traffic, click-through rate, bounce rate, and more.

5. It Gives You a Competitive Advantage

Search engine optimisation is a continual effort based on research and data. Tracking your SEO performance helps you improve your strategy, scale up your optimisation tactics and provide a better user experience.

Start Your SEO Journey!

We hope this SEO guide for beginners has helped you understand the basics and importance of search engine optimisation.

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Dhawal Shah is an entrepreneur, fashion writer and adventurer. He is the co-founder of Hucklebury, a online fashion label as well as 2Stallions Digital Agency. He is also the technical guru behind Little India Directory. Driven by adventure, he most recently summited Mount Kilimanjaro, the highest peak on the African continent.

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