Search Engine Optimization (SEO)

EO is the practice of optimizing your website and content to rank higher in search engine results (like Google, Bing), thereby increasing organic (unpaid) traffic.

A. Types of SEO

  1. On-Page SEO
    Optimizations made directly to your website’s pages.

    • Keyword research & placement

    • Meta titles and descriptions

    • Header tags (H1, H2, etc.)

    • Image alt text

    • Internal linking

    • Content readability and structure

  2. Off-Page SEO
    Signals outside your website that affect rankings.

    • Backlink building (guest posts, digital PR)

    • Influencer mentions and brand signals

    • Social media sharing (indirect impact)

    • Online citations and directory listings

  3. Technical SEO
    Back-end and infrastructure improvements that affect crawlability, speed, and UX.

    • Site speed (Core Web Vitals)

    • Mobile responsiveness

    • Secure protocol (HTTPS)

    • Crawlability and indexing (robots.txt, XML sitemaps)

    • Structured data/schema markup

    • Canonical tags

  4. Local SEO
    Optimizing for visibility in local search results and Google Maps.

    • Google Business Profile optimization

    • NAP consistency (Name, Address, Phone Number)

    • Local backlinks and citations

    • Localized content

    • Customer reviews

  5. E-commerce SEO (if applicable)
    Optimizing product and category pages for online stores.

    • SEO-friendly product URLs

    • Schema markup for reviews and availability

    • Unique product descriptions

    • Faceted navigation management

B. Keyword Research

  • Tools: Google Keyword Planner, Ahrefs, SEMrush, Ubersuggest, Moz

  • Target keyword types:

    • Short-tail (e.g., “shoes”)

    • Long-tail (e.g., “best running shoes for flat feet”)

    • Informational vs. transactional intent

  • Focus on search volume, keyword difficulty, and user intent

C. Content Optimization (SEO Content Strategy)

  • Blog posts, landing pages, guides, and product pages optimized for both users and search engines

  • Use semantic keywords (LSI) and topical depth

  • Content clusters & pillar pages

  • Regularly update and refresh older content

D. Link Building (Backlinks)

  • White-hat techniques:

    • Guest blogging

    • Broken link building

    • Digital PR & press mentions

    • Creating link-worthy assets (original research, infographics)

  • Avoid black-hat methods (link farms, spammy directories)

E. Technical SEO Checklist

  • Mobile-friendly test

  • PageSpeed Insights (Core Web Vitals)

  • HTTPS and SSL certificate

  • Fix crawl errors via Google Search Console

  • Clean URL structure

  • Canonicalization to avoid duplicate content

  • XML sitemap and robots.txt setup

  • Schema markup implementation

F. Local SEO Essentials

  • Google Business Profile: claimed, optimized, and active

  • Local keywords in metadata and content

  • Acquire reviews and respond to them

  • Get listed on local directories (Yelp, BBB, YellowPages, etc.)

  • Use location schema

G. SEO Tools & Platforms

  • Analytics & Tracking: Google Analytics 4, Google Search Console

  • Crawling & Audits: Screaming Frog, Sitebulb, Ahrefs Site Audit

  • Keyword & Competitor Research: Ahrefs, SEMrush, Moz, Ubersuggest

  • Technical Testing: GTmetrix, PageSpeed Insights, Mobile-Friendly Test

  • Rank Tracking: SERPWatcher, SE Ranking, AccuRanker

H. Performance Metrics

  • Organic traffic growth

  • Keyword rankings

  • CTR (Click-through rate) from search results

  • Bounce rate and time on page

  • Backlink profile quality

  • Indexed pages

  • Conversion rate from organic visits

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