Search engines such as Google, Bing, Yandex and Alexa index website’s content and try to display the most relevant information to users when they perform a search. The search engine optimization process is about following the search engine rules and policies to qualify your site and make the search engines give priority to your web pages over other competing pages and there are many techniques for doing this.
SEO specialists organize their strategies in two major processes – On-Page SEO and Off-Page SEO.
1. On-Page SEO
On-page optimization is the process of optimizing the content within the web page to ensure that Google indexes it according to how you want to be indexed. Google goes through your page to see what you have outlined what this page is about and then it goes through all the content to figure out if it agrees with this. It’s important for Google to index content in a way that makes the most sense.
For example, if you had a restaurant in Chicago and you wanted it to appear high on rankings within Google when someone typed in ‘Restaurant Chicago’ then you would optimize at least one page on these keywords. This means the page or post should contain the words ‘Restaurant Chicago’ on its Page Title, Page Description, H1 tag and the body of the article, the keyword ‘Restaurant Chicago’ should be spread out strategically but not too much to avoid keyword stuffing penalty.
2. Off-page SEO
The Off-page SEO process is an action taken outside of your own website to impact your rankings within search engine results pages. The most popular and often used actions are backlinks building, citations profile building, and social media posting, and sharing.
The process is when somebody links to your website that is like someone giving you a vote for an election or vouching for your company, products, and services. The more relevant votes you get the better. So Google checks to see who is linking to you and what words they are using to link to you. You need to get important web pages to link to you using the keywords you want to get indexed on. It is much better to get 10 links from 10 important and relevant websites rather than links from 1,000 poor quality sites.
The On-Page SEO and Off-Page SEO are considered major ranking factors so if you can properly set these up then you will have higher chances of landing on the top of Google SERP. There are many readily available SEO Implementation Guide online but the process is quite technical and time-consuming so companies and business owners can either sign-up with online SEO tools and services, hire a local SEO Agency or off-shore SEO Specialists in India or Philippines.