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What Is SEO

What Is SEO And How Does It Function?

While mentioning digital marketing, it’s almost inevitable talking about SEO. SEO stands for Search Engine Optimisation, it helps businesses grow organically. SEO and organic visitors create more leads than any other marketing strategy, according to 61 per cent of B2B marketers and 75% of people never go beyond the first page of a search engine’s results. Marketers and industry trends also indicate that SEO works better than PPC( Pay per Click) Ads, which makes SEO a must-have for businesses to grow online. 

What is SEO?

The goal of search engines is to give the greatest possible service to their users. This entails providing search engine results that are not only of high quality but also relevant to the searcher’s needs. In iorder to accomplish this, search engines will analyse or crawl various websites to better grasp what they are about.

This allows them to provide more relevant results to people looking for specific topics or keywords. Similarly, search engines will scan the site to see how easy it is to navigate and read, with user-friendly sites receiving higher SERP rankings.

The technique through which businesses ensure that their website ranks highly in search engines for relevant keywords and phrases is known as SEO.

Types of SEO

There are mainly three types of SEO: On-page SEO, Off-page SEO, and Technical SEO. On-page SEO involves SEO-tuned blogs, web pages, internal links, meta tags and image alt-tags- things that occur on the page itself. Off-page SEO involves backlinking your site link or your content link on reputed sites so that you can drive traffic to your site. Off-page activities can include Social Media Marketing, Guest Blogging and Brand Building. Technical SEO include optimising your site for mobile and web by reducing images, GIFs so, it has less loading time. It also means indexing your site so search engine crawlers can find your site and list you at the forefront.

How to do SEO the right way?

Since SEO is an organic marketing tactic, this means you don’t need to pay search engines to showcase your web page at the forefront. Including valuable content, user experience, relevant keywords, backlinking, meta tags, and so on, optimises your site and ranks high. 

Let us discuss the various tactics in little more detail.

Publish Quality & Authoritative Content 

When it comes to SEO, there is no alternative for outstanding content. Site traffic increases as a result of high-quality content generated exclusively for your target audience, boosting your site’s authority and relevancy. Perfect your web writing talents and establish yourself as an expert on the subject you’re writing about.

Identify and target a single keyword phrase for each authoritative content page on your website. Keyword phrases could be like- ‘what is SEO?’, ‘Best schools in India’, ‘How to make pasta?’, and so on.

Putting Keywords in Place

Consider the following questions once you’ve decided on a keyword phrase for a certain page:

Is it okay to include part of or the entire keyword phrase in the page title?
Is it possible to include a portion or all keyword phrases in the page URL (by employing keywords in folders)?
If you answer yes to these questions, your search engine rating will improve. However, keep it natural and user-friendly.

Link to relevant sources and supplementary information strategically, both within your organisation’s main website and to other beneficial websites.

Regularly Update Your Content

Audit your content on a regular basis (every semester, for example) and make any necessary modifications.


Writing additional content on your departmental news blog, rich in keyword phrases might also help you improve your search engine rankings. Even shorter updates about the specific themes you’re targeting can be used as blog posts. Try adding relevant links to authoritative domains to create credibility and interlinking.

Metadata is important

Title Metadata 

The page titles appearing at the top of a browser window and as the headline inside search engine results are determined by title metadata. It’s the most crucial piece of metadata on your page.

Description Metadata 

The textual description that a browser may utilise in your page search return is known as ‘description metadata’. Consider it your website’s window display—a succinct and enticing representation of what’s inside to get people to come in. 

Two complete sentences make for an excellent meta description. Although search engines may not always use your meta description, providing them with the choice is crucial.

Keyword Metadata

When it comes to search engine rankings, keyword metadata is rarely employed. However, since you should already be familiar with your keyword phrases, adding them to your keyword information isn’t bad. A range of sentences should be included, as a general rule, limit yourself to 3-7 phrases.

Key Takeaway

When a potential customer searches the keywords and clicks on your site, you get organic traffic, and traffic can bring in leads. In a nutshell, SEO- drives Traffic to Your Website, Leads to Trust, promotes Positive User-Experience, builds Engagement and Conversion Rates, increases Lead Generation, brings Value to the Brand, produces Long-lasting Results and is Cost-Effective.

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