SEO (SEARCH ENGINE OPTIMIZATION) 

SEO is the process of optimizing the content, technical setup, and reach of your website so your pages appear at the top of a search engine result page for a specific set of keyword terms. With SEO, businesses analyze their website’s performance, score it against competitors, and create a data-backed strategy to improve their rankings over time. SEO is about fulfilling users’ search needs by creating relevant, high-quality content and providing the best possible user experience.

SEO activities can take place both on-site and off-site. That’s why you may often see SEO divided into “on-page” and ”off-page” categories. 

In practice, SEO typically involves:

  • Keyword research
  • Content creation and optimization
  • Technical Optimization
  • Link building

On-page SEO focuses on optimizing aspects of your website that users engage with. This facet of SEO leans heavily into keyword research. With the right list of target keywords, you can optimize your web copy to answer your audience’s most important questions.

Off-page SEO, on the other hand, is the practice of optimizing activity outside of your website that could affect your rankings. With off-page SEO, you look at all the ways you can garner external attention to your website. This generally focuses on gathering quality backlinks to your site, which can affect your rankings in the long term.
Finally, technical SEO looks at the back end of your website and the coding of each page. Search engines crawl the back end of your site code to determine SERP rankings, so you’ll need programming knowledge to optimize this. With technical SEO, you’ll look at page speed, image compression, and metadata to ensure you’re set up for SERP success.