Search engine optimization is defined as the process of improving the ranking of a website or web page in search engines via organic search results. This process includes on-page, as well as off-page techniques. Before you can become a search engine optimizer, you need to understand how search engines are programmed to function and the keywords Internet searchers type into search inputs. As a site owner, you should learn at least some basic SEO skills, if you have plenty of time to spend learning and implementing the techniques.
- Prioritizing keywords through HTML coding: For a site or web page to rank for any keyword, it must contain the term in its content. Include in the title <title> of every web page the keywords or key phrases it targets. This will help the page to rank well for the key terms, if it has quality backlinks that use the same keywords as anchor texts. Bear in mind that any keyword you use in your title should be present in the body of the web page. Make proper use of heading tags, such as h1, h2 and h3, to show search engine crawlers the important keywords on every page. Bing especially assigns higher priority to keywords contained inside these heading tags.
- Creating unique and keyword-rich content: Create 100% original content for each web page and after that use Copyscape to check if it has any duplicate issue. Duplicate content attracts some kind of penalty from search engines. Ensure that each web page contains all the important keywords related to it. Nevertheless, never stuff keywords into any web page, to avoid triggering Google’s spam filter.
- Canonicalization issue:Canonicalization issue occurs when multiple URLs can be used to access a single web page. This causes a colossal challenge to search engine bots in determining the canonical URL the webmaster wants them to index. This issue can be corrected by using 301 to redirect other URL variations to your preferred one.
In theory, off-page search engine optimization mainly deals with the process of promoting a website or web page to attract incoming links. But it goes well beyond that! Relevance of a backlink to the linked content is what actually makes a difference. Quality of the page where the link originates counts so much. High quality backlinks carry much more weight in the “eyes” of search engines than poor quality ones.