Search Engine Optimization or SEO is a technique in digital marketing that allows increasing the website traffic quality through organic search engine results.
Digital marketing uses the keyword for user convenience when searching to find specific information on a search engine. For a better ranking in SEO, keywords are important and the place of applying keywords in content will reflect site ranking too.
Different types of SEO Practices: -The SEO practices can be broadly classified into two categories – White hat SEO and Black hat SEO.
White hat SEO as the name refers is the most legitimate practice to get higher rankings in the search engine result pages. A white hat SEO practice strictly abides by Google’s guidelines for SEO. The most commonly practised white hat SEO techniques are publishing quality content on the website, HTML optimization and restructuring of the website, link acquisition campaigns.
Black hat SEO practices are considered to be illegitimate and against the guidelines provided by Google and Google’s algorithms. Obviously, Black hat SEO includes the practices that aim at finding weaknesses and loopholes in Google’s algorithms in order to rank higher in the search engine result pages.
The most common black hat SEO techniques include spam links, keyword stuffing, cloaking, hidden text, and hidden links, etc that only mislead the users and redirecting to the sites that they didn’t vouch for.
What do you understand by On-Page and Off-Page Optimization?
On-page and Off-page Optimization are two broad types of classifications to the approach of Search Engine Optimization (SEO).
SEO essentially refers to the method of optimizing a website to increase its chances of ranking on search engines such as Google, Yahoo, Bing and thereby increasing the traffic to a website. A combination of both On-page and Off-page techniques is vital to achieve a measurable increase in ranking and traffic numbers.
On-page SEO basically refers to the gamut of SEO efforts made in terms of changes or additions to the website itself. For instance, improving the tech stack of the website, populating it with original content after proper keyword research, adding the different titles and meta tag descriptions, removing duplicate content from the pages and so on.
Off-Page SEO, on the other hand, includes activities undertaken to improve the ranking of a website, outside the ambit of working on the website’s pages.
Building backlinks from authority websites, submitting a website to the relevant directories, and search engine submissions are examples of off-page SEO activities.
