Search engine optimization (SEO)
A foundational element of digital marketing, SEO is the practice of optimizing your website to rank higher in search engine results. When your website appears as a top result on Google and other search engines, people are likelier to click on your link, learn about your brand, and perhaps even become customers.
There are three broad ways to improve your website’s SEO:
1: On-page SEO involves optimizing the pages on your website by conducting keyword research. When you incorporate strategic keywords throughout your site, you can rank high on search engine results pages and guide customers through the sales funnel with relevant, authoritative content.
2: Off-page SEO is about improving your SEO by looking at pages external to your website. Inbound links to your website - known as backlinks - are a critical component of off-page SEO. Networking with publishers, writing guest posts, and providing information-rich content on your blog can help improve your off-page SEO.
3: Technical SEO deals with the backend elements of your website such as coding, structured data, image compression, and more. Optimizing these elements can make it easier for search engines to “read” your site and improve your page speed.