Search engine optimization (SEO) is the process of growing traffic to your site by improving the visibility of your web pages in search engines.
To execute SEO successfully, here are some things you should focus on:
1. On-page SEO
On-page SEO involves adding your target keyword in places like your title, headline, URL, and body copy. It also includes adding alt text in your images, and crafting a compelling meta-description.
In 2020, on-page SEO takes on additional meaning. Your page has to effectively address search intent to have a chance at gaining visibility. For example, if you’re targeting the keyword laundry detergent, you’ll notice that the search engine results page (SERP) features laundry detergent products or pages that sell them. This means Google believes that people who search this query are actively looking to buy laundry detergent.
To perform on-page SEO in this context, you’ll need to build a page that offers laundry detergent products. If that isn’t possible, your next best bet is to get your products included in the existing pages that rank.
2. Off-page SEO
Off-page SEO consists of all the activities you pursue outside of your site to improve its performance in search.
The primary way to perform off-page SEO is by acquiring inbound links from 3rd-party, trustworthy sites (i.e. link-building). Inbound links represent votes of confidence in your site, and tell search engines that your site is credible and trustworthy. As a result, inbound links are incredibly important to your site’s search performance.
In a recent study, Backlinko was able to establish an extremely strong correlation between the number of backlinks a page has and its position in the first page:
The first step towards acquiring backlinks involves searching several keywords you’re targeting. Looking at the SERPs, you should be able to pinpoint the media outlets and journalists who appear often. Even better, you can use a free SERP analysis tool like Visably to cross-analyze keywords against competitors—allowing you to see which media outlets and journalists cover your rivals.
You can then share your insights with your PR team, who can help you reach out and get coverage.
3. Technical SEO
This practice involves optimizing your site for crawling and indexing. It also includes taking steps to ensure your site meets the technical needs and wants of your visitors in 2020. For example, building a mobile-friendly site whose pages load quickly. You’ll likely need to partner with your developers to make sure you're acing every item related to technical SEO.
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