Search engine optimization (SEO) is a comprehensive approach used to enhance a website’s visibility on search engines. The aim of SEO is to ensure that a website appears among the top results on the first page of SERP, as most users tend to click on websites listed there. A website can attract more traffic and visitors by ranking at top in search results. There are different types of SEO techniques.
A successful SEO strategy involves carefully selecting relevant keywords and optimizing them through two primary methods: off-page SEO and on-page SEO. Off-page SEO focuses on promotional techniques, such as acquiring backlinks from other reputable websites through methods like blog commenting, social bookmarking, and press releases. On-page SEO, on the other hand, encompasses optimizing traditional website elements like content, images, web pages, and design.
You may have also heard about these types of SEO:
White hat SEO:
These types of SEO techniques employ strategies that adhere to search engine guidelines. It includes high-quality content development, link acquisition campaigns supported by valuable content, HTML optimization, manual outreach, and research. Choosing this approach ensures gradual but steady and sustainable growth in rankings.
Black Hat SEO:
In contrast, black hat SEO uses loopholes in search engine algorithms to achieve high website rankings. This method does not comply with search engine guidelines, particularly those set by Google. These types of SEO techniques include keyword stuffing, link spamming, hidden content, hidden links, and cloaking. Opting for this method may yield rapid but short-lived improvements in ranking.
Grey Hat SEO:
Grey hat SEO lies somewhere between black hat and white hat. It involves combining both approaches, transitioning from black to white and vice versa. Some SEO companies may practice these types of SEO to a certain extent, either due to pressure from clients or to deliver better results.
Measure SEO results:
Position on SERP-
The first thing you’ll want to monitor as part of your SEO performance. Is your website positioned in SERPs (for relevant search queries)? Each page has 10 blue links (organic results that aren’t featured snippets, knowledge boxes or ads), and you aim to show up as high on the page as possible.
Another metric you may want to measure is impressions. An impression is counted every time you show up in search results for a user’s query. While many SEOs focus on getting the highest positions in SERPs, it’s important to remember that you’re only aiming for these positions to increase your chances of being seen by a user.
Impressions can sometimes be helpful for measuring the effectiveness of the keywords you’re showing up for.
Organic Search Traffic
Once you’ve got a high position in SERPs and have had an impression from a user, you’ll want to get them to click on your website. Organic search traffic is one of the main ways to track your SEO results through clicks, users or sessions.
Again, you can measure your overall organic traffic or the traffic coming from relevant search queries.
Engagement rate measures the percentage of users that interact with your website by staying for more than 10 seconds, clicking on something or submitting a form. If you are familiar with bounce rate, engagement rate is basically the opposite of that metric.
The aim is to have a high engagement rate (somewhere between 60% – 70% is a good engagement rate). As a low engagement rate suggests that users found the page irrelevant to their search query and weren’t interested in exploring anything else you had to offer.
It is important to note that there are no shortcuts in SEO. Despite claims from some individuals promising quick SEO results. Legitimate SEO takes time, as there are countless websites to manage. However, following guidelines and gaining rankings through legal means offers long-term stability and improved visibility, ensuring that your website remains visible for years to come.