Posted in: Digital Marketing

Search Engine Optimisation – Types and Techniques

5 Feb

Serving as a giant platform where ideas are being exchanged with a wide reach, social media has emerged as an influencing factor in the digital marketing process. Since the internet has surfaced as the biggest tool for brand marketing and advertising, effective SEO or Search Engine Optimisation is necessary to generate traffic and rank better in search results. To enhance the position of a brand or organisation on a search engine ranking, various types and techniques of SEO are adopted by digital marketing professionals.

If you wish to know about digital marketing and learn all about SEO and its techniques to improve website performance or rankings, you can register for SEO training in Kolkata.

The SEO experts use two major types of SEO strategies: On-page SEO and Off-page SEO.

On-Page SEO

The on-page SEO techniques involve a string of activities that are aimed at optimising the content of the webpage itself, to make the web page appear higher in the search results. These SEO techniques are primarily based on ensuring good quality of content. On-page SEO is conducted on the web page and the content before it is published. The common techniques used in on-page SEO strategies are:

• Internal Linking
• Optimisation of meta description, meta tags and alt attributes
• Prioritising keywords and including them with correct keyword density
• Backlinking
• Conducting Webpage images SEO
• Building customised URL structures
• Use of H-tags

Off-Page SEO

Off-page SEO strategies are implemented after the page goes live. These include various activities that draw attention to the web page and captures the reaction of the audience to the content. These activities ultimately help in building healthy and lasting relationships with the audience. The activities comprising off-page SEO are:

• Linking, Reviewing and Rating
• Commenting on Posts
• Sharing links and posts on various social media platforms
• Monitoring the reaction of the target audience and understanding their requirements
• Answering queries and questions of the target customers
• Developing personal relationships with the audience through chat and support

Important SEO Tools

To use SEO strategies effectively, one must know the different tools and techniques that will derive the maximum traffic and boost the visibility of the page. You will learn all about these techniques and tools during your digital marketing training in Kolkata. Planning an SEO strategy with the right tools will help you in recognising the best opportunities and taking advantage of them. There are 6 tools that are most important in SEO.

These are:

• Content Ideas
• Technical SEO
• Rankings
• Keyword Analysis
• Link Building
• Link Removing

These tools and techniques are the most widely-used and fall under the category of White Hat SEO. White Hat SEO techniques refer to the practices that are taken up by most digital marketing professionals, abiding by the strict guidelines and rules laid down by Google. These techniques promise long-lasting results.

Apart from the White Hat techniques, there are certain black hat techniques too. These constitute of illegitimate practices aimed at the loopholes of the system, that might generate quick traffic, but the results will be short-lived.

SEO is regarded as a modern marketing technique and a primary element in digital marketing that effectively steers one’s business through various digital and social media platforms. The practice is effective in amplifying the number of online visitors by acquiring a higher rank in the search results of various search engines.