SEO

Organic search is one of the most widely used inbound marketing channels, and it’s mostly virtual website. So, to organize your website for optimal SEO performance, there are three main areas of SEO to work on which are web development and content teams. Let’s take a look at those for a moment. The first area is technical optimization. Put simply, it’s, “Does your website work? Does it load? Is there speed issues? Is there mobile issues?” You know, that’s what technical optimization is all about. It has to work to be ranked. The next stage is on-page optimization. And this is, “Is the content on your website valuable? Does it get enough keywords?

Are there variations in the page titles, in the headers, in the body copy, and in the image alt tags?” The third area is off-page optimization. This is attracting backlinks or getting links to your site. So, ideally, the strategy is, are you creating the type of content that attracts quality backlinks from good websites who want to link to your website as a source of useful content? So, if we focus on these three areas, we can significantly impact organic search performance. Just those three areas, technical, on-page, and off-page. Generally, marketers work with the people who manage and control the website to optimize it. We actually don’t dig in ourselves most of the time.

It wouldn’t be normal where we’re actually editing the code or making these kinds of changes to a website. It’s more common that digital marketers might brief a web developer on this or, you know, get stuff from a content team if you’re not already part of that content team. The objective of all of this is to structure the website in such a way to make it more visible and crawlable for inclusion in the Google organic database or index as it’s known. The result of this is that your site will appear for more free organic searches.

And those keywords, as you’re trying to rank, will start to push and open up, reducing your need for things like paid search although they will work together.