Search engine marketing is the best form of marketing for online businesses.

SEO in full means Search Engine Optimization which involves customizing a particular content to a language that can be well understood by the search engines so that when a user search for the particular query, the search engine will be able to produce results from the best-optimized content.

search engine marketingSEO marketing comprises of both on-page SEO and off-page SEO. On-page SEO involves those factors that the administrator can control on a particular website while off-page SEO involves those factors that are beyond the control of a site’s administrator.

Also read: On Page SEO a step by step guide

On-page SEO involves various factors such as the sites architecture, header tags, content and internal link building processes. The structure of a particular site matters a great deal for purposes of easy navigation. There are several aspects of the structure of a site that has the ability to increase its ranking capabilities.

One of these factors includes accessibility of the site where the site is optimized for devices such as smartphones and PCs. Another aspect concerning the structure of the site includes the load speed of the site. A well-optimized site will reduce the load speed, therefore, making it easier for the search engine to crawl and rank the site above others with similar content.

There are several ways that one can use to increase the site’s loading speed such as making the site simple by ensuring only the important information is left for the readers. The URL structure of the site is important because it has to contain the keyword or keywords that the content discusses.

search engine marketingContent is a very valuable piece of SEO marketing. The search engines will give more credit to content that is original and gives more details of the subject matter. The content as to have a natural flow of keywords.

Also, header tags are equally important in SEO marketing because it is the part that is most emphasized on a particular content. There are several header tags but the most important one is referred to as H1 which is the first title of your content.

Besides, increasing the internal linking of relevant pages within a site is important for SEO since it increases the page authority and makes the site to rank higher.

On the other hand, off-page SEO marketing as defined above involves those factors that are beyond the control of a site’s administrator. The trust flow of a site is important and depends on other factors such as the domain authority.

Domain authority is a metric developed by Moz which determines the credibility of a site. It is beyond the control of the admin of a site because it is dependent on the links that point back to a site from another site.

Another off-page factor includes social signals. When content is shared on social media platforms it increases the chances of being ranked higher since it is interpreted as credible and valuable for others to share it.

Lastly, the content of the site has to engage  the readers where they are able to comment, ask questions contradict or add more information.

Also read: Basic Principles of Search Engine Optimization