Search Engine Optimization Strategy
Despite the fact that search engine algorithms are constantly changing and the factors that influence ranking are fluid, the key principles do not change. Search engine optimization can be broken down into 3 main categories that has to be taken care of.
01. Technical optimization
These are off-the-scenes activities that are not related to the content of the site but are aimed at increasing the ranking. These are things like, for example, making your site faster, easier to index, and understandable to search engines.
02. Search Engine Optimization
This is a process to ensure that the content on your website is relevant and that the overall user experience on your website is as good as possible. Optimizing this category is about targeting the right keywords and placing them on the site. Content management systems such as Wix, Drupal, Joomla or WordPress are used for this purpose.
03. Off-page Optimization
These are the activites that are being done outside of your website. The most popular activity in this category is building so-called backlinks to our website. Backlinks are links from another site to ours.
Light and dark side
There are two schools of Search Engine Optimization, White hat and Black hat SEO. White hat is a way of optimizing in accordance with Google’s recommendations and increasing the page ranking in a natural way. On the other hand, Blackhat optimization is all about breaking the rules and finding loopholes in Google’s algorithms to stand out faster and more efficiently than the competition.
The downside of Black Hat strategy is that if Google sees what is happening (and it is only a matter of time) – a site that has been ranked by breaking the rules – will disappear from the search engine. Reputation repair is a difficult and lengthy and sometimes even impossible process. Content on a website positioned in this way is often written for algorithms, not for users, which reduces UX and user satisfaction.
White hat SEO offers long-lasting results. SEO as a marketing channel is one of the best options in terms of ROI. The presence of a website highly ranked by Google helps build trust and credibility which translate into more customers