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Description
Let’s start by asking an obvious question: what exactly is SEO?
SEO stands for ‘Search Engine Optimization’, which is the process of getting traffic from free, organic, editorial, or natural search results in search engines. It aims to improve your website’s position in search results pages (SERPs). Remember, the higher the website is listed, the more people will see it.
There’s a great graphic created by Rand Fiskin, co-founder of Moz, that takes from Maslow's Hierarchy of Needs’ pyramid. Fishkin’s ‘Mozlow's Hierarchy of SEO Needs’ looks at how people should execute SEO.
Mozlow's Hierarchy of Needs
Mozlow's Hierarchy of Needs
Top tip: SEO is no longer confined to search engines like Google or Bing. It’s also important for social networks such as YouTube and TikTok as people turn to social media to find information.
What are the three pillars of SEO?
As a digital marketer, knowing how to get your brand, website, or company found by searchers is a core skill, and understanding how SEO is evolving will keep you at the top of your game.
While SEO changes frequently in small ways, its key principles do not. We can break SEO into three core components or pillars that you need to be familiar with – and action regularly:
Technical Optimization: Technical Optimization is the process of completing activities on your site that are designed to improve SEO but are not related to content. It often happens behind the scenes. A simple example of technical optimization is submitting your sitemap to Google.
On-Page Optimization: On-Page Optimization is the process of ensuring the content on your site is relevant and provides a great user experience. It includes targeting the right keywords within your content and can be done through a content management system like WordPress, Wix, Drupal, Joomla, Magento, or Shopify.
Off-Page Optimization: Off-Page Optimization is the process of enhancing your site’s search engine rankings through activities outside of the site. This is largely driven by high-quality backlinks, which help to build the site’s reputation.
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