Search Engine Optimisation (SEO)

Search engine optimisation (SEO) is a practice that is required to improve a website’s visibility and ranking in search results. It focuses on creating free and organic traffic. It is very crucial for any website.


Search engines are a platform to conduct searches. There are various search engines including Google, Yahoo, and Bing being the major once. There are also some less known search engines like Baidu (China), Yandex (Russia), and Naver (South Asia). Though this matter only when working on international strategy.

Amongst all, it is most important to consider google rankings as they have the largest market share and are most widely used.

In a google search engine page, there are 10 organic results in middle with few adds at top and bottom.

Our goal is to get our page on the first page with relevant keywords and organic results. According to research, 71% of traffic is from the first page. In fact, the top 5 organic listings give the highest results (68% clicks). It is important to ensure that your site is healthy and well optimised. The trick is to make sure that you optimise for the right keywords to engage the right customers.

SEO Practices

There are various practices to do SEO, namely, white hat, grey hat, and black hat. In very simple terms white hat SEO follows the best practices that are laid out by Google and other search engines to follow. Black hat practices consider manipulative practices and go against the grain. They lead to penalties and are known for more churn and burn practices. Grey hat is somewhere between both of them. One must follow white hat practices only they are widely acceptable and ethical.

Types of SEO :

  1. ON-PAGE SEO: On-page SEO is done by optimising page elements. Content, keywords, and metadata are considered in this. Metadata is the area that describes other data. It is done in the source code in the head. It includes the title (in blue), URL (green), and description (black) that is displayed in the search result. Considering content it must have quality content, keywords must fit in naturally and must be properly organised.
  2. OF PAGE SEO: its also known as off-site SEO. It includes acquiring links, social media, etc. Google gives ranks to pages according to authority. The website can acquire higher authority by getting links from various websites but these links must be relevant and are of good quality. A good social media presence also plays a role indirectly in increasing the SEO of the website.
  3. TECHNICAL SEO: It includes code and structure of the page. Some important points include creating a site map (structure of the website) which can easily be linked to google search console. Though people tend to ignore it redirect and error pages play an important role in SEO. They must be understood properly to be used properl