Types Of SEO and their application
Before we look at the different types of SEO ,take note that when your potential clients are looking for service providers or want to buy something, they first “Google it” and if you want to appear in the top search engines’ results, you need to have an SEO optimized website.
To be sure that you will show in the top results you need to implement a number of SEO techniques that we are about to cover in a bit.
Some of these types of SEO apply to specific niches and some apply to all and these are listed below.
Types of SEO
In summary, these are:
- On-Page SEO
- Technical SEO
- Content SEO
- Off-Page SEO
- Local SEO
- Mobile SEO
- eCommerce SEO
On-Page SEO is one of the commonly known SEO type and it covers everything that is done physically on the website for ranking purposes and better user experience. This includes; optimizing text, images, video, code.
While search engines look at a website as whole, the ranking is narrowed for individual web pages and not the entire website.
It is important to optimize each and every page on your website for SEO if you want to get better rankings from search engines.
On-Page SEO can be implemented using the SEO techniques described below:-
Page title optimization
It is important to optimize the title of each and every web page for keywords specific and relevant to that page.
The page titles appear in the search results and should be crafted to entice user action (clicks).
The page title should give the search engines an idea of what the page content is about. This can be done by including a keyword or phrase that best describes the content of the page.
Also,the title should be between 10 and 70 characters and not words to give the user a full view of what the page is about.
A meta description is a brief snippet of about 155 characters that summarizes a page’s content. Search engines in general show the meta description on the search engines result page especially when the searched for key phrase is within the description.
The meta description snippet does not impact a page’s SEO ranking directly but it helps in improving the CTR (click through) which is an SEO factor. So it has an effect on the page’s ranking indirectly.
What is an H1 tag and why is it important for SEO.
<H1> is an HTML tag that is commonly used for page titles, website blog post title. It is usually the first header visible on a web page.
The H1 tag helps search engines to identify what is important on a page.
The H1 tag text should have your focus keyword i.e. <h1>your keyword</h1> and each page should have only one H1 tag. Having multiple h1 tags on the same page may affect your rankings negatively.
With H tags on your page, it will help search engines understand your content hierarchically.
There are other types of heading tags i.e. <H2>, <H3>, <H4>, <H5>, <h6> and these can be used for formatting subheadings.
Image Alt tags
Your images should have an alt text that describe what the images are about.
Search engines cannot make a visual understanding of the images and they need an alt text to understand what the image is about.
To fully optimize your images for SEO, they need to have an appropriate title, alt text and the file size of an image also has an impact on SEO. How?
Your webpage will load slowly if it has very large and heavy images and remember the page speed is one of the SEO ranking factors.
Quality content for SEO
Having quality content on your website is very crucial from an SEO stand point. The quality of your content will have an impact on your ranking.
The content you post should be loved by Search Engines and your visitors if you are to rank high.
How do you come up with quality content?
There are guide lines out there that can help you come up with quality content. In short, you need to do a thorough research on the topic you want to write about so that you can answer your users’ questions as much as you can.
You also need to include both short and long-tail keywords in your content so that search engines can crawl and understand what your content is about.
The search engines’ role is to give users content with answers to their questions and that’s why you need to do an in-depth research about the topic if you want to beat your competition.
You should also link to other high-quality websites with content that can help your users to learn more about the topic.
In our previous blog article (What is SEO and how do I optimize for search engines?) we talked about the importance of having links (outbound and inbound links) in your content.
Design and user experience
When visitors come to a web page we want them to have a memorable experience while interacting with our content and this is where web page design comes in.
Publishing content on a webpage without beautifying the presentation of the various types of content on that page i.e: text, images can be a turn off for some users and they will bounce off your website.
If the users bounce off your web page it will signal to Google that your content is either irrelevant or does not match with what the user is looking for. This may not be the case but it will hurt your SEO rankings severely.
The content may be relevant but because it’s not formatted very well for the users to find it easily, they get confused and exit the page hence increasing your bounce rate. This should be taken seriously because a high bounce rate is not good for SEO.
This the technical part of SEO that involves optimizing the parameters that affect the general visibility of a website by the different search engines.
Remember: If search engines can’t find your website, it simply means that they can’t crawl and index your website easily hence your SEO efforts will be for no good.
How do you implement technical SEO?
- You need to upload an optimized robots.txt file to ensure that search engines can easily and correctly access your website.
- Create an XML sitemap for your website and submit it to the various search engines.
- Add your preferred website URL to the Google search console and verify ownership.
- Read the coverage report, identify and fix and crawl errors you find.
- Implement SEO friendly website design guidelines
- Make sure your website loads fast on both mobile and desktop devices
- Make sure you website structure and URLs are optimized for SEO.
Content SEO is the creation of high-quality content that ranks high in Search engines.
Every SEO strategy that is aimed at yielding high results should take this seriously because “web search” is all about content and the content needs to be of high quality to the users.
As a content creator you should focus on creating content that your target users will enjoy reading and even share with their friends thereby gaining authority over the topics you write about.
What are the guidelines for creating content that is SEO friendly?
- Keyword research
Every good content SEO strategy should begin with keyword research.
Keyword research is simply the steps you take to come up with a list of keywords you would love to rank for in your niche or for a particular topic.
In this step you need to identify the key phrases that you think your target audience is using to search for the content you’re creating.
You can also do this by doing a simple google search for the topic and scroll to the footer of the Google search results page and look at the section that says “Searches Related to your [Keyword]”.Check the screenshot below
This will help you to understand the different search terms that your target users are typing in Google to search for content about the same topic you’re writing about.
- Site Structure
The structure of your website is so important for content SEO.
- A good site structure will help search engines to understand, crawl and index your website easily.
- A good site structure will also help you not to compete with your own content. If we have many articles covering the same topic, a good site structure would let Google know which of these articles is more important.
Remember to create content that is aimed at satisfying your visitors first and find ways of inserting your keywords without breaking the natural flow of your content.
Typically, good content should have at least 300 words but that will give you little chances of inserting your SEO keywords. Having long form content that has 1,000 words and above will give you more chances to add a good number of appropriate keywords to your copy.
Having high quality content on your webpage will secure for you a good rank on the search engines’ results page.
Off-Page SEO focuses on promoting your website across the internet.
The more popular your website is on the internet, the higher the chance of it ranking high on the search engines results page (SERP).
What are the different most common off-page SEO Methods?
Link building – link building is one of the best ways to optimize your website off-site. Search engines use the backlinks as an indication of the linked-to content’s quality.
Having many high quality backlinks will have a big impact on your SEO rankings. A website with many high-quality backlinks will rank higher than a website with no backlinks.
No link related off-site SEO technics include:-
- Social media marketing
- Brand mentions
- Influencer marketing
- Guest blogging etc.
- Creating shareable content
Following the above off page SEO techniques will help you improve your rankings on Google and other search engines.
Local SEO is about optimizing your website to rank better in local search results.
Local search results search terms include;
- SEO agencies near me
- Pharmacies near me
- Digital marketing agency in [city name]
- Night clubs near me
Local SEO is for local businesses or call them brick and mortar businesses.
It’s for businesses that have websites and they are targeting customer visits from people within their neighbourhood or local area.
How do you optimize your business for local SEO?
- To optimize for local SEO effectively, you need to include details about your business i.e
- Business name
- Address (you need to locate your business on Google maps to make it easy for your customers to find you )
- Services or products offered
- Open hours
- You also need to open up a Google My Business account and enter all the information about your business.
- Make sure you register your business on all the necessary business directories if you want to increase your chances of ranking in search results.
People doing a local search are always ready to take action and you need to use this to your advantage. For example if someone types “restaurants near me”, this person is hungry and he/she wants to eat and if you include all the necessary details on your listing you’re most likely to convert such a person into a paying customer.
Mobile SEO refers to the optimization of website for mobile device search traffic.
Mobile SEO primarily targets users who are using their mobile devices (mobile phones and tablets) to look for products and services.
To ensure that you win at getting mobile search traffic, there are a number of things you need to implement on your website before your mobile SEO efforts yield results.
- Your website needs to be responsive or mobile friendly
The visitor need to have the same experience that desktop and laptop device users get when browsing your website. That means your content especially text, images should be served to the mobile users with respect to their screen size.
Your web developer should ensure that the website is responsive to any screen size or else the users will have a bad experience while browsing your website and this will lead to a high bounce rate and a low click through rate.
- The website should be lightning first
The website should be in position to load within a few seconds or else the impatient users will close the website and this will increase you bounce rate.
If you optimize for mobile SEO you will have the following advantages:-
- Higher mobile conversion rates
- Lower bounce rate
- Improved search engine performance
- More mobile device customer engagement
- More website traffic specifically from mobile users
- Improved users experience for mobile visitors
Ecommerce is all about selling products online. eCommerce SEO is a branch of SEO that is aimed at increasing the visibility of an eCommerce website’s products on the search engines results page.
This is important because nowadays people first do a Google or Bing search for items that they want to buy either online or offline.
So why not take advantage of this and increase your sales by implementing eCommerce SEO for your online shop or for your clients.
According to nchannel statistics, 44% of people start their online shopping journey with a Google search.
SEMRush also carried out a survey and found out that 37.5% traffic to eCommerce websites comes from search engines.
With that in mind, if you haven’t optimized your eCommerce website for eCommerce SEO then you’re missing out on a number of opportunities from search engine traffic.
eCommerce SEO is a little complex as compared to blog articles SEO optimization since it involves optimizing hundreds of thousands of different individual product pages and this takes a lot of time.
The fruits of eCommerce SEO are enormous when done right since it will lead to an increased number of order and sales in general.
SEO is an interesting subject that every person who does business online should include in their online marketing strategy. While as most of the SEO techniques apply to any industry, it is even more fruitful if you focus on SEO techniques that are specific to the industry and the audience you’re targeting and we have covered the different types of SEO to help you identify which types of SEO are suitable for your industry or business.
Kakaire Brian is the CEO of 1AdVERT Digital Marketing Agency based in Kampala,Uganda.
He has skills in website design, website development, and having tons of practical SEO knowledge and expertise, Brian’s skills run from SEO to digital marketing to website development. Brian offers SEO audits, SEO consulting, and website design & development through his company, Site Objective SEO Consulting.