SEO Basics: Understanding How it Works and the Various Types

SEO Basics: Understanding How it Works and the Various Types

In today’s digital age, having an online presence is important for businesses of all sizes. And when you want to be discovered online, search engine optimisation (SEO) plays a pivotal role. SEO is the practice of creating a website that ranks high when you search for relevant keywords which in turn results in high levels of organic traffic. By understanding how SEO works and the various types of techniques involved, you can take steps to improve your online visibility and drive targeted visitors to your website.

Different Types of SEO Techniques

What are the different types of SEO techniques that can be employed? Let’s explore some of the most common types:

  • On-Page SEO: This technique involves optimising individual web pages to improve their search engine rankings. It includes factors like optimising content, conducting keyword research, meta tags, URL structure and headings. Well-structured web pages with appropriate keywords increase your chances of a higher search engine rank. 

Key Practices Include For On Page

  • Quality Content: Creating valuable, relevant, and high-quality content that addresses the needs of your target audience.
  • Keyword Usage: Incorporating your target keywords naturally into the content, headings, meta tags, and image alt text.
  • Title Tags and Meta Descriptions: Crafting compelling and descriptive title tags and meta descriptions that encourage users to click on your link in the search results.
  • URL Structure: Creating clean and descriptive URLs that convey the content of the page.


  • Off-Page SEO: Off-page SEO focuses on activities conducted off your website, helping to improve its search engine rankings. One of the primary aspects is link building, which involves acquiring high-quality backlinks from reputable websites. Backlinks serve as a vote of confidence, telling search engines that they can trust your content to be trustworthy and valuable.

Key Practices Include For Off Page

  • Backlinks: Acquiring high-quality, relevant backlinks from other reputable websites. Backlinks signal to search engines that your content is valuable and authoritative.
  • Social Signals: Engaging in social media and building a presence to generate shares and interactions that can indirectly influence SEO.
  • Technical SEO: Technical SEO aims to optimise the technical aspects of your online presence and website to enhance its search engine visibility. This includes factors like mobile-friendliness, website speed, crawlability, and site architecture. By addressing these technical elements, you ensure that search engines can effortlessly crawl and index your website, resulting in enhanced rankings.
  • Local SEO: Local SEO is essential for businesses targeting customers in specific geographic locations. It involves optimising your website and online presence to appear in local search results. Strategies include creating and optimising a Google My Business profile, using location-specific keywords, and obtaining positive customer reviews.
  • Voice Search Optimisation: As voice assistants like Siri and Alexa gain popularity, optimising your website for voice search is becoming increasingly important. Voice search queries tend to be longer and more conversational, so it’s essential to optimise your content accordingly. This involves incorporating natural language and utilising long-tail keywords to improve your chances of appearing in voice search results.
  • Mobile SEO: Mobile SEO focuses on making your website mobile-friendly, considering the growing number of users accessing the internet through smartphones and tablets. It includes ensuring your website is mobile-friendly, loads quickly on mobile devices, has a responsive design, and provides a seamless user experience. Optimising for mobile is essential as search engines prioritise mobile-friendly websites for improved rankings.

Benefits of SEO

Remember, these SEO techniques work together to enhance your website’s visibility and drive organic traffic. Incorporating a combination of these techniques based on your business needs can help you achieve better search engine performance.

  • Increased Organic Traffic: SEO helps improve your website’s visibility on search engine results pages (SERPs), leading to higher organic (non-paid) traffic. A higher ranking means more clicks and visits from users actively seeking information or products related to your industry.
  • Better User Experience: SEO involves optimizing your website’s structure, design, and content to enhance user experience. This includes improving site speed, mobile-friendliness, and navigation, which can lead to increased user satisfaction and longer on-site engagement.
  • Higher Credibility and Authority: Ranking high in search results is often associated with credibility and authority. Users tend to trust websites that appear on the first page of search results, which can lead to increased brand trust and loyalty.
  • Cost-Effectiveness: Organic search results do not incur direct costs per click, unlike paid advertising. While SEO requires an investment in terms of time and resources, the long-term benefits can outweigh the initial expenses.
  • Long-Term Results: Unlike some forms of digital marketing that deliver short-term results, SEO efforts, when done correctly, can continue to drive organic traffic and visibility over the long term. This sustained impact can provide a reliable source of traffic and leads.
  • Brand Awareness and Exposure: Higher search rankings result in more exposure for your brand. Even if users don’t immediately click on your link, seeing your website listed on the first page can contribute to brand recognition and recall.

How Can an ecommerce SEO Agency Help You?

If you own an eCommerce business, hiring a specialised agency that understands the intricacies of eCommerce SEO can be highly beneficial. An ecommerce SEO agency has the expertise and knowledge to optimise your online store for better search engine rankings and increased visibility.

When looking for an eCommerce SEO agency, consider the following:

  • Experience: Look for agencies that have experience working with eCommerce businesses similar to yours.
  • Case Studies and Testimonials: Check for case studies or testimonials that demonstrate the agency’s success in improving rankings and driving organic traffic to eCommerce websites.
  • Client Feedback: Reach out to their existing clients to get a better understanding of their satisfaction with the agency’s services.

Additionally, make sure the agency takes a holistic approach to SEO:

  • Comprehensive Strategy: Hire an agency that considers various aspects of SEO, including keyword research, content creation, competitor analysis, and conversion rate optimisation.
  • Collaboration: The agency should work closely with you to develop a comprehensive strategy that aligns with your business objectives. This collaboration ensures that your goals and vision are taken into account.

By considering these points, you can make an informed decision when choosing an eCommerce SEO agency that best suits your needs.

Understanding the basics of SEO and its various types is crucial for improving your online visibility. By implementing on-page, off-page, technical, local, and voice search optimisation techniques, you can enhance your website’s rankings and attract targeted visitors. If you’re an eCommerce business, hiring an experienced eCommerce SEO agency can greatly assist you in achieving your online goals. So, consider reaching out to a reliable agency and taking the necessary steps to plan your website for better search engine performance.

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