Essential SEO Best Practices to Promote Your Business

Last Updated on July 24, 2023 by Hanson Cheng

This comprehensive guide to SEO provides an in-depth look at various aspects of Search Engine Optimization, including understanding the basics, keyword research and analysis, on-page and off-page SEO techniques, technical SEO, measuring and tracking success, and staying up-to-date with trends and algorithm updates.

This article will teach readers essential strategies for optimizing their websites, improving online visibility, and increasing organic traffic. Additionally, they will gain insights into selecting the right keywords, optimizing content and website structure, building backlinks, and tracking their SEO efforts to ensure success. Finally, the article highlights the significance of staying informed about industry updates and adapting SEO strategies to stay ahead of competitors.

Understanding SEO Basics

Search Engine Optimization (SEO) is the practice of optimizing a website to improve its visibility on search engines. In today’s digital world, having an online presence is no longer optional. Companies, brands, and individuals must put effort into their digital presence and online visibility to stay competitive in their respective fields. One of the key ways to enhance your online visibility is through the process of SEO.

What is Search Engine Optimization?

SEO is a digital marketing technique that focuses on acquiring organic (non-paid) traffic to your website through higher search engine rankings. This technique involves various strategies, methodologies, and practices that work together to enhance the visibility of your website on search engines such as Google, Bing, and Yahoo.

By optimizing a website to meet search engine guidelines and user demands, businesses can achieve significant improvements in their search rankings, resulting in increased organic traffic and conversions. Some of the core aspects of SEO include keyword research, on-page optimization, off-page optimization, technical SEO, and content creation. Applying these techniques enhances your website’s relevance, authority, and user experience, which are critical factors for higher search engine rankings.

How Search Engines Work

To fully grasp the importance of SEO, it is essential to understand how search engines function. In simple terms, search engines are web-based tools that help users find the most relevant information and websites based on their search queries. These queries are what search engines utilize to discover, analyze, and rank the billions of web pages available on the internet.

The process begins with crawling, wherein search engines send out automated bots called “crawlers” or “spiders” that explore the internet and discover webpages. These crawlers access websites by following internal and external links and gathering information about the websites’ content and structure. This information is then indexed in the search engine’s database, making it discoverable by users.

The websites that are considered most relevant and authoritative by the search engine algorithm are displayed in the search results, starting from the highest-ranked webpage. The primary goal of SEO is to improve a website’s rankings on these search engine results pages (SERPs) and drive more organic traffic.

Keyword research and analysis play a critical role in the Search Engine Optimization (SEO) process. Understanding how to identify, analyze, and utilize keywords effectively can significantly boost your online presence, making it an essential skill for digital marketers and content creators.

Keyword Research and Analysis

Importance of Keywords in SEO

Keywords are the building blocks of any effective SEO strategy. They are the words or phrases that users typically type into search engines, like Google or Bing, to find relevant information or services.

When your website contains the right keywords, search engines understand the primary focus of your content and are more likely to rank it higher in search results. This increased visibility typically leads to increased organic traffic, which is essential for driving conversions and generating revenue.

In addition to driving traffic, effective keyword usage can help develop your brand voice, improve user experience, and help your website cater to your target audience’s needs. Adopting a tailored approach to keyword research and analysis allows you to create content that appeals to search engines and visitors, ultimately ensuring your site becomes a valuable resource.

The Importance of SEO for Online Visibility and Organic Traffic

SEO is vital for businesses and individuals that want to establish and maintain a strong online presence.

Here are some reasons why SEO is essential for online visibility and organic traffic:

Improved search engine rankings:

High-quality SEO techniques can help improve your website’s rankings on the SERPs, ultimately increasing the chances of users clicking through and visiting your website.

Enhanced website traffic:

As your website ranks higher on search engines, it will naturally attract more organic traffic. This traffic is cost-effective, as it requires no ongoing expenditure such as pay-per-click (PPC) advertising.

Better user experience:

SEO practices, such as improving site speed, optimizing for mobile devices, and creating valuable content, contribute to a better overall user experience, which can result in higher user engagement and conversion rates.

Increased brand credibility:

A high-ranking website on search engines is often perceived as more credible and trustworthy by users. This can help you build a positive reputation and establish your brand as an authority in your niche.

Sustainable long-term growth:

Unlike paid advertising methods, SEO has long-lasting effects. By consistently implementing SEO strategies, you can drive ongoing organic traffic to your website and support sustainable business growth.

Understanding SEO basics is essential for any business or individual looking to enhance their online presence and increase organic traffic. As search engines continue to evolve their algorithms, staying updated on the latest SEO techniques and trends is crucial for maintaining and improving search engine rankings.

Identifying Target Keywords

The first step in keyword research is identifying the target keywords relevant to your industry or content. These are the terms or phrases that you believe users will search to find information on the topic you are addressing.

Start by brainstorming a list of potential keywords based on your industry knowledge and common terms used to describe products or services. Think about factors such as:
– Target audience: Who are they, and what are their interests and needs?
– Industry trends: What topics are currently popular or emerging in your industry?
– Products or services: What unique features or benefits do your offerings have?

Once you have a general list of potential keywords, you can refine it further using tools such as Google Ads’ Keyword Planner, Moz’s Keyword Explorer, or Ahrefs’ Keyword Generator. These tools provide additional data such as search volume, keyword difficulty, and competitor rankings. Use this information to prioritize keywords and narrow down your target list.

Long-Tail Keywords vs. Short-Tail Keywords

Keywords typically fall into one of two categories: short-tail and long-tail. Short-tail keywords are broad and consist of one or two words, while long-tail keywords are more specific and often contain three or more words.

Short-tail keywords tend to have higher search volumes but are more competitive, meaning ranking highly for these terms can be difficult. Long-tail keywords, on the other hand, usually have lower search volumes but are less competitive and have a better chance of driving organic traffic. By targeting both long-tail and short-tail keywords in your content, you can create a balanced keyword strategy that increases overall visibility and targets users at various stages of the search journey.

Tools and Techniques for Keyword Research

Various tools and techniques are available to help you conduct keyword research and analysis. Some popular options include:

• Google Ads Keyword Planner: This tool provides information on search volume, competition, and the average cost per click (CPC) for various keywords. It can also help you identify new keyword opportunities.
• Google Trends: This tool helps analyze the popularity of specific keywords over time and can inform you of emerging trends and seasonality.
• Moz’s Keyword Explorer: Offers a comprehensive set of tools to research keywords, analyze competition, and track rankings.
• Ahrefs’ Keyword Generator: Provides keyword suggestions, search volumes, and keyword difficulty scores for a given phrase or topic.

Using these tools in tandem can provide you with valuable insights into which keywords to target and inform a robust SEO strategy.

Analyzing Keyword Competition

Understanding your target keywords’ competitiveness before integrating them into your SEO strategy is important. By analyzing the websites currently ranking for your target keywords, you can assess the difficulty of attaining a prominent position in search results.

Look for factors such as domain authority, keyword usage in the title and meta description, and the quality of the content. If the top-ranking websites have a high domain authority and well-optimized content, it may be challenging to outrank them, so consider targeting less competitive keywords or focusing on specific niches within your industry.

Always remember that keyword research and analysis should be an ongoing process. Continually monitor search trends and competitors’ rankings change to ensure your SEO strategy remains relevant and effective.

On-Page SEO Techniques

On-page SEO refers to the practice of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. This involves modifications to the HTML and content of a page, like meta tags and keyword density, rather than focusing on external aspects such as backlinks or off-page SEO. 

Optimizing Meta Tags

Meta tags, which consist of title tags and meta descriptions, are essential elements of on-page SEO optimization. These HTML tags provide information about a page’s content to users and search engines, thus, optimizing them directly impacts search rankings.

Title Tags

Title tags define the title of a webpage, which appears in search engine result pages (SERPs) as well as the browser tab. The title tag should be unique, descriptive, and ideally under 60 characters in length for maximum efficiency.

A good title tag should incorporate the main keyword for the page, followed by the brand or company name. It can also include secondary keywords or the location for local search optimization.

Meta Descriptions

Meta descriptions offer a concise summary of the page content, displayed below the title in SERPs. An optimized meta description should include the main keyword and be between 150 and 160 characters. While meta descriptions don’t directly impact search rankings, they can encourage users to click on the page by providing relevant, attention-grabbing information.

URL Structure and Optimization

An effective URL structure should be easy to read, understand, and categorize for both users and search engines. Incorporating keywords related to the page content in the URL can improve its relevance and search rankings. Additionally, shorter URLs with clear structures work best for on-page SEO optimization.

Heading Tags and Content Hierarchy

Heading tags (H1 to H6) help structure and organize the content on a webpage, which impacts search engine rankings and user experience. The main title of a page should be wrapped in an H1 tag, with subsequent headings marked with H2, H3, and so forth. Confidently utilizing heading tags aids the search engine in understanding the page’s content hierarchy, contributing to higher search rankings.

Image Optimization

Optimizing images can improve load times, performance, and search engine rankings.

File Formats

Choosing the right file format (JPEG, PNG, or WebP) is crucial for image optimization. JPEG is best for photographs or complex images, whereas PNG works well for graphics containing text or sharp lines. WebP offers excellent compression while maintaining image quality.

Image Alt Text

Adding relevant alt text to images assists visually impaired users and helps search engines understand the content of images. Including keywords in the alt text but avoiding keyword stuffing is best for SEO optimization.

Content Optimization

Quality content directly impacts search rankings and user experience.

Keyword Density

Balancing keyword usage in content is vital for on-page SEO. Overusing keywords can result in penalties while underutilizing them reduces relevance. A safe keyword density is around 1-2% for most websites.

LSI Keywords

Latent semantic indexing (LSI) keywords are terms related to the main keyword. Incorporating LSI keywords throughout content can improve overall topic relevance and help search engines understand the context of a page.

Readability and User Experience

Quality content should be easily digestible and written with the target audience in mind. Using shorter paragraphs, headers, bullet points, and visuals will enhance user experience and potentially increase search rankings.

Internal Linking Strategy

Internal linking connects pages within a website, enabling users to navigate easily and search engines to understand content structure. An effective internal linking strategy should include links to relevant pages with appropriate anchor text, ultimately benefiting the website’s SEO rankings.

Optimizing Website Speed and Performance

Improving website speed and performance has become increasingly important due to its impact on user experience and search rankings. Optimizing images, leveraging browser caching, minimizing server response times, and minifying CSS, JavaScript, and HTML files are all techniques to enhance website speed and performance.

Mobile-Friendly and Responsive Web Design

Mobile responsiveness has become a critical factor in search engine rankings due to the increase in mobile usage. A mobile-friendly website should have a responsive design, proper image and text sizing, and optimized button placements for improved user experience and search engine rankings.

Off-Page SEO Techniques

In the realm of search engine optimization (SEO), there are two main categories: on-page and off-page SEO. While on-page SEO pertains to optimizing your website’s content and code directly, off-page SEO involves improving your website’s visibility and relevance through external factors.

In essence, off-page SEO techniques influence how search engines perceive your website in terms of credibility, authority, trust, and relevance. In this article, we will discuss several essential off-page SEO strategies you can use to improve your website’s search engine rankings.

Understanding Backlinks

One of the most critical aspects of off-page SEO is backlinks, which are links leading to your website from other reputable and relevant sources. Backlinks are like votes of confidence from other websites, indicating that your content is valuable and worth linking to, thus contributing to your site’s credibility and reputation. Search engines like Google take backlinks into account when ranking websites, viewing quality backlinks as a signal that your site provides authoritative information.

Link Building Strategies

There are several effective link-building strategies that you can use to acquire high-quality backlinks and improve your off-page SEO. Here, we will discuss three popular techniques: outreach and guest posting, the skyscraper technique, and broken link building.

Outreach and Guest Posting

Outreach involves contacting relevant websites and influencers within your niche, introducing your content, and building relationships. Guest posting involves writing valuable, informative articles for other reputable websites in your industry, with a link back to your website within the content or author bio. Both of these techniques require a combination of research, relationship building, and good writing skills to be effective.

Broken Link Building

Broken link building is another off-page SEO technique that identifies broken links on other websites and offers your content as an alternative. The strategy involves finding online resources within your niche with broken links, contacting the site owner or webmaster, and suggesting your relevant content as a replacement for the dead link. This technique is mutually beneficial, as you acquire a quality backlink, and the other site owner improves their user experience by fixing a broken link.

Social Media Marketing and SEO

While social media links do not directly contribute to SEO rankings, a strong correlation exists between well-performing content on social platforms and improved search engine rankings. Sharing your content on social media increases its visibility, potentially gathering more backlinks, improving website traffic, and ultimately boosting your off-page SEO. Engaging with your audience on social media and encouraging user-generated content with your website mentioned or linked can also contribute to your website’s trust signals and establish your brand’s online presence.

Online Directories and Citations

Online directories and local citations are valuable off-page SEO techniques, especially for businesses with a physical location. You can ensure your business is accurately represented and easily found online by claiming and optimizing your listings on popular online directories, such as Google My Business, Yelp, and Bing Places. Furthermore, local citations (mentions of your business name, address, phone number, and website) on other websites, such as local directories, news sites, and online reviews, display credibility and consistency to both search engines and potential customers.

Technical SEO

Technical SEO refers to the process of optimizing your website for search engines, specifically targeting the crawling and indexing phase. This ensures that search engines can easily access, crawl, interpret, and index your web pages. As a result, you will see improved visibility, rankings, and, ultimately, a more significant online presence. 

Structured Data and Schema Markup

Structured data is a standardized format that provides information about a webpage and classifies its content. This information helps search engines understand the context and meaning of the content on your website, enabling them to display your webpage more effectively in search results.

Some benefits of using structured data and schema markup include the following:
– An enhanced online presence with rich snippets, which can increase click-through rates (CTR)
– Improved local SEO by marking location and contact details
– Increased visibility in voice search results

XML Sitemaps

An XML sitemap is a file containing a list of the URLs of all the pages on your website. It serves as a blueprint for search engine crawlers to ensure they access and index all essential pages of your site efficiently. XML sitemaps are especially important for larger websites with numerous pages or pages not easily discoverable through regular crawling and indexing methods.

Some best practices for creating and maintaining XML sitemaps are:
– Ensure that your sitemap only includes canonical URLs, excluding any duplicate or non-indexable pages.
– Regularly update your sitemap with any new pages, removing URLs for deleted pages.
– Use sitemap indexing for websites with extensive content or multiple sections that require separate sitemaps.
– Submit your sitemap to Google Search Console and other search engine webmaster tools.

Canonical URLs

Canonical URLs signal search engines which version of a webpage is preferred or original when having multiple URLs with identical or similar content. This helps in avoiding duplicate content issues and increases the likelihood of the correct URL being ranked.

Some best practices for utilizing canonical URLs are:
– Use the rel=”canonical” link element in the head section of each duplicated or similar page, pointing to the preferred version.
– Ensure consistency in internal linking by always linking to the canonical version of the page.

Robots.txt File

The robots.txt file is a text file placed on your website’s root directory that helps search engine bots understand which sections or pages of your website should not be crawled or indexed. This is essential for controlling access to sensitive or low-value content, improving the crawl budget, and preventing search engines from indexing unwanted pages.

Some best practices for effectively using the robots.txt file include the following:
– Ensure that important pages or sections of your website are not accidentally blocked.
– Use the “Disallow” directive to prevent the crawling of specific folders, files, or URL patterns.
– Leverage the “Allow” directive to provide access to essential pages mistakenly placed inside blocked folders.
– Use the “User-agent” directive to target specific bots, such as Googlebot or Bingbot.

Website Security (HTTPS and SSL)

Website security is crucial for protecting user information and preventing unauthorized access to your website. HTTPS (Hypertext Transfer Protocol Secure) encrypts the data exchanged between web browsers and websites using SSL (Secure Sockets Layer) certificates.

Implementing HTTPS and SSL significantly aids in technical SEO by:
– Providing a secure browsing experience, instilling trust in users
– Improving your website’s search engine rankings, as HTTPS is an official ranking factor for Google
– Ensuring website compatibility with future browser updates that may penalize or block insecure HTTP websites

To implement HTTPS and SSL on your website, acquire an SSL certificate from a trusted certificate authority (CA), install it on your server, and update hyperlinks and resources to use HTTPS instead of HTTP. Additionally, submit the updated sitemap and configure redirects to ensure that search engines and users can seamlessly access the secure version of your website.

Measuring and Tracking SEO Success

Search engine optimization (SEO) is a critical aspect of digital marketing, and keeping track of your progress is essential in achieving higher search rankings, increased traffic, and, ultimately, conversions. Regularly measuring and tracking your SEO success is the key to making data-driven decisions to achieve your desired goals. This article covers the key SEO metrics and KPIs, utilizing Google Analytics for SEO tracking, monitoring website ranking and visibility, and SEO audit tools and techniques.

Key SEO Metrics and KPIs

To measure and track the success of your SEO efforts, it’s necessary to focus on key SEO metrics and establish KPIs. These provide insights into the effectiveness of your SEO strategy and indicate if any changes are needed. Some key metrics to consider include:

1. Organic Search Traffic: The primary goal of SEO is to attract more visitors to your website from search engines. Monitoring organic search traffic, which are visitors arriving on your website through non-paid search results, sheds light on which website pages perform well in search results.
2. Keyword Rankings: Knowing the rankings of specific keywords you’re targeting is crucial to help you understand how effectively those keywords are driving traffic to your site. Keep track of your keyword rankings and make improvements accordingly.
3. Bounce Rates: The bounce rate indicates the percentage of visitors who leave your site after viewing only one page. A high bounce rate may suggest that your content does not meet user expectations or that it’s not relevant to their search queries. Consider improving on-page content, user experience or targeting more relevant keywords.
4. Time on Site and Pages per Session: Analyze how long visitors stay on your site and how many pages they view during a session. This information provides insight into the quality of your content and how engaged visitors are with it.
5. Conversion Rates: Ultimately, the goal is to turn visitors into customers. Monitor the conversion rates of important pages on your website to assess how effectively your website is meeting its intended goals.

Utilizing Google Analytics for SEO Tracking

Google Analytics is a powerful tool that can provide valuable insights into the performance of your website’s SEO efforts. Here are some ways to use Google Analytics for SEO tracking:

1. Connect Google Analytics with Google Search Console to track organic search performance data, including keywords, impressions, and clicks.
2. Monitor organic search traffic by navigating to “Acquisition” > “All Traffic” > “Channels” > “Organic Search” in Google Analytics. This report shows the number of sessions, bounce rate, and other engagement metrics from organic searches.
3. Create custom goal tracking to measure user actions on your website, such as form submissions or purchases.
4. Segment your data by device, location, and demographics to analyze user behaviors and tailor your marketing efforts accordingly.

Monitoring Website Ranking and Visibility

Keeping track of your website’s ranking and visibility in search engines ensures your SEO efforts are on the right path. These tools and techniques will help you monitor website ranking and visibility:

1. Use rank tracking tools, such as SEMrush, Ahrefs, or Moz, to track your keyword rankings, comparing them with competitors’ rankings.
2. Assess your website’s visibility in search engine result pages (SERPs) by analyzing metrics like organic click-through rates (CTRs) and impressions.
3. Monitor your website’s Featured Snippets and other SERP features to understand how you’re performing in search engine real estate.

SEO Audit Tools and Techniques

Regular SEO audits will help you identify areas of improvement and maintain your website’s search engine performance. Here are some SEO audit tools and techniques that can assist in optimizing your website:

1. Use SEO audit tools like Screaming Frog, Sitebulb, or Ahrefs Site Audit to crawl your website and identify technical issues, such as broken links, duplicate content, and missing title tags or meta descriptions.
2. Examine your website’s backlink profile using tools like Ahrefs, Moz, or SEMrush to ensure only high-quality websites are linking to you. Remove any low-quality or spammy links that may negatively impact your website’s rankings.
3. Analyze your website’s content to confirm it is well-structured, engaging, and optimized for targeted keywords.
4. Use Google’s Mobile-Friendly Test to ensure your website offers a good user experience on mobile devices. With the increasing use of mobile devices to browse the internet, it’s essential to have a mobile-friendly website.

You can effectively measure and track your SEO success by understanding the key SEO metrics and KPIs, utilizing Google Analytics, monitoring website ranking and visibility, and performing regular SEO audits. This allows you to make informed decisions for improvements to help achieve your desired search rankings, attract more organic traffic, and increase conversions.

Staying Updated with SEO Trends and Algorithm Updates

Search engine optimization (SEO) is a constantly evolving field, as search engines like Google continuously update their algorithms to provide users with better and more relevant search results. In order to remain competitive and keep your website ranking high on search engine results pages (SERPs), it’s crucial to stay updated with the latest SEO trends and algorithm updates.

Importance of Continual SEO Learning

Continual learning is vital to maintaining a current and effective SEO strategy. As search engine algorithms become more sophisticated, the methods that were once successful could now be detrimental to your website’s rankings. By keeping up with the latest techniques and best practices, you can ensure your website remains optimized and competitive in the constantly evolving digital landscape.

Investing time in continual SEO learning allows you to:

• Stay informed on the latest trends and algorithm updates that could impact your website’s performance in SERPs.
• Develop and implement more effective strategies based on current best practices, avoiding outdated techniques that are no longer effective or potentially harmful.
• Maintain a competitive edge over competitors who may not be as dedicated to updating their SEO strategies.

Following Industry Experts and Resources

Following industry experts and trusted sources is an excellent way to stay updated on the latest SEO trends and algorithm updates. These professionals often share insights, updates, and strategies that can help you improve your website’s rankings and stay ahead of the curve. Some popular resources to consider include:

• SEO blogs like Moz, Search Engine Journal, and Search Engine Land
• Newsletters and podcasts from reputable sources like Backlinko, AhrefswithHref, or The Authority Hacker
• Social media channels used by SEO influencers like Rand Fishkin, Barry Schwartz, and Neil Patel
• SEO conferences and webinars

By staying connected with these resources and industry leaders, you’ll have a steady stream of valuable information at your fingertips to help you adapt your SEO strategy as needed.

Understanding the Impact of Google Algorithm Updates

Google is notorious for regularly updating its search algorithm, often without warning. These updates can significantly impact your website’s SERP rankings and overall online visibility. It’s essential to understand the effects of these updates and adjust your SEO strategy accordingly.

To keep informed on algorithm updates:

• Monitor the performance of your website using tools like Google Analytics and Google Search Console. Sudden changes in rankings or traffic could indicate an algorithm update.
• Stay tuned to industry news, as experts often report algorithm updates and offer guidance on adjusting SEO strategies.
• Look for patterns and correlations between significant industry changes and your website’s performance data.

The more you understand these algorithm updates and how they affect your website, the better you’ll be to adapt your SEO strategy and protect your search engine rankings.

Adapting SEO Strategies to Stay Ahead of Competitors

Staying ahead of your competition relies on your ability to adapt your SEO strategy based on the latest trends and algorithm updates. By keeping your SEO skills updated and continuously learning about new practices, you’ll be able to implement strategies that keep you ahead of the curve and drive organic traffic to your site.

Some tips for adapting your SEO strategies include:

• Regularly auditing your website to identify areas for improvement and optimization
• Monitoring industry trends and incorporating emerging best practices to keep your site user-friendly and relevant
• Updating your keyword research and analyzing competitors’ keywords to make sure you’re targeting the most effective terms
• Regularly testing and optimizing your site’s metadata, headings, and other on-page elements to improve search visibility
• Focusing on building a solid backlink profile and removing low-quality or harmful backlinks

By remaining vigilant and adaptable, your website will remain competitive in search engine results, driving organic traffic and conversions for your business. Staying updated with SEO trends and algorithm updates is essential for keeping your site relevant and thriving in the ever-changing digital world.

Search Engine Optimization – FAQs

What is the importance of using keywords in SEO best practices?

Using keywords effectively enhances search engine optimization by helping search engines understand the content on web pages. It allows websites to rank higher in result pages, making them easily discoverable by users searching for relevant information (Chaffey & Ellis-Chadwick, 2016).

How do high-quality backlinks contribute to effective SEO?

High-quality backlinks from credible sources can improve a website’s domain authority and search engine rankings. Search engines view these backlinks as an endorsement of the webpage, which helps increase its overall relevance and reputation (DeVry University, 2016).

What is the role of mobile optimization in SEO best practices?

Mobile optimization ensures that content is easily accessible and user-friendly for mobile device users. As search engines prioritize mobile-friendly websites in search results, optimized websites are more likely to achieve higher rankings and attract increased traffic (Chaffey & Ellis-Chadwick, 2016).

Why is website speed an essential factor in SEO best practices?

Website speed is crucial for user experience and reducing bounce rates. Search engines, especially Google, use page speed as a ranking factor; thus, faster-loading websites have better chances of securing higher positions in search results (Lighthouse, 2021).

How does providing relevant and informative content contribute to a website’s SEO performance?

Websites can engage users and reduce bounce rates by offering relevant and informative content. Engaging content can also attract high-quality backlinks, which search engines interpret as a sign of credibility, resulting in improved search engine rankings (DeVry University, 2016).

How can using social media help improve a website’s search engine optimization?

An active social media presence can help generate brand awareness and drive traffic to a website. As search engines consider social signals, such as shares and mention in search algorithms, a strong social media presence can positively impact the visibility of web content and improve overall SEO (Leung, 2018).

References

Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: strategy, implementation, and practice. Pearson.

DeVry University. (2016). 6 SEO best practices for your website. https://www.devry.edu/blog/2016/11/6-seo-best-practices.html

Leung, L. (2018). Social media as external stimuli in influencing behavior, emotion, and shopping intention. International Journal of Marketing Studies, 10(3), 20-35. http://doi.org/10.5539/ijms.v10n3p20

Lighthouse. (2021). Page Speed Insights. https://developers.google.com/speed/pagespeed/insights/