Search Engine Optimization (SEO) is the act of modifying a website to increase its ranking in the organic listings of search engines. This can be broken down into two broad areas on-site SEO and off-site SEO.
On-site SEO can also be broken down into two primary areas:
- META data: creating Titles and Descriptions in the (hidden) header block of the page and
- On-page: creating headings (h1, h2...), Bold Text, Alternative Text for Images and the main textual content of the page that includes primary and long-tail (secondary) keywords.
The keywords must be included in the body text in the right proportion so that these are ranked according to their importance, but are not over-used and seen as 'keyword stuffing'. This keyword proportion is largely determined in relation to the competition.
Off-site SEO is the process of building a good reputation by creating relevant links and ensuring that these links are optimized in the on-page implementation of the links. This optimization includes ensuring that the link contains the appropriate keyword text and that the link title is set accordingly.