To drive traffic to their websites, marketers must prioritize Search Engine Optimization (SEO), which involves optimizing a site’s ranking on search engine research pages (SERP).
On-page SEO, which targets specific keywords and phrases, can be achieved by integrating these terms into various elements of a page, including the title, meta-description, URL, headers, and alt attributes of images. It is important to focus on keywords that are relevant and specific rather than generic, as this reduces competition from other sites. On-page SEO is covered in Section On-page Optimization, Chapter Search Engine Optimization.
Off-page search optimization involves creating remarkable and useful content that attracts inbound links from authoritative websites, which boosts a page’s PageRank and improves its ranking. Refer Section Off-Page Optimization in Chapter Search Engine Optimization for more details.
Technical factors, such as a site’s structure, page load speed, and indexability by search engines, also play an important role in its ranking.
Mobile usability is another important factor in search optimization, as more people use mobile devices to access the internet. Responsive web design (RWD) enables a site to adapt to different screen sizes, ensuring that pages display well on mobile phones, tablets, and laptops. RWD uses the same webpage across devices, with the CSS code formatting the page to suit the screen’s size. Marketers must ensure that their sites are optimized for mobile devices to improve their ranking and attract more traffic. Refer Section Mobile Usability in Chapter Search Engine Optimization for more information high on mobile usability.
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