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.
