There are primarily 3 types of SEO. These are –

On-page SEO: On-page SEO is optimizing the content on your web pages such as meta tags, keywords, and internal links. All this is necessary for the search engine to understand your website. Once it does, it will reward you by displaying your website for a relevant query.

Off-page SEO: Off-page SEO is about creating visibility, exposure, and trust for your company. Mostly off-page SEO is about link-building which is the practice of getting other companies to link back to your website. Quora marketing is another popular off-page optimization technique. 

Technical SEO: Technical SEO is about checking if your website is cached and compressed correctly. This directly influences your page speed which is also a part of technical SEO. Procuring an SSL certificate to secure payments on your website falls in this category too  

The main and common SEO tools used for different types of SEO are listed below: 

For on-page: Google Search Console, Keywords Everywhere

For off-page: Ahrefs, Moz, SEMRush

For technical: Google page speed insights

For tracking: Google Search Console, Google Analytics

On-page SEO means optimizing everything on your page that you have access to and control over. Hence, content is king here – keyword optimization, title tags, meta tags, interlinking, etc are some on-page cornerstones.

Off-page SEO optimization is the use of external linking to drive back traffic to your own website from other websites. Here, influencer collaborations, brand outreaches, social media activities, forum submission and article submission techniques can be made to use. 

On-page SEO optimization simply put, is about enhancing what your website is about and off-page SEO is about how popular your website is. 

Numerous factors can make a website optimized for ranking on a search engine. For on-page optimization, you can make sure that the title tags, meta tags, alt tags, keyword research are done correctly. 

For off-page optimization, you can procure quality backlinks from high DA websites. For technical optimization, you must ensure that the speed of your website is fast and that the SSL certificate has not expired. 

Page speed is how fast your site completely loads for a user. Search engines such as Google rank sites with a fast page speed as more often than not, users bounce back. 

To increase the page speed you can reduce image sizes, compression, improve server time response, reduce the number of redirects, minify the javascript and CSS coding, etc.

A backlink is a link created when one website links to another. Backlinks are also called "inbound links" or "incoming links." Backlinks are important to SEO. Tools: Check your backlinks with Link Explorer.

Outbound links are links that your website gives to another third-party website and directs traffic over there. 

Keyword density is the percentage that tells you how often a search term appears in your content – it is calculated by “ No. of times the search term is used divided by the total number of words in the content multiplied by 100”. 

Meta tags are a snippet of what a web page is about – something like a preview. This text does not appear on the page itself but it appears on Google SERP- it describes what the page is about and helps with search engine rankings. 

There are 2 important types of meta tags –

Meta Title – It is the headline, like a nametag for the page that appears on the search engine page – it is an HTML element. Google recommends a character limit of 70 characters although it is now calculated via pixels and the limit is 580px. 

Meta Description – Meta description is essentially the summary of the article below the meta title. It talks about what the blog is all about. The recommended character limit is 155-160 characters although it is now calculated via pixels and the limit is 990px. 

A longtail keyword is a phrase that is usually 3-5 words long. Since it is very specific, it helps the brand to target very niche demographics which would attract quality traffic and in turn, lead to conversions. 

For example Nike stores in Chennai, or best digital marketing courses in Chennai, etc. 

A landing page is a web page that a user ‘lands’ on when he clicks on a particular link. The source of this link can be from an email, ad, other website or any other source. 

A landing page is usually created for a particular campaign to track the results. The 2 main goals of a landing page are lead generation and conversion. 

Organic search results are also called natural search results. These are not paid. So, when a user searches for a query on a search engine, the results displayed without the “Ad ” mark are called organic search results. 

If your page ranks organically, or naturally, it means that your on-page and off-page strategy is working well. 

Alt text also called alt tag or alt descriptions is as the name suggests, a written copy for an image that appears on a webpage and describes what the image represents. 

It is useful for the times when the image cannot load and also rank the images in the “Image” tab on search engines.

Enhanced URLs are extremely important for both the search engine as well as the user experience. They should be short, easy to remember, to-the-point and well-structured.

Describe your content – the user must be able to tell what your page is about only by looking at the URL. Include your focus keywords in the URL. Include hyphens to separate words as Google recommends this over underscore. Keep URLs brief, well-structured and only use the lower case.  

Avoid using dynamic URLs and stick to static URLs for your site – you can use dynamic URLs for social media to track your data. Use folders that are necessary to your URL and add value. Do not unnecessarily add them in – keep the site structure flat and clean.