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Google’s search engine market share is over 82%, and 53.3% of all website traffic comes from organic search, so the role of SEO cannot be overstated. Sites lacking an effective SEO strategy will likely remain hidden to searchers.

SEO (Search Engine Optimisation) improves sites for search engines and users, including on-page, technical, and off-page optimisation. The goal of SEO is to increase a website’s rankings in search results and to drive organic traffic to the site.

The Importance of Keyword Ranking in SEO

Keywords lie at the heart of effective SEO. Businesses that fail to use keywords relevant to their business tend to experience poor SERPs rankings, and modern businesses can’t succeed without good rankings.

Sites that combine quality content with relevant keywords and engage their audience tend to the highest positions. These websites also enjoy more online sales. 

Along with on-page optimisation, which includes quality content with relevant keywords, off-page optimisation also plays a critical role in keyword ranking.

If you don’t want to lose a rank for a specific keyword, you should keep track of the list of keywords that your website ranks for in search engines such as Google, Bing, or Yahoo. Using a keywords ranking checker online is one of the best ways to do that. It tells you about any changes in your positions for particular keywords and can compare results with your competitors, making it easier to make changes to regain those positions.

Optimising Website Content

To get your website ranked for particular keywords and boost your business, you need to begin by optimising website content.

When crawling, indexing, and ranking websites, search engines operate according to a highly specific criteria. Priority is always given to websites that offer their users high-quality and engaging content. It must be relevant to the user and match the intentions for their inquiry.

Key strategies for optimising website content include:

  • conducting thorough keyword research;
  • optimising content for target keywords;
  • creating high-quality, original content;
  • updating and refreshing content regularly.

On-Page SEO Techniques

On-page SEO helps search engines understand the nature, structure, and content of websites, which allows them to determine the content’s relevance to the search query. Since search engines have limited resources to make these judgments, sites with on-page optimisation are more likely to rank higher.

There are several simple on-page SEO techniques:

  • using title tags and meta-descriptions;
  • including header tags;
  • optimising with short descriptive SEO-friendly URLs using the most relevant keywords;
  • optimising images with alt text; 
  • optimising for mobile use, for a seamless user experience, a one of the key factors for determining rankings.

On-page optimisation guides the search engine crawler through a site, aiding in navigation and understanding of the site’s structure and relationship between the pages. It is also important to use internal links – this way, users can go from one page to another page on the same or a related topic, thus spending more time on the site.

Building Quality Backlinks

Off-page SEO involves building backlinks from other sites. Backlinks help search engines determine the perceived credibility of a website and determine its authority. High-quality backlinks are, therefore, an essential component of SEO.

Backlinks can be built by:

  • creating linkable assets such as sharable content – in-depth guides, research, infographics;
  • guest posting to similar reputable sites within the industry;
  • leveraging influencer marketing to promote content;
  • participating in online communities, forums, and social media groups;
  • identifying unlinked brand mentions and requesting a link;
  • closely monitoring to disavow spam and poor-quality links that are harmful to SEO.

Be sure to monitor your rankings after building backlinks. Websites that employ an effective SEO strategy with backlinks to other authoritative sites are more likely to be perceived by search engine users as trustworthy sources of information. And this always goes a long way in boosting rankings and driving business success.


SEO is an essential component of every successful digital marketing strategy. It helps modern businesses improve their online visibility and attract traffic, thus driving growth and increasing revenue.

Businesses should employ both on-page and off-page SEO, including building high-quality links, optimising content, and refreshing content regularly.

SEO should be regarded as an essential ongoing process capable of rapidly adapting to changing algorithms. Monitoring and tracking its success are vital parts of the process. The data it provides can assist in making future decisions on how, when, and if adaptations to the overall strategy are necessary.