Off-page SEO: What Is It & How To Take Improve It

Off-page SEO: What Is It & How To Take Improve It

Off-page SEO refers to the optimization techniques that are implemented outside of your website to improve its ranking and visibility on search engine result pages (SERPs). It includes various activities such as link building, social media marketing, guest blogging, and influencer outreach. In this blog, We will go over off-page SEO in-depth and offer suggestions for how to make it better in this blog.

basics of seo (41)

2023 update to the quality rater guidelines E-A-T is now E-E-A-T – The Digital Hype

Many SEO experts are familiar with the E-A-T concept, which is utilised by Google to determine whether or not their search ranking systems are delivering useful, pertinent information.

What is E-A-T?

Google's search quality raters follow the guiding principle of Expertise, Authoritativeness, and Trustworthiness, or E-A-T, to evaluate the effectiveness and calibre of search results.

Quality raters, who are actual people, evaluate how well Google's search results satisfy users using the Search Quality Rater Guidelines.

What is E-A-T

Google now has included another E: experience in order to improve the evaluation of the search results. The word “experience” has been included to emphasise that the level of the content creator’s first-hand knowledge of the subject can also be used to judge the quality of the information.

With this reinterpretation of E-E-A-T, Google also asserts that “trust” is the “most important member of the E-E-A-T family” and is at the core of this idea.

Google also offers a tonne more concise illustrations of key ideas, such as assessing:

  • the credibility of websites and content creators.
  • the significance of E-E-A-T and how it should be assessed.
  • what “harmful” content actually implies.

For instance, if you’re seeking guidance on how to accurately file your tax returns, you may want to view content created by a subject matter expert in accounting. However, if you’re seeking software reviews, you might be looking for different information. Perhaps you’re looking for forum discussions from users who have used various services.

According to Google, “Trust is the most crucial member of the E-E-A-T family since untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.” What distinguishes skill from experience? “Pages that provide first-hand life experience on obvious YMYL issues may be deemed to have high E-E-A-T as long as the information is trustworthy, safe, and consistent with well-established expert consensus,” Google stated. However, some YMYL information and guidance must come from professionals.

One more example of experience mentioned in the guidelines is when Google stated on page 51 that a page has low E-E-A-T when “the content creator lacks adequate experience, e.g. a restaurant review written by someone who has never eaten at the restaurant.” There are many more examples of experience mentioned in the guidelines.

What else was updated? On the final page of the updated PDF (which you may download here), Google noted the following changes:

  • Concepts and rating criteria in “Part 1: Page Quality Guideline” have been completely updated to be more explicitly relevant to all types of websites and content development models.
  • Detailed instructions on “Finding Who is Responsible for the Website and Who Created the Content on the Page” for various webpage types.
  • Additional summary table with the most important factors that affect page quality and are present in each component of the PQ rating (Lowest to Highest)
  • revised/expanded advice on the following Page Quality Rating pillars:
    • ‘Main Content Quality
    • ‘Reputation for Websites and Content Creators’
    • ‘Experience, Expertise, Authoritativeness, and Trust (E-E-A-T)’
  • PQ rating sections have been rearranged from Lowest to Highest, with smoother transitions between them and, where necessary, deduplication of previous instructions and examples.
  • Additional directions and explanations have been added to the pages titled “Pages with Error Messages or No MC,” “Forums and Q&A Pages,” and “Page Quality Rating FAQs.”
  • Tables have been created by reformatting lists of ideas and examples as necessary.
  • Minor edits were made to ensure consistency throughout parts (updated language, examples, and explanations; old examples were removed; typos were rectified, etc.).

This is a partial list of the modifications; however, Lily Ray has posted a more thorough analysis of them.

Why it matters to us –  Rankings aren’t directly affected by search quality assessors’ evaluations, but they do offer feedback that helps Google develop its algorithms, as Google stated in the document. To find out more about Google’s intentions regarding which websites and web pages Google chooses to rank, it is crucial to take some time to examine what Google altered in this new edition of the document and compare that to the prior version of the document. Google added, edited, and removed certain items for a reason.

What are E-A-T Guidelines by Google?

What are E-A-T Guidelines by Google? – The Digital Hype

E-A-T is an important guideline marketer need to know and focus on. Find out exactly what E-A-T is, and why it matters.

What is EAT?

Expertise, Authoritativeness, and Trustworthiness, or E-A-T, is a guiding principle used by Google's search quality raters to assess the efficacy and quality of search results. The Search Quality Rater Guidelines are used by quality raters, who are actual people, to assess how well Google's search results satisfy users.

Rankings are not directly impacted by feedback from quality raters. But over time, it does assist Google in improving its algorithm. E-A-T, therefore, works hand in hand with SEO even if it isn't a direct Google ranking criterion.

What is E-A-T

Since introducing the guidelines in 2014, Google has updated them about once every twelve months. The weight given to E-A-T has been somewhat modified since the May 2019 Search Quality Rater Guidelines update. Now, rather than being a synonym for Page Quality, it is one factor in determining Page Quality.

Let's now explore the relationships between the three E-A-T components and your content.


Search quality raters look at who created the Main Content (MC) of a page to assess expertise. Is the author a subject matter expert? Do they possess the necessary knowledge, skills, and credentials?

Additionally, quality raters look for "everyday expertise," which refers to a person's familiarity with a subject without necessarily possessing professional credentials.

An example of everyday expertise would be a food blogger that offers in-depth, helpful evaluations for restaurants while having less official training or experience.


Search quality raters examine the creator of a page's Main Content to determine expertise. Is the author an expert on the subject? Do they have the necessary knowledge, qualifications, and credentials?

Quality raters also look for "everyday expertise," which means someone is knowledgeable about a subject but does not necessarily have expert credentials.

Everyday expertise could refer to a food blogger who provides detailed, useful restaurant reviews, requiring less formal expertise or education

Your overall reputation in your industry is referred to as your authoritativeness. Particularly among experts and influencers in your field. Google quality raters are instructed to evaluate the authority of the main creator, the main creator itself, and the website. An article on abdominal pain from Healthline, for example, is authoritative because Healthline is a well-known publication for medical advice.

The writers—Healthline Editorial Contributors are health and wellness professionals. They request that an expert (usually a doctor) review their content for accuracy. Other authorities in your industry should link to your content because it is valuable.

In other words, people recognise you, are aware of your background, and regard you as a leader in your field. They consider you a reliable source of information.


To determine credibility, quality raters also consider the main content's author, the main content itself, and the website. Clarify who wrote your information, check it for factual correctness, credit reliable sources, and don't bury it in a sea of adverts. However, keep in mind that this goes beyond only substance.

Google describes "a shopping checkout page that has an unsecured connection" as being untrustworthy in section 6.1 of the Quality Rater Guidelines.

Is E-A-T a Ranking Factor?

E-A-T is not a specific ranking factor, but it can affect how highly ranked your material is.

In multiple different areas of its algorithm, Google uses the E-A-T principle to identify what information is high-quality and should be ranked higher. Indirectly, it can affect your total search ranks even if it isn't a direct ranking element.

So Why Is E-A-T Important for SEO?

Google is providing us with some insight into what they consider high-quality content, which can have huge implications for content marketers and SEO professionals. E-A-T guidelines specify what type of content Google considers high-quality to real human reviewers who evaluate hundreds of websites.

Great content, according to their guidelines, should:

  • Help users.
  • Be created by a professional.
  • Be published on a reputable website.
  • Be dependable.
  • Be kept up to date.

If possible, high-level expertise should be used to create the content, but "everyday expertise" from people with real-world experience is acceptable when appropriate.

Pages that spread hatred, injure, misinform, or deceive users may receive a lower E-A-T rating from search evaluators.

How to improve E-A-T on your website?

You now understand that E-a-t stands for Google's algorithm. You are aware of its importance and the reason why SEO specialists are all abuzz over it. What does that imply for your website, though? It implies that you need to improve your content.

Here is a checklist to help your website become more authoritative and trustworthy.

1. Tell visitors who you are -

The E-A-T guideline indicates that Google wants to know who provides material and whether that person (or people) or website is a reliable source of that information.

Google needs to know who provides material and whether that person (or people) or website is a reliable source of that information, according to all three prongs of the E-A-T standards.

Now is the perfect moment to create an About Us or a Team page that describes your team and your content contributors.

Establishing your team's knowledge, authority, and reliability is easy with author pages.

2. Create high-quality content

Your website should offer information that puts people first. This refers to information that leaves the reader satisfied, offers guidance, and addresses their questions.

In its August 2022 "Helpful Content Update," Google strengthened its stance on this.

The update's main goal is to make certain that the following content is included:

  • Original 
  • User-friendly
  • written by people, for people 

Make sure your content is always valuable and has a high degree of E-A-T by regularly auditing it. Your content won't be as helpful if it contains out-of-date information, even if it was once beneficial.

You must examine all of your current pages to see whether they need to be updated, removed, or combined before you can conduct a content audit.

After auditing your content, take action. Using your results, adjust your content strategy and determine which pages to add or update first.

To learn more about performing a detailed content audit, read our in-depth guide.

3. Create Content with the Help of Experts

Google wants content, but not just any content—it wants stuff from experts in the field.

Work with experts to build content Google will trust rather than engaging ghostwriters to produce half-baked content on high-click key phrases.

This could entail having a scientist interviewed, paying a specialist to write a guest article, or collaborating with another business to publish outstanding findings. If you run a small business or lack the resources to do so, at the absolute least, employ skilled writers who conduct thorough research to produce educational content.

Pro tip: Have your writers' content reviewed by subject-matter experts. By doing so, you can build your credibility and stay clear of errors or false information.

Your finance team, for instance, might not necessarily possess the necessary expertise to produce content. However, they can check the accuracy of publications about finance or offer quotes.

4. Provide transparency and author information

Google wants to know that a piece of content is being written by a reliable source of information. Create a page called "About Us" where you can introduce your team (if applicable). in addition to unique author pages to showcase particular authors.

Author pages that display author credentials and prior work aid in establishing transparency and E-A-T. By contributing to authoritative websites in your industry, you can also benefit from your author's experience. It's simpler to say than to do. But a wonderful approach to get started is by posting as a guest on pertinent, reputable websites in your area.

5. Use Credible Sources

It's always ideal to go straight to the source when writing content to establish credibility.

Always include links to reliable sources, research, academic papers, etc. Even professional blogs and tweets in your field may qualify.

Utilizing reliable sources is also recommended. Depending on the field, these can include academic databases, news sources, or the websites of reputable authorities and organisations.

6. Make Your Content's Purpose Visible

What is the purpose of your information?

Do you wish to educate, enlighten, persuade, or describe?

Use basic language and titles and headings that make the objective of your content very obvious.

You may be sure that all of your questions concerning E-A-T will be answered because, for instance, I utilised titles that are questions in these posts.

Avoid writing wordy, rambling text. Get right to the point and discuss the subject as plainly (and completely) as possible.

7. Update Your Content Regularly

Every day, we produce an enormous amount of data.

By 2025, we'll produce 463 billion GB of data every single day on average. This indicates that information ages quickly.

People change roles, websites go offline, tools change, and Google tweaks the algorithm yet again.

Depending on the subject and the business, the typical lifespan of internet content is, in my opinion, two years.

By incorporating content updates into your SEO plan, you can keep your information correct and updated.

Every few years, especially for high-ranking content, update stats, and best practices, and check for dead links.

8. Build a Positive Brand Image

The credibility of your site's content and overall can be impacted by the reputation of your brand.

This suggests that you need to watch out for negative publicity or reviews. If something does arise, react quickly and professionally.

Pro tip: Be sure to acknowledge the positive comments as well. Long-term brand reputation benefits can come from having positive connections with customers.

On all social media platforms, make sure to claim your brand name. Even if you tend to keep to a small number of websites, you don't want someone else to steal the handle and misrepresent your company

9. Consider Multiple Points of View

Content must consider issues from a variety of perspectives and analyse how each perspective advances the discussion as a whole to be considered trustworthy.

One type of ice cream might not be ideal for everyone, for instance, if your content is on the best kinds of ice cream to eat.

Some people might enjoy ice cream like this "Not Fried Chicken Ice Cream Bucket," which is produced with eggs from local farms. Another person could struggle to decide between ice cream and a drink and choose a flavour from OddFellows Ice Cream's Boozy Capsule line instead. Or ice cream with a BBQ flavour.

There are countless options. However, the objective is to clarify the various perspectives on an issue to build rapport with your audience and persuade them.

10. Track and Use User-Generated Content

Any sort of content produced by consumers or website users as opposed to brands is referred to as "user-generated content" (UGC). UGC content can generate brand loyalty and serve as a trust signal when used properly.

UGC, for instance, has a significant influence on 79% of online buyers' shopping decisions. Therefore, getting your consumer base to support your brand is essential.

UGC consists of things like pictures, videos, blog articles, YouTube videos, and product reviews.

According to the rules, a webpage's content can be divided into three categories: MC, Supplementary Content (SC), and Advertisements/Monetization (Ads).

Therefore, MC—which can also include UGC—is undoubtedly significant.

Encourage contented consumers to upload images of your goods on social media and tag you in them as a technique to collect UGC for your website's E-A-T.

Sending consumers a brief email or holding a social media contest are two ways to get them to promote you on social media.

According to the rules, a webpage's content can be divided into three categories: MC, Supplementary Content (SC), and Advertisements/Monetization (Ads).

Therefore, MC—which can also include UGC—is undoubtedly significant.

Encourage contented consumers to upload images of your goods on social media and tag you in them as a technique to collect UGC for your website's E-A-T.

Sending consumers a brief email or holding a social media contest are two ways to get them to promote you on social media.

You gain more exposure by requesting reviews from clients (and prospective clients). Additionally, by asking people to tag you, you can access a large collection of user-generated content that you can post to your feeds.

The following are additional ways you can use UGC to raise the E-A-T of your website:

  • using hashtags wisely to later quickly browse fan photos
  • Organising competitions or giveaways that ask consumers to interact and share content
  • engaging with fans regularly to encourage conversation
  • carrying out influencer marketing strategies

Always get creator consent before highlighting UGC on your website or social media networks. (And give them due credit in the text.)

And keep in mind:

Finding high-calibre UGC requires patience. Regularly interact with your audience to entice them to engage with your brand and one another.

11. Build Authoritative Backlinks

Your SEO approach should focus on obtaining backlinks from reputable websites. Additionally, it might demonstrate that your company is a leader in your sector.

Consider backlinks as word-of-mouth. You'd probably be more likely to believe a brand that a buddy had told you about.

In a similar vein, you could be more inclined to believe a site that has been suggested by a trustworthy website.

The other fantastic aspect of backlinks? They are an essential component of any SEO plan. You will generally perform better in Google search rankings the more high-quality backlinks you acquire.

Several strategies exist for gaining backlinks. But just producing excellent, helpful material is a fantastic place to start.

A few particular actions you can take to optimise with link building in mind are listed below:

  • Create assets for linkable content (e.g., helpful infographics or video guides)
  • Post intriguing images or data on social media (and always include links to your articles on those posts)
  • Publicise original studies that readers might want to quote and link to
  • Make useful how-to manuals for subjects in your speciality

Reach out to other publications after you've created your linkable content to see if they'd be interested in connecting to it.

The Complete Manual for Google Search Console

The Complete Manual for Google Search Console – The Digital Hype

There are many tools available to assist you in monitoring the performance of your website, and the Google Search Console is among the best. It can be useful to website owners and webmasters on several levels, from tracking changes in the number of visitors to the site over time to identifying a specific problem that has resulted in a drop in traffic to a certain post.


The Beginner’s Guide To On-Page SEO – The Digital Hype

On-page SEO can drive a tonne of new clients and traffic to your website.

Furthermore, on-page SEO is entirely up to you since you get to choose the subject and/or objective of each page. The target audience for that page is up to you to choose. Additionally, you have a say in which keywords and phrases you want to concentrate on.

This can be both frightening and empowering at the same time. We’ve created this on-page SEO blog to serve as a starting point for those who are unsure how to proceed.

What is on-page SEO?

The process of optimising individual web pages on your website to raise search engine rankings and enhance user experience is known as on-page SEO (search engine optimization).

Content, site architecture, and HTML elements are all included in on-page SEO components.

on-page seo vs. off page seo

Elements of on-page SEO include:

  • Title tags
  • Internal links
  • HTML code
  • URL optimization
  • On-page content
  • Images
  • User experience (UX)

Why is on-page SEO important?

The importance of on-page SEO can be attributed to the fact that it provides Google with a detailed description of your website and the benefits you offer to users. It aids in the site's optimization for both human users and search engine robots.

Google's algorithm is updated regularly, enhancing its capacity to understand both user intent and overall user experience after a user gets on a page. That is why it is critical to learn and stay updated on best practices.

To rank and draw in new visitors, you must optimise your website for Google and other search engines in addition to designing and publishing it.

Visitors to your website can see the adjustments and changes you make to optimise it, unlike off-page and technical SEO elements, which aren't always visible. This is why on-page SEO is called "on-page" SEO.

On-page SEO is all up to you, thus you must execute it properly. Let's now talk about the components of on-page SEO.

On-Page SEO components

  • High-Quality Page Content
  • Page Titles
  • Headers
  • Meta Descriptions
  • Image Alt-text
  • Structured Markup
  • Page URLs
  • Internal Linking
  • Mobile Responsiveness
  • Site Speed

How to Optimise Your Content for On-Page SEO?

You must understand several essential components of an all-encompassing on-page SEO strategy to produce the kind of content and website that performs well in search engine results pages (SERPs) and increases conversion rates.

Three basic groups encompass all on-page SEO components:

  • Content
  • Html
  • Site structure 
on-page seo search result - the digital hype


Your website's copy and content are referred to as content elements. The majority of this section's attention will be given to creating valuable page content that both your visitors will find helpful and Google will recognise as adding value.

High-quality page content

On-page SEO's core component is page content. It explains to users and search engines what the purpose of your website and company is.

The process of producing high-quality content begins with selecting pertinent keywords and themes. Conduct keyword research by typing phrases into Google to see what websites and competitors' web pages come up with. Additionally, you can use programmes like UberSuggest, AnswerthePublic, and Ahrefs.

Now, think about how the content of your website fits within the buyer's journey and the visitors' search purpose. Your use of keywords and the kinds of content you produce will be influenced by the following stages and their content:

  • Awareness- blog posts, videos, homepage
  • Consideration - buyer's guide, case studies, about page.
  • Decision - product page or pricing page, demo, comparison tools, contact page

Now that your on-page SEO audit is complete, it's time to write your page content.

Here are a few guidelines for creating excellent page content.

  • integration of long-tail and short-tail keywords naturally.
  • Including interesting and timely graphic material
  • Describe your target customer in your writing (s).
  • Address the issue your audience is having directly.
  • Produce something that readers will want to link to and share.
  • Use CTAs to offer product page conversion optimization.

The page content is the core of the on-page SEO process and gives you the chance to provide value to Google and your site users. Spend enough time and money creating and optimising the page content since it is the foundation for all other on-page SEO components.


The elements in your source code are referred to as HTML elements.

Note: To see the source code for any page in your browser, press Ctrl+U ( chrome, firefox, edge and opera)

html title

1. Title tag

One of the most crucial SEO components is the page titles (also known as title tags) of your website. Titles describe what may be found on the related pages to both visitors and search engines. Make sure to include the focus keyword for each page in the title to guarantee that your site pages rank for the appropriate purpose. Put your keyword in as naturally as you can.

Here are some recommendations for writing a page title.

  • For your titles to display correctly, keep them short—under 60 characters, as per Google's update. Google's display titles can only be 600 pixels in length, while it does not have a specific character limit. To prevent the title from being truncated in search results, keep your titles to 60 characters or less.
  • Don't overuse terms in the title. Modern search engines are smarter than ever and have been built to specifically monitor for (and penalise!) content that is unnaturally stuffed with keywords. The practice of Keyword stuffing not only makes your title spammy but also a tacky reading experience.
  • Don't forget to keep it on-topic.
  • Leave out the caps lock.
  • Add your brand to the title.

2. Headers

Headers, commonly referred to as body tags, are the HTML elements h1, h2, h3, and so forth.

About search intent, these tags assist in categorising your material for readers as well as assisting search engines in determining which portions of it are most crucial and pertinent.

Include crucial keywords in your headers, but pick ones that are different from those in your page title. Headers h1 and h2 should contain your most important keywords.

h tag the digital hype

3. Meta description

The brief page summaries that display beneath the title in search results are known as meta descriptions. Although it's not a search engine's official ranking criteria, it can affect whether or not a user clicks on your page, therefore it's equally crucial when performing on-page SEO.

When your content is shared on social media (using structured markup, which we discuss below), meta descriptions can be copied over there as well, which helps boost click-through rates.

A good meta description should include the following:

  • Although Google has been known to permit lengthier meta descriptions, keep them to no more than 160 characters.
  • Include your keyword or keyword phrase in its entirety.
  • Use a full, impactful sentence (or two).
  • Avoid using alphanumeric symbols like —, &, or +.
meta description

4. Alt text for images.

For your photos, image alt-text functions as SEO. It informs search engines like Google and others about the content of your photos, which is crucial because Google currently displays almost as many image-based results as text-based ones.

This implies that users could be finding your website through your photographs. However, you must include alt-text in your photographs for them to do this.

Here are some considerations for adding image alt-text.

  • Make it specific and evocative.
  • Make sure it relates to the main page content in the context.
  • less than 125 characters would be ideal.
  • Don't overuse keywords; instead, use them wisely

5. Structured markup

To make it simpler for Google to identify and comprehend various components of your content, you can "mark up" your website's source code using structured markup, also known as structured data.

The highlighted snippets, knowledge panels, and other content elements you see when you conduct a Google search are all made possible by structured markup. Additionally, it explains why when someone shares your material on social media, your specific page information displays so nicely.

Remarkably, improving structured data improves the on-page experience for users even though it falls under the category of technical SEO.

6. Website architecture

The components that make up your website and site pages are referred to as site architecture elements. Google and other search engines can readily crawl your website's pages and content if it's designed correctly.

Website Architecture Best Practices

  • Create a simple top-level navigation menu.
  • Keep your URLs simple and user-friendly.
  • Model your website architecture after the top players in your industry.
  • Keep your website consistent.
  • Implement the pillar-cluster internal linking model.

7. Page URLs

Both users and search engines should find it easy to understand your page URLs. Additionally, as you develop internal pages such as blog entries, subpages, and other types, they are crucial for maintaining the consistency of your site's hierarchy.

url the digital hype

Tips to write SEO-friendly URL

  • Eliminate the additional, pointless words.
  • Use no more than a few keywords.
  • If at all possible, utilise HTTPS because Google now considers it to be a good ranking element.

8. Internal links

Linking to other useful pages on your website internally is referred to as internal linking. Internal linking is crucial for on-page SEO since it directs visitors to other pages on your site, keeps them there longer, and communicates to Google that your site is valuable and beneficial.

Additionally, Google has more time to crawl and index your website's content the longer visitors stay on it. As a result, Google can learn more about your website and possibly give it a higher ranking on the search engine results pages.

9. Mobile Responsive design

Google started favouring sites that are optimized for faster mobile speeds — even for desktop searches.

"Responsive design matters."

It's crucial to pick a web host, a site design and theme, and a content layout that are readable and usable on mobile devices. Use Google's Mobile-Friendly Test tool if you're unsure whether or not your website is mobile-ready.

google mobile friendly tool

10. Site speed

Your site needs to be able to load rapidly whether it is being viewed on a desktop or a mobile device. The importance of page speed is paramount when it comes to on-page SEO. Google's top priority is user experience. Google is aware of the likelihood that visitors won't stick around if your website loads slowly or erratically. Additionally, conversions and ROI may be impacted by site speed.

Use Google's PageSpeed Insights tool to check the speed of your website at any time. Check out 5 Simple Ways to Speed Up Page Loading on Your Website if it's moving too slowly. A better on-page user experience is produced through optimising mobile responsiveness and site speed, which are both considered technical SEO.

pagespeed insight

now that you are aware of the various on-page SEO components, The following tips might help you evaluate and enhance your on-page SEO. 

  • crawl your website.
  • Define your web architecture and perform an SEO analysis.
  • Refresh page titles, meta descriptions, and URLs.
  • Make sure your URL contains your keyword.
  • Include your keyword across the page.
  • Keep track of the subjects and keywords on each page.
  • Avoid stuffing your content with keywords.
  • Create value propositions for each page.
  • Establish who your target market is.
  • Create new page titles.
  • Add fresh meta descriptions.
  • Review and modify the page's content as necessary.
  • Include visual content.
  • Make your visual content more effective.
  • Include internal links.
  • Include external links.
  • Including CTA (call to action) 

With a greater understanding of on-page SEO signals now, be sure to keep them in mind when creating new pages.

Having stated that, patience is the key component of any SEO approach. Achieve excellent outcomes, it takes time, effort, and some trial and error.

SEO Guide For Beginners - The Digital Hype

SEO Guide For Beginners – The Digital Hype 

The practice of SEO, or search engine optimization, began in the middle of the 1990s. Read further to know all about SEO

What is seo?

The process of consistently enhancing your site's organic rankings on search engines like Google, YouTube, Amazon, and Bing is known as search engine optimization (SEO).

Due to the ability to attract targeted traffic to your website through improved search engine rankings, SEO is a popular digital marketing tool.

that ultimately might result in more leads and paying clients.

For instance, more than 21,500 people look for the goods or services provided by your company each month.

In actuality, SEO typically entails:

  • Creating high-quality content
  • Monitoring your site’s technical health
  • Building backlinks from other sites
  • Making sure your website loads quickly
  • having a user-friendly, intuitive website
what is seo - the digital hype

When did SEO actually begin?

However, the method of search engine optimization that we now refer to as SEO existed before Larry Page and Sergey Brin's most well-known search engine.

Before Google was created, SEO was a notion. The band Jefferson Starship is said to have contributed significantly to the development of the phrase SEO between 1995 and 1997. When the band couldn't access their website while travelling, they called promoter Bob Heyman in a rage.

A few fan sites have been discussing "Jefferson Starship" with such fervour that they outranked the band's official page in search engine results. In order to climb the ranks, Heyman and his collaborator Leland Harden increased the number of "Jefferson Starship" mentions on the official page.

Even while it's possible that this story is more historical revisionism than actual fact, all indications are that the phrase SEO first appeared about 1997.

If you look around a bit more, you'll discover that John Audette of Multimedia Marketing Group was using the phrase on February 15, 1997.

At that time, all you required to improve your SEO performance was a functional website, some inbound links, some outbound links, and numerous references to your concentrate keyphrase. By the middle to end of the 1990s, a number of tech pioneers started employing these strategies with notable success.

By the year 2003, the term "search engine optimization" had made its Wikipedia debut, solidifying its place in internet slang and igniting a burgeoning sector of consultants and analysts who help businesses rank highly in search engine results.

Why Is SEO Important?

In contrast to PPC(Pay-Per-Click) or social media ads, SEO is crucial since it drives "free" visitors to your website.

You'll earn a lot of free clicks if you rank well on a results page. Considering that over 75% of Google searchers select organic results

In other words, you'll receive a steady stream of passive visitors once you achieve high rankings for your desired keywords.

Obviously, SEO requires time, effort, and money.

However, the key advantage of SEO over other marketing methods is that it gradually brings "passive" visitors to your website.

However, before we dive into the specific techniques, it's critical to comprehend how search engines (more especially, Google) operate on a technical level.


How does search engine work?

To organise and rank content, search engines like Google employ very complicated procedures called "algorithms."

These algorithms use hundreds of ranking parameters literally to determine where a certain webpage should appear in the results.

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Note: When we talk about "Google ranks," we're talking about the unpaid organic results. Paid results—basically, ads—are on a completely different channel.

In a nutshell, search engines gather digital stuff and arrange it on results pages. The ultimate objective is to satisfy users with the search engine results they receive (SERPs).

Fortunately, not all of these elements are necessary for SEO success.

But it is useful to comprehend how Google finds and eventually ranks webpages.

ads chart

How does Google rank websites?

To locate and rank information, Google goes through the following steps:

Crawling: Google uses "bots" to crawl the internet in search of newly added or updated pages. A page needs links pointing at it in order for Google to find it. In general, Google finds a page more easily the more links there are pointing to it.

Indexing: Next, Google examines each page that the bots find and attempts to understand its content. Content, images, and other media files are among the things Google will examine. It then stores this information in its Google Index (in other words, its database) (in other words, its database).

Serving: Google ranks the pages in the SERPs based on which are most pertinent to users' search queries.

Important factors affecting your Google ranking

SEO is constantly evolving. In fact, Google changes its algorithm literally hundreds of times every year. So let's cover three of the current most crucial ranking signals before we get into the specific SEO techniques you can use to rank in Google.


Giving users relevant results is Google's top priority. For instance, even if the content is of "good quality," you don't want to get articles about bicycle when searching for "motor cycle."

In the past, Google used to solely focus on the keywords that appeared on a page to establish the topic of the page.

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Google still checks your page for the presence of particular keywords in some cases. But today's Google can effectively "read" an article and comprehend the subject of that page.

In this way, Google can show users relevant results even if they don't contain the exact keyword they just typed in. Ultimately, make relevant results more visible to a larger audience.


Finding a set of pertinent results is one thing. But how would you actually organise those findings? That is where authority is relevant.

Google uses authority to determine whether websites (and particular webpages) are widely trusted. The quantity of links going to a page is heavily used by Google to estimate its authority.

In an ideal situation, a page with many backlinks would rank higher than a page with none.

Content Quality

The third and final "big three" Google ranking variables are related to content quality. Of course, "quality" is fairly arbitrary. However, Google does not rely its assessment of content quality on the calibre of the writing. likewise the visual appearance of a page.

Google instead views any page that fulfils a search query as "high-quality."

To put it another way, suppose you type "best pizza in mumbai" into a search engine.

The first website is a modest one with little authority. However, the creator of that website has created an incredible list of the top pizza outlets around mumbai. many user reviews, pricing details, and more.

The second website is a more seasoned and well-known food-related website. They have a great deal of power. However, their selection of the top pizza outlet is somewhat limited. in addition to making it challenging for customers to find what they're looking for.

Website #1 frequently outranks Website #2 in search results.

How to Rank Higher on Google?

The success of most organisations' websites is greatly influenced by organic search, which is also essential to the buyer funnel and ultimately drives customers to complete conversions or engage with content.

Marketers are aware that Google has a much greater share of the search industry than rivals such as Yahoo, Bing, Baidu, Yandex, DuckDuckGo, and a plethora of other companies.


On-page SEO-

The method of optimising the content of your website for search engines is known as on-page SEO.

On-page SEO's main objective is to make it easier for search engines to comprehend what your page is all about.

To do that, you can optimise for several on-page SEO strategies, such as:

  • Content
  • Headlines and headers
  • Title tags
  • Meta descriptions
  • Images
  • Internal links
  • Structured data
  • URLs
  • HTML code

Think about an article you have on your website that discusses the advantages of eating healthy.

If you simply created that content without taking SEO into account, Google may be able to identify the topic of the page.

But when you intentionally optimise your content for search engines, you basically guarantee that Google will identify your website as one on health-related one.

In addition to repeating your target keyword on your page a few times, additional significant on-page SEO tactics include:

  • Focus on one keyword when optimising: You should focus on one keyword when optimising each page of your website (or a few variations of that keyword).
  • Use your keyword in the title tag: since Google gives more importance to material that appears there. Consequently, be sure to include your desired keyword there (once).
  • Internal Linking: it can assist Google in finding, crawling, and indexing additional pages on your website. and may possibly assist in raising those pages' SERP rankings.
  • Page speed: If they don't get the information they're looking for right away, users frequently leave a website. Utilize Google's PageSpeed Insight tool to check the page speed of your website. The programme will offer precise suggestions for accelerating processes if there are any problems.

Off-Page SEO

All SEO efforts that are carried out away from your website are referred to as off-page SEO.

How crucial is off-page SEO?

Well, off-page signals are used by Google and other search engines to evaluate the authority and reliability of your website. In particular, they rely on backlinks to inform them of the most authoritative websites.

Backlinks are essentially search engines' way of saying "I trust you." This is because a backlink from a website with a high authority raises the authority of your site. higher ranks, which may result.

Link building is the process of obtaining backlinks to your website. More links aren't necessarily better, even if you certainly want to obtain as many high-quality connections as you can. Spammy backlinks won't help your site and may possibly get you penalised by Google, which may hurt your results.

Link building may be time-consuming and challenging. However, it's a crucial skill to acquire given that backlinks are generally necessary to rank for almost any term.

Later on in this article, we'll go into more detail about link building.

But let's talk about some of the things you should focus on right now if you want to rank higher on Google.

on-page seo vs. off page seo

High-Quality Content

Google's algorithm incorporates more than 200 ranking variables. Having said that, your rankings will improve with greater content.

Therefore, rather of focusing primarily on optimising your title tags, you should focus your SEO efforts on producing amazing content.

Writing excellent content is well outside the purview of this manual.

To produce the kind of high-quality material that appears on Google's first page, there are a few things you can do.

E-A-T By Google

The acronym E-A-T stands for expertise, authority, and trustworthiness. The Search Quality Evaluator Guidelines and Google's algorithm both incorporate E-A-T.

E-A-T is "extremely significant," according to Google. If you work in the SEO industry, you've undoubtedly heard a lot about E-A-T lately.

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However, what precisely is E-A-T?

One of the many criteria Google uses to decide whether or not content is valuable to readers and should rank highly is E-A-T.

Several distinct components of Google's algorithm are based on the E-A-T principle, which is used to evaluate what information is high-quality and should be placed higher. It can therefore have an indirect effect on your total search rankings even if it is not a direct ranking criteria. Although it matters, some SEO specialists may not think it is as significant as they formerly did.

The main goal is to make sure that every page provides searchers with a comprehensive resource. Users won't have to look elsewhere for information because of this. On your website, they can find everything they require.

Write for Skimming

The majority of the time, customers don't read your entire website in one sitting. According to a research, 80% of readers only scan the items they come across. Because of this, it's critical that your material be designed with skimmers in mind.

This actually means:

  • Utilize several section subheadings.
  • Add several checkboxes and bulleted sections.
  • Use concise paragraphs and phrases.
  • When referencing content, avoid using the phrase "as mentioned before..."
  • Incorporate several images and embedded movies.

Stand Out

For the majority of high-volume terms, there are hundreds, if not thousands, of results already. Therefore, it's critical that your material somehow stands out.

That does not imply that you should create something entirely new. In reality, you should typically continue with what is presently effective (and improve upon it).

However, that doesn't mean you should just copy the top 10 results and hope to rank on Google's first page.

Instead, you should focus on improving what is already performing well on page one. And provide something special that is all your own.

You may use the following strategies to make your content stand out from the top results on google:

  • Include more data:studies, figures, and precise examples. All of these elements can help your content stand out in an ocean of ambiguous claims.
  • More relevant - Is the majority (or a portion) of the first page content outdated? If so, you might be able to use something more recent to sneak into the top 10.
  • Denser: Create content that packs more meaning per word than the competition.
  • More images: Nobody enjoys reading a mountain of words. It's simple to make your material stand out by include a lot of pictures, especially bespoke visuals.

For more tips on creating content, read our comprehensive guide to SEO copywriting 


The goal of technical SEO is to make it easier for search engines to discover, crawl, and index every page on your website that you want them to (and none that you don't).

Technical SEO also takes into account the usability and general performance of your website. So, yes, it's a crucial subject! And one that we have a sizable guide on and suggest reading.

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However, for now, here are some essential details concerning technical SEO:

  • Fast page speed - Google prioritises quicker pages higher in the search results due to the improved user experience.
  • Mobile friendliness: Your material must be simple for users to access on a mobile device. In reality, Google now assesses the performance of your content on mobile devices.
  • Good User interface and user experience- The user experience or interface of your website should enable visitors to immediately perform some type of action, such as reading an article or going to a certain area of the website.
  • Schema markup- Using schema markup, you may provide Google extra information about your content.


Site architecture isn't particularly significant for the majority of websites (such as tiny blogs or e-commerce sites). The structure of your website, however, may start to affect your SEO if it has 1,000 or more pages.

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Why is this crucial?

Search engines are able to identify and crawl all of the pages on your website with the aid of a well-organized architecture.

It may be challenging for search engines to identify new pages if your architecture is unorganised or if they are many clicks away from your homepage. A tidy site architecture also guarantees that link authority "flows" to all pages.


The act of obtaining back links to your website from other websites is known as "back linking." Four websites referring to your website serve as an example of link building. Back links are vital for ranking in Google since they are essentially endorsements of trust and authority from other websites.

In general, Google will give your website greater authority if there are more high-quality domains connecting to it. Links with high authority carry additional weight. However, while developing links, you should concentrate on quality rather than number.

In general, one backlink from a website with a lot of authority will rank higher than 100 links from unrelated, poor-quality websites.

Link building is therefore a kind of balancing act. You do want to have as many links as you can. However, such links must come from reliable, pertinent websites that are linked to the subject of your website.

Link Building

How to Build Links

Identifying individuals who have the ability to connect to your material (website owners, journalists, bloggers, etc.), directing them to it, and enticing them to link to it from a pertinent page on their site constitute the process of link building.

It seems easy in theory. But in reality, persuading someone to take time out of their day to add a link to your website can be challenging.

This is why you should concentrate on these tried-and-true link-building techniques:

  • Develop linkable resources that people would want to link to Share stuff on social media often
  • Engage in (smart) guest blogging and broken link building
  • Link brand mentions that aren't currently related
  • duplicate the backlinks of rivals
  • recover broken backlinks

In the early stages of any SEO effort, you might need to manually develop links. But eventually you want to switch to acquiring so-called "passive connections." Basically, links that are sent to your website by third parties without you having to actively develop them.

This is possible by:

  • Creating informative, trustworthy content for your niche
  • selecting the appropriate keywords will help people find your article.
  • Creating visual material that others may link to as a source, such as infographics
  • Publishing material that contains original data, as well as data that has been uniquely analysed and is valuable (or fascinating)

Local SEO

Local SEO is a branch of SEO that aims to improve a company's online visibility for regional search inquiries.

For instance, if you've ever used Google to search for "ATM," your search was geographically targeted. The "map pack," which is made up of the three sections of the results from location-specific queries:

  • Results for Google Maps
  • Results of local businesses
  • Organic search results

The results will look like this:


Google business profile

For local SEO, your website's counterpart is your Google Business Profile (formerly Google My Business).

Your Google Business Profile provides Google (and users) with important information about your company, including address, operating hours, services provided, and more.

Then, utilising three primary ranking indicators, Google ranks your profile for local inquiries using your Google Business Profile:

  • Relevance: How pertinent your company is to a searcher's local inquiry. Your company's name, category, and description are taken into account in this.
  • Distance: Google determines how far away from the user's location each relevant result is.
  • Prominence: This basically refers to how well-known your company is. This score is determined using user reviews, the authority of your website, and citations.

To learn more about optimizing your Google Business Profile, read our detailed guide.

Keep Learning About SEO

It takes time to learn the art and practise of SEO. Having said that, it's a talent that merits your time and effort. Interested in finding out about further SEO tactics you can employ to rank higher on Google? Check out these five cutting-edge SEO strategies.

In-Depth Guide to optimize your content for on-page SEO

In-Depth Guide to optimize your content for on-page SEO – The Digital Hype

Learn how to optimise your on-page SEO and how it can improve your website’s ranking, increase traffic, and increase visitor conversion.

On-page SEO can drive a tonne of new clients and traffic to your website.

What is on-page SEO?

The process of optimising individual web pages on your website to raise search engine rankings and enhance user experience is known as on-page SEO (search engine optimization).

To determine if a website matches a user's search intent, search engines like Google look at keywords and other on-page SEO indications. Additionally, the page will appear higher in search results if the search engine determines that it will be helpful to the user.

on-page seo vs. off page seo

Why is on-page SEO important?

The importance of on-page SEO can be attributed to the fact that it provides Google with a detailed description of your website and the benefits you offer to users. It aids in the site's optimization for both human users and search engine robots.

In other words, Google considers on-page SEO signals when determining how to rank pages.

Although Google's algorithm constantly evolves, the user experience remains a top priority. Google advises placing a priority on "people-first content."

Visitors to your website can see the adjustments and changes you make to optimise it, unlike off-page and technical SEO elements, which aren't always visible. This is why on-page SEO is called "on-page" SEO.

How to Optimise Your Content for On-Page SEO?

You must understand several essential components of an all-encompassing on-page SEO strategy to produce the kind of content and website that performs well in search engine results pages (SERPs) and increases conversion rates.

Adding keywords to your web pages is only one aspect of on-page SEO.

Here is a list of things you should do while Optimising on-page SEO:

1. crawl your website

The first thing Google does is "crawl," or scan, web pages. The page might then be "indexed" on Google. A variety of variables, including on-site SEO factors determine the purpose of the page and how it should be ranked.


A page that Google agrees to index can be reached via Google Search. However, Google does not promise that each page will be indexed. Or appear at all in search results.

Therefore, it's crucial to adjust the on-page SEO components discussed below so that they accurately convey your page's purpose to Google. So that you can appear in the search results for pertinent queries.

2. Conduct an seo audit and define your site architecture

What is an SEO audit?

An SEO audit is a process of assessing different aspects of a website that affect how well it performs in organic search.

An SEO audit is crucial because it identifies issues with a site's SEO, allowing you to fix them and begin ranking where you should. Read this article to know how to conduct an SEO audit effectively. Here is a checklist to perform an SEO audit effectively.

SEO audit

What is site structure?

The hierarchical organisation of your website's pages is referred to as its architecture. Internal connecting reflects this organisational structure. The organisation of your website should make it simple for visitors to obtain content and for search engine crawlers to comprehend the connections between various sections.

A well-structured website that is simple to navigate is a sign of strong site architecture. It employs sitemaps, breadcrumbs, category pages, and internal linking in addition to simple URLs. Here is an article to optimise your site structure.

3. Update URL slugs, page title and meta descriptions

The meta description and title tag are fundamental but essential components of SEO. Additionally, because Google frequently creates snippets from the content of meta tags, this can directly affect a searcher's decision to click through to your website.

However, if you believe that you can write anything you want in the metadata of your pages and that search engines would display it verbatim in the SERPs, you're in for a surprise. Any text from your websites may be pulled by search engines since they may deem it more pertinent and use it in the snippet. However, when it comes to utilising your tags to promote your website, there are a few guidelines that you should follow.

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Page titles -

The basic idea of a web page is summed up in the title tag, an HTML element that is visible in both browser tabs and the SERPs. It's also known as the SEO title, title tag, or meta title. It always resides inside the <head> element of an HTML page and is enclosed in the <title> tags.

The title tag informs search engine bots about the content of your website and aids in their evaluation of its relevance to the user's search query. As a result, you should optimise the title tag for your focus keyword since it is a crucial on-page component. You may be able to raise your position in search results for the term you use in your title. The following are some excellent practices for creating page titles:

  • Keep it under 60 characters
  • Don't stuff the title with Keywords
  • Make it relevant to the page
  • Never use all caps
  • Include your brand name in the title

Read this article for the best practices of writing titles.

Meta description :-

The meta description element, often known as the SEO description, is an HTML tag that, like the meta title, offers summaries of a page's content. Its primary objective is to inform users of the page's subject matter and persuade them to click through from the SERP to your website.

It always begins with the tag meta name="description"> and is located inside the head> element of an HTML page.

Google typically uses the text from the HTML meta description tag to create the snippet description, but if that tag proves to be unhelpful, just like with the title tag, Google may also use content from your page.

The advice provided below can help you properly optimise your meta description.

  • Every page needs a distinct meta description tag.
  • Keep it to 155 characters or less.
  • Give a succinct summary of your page in 1-3 sentences.
  • Include (but do not overuse) your focus keyword in your meta description.
  • Add pertinent information, such as your company's phone number or hours of operation.

Take a look at our piece to know how to optimise your meta description effectively.

Url slugs :

A slug is the portion of the URL that specifies the address of a certain page. After the domain and any sub-directories, the slug appears in the URL.

Let's compare it to an actual address. Your domain would be the location of the "complex" if your website were an office complex. The slug would then be a box number or suite number that designates a particular location inside that facility.

A URL slug distinguishes a particular page on your website from all the others on your domain, just as that box or suite number directs customers to the proper office in the complex.

Let's take our URL for this post:

Here are the elements of this URL: 

Protocol: HTTPS


Subdirectory: marketing

URL Slug: guide-to-optimize-on-page-seo

At a minimum, a URL is composed of the protocol and the domain. Other elements are added depending on the page and where it is within your site's structure.

In this example, it's really clear from the subdomain and subdirectory where you are — you're on HubSpot's blog in the Marketing section. From there, you can tell what you're going to read about in the Marketing section of HubSpot's blog — how to optimize URLs for search. Search engines get it. Readers get it. It doesn't look like spam. All good.

Internal linking best practices:

  • Make a Lot of Content
  • Improve Rankings by Linking High Authority Pages to New
  • Use Anchor Text That You Want to Rank For
  • Link Deep
  • Make certain that the links are contextual.
  • Use Relevant Links for Internal Linking
  • Be conservative in your use of internal links.
  • Make No Sitewide Footer Links
  • Place links near the top of your page.
  • Avoid using the same anchor text on two different pages.
  • Make Use of Internal Links to Aid Indexing
Tips to improve URL slugs
  • Be as straightforward as you can.
  • Remove the superfluous words from the URL slug for the page.
  • Add pertinent keyword phrases.
  • Don't overuse keywords.
  • Be sure to make it readable.
  • hyphenate words to separate them.
  • Useless slugs from other pages should not be used.
  • Avoid utilising URLs that are generated dynamically.
  • Set uniform naming guidelines for your URLs.
URL Slug Best practices
  • Keep it as simple as possible.
  • Take out the extra words in the page part of the URL slug.
  • Include relevant keywords.
  • Don't keyword stuff.
  • Make it reader-friendly.
  • Separate words with hyphens.
  • Don't use slugs that already belong to other pages.
  • Avoid using dynamically generated URLs.
  • Standardize your URL naming conventions.

4. Make sure your keyword is in the URL

Although it's a strategy worth employing, adding keywords to URLs is not something you should do carelessly. Some people even argue that using keywords in URLs is harmful, however, this only applies if you use them improperly and let them take over your entire strategy.

  • Don’t keyword stuff.
  • Aim for long-tail keywords.
  • Consider head keywords
  • Keep keywords relevant
  • Keep navigation intuitive

5. Include your keyword throughout your web pages

You should include your keyword across your website in addition to your URL (s). Your headers and title are part of this. Include your keyword in your content wherever it naturally belongs.


You should insert keywords into your content writing using the following steps:

  1. Use Keywords in Your Meta Description
  2. Insert Keywords in Your SEO Title Tag
  3. Use Keywords in Your Article Title
  4. Use Keywords Within the First 200 Words
  5. Insert Keywords Naturally Throughout the Article
  6. Use Keywords in the Last 200 Words
  7. Use Keywords in Headings (H1s, H2s, H3s, etc)
  8. Use Keywords in Anchor Text Links
  9. Use Keywords in Image Alt-tags
  10. Use Keywords in URL

6. Don’t keyword stuff.

We just went over a tonne of instances when keywords are both beneficial and essential for SEO. However, "keyword stuffing" is a mistake that a lot of beginners make while trying to improve their on-page SEO.

Stuffing your pages with keywords can hurt your website's SEO and make readers and visitors think you're spamming them.

A good thing can be overdone. Showing restraint is a necessary component of the ability of keyword optimization in content.

I'm trying to say this: Don't overdo it with keyword stuffing for SEO. This must be emphasised. Google is considerably more intelligent than it was in the early days of search and can quickly identify whether you are cramming your content with keywords for SEO purposes or utilising keywords to legitimately help visitors locate information that will help them find answers to their problems.

Google will penalise you if it believes you are solely using keywords for SEO and not for user intent. This typically means that your content won't be ranked, indexed, etc. Avoid wasting your time by stuffing your content with keywords.

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7. Establish value propositions for each page.

A value proposition is a succinct argument for why customers should pick your goods or services. It's more than just a description of your product or service; it's also a promise to provide a specific answer to a customer's problem and to add value.

Value propositions are among the most significant conversion-related criteria. The ability to close a deal or lose one may depend on an excellent value proposal.

It is crucial to make one that accurately conveys your offerings and explains why you are the best option. 

Your company's distinctive identification is your value proposition. Without it, customers won't be motivated to buy your products. They might even decide to go with a rival merely because of how well that company's marketing and sales efforts convey its value offer.

In light of this, you might question whether your value proposition is distinct from, say, your slogan.

Nope. Your value proposition can be mistaken for other brand components like your mission statement, tagline, or slogan.

Read our in-depth guide on how to write a value proposition

8. Define your target audience.

Your target audience is the particular demographic of customers most likely to be interested in your product or service and, as a result, the group that should see your advertising efforts. The target audience may be determined by a variety of characteristics, including age, gender, income, location, and hobbies.

Target audiences are focused on a particular demographic. These can be adults, adolescents, kids, or men. Usually, they have something in common, like a love of reading, running, or soccer. Personas can assist advertisers in researching pertinent magazine titles or trade journals.


How to find your target audience:

  • Use Google Analytics to learn more about your customers.
  • Create a reader persona to target blog content.
  • Look at social media analytics.
  • Use Facebook Insights.
  • Check on website performance.
  • Engage with social media audiences.

Read our guide on how to find your target audience

9. Review and edit page content as needed.

Reviewing content is an inevitable yet crucial activity in SEO. Best practice requires that we do everything we can to make sure that the work we've put hours and resources into generating remains meaningful and relevant over time because it's what draws visitors to a page. This necessitates periodically reviewing our content to find areas where it might be strengthened.


There are a few steps you can use to review your content or you can read our guide.

  • Step 1: Know your audience - Knowing your target reader will help you determine the specifics that should form the core of your content, making it the step that is arguably most crucial and addressed in this article. This involves knowledge of the reader's intent, the ideal page's look and feel, and the objectives that your content's message ought to be attempting to fulfil.
  • Step 2: Tear apart your existing content - It is necessary to disassemble everything at this point in order to decide which parts to preserve, modify, or eliminate. The performance of most components, such as tone of voice, design, and continuity, cannot simply be categorised as "excellent" or "poor," making this work incredibly difficult. Instead, they fall into a spectrum, with the most logical level of development being in the centre. Later on, I'll explain what I mean when I say that using a scorecard is one of the best ways to assess and gauge the level of optimization required for these components. This simple, repeatable, and simple-to-use tool, developed by my colleague Ben Estes, can assist you in conducting an objective evaluation of the effectiveness of your material.
  • Step 3: Evaluate your evaluation- The trouble with evaluating material is that it never truly ends. As you make changes, you'll find yourself deviating more and more from your original plan. While this is not necessarily a negative thing, you must constantly evaluate these changes to ensure that you are on the correct route to producing a highly valuable piece of content.

When you've done and believe you're ready to publish, conduct one final detailed assessment to ensure the operation of all relevant components. This includes ensuring you've addressed your audience's demands, optimised your keywords, and improved the elements indicated in the scorecard.

10. Include visual content.

Consider what type of graphic material you can put into each page as the content may be more than simply words (if it adds value and serves a purpose, of course). If you are preparing to launch a content marketing strategy, you must first determine what will promote online growth and interaction. Text-based material will always be an important aspect of marketing, but to truly stand out in the digital age, visual content must play a central role in all of your efforts.

When adding an image to a website, give a descriptive file name as well as picture alt-text.


Here are six types of visual content you can include in your marketing campaign.

  • Images
  • Videos
  • Infographics
  • Memes
  • 5. Presentations
  • Screenshots

11. Optimize your visual content.

We discussed image alt text before. You should optimise your visual material in this manner, and make sure to include your keyword in the image alt text. It will improve the page's SEO and provide the opportunity to rank in image searches (e.g. on a search engine image results page or image carousel).


Here are some tips to help you improve your visual content and please both search engines and users.

  • Watch your file sizes 
  • One of your images should include the keyword as the filename.
  • Insert the term into the alt text. Make this as descriptive as possible, as if you were explaining the image to someone who couldn't see it.
  • Include the term in the image title.
  • Include the term in the caption.
  • In the metadata, describe your image.

12. Add internal links.

An internal link is any connection that connects one page of your website to another page of your website. Links are used by both users and search engines to locate the material on your website. Your visitors utilise links to browse across your site and get the information they want. Links are also used by search engines to traverse your website. They will not view a page if there are no connections to it.

Incorporating links across your site is essential, yet it is often missed.

Make sure your anchor text contains more than your keywords. The idea is not to jam as many keywords as possible into your site, but to make it simple for visitors to navigate.


Internal linking best practices:

  • Make a Lot of Content
  • Improve Rankings by Linking High Authority Pages to New
  • Use Anchor Text That You Want to Rank For
  • Link Deep
  • Make certain that the links are contextual.
  • Use Relevant Links for Internal Linking
  • Be conservative in your use of internal links.
  • Make No Sitewide Footer Links
  • Place links near the top of your page.
  • Avoid using the same anchor text on two different pages.
  • Make Use of Internal Links to Aid Indexing

13. Include external links.

It may appear paradoxical to add external links throughout your website, given that we just discussed why internal linking is so vital for on-page SEO. External links, on the other hand, are crucial.

Google will recognise your page is reputable and trustworthy if you connect to credible and trustworthy sites. Not only does Google want to know that your site is well-referenced, but so do your visitors.

External Linking Best Practices

  • Make the links relevant.
  • Link to credible sources.
  • Use anchor text correctly.
  • Add helpful links
  • Open external links in a different tab.
  • Don’t link to competing websites.
  • Conduct a link audit.
Link Building


Once you've finalised your SEO strategy put it into action on your website or delegate the task to someone else. This will take some time to finish, so plan to focus on 5 to 10 pages every week.

Remember that SEO is not a one-time event. It's something you should keep working on.

what not to do in seo industry

What NOT to Do in the SEO Industry – The Digital Hype

The secret to success online is Search Engine Optimization. With SEO you can optimize your website for a search engine to get a higher ranking in their search results, more traffic and potentially more customers.

The demands on SEO are growing daily and so are the opportunities. The search engine optimization services market is expected to reach $134.26 Billion by the year 2026 at a CAGR of 20.7% (source - visiongain reports ltd).

SEO has evolved over the past several years from a siloed approach to an important revenue channel. A channel that is increasingly embedded in content marketing practices and general digital strategies.


SEO is unique by nature. From changing marketing conditions to changing search engines and changing customer priorities, marketers always need to stay abreast of many changes.

Consequently, SEO methods are constantly evolving due to search engine developments and changes in consumer behavior.

It is never easy to stay abreast of the most efficient optimization techniques. And when it is properly done, recovery can be challenging and even longer.

Here are some things not to do in the SEO industry with advice on how to avoid them.

1. Not knowing your audience:

Your target audiences are current or potential customers who are using a search engine to find businesses like yours. You want visitors like these on your website. Understanding your target audience, which requires familiarity with your audience at large, is one of the core SEO principles


Many marketers often think they know their audience but they fail to understand how customers behave in their market and the consumer needs. Customers also anticipate immediate answers to their inquiries as well as real-time outcomes. Neglecting the preference of search engines and consumers for a long-tail term is one of the most frequent mistakes made while choosing keywords. Even though you would characterize your goods and services in some way, it is more crucial to comprehend the terminology that your target buyers would employ.


  1. Try to comprehend the market where your target audience makes purchases. What are the macro trends?
  2. Study and analyze the behavioral change of consumers using historical and real-time data.
  3. Map out your finding about consumers' intent to your selection and strategy of keywords.
  4. Use the google keyword planning tool and other vendor tools at your disposal for gathering data and planning strategies.

2. Not having an SEO plan and roadmap

Success requires developing an SEO strategy and roadmap. Knowing everything there is to know about your audience and then acting indifferently or randomly to take advantage of the opportunities is pointless. It would be best if you had a proper strategy and roadmap to use the insights of your consumers.


Many organisations struggle to build or execute on strategy, whether small-scale or large.

only 36% of small businesses have an SEO strategy. Building a sustainable and efficient strategy relies on multiple elements like website, PR, product and engineering. If you don't have a road map you need to build one now. Look at where your website and results are and where you want them to be. Set specific objectives and adhere to them.


  1. Evaluate and understand your competition including keywords, content and performance.
  2. Assign tasks to actions and agree on objectives, responsibilities for content, site upgrades, digital alignments, and SEO best practices.
  3. Use tools and platforms that help you achieve your goals.

3. Creating the wrong type of content

In pursuit of ranking for a particular keyword, many fail to focus on the text of the topic and unintentionally produce content that is not actually about or relevant to the audience. Search engines like google want to serve their customers with the most relevant content and if your content does not answer the user's need it won't rank well. 

social media marketing

This error frequently happens because:

  • Attempting to cover several themes in one piece of information.
  • The practices of producing shoddy work merely include keywords.
  • Use several keywords in a single piece.

Your main objective should be to create content that actually addresses the queries and requirements of your target audience, taking into account the use of appropriate search phrases.

If your content matches the keyword you are optimizing for, search engines will be able to find it.

The top two errors made by marketers are:

  1. Neglecting to provide material for the appropriate audience.
  2. Not creating content based on knowledge, authority, and reliability.


  1. Ensuring content and SEO strategies are aligned as per SEO strategy and roadmap.
  2. Make sure the content answers the question people are searching for.
  3. Make a variety of content - videos, images, words, etc. - to suit various purposes and SERP layouts.
  4. Following Google's best practices on search quality and E-A-T.

4. Publishing derivative content

This point covers the topic of mistakes related to the quality of your content. While Copying text and content from other websites was a common practice earlier, today search engines penalise this approach by downranking your website.


Copying and plagiarising content are considered spammy practices and this practice is highly discouraged in SEO practice. Making an investment in original and valuable content will improve your website's ranking and prevent it from falling further down the search results.

Tips -

  1. Create strong headlines that match the topic of your content so it doesn't mislead readers.
  2. Ensuring that the content has actionable information and provides answers to user queries.
  3. Be creative. Create stories to keep users engaged. Add images, videos and infographics to enhance the reader experience.

5. Skipping Title Tags & Meta Descriptions and not Providing Context with Schema

Including only targeted keywords doesn't end the optimization of content. A crucial step in the SEO process is the use of title tags and meta descriptions. Skipping their results in a significant loss of content potential. These optimization factors will improve your content's performance if done correctly.


Many marketers forget to use schema which tells the search engines what their site is about. Without this search engine struggles to understand the context of your content which leads to a lower ranking in typical search and less relevance in specific queries.

The alt text used for the images included in your content is essential. Search bots cannot read the images but they read texts and adds the information to the search engine database.

Tips -

  1. Write a unique title tag for each page which is brief but descriptive.
  2. Avoid title tags that are too long and make them unique.
  3. Follow Google's best practices for creating good titles and snippets.

6. No back-linking or quality links

To get the best from SEO, content marketers should understand that the quality of external links matters more than their quantity. It is always better to make sure that you link relevant and well-ranking websites with a solid reputation and not just any website.

Link Building

Linking back to websites that have linked to you is usually beneficial because it drives traffic to your website.

Utilizing excellent anchor text is a crucial connecting technique. It explains what the link is about and how it helps with user queries for both readers and search engine bots. So avoid using "click here" as anchor text repetitively and use a variety of anchor texts as the same text can be seen as spammy.

Tips -

  1. Don't buy links- map out a link-building program and follow it accordingly.
  2. Monitor and check for broken links and fix them.
  3. Create content that naturally attracts links.
  4. Use tools and technologies to help monitor and build effective content.

7. Going Astray with Your Internal Links-

The most common mistake that many marketers do is that they will add links that do not match the topic. it is important to understand that if the content and link seem unnatural your work may not get appreciated by your targeted audience.


Naturally, it's crucial to think about placing links to your top-performing content and giving it additional traction. But making sure to add links to a matching topic or the focus of the piece will help you save your content from being seen as a fraudulent practice.


  1. Group all the topic-related web pages with internal links
  2. Avoiding links from unrelated or irrelevant pages
  3. Audit internal links and check for any issues like slow pages or broken links and balance the usage of internal links.

8. Not Investing in a Fast & Mobile-Friendly Experience

As of 2022, there are approximately more than 6.6 billion smartphone users around the world. People are not always in front of a desktop but they carry their mobile most of the time. Search engines are optimising their algorithm to serve best to mobile users.


Everything is getting faster and faster in today's time. SEO is not just about keywords and content, it's also about the quality of your website, particularly how better it works on mobile. To avoid getting a lower ranking on search engines consider a smooth mobile experience for your users.

The following mistakes come under mobile SEO -

  • Slow site speed
  • Not investing in responsive web design
  • Slow-loading images and videos
  • Poor local information


  • Improving site load time helps avoid people bouncing.
  • Responsive design helps users browse your website easily.
  • Optimizing and creating content aiming at giving users a better mobile experience.

9. Lack of knowledge of how SEO operates across digital channels

SEO has become an integral part of digital marketing and it's essential not to overlook how it works with another channel to maximise its potential.


Not targeting your SEO with other digital channels can lead to missing out on measuring its full impact. And you may struggle to elevate SEO success internally and externally.

Social emails paid ads and pr is also part of modern-day SEO.


  1. Ensuring that your SEO strategy takes input from all the digital channels.
  2. Keep constant track of all your digital counterparts
  3. Ensuring everyone in the digital team is aware of and part of your SEO strategy and roadmap.

10. Not Utilising Analytics & Using the Wrong Tools & Technology:-

Setting up and reviewing analytics is an integral and essential part of optimization results. The only way to know if your SEO strategy is working is to keep track of its progress. Numerous tools are available on Google, including Google Analytics and Google Search Console that marketers can use to overview and measure your website's performance. These can help you see how your optimization works and you can change your strategies accordingly.


Some Other tools and platforms can help you not do the things which are listed in this article.

Tips -

  1. Find a tool or a platform which serves your SEO needs better and more efficiently.
  2. Tools which can help to make certain decisions and improve your SEO strategy.

11. Not changing content strategy over the period

When content is not significant or pertinent to the target audience, it fails for the most fundamental of reasons. When content is exclusively written in the context of what you know and what's essential to you, it won't perform as I mentioned above.

The majority of businesses are quickly switching to content marketing as their main lead generation strategy. The purpose of developing the content in the first place is negated if it cannot be used to generate revenue. There's no need to be concerned if you discover that your content isn't converting. Simply revise your plan of action.


Today, Search engine optimization has become a crucial part of any content marketing strategy.

Even the most talented individuals are prone to common SEO blunders.

It's best to become well-versed in the difficulties others have encountered and steer clear of them in your marketing initiatives.