What is Search Engine Optimisation: The Big Three

Search engine optimisation is a crucial part of running a business in 2022. Without paying attention to SEO, you might be losing a lot of potential clients simply because you are not the company deemed relevant by search engines. The lower you rank in search engine results pages, the lower the chances of users clicking on your website and seeing what you have to offer.

Now that you know how important SEO is to your marketing strategy, let’s talk about the big three of search engine optimisation not just in Hong Kong, but all over the world:

On-Page SEO

Everything you include on your website should help with your on-page SEO strategy. This means adding relevant content to your homepage, which includes the keywords you want to rank for, as well as different landing pages targeting different keywords. All of these pages should be interlinked to improve the relevance of your website.

Think of it this way: If you are the one looking for information, would you stay on a website that does not direct you to the right content?

In particular, on-page SEO also pays attention to the title, meta description, headers, and overall content of each page, making sure that they are all related to the main keyword for a particular page, and that they are relevant to your niche. You do not want to be accused of using keywords that have nothing to do with your website, just to gain more traffic.

On-page SEO may also be considered organic SEO in that you are not paying to appear as an ad on the top of search engine results pages.

Off-Page SEO

You can publish hundreds of pieces of on-page content, but if no one in the industry acknowledges you as a source of relevant information, you will have a hard time improving your SEO. This is where off-page optimisation comes in.

Off-page SEO includes link-building, which means building links from other trustworthy websites in the niche. This is a way of telling the search engine that you are trusted by peer websites that are known to be authorities in your particular field. Dofollow links are especially beneficial in this regard.

Technical SEO

As part of improving your on-page SEO, you want to pay attention to the technical aspect of your website. This includes page speed, mobile-friendliness, optimisation of content and visual elements such as videos and images, and many others. Even the optimisation of landing page URLs also falls under technical SEO.

Experts recommend making the code of your site “tiny” to improve its loading speed, which can make or break your site’s appeal to users. As search engines prioritise serving content they think presents the most relevant information for users, a slow-loading page might be ranked lower especially if it receives high bounce rates.

Being knowledgeable in SEO puts you in an advantageous position to show your brand and services to a wider audience. Failure to do this means you easily fall into obscurity in the millions of pages on the web.

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