Search Engine Optimisation (SEO) is a crucial part of any digital marketing strategy, designed to improve a website’s visibility in search engine results, increase organic traffic, and enhance user experience.
The process is complex and involves different techniques that can be categorised into various types of SEO services. Usually, you’ll want a mix of SEO services to get the best results. We take a look at the main types of SEO services on offer, so you can get an idea of what your strategy will entail.
On-Page SEO
On-page SEO refers to the strategies and techniques applied directly within a website’s content and structure to improve its position in search rankings. It focuses on optimising individual pages to be more attractive to search engines and users alike.
This is done through a variety of techniques, including:
- Keyword Research and Optimisation: Ensuring targeted keywords are included naturally in titles, headers, body content, URLs, and meta descriptions.
- Content Quality: High-quality, relevant, and original content that addresses user intent.
- Internal Linking: Linking to other pages within the website to improve navigation and user experience.
- Title Tags and Meta Descriptions: Optimising these elements to improve click-through rates (CTR) from search results.
- Header Tags (H1, H2, H3): Structuring content with proper header tags to help search engines understand the content hierarchy.
- Image Optimisation: Ensuring images are properly tagged (alt text) and have an optimal file size for quick loading.
On-page SEO helps businesses rank higher for targeted keywords, attract relevant traffic, and provide a better user experience. Optimised content can increase conversion rates and keep visitors engaged longer on the site.
Technical SEO
Technical SEO focuses on optimising the technical aspects of a website to help search engines crawl and index it more efficiently. It ensures the website is structured in a way that supports SEO goals and enhances user experience.
This is done by making sure the following factors are optimised and functioning correctly:
- Site Speed: Optimising the website’s loading time, which is critical for both SEO and user experience.
- Mobile-Friendliness: Most people now browse and purchase on their phones. Ensuring the website is fully responsive and accessible across all mobile devices is essential.
- Crawlability and Indexing: Ensuring search engines can easily crawl and index the site’s content using tools like robots.txt and XML sitemaps.
- Secure Website (HTTPS): Moving the site to HTTPS to enhance security and gain favour with search engines.
- Structured Data (Schema Markup): Adding structured data to help search engines better understand the content and display rich snippets in search results.
Technical SEO ensures the website is easy for search engines to index, improving the likelihood of appearing in relevant search results. A fast, mobile-friendly, and secure site also enhances user experience, reducing bounce rates and improving conversion rates.
Content SEO
Content SEO focuses on creating and optimising high-quality content that is valuable to users and aligned with search engine algorithms. It involves keyword research, content creation, and ongoing content optimisation to drive organic traffic and improve search rankings.
This is achieved through a variety of tasks including:
- Content Creation: Developing engaging, informative, and original content that addresses user queries and needs.
- Keyword Research: Identifying the keywords and phrases that potential customers are searching for and incorporating them naturally into the content.
- Content Optimisation: Continuously improving existing content by updating information, enhancing readability, and optimising for new keywords.
- Content Distribution: Promoting content through various channels such as social media, email marketing, and press outreach to increase visibility.
- Content Audits: Regularly reviewing and analysing the performance of content to identify opportunities for improvement and ensure it remains relevant.
Content SEO helps businesses attract and retain visitors by providing valuable information that meets their needs. High-quality, optimised content can improve search rankings, drive more organic traffic, and establish the business as an authority in its industry. Regularly updating and distributing content also keeps the audience engaged and encourages repeat visits.
Off-Page SEO
Off-page SEO involves activities outside the website that help improve its authority and relevance in the eyes of search engines. The primary goal is to build a website’s reputation through backlinks, social signals, and other external interactions.
This is done through a variety of techniques, including:
- Backlink Building: Acquiring high-quality backlinks from reputable and relevant websites to signal to search engines that your site is trustworthy.
- Social Media Engagement: Sharing content on social platforms and building an online community around your brand.
- Guest Blogging: Writing blog posts for other websites to build backlinks and increase visibility.
Off-page SEO improves a site’s domain authority and trustworthiness, which is crucial for ranking higher in search results. Strong backlinks and brand mentions can drive referral traffic, increase brand awareness, and improve overall credibility in the industry.
Foundational SEO
Foundational SEO refers to the core SEO principles that lay the groundwork for more advanced optimisation efforts. It involves setting up the right technical infrastructure and ensuring basic optimisation elements are in place.
This is done through a variety of techniques, including:
- Website Design: Structuring the website with a clean, user-friendly navigation system.
- Content Strategy: Developing a long-term content plan based on keyword research and audience needs.
- SEO Audit: Conducting a comprehensive audit of the site’s current SEO performance to identify gaps and opportunities for improvement.
- Keyword Mapping: Aligning targeted keywords with appropriate pages to ensure each page ranks for relevant terms.
Foundational SEO ensures that the website is built on a solid SEO foundation, preventing issues down the line and facilitating future optimisation. It streamlines the SEO process and sets businesses up for sustainable, long-term success.
UX SEO
UX SEO (User Experience SEO) is the practice of optimising a website not just for search engines, but for users’ needs and preferences. It involves making the site easy to navigate, visually appealing, and providing a seamless experience that encourages visitors to stay longer.
This is done by assessing a number of factors, including:
- Website Usability: Ensuring the website is easy to navigate, with a clear structure and intuitive interface.
- Page Layout: Creating a design that guides the user’s journey and promotes conversion.
- User Behavior Signals: Tracking metrics like bounce rate, time on site, and conversion rates to optimise the user experience.
- Mobile Optimisation: Making sure the website is fully responsive and optimised for mobile devices.
- Interactive Elements: Adding interactive features like forms and buttons that enhance user engagement.
A website that is easy to use, fast and enjoyable increases user engagement and satisfaction. Positive UX signals, such as longer time on site and reduced bounce rates, contribute to better rankings and higher conversions, ultimately benefiting the business.
Local SEO
Local SEO is a branch of SEO focused on optimising a business’s online presence to attract customers in its geographic location. It’s particularly important for businesses with physical locations or those targeting local clientele.
This is done through a variety of techniques, including:
- Google My Business Optimisation: Creating and optimising a Google My Business profile with accurate business information like address, phone number, and hours of operation.
- Local Listings: Ensuring the business is listed in local directories and maps.
- Local Keywords: Using location-specific keywords in your content, meta descriptions, and titles to attract nearby users.
- Online Reviews: Encouraging customers to leave positive reviews on platforms like Google, Yelp, and Trustpilot.
- NAP Consistency (Name, Address, Phone): Ensuring that the business’s name, address, and phone number are consistent across all online platforms.
Local SEO helps businesses rank in local searches, especially in Google’s map results, making it easier for nearby customers to find and contact them. It also boosts foot traffic and local sales by attracting users who are physically close to the business.
SEO is a multi-faceted field that involves various strategies and techniques to improve a website’s visibility and performance in search engines. Understanding the different types of SEO services enables businesses to target the right areas for optimisation and enhance their online presence. By implementing the right combination of these services, businesses can attract more traffic, improve user experience, and increase their chances of converting visitors into loyal customers.
At Ducard, our comprehensive SEO service will entail a combination of these techniques tailored to suit the needs of your business. Get in touch with our expert SEO team and we can create a no-obligation proposal to explore the ways in which we could help boost your business.
