blog > Search Marketing

What is SEO?

SEO is an acronym for Search Engine Optimization. SEO affects how well your website communicates your site’s content with search engines such as Google and Bing. There are 2 broad categories of SEO; on page and off page.

On page SEO will promote favourable organic search results. Off page SEO has an organic component, which can affect search relevance and rankings, as well as a paid advertising component, such as Pay-Per-Click and Remarketing.

The following points are concerned with organic SEO only. Each of these initiatives on its own, won’t make a great deal of difference to your website’s ranking, however, when combined, they can affect search results dramatically. Your website provider should be an expert in all of these aspects of website design, architecture and reputation.

On Page SEO

  • Ensure your website is constructed using W3C Programming Standards.
  • Ensure your website is fast loading.
  • Ensure your website is easy to navigate from any landing page
  • Use Keyword research to keep your site’s copy content original, fresh and relevant to the nature of your business and how people search for the products and services you provide
  • Use effective Titles Tags and Meta Descriptions for each landing page on your site
  • Use appropriate Heading Tags for important headline copy for each landing page
  • Use appropriate Tags for important keywords throughout your website’s content
  • Tag your company’s address properly to take advantage of local search results
  • Use effective Anchor Text for any links on your site
  • If you collect personal information from customers, include a Privacy Statement on your website

Off Page SEO

  • Make sure your free directory listings, such as yellowpages.ca, profilecanada.com, etc., are accurate for content and contact information. You can discover the directories in which you are listed by typing your business name in Google Search
  • Establish a Google Maps Place Page for your business
  • Work on establishing relevant authoritative back links from other  respected websites and blogs