As a definition, search engine optimization is an Internet marketing strategy that improves a site in such a manner that it will rank higher in search engine results lists. It may involve different activities, such as modifying the site’s HTML code and content, and must therefore be done with a maximum of attention and care.

When trying to find SEO strategies to implement in your line of work, you should first know that there are two basic categories from which you can pick: on-page and off-page ones. The former include all the enhancements that can be brought to the pages of a website, while the latter refer to changes that are made outside of the website and that enhance its performance in search engines.

One very good example of an on-page optimization method is the efficient usage of keywords. According to most specialists, one should always pay attention when choosing these terms, so that they represent the business accurately, but without being too technical or rare. Then, it’s very important to include the keywords in all the right places: in the Meta Description tag, in the Header tag, in the title of the pages and in their content (at the same time trying to avoid over-stuffing the page with keywords).

As for off-page strategies, the one you should concentrate on is link building. This basically means getting other sites to link back to you, because the number of links you get can influence your ranking in search engine results pages. In order to make this happen, you can either try to convince other webmasters to refer to you in their articles or you could post the links yourself on blogs, forums or social networking sites.

Finally, be aware that there is no right or wrong choice. Keep in mind though that many people say that one of the smartest ways to go is creating a personalized combination of on-page and off-page strategies and applying it to your website. This way, you will get the benefits of both alternatives and the results will surely be worth your effort.

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