Search Engine Optimization - SEO

Search Engine Optimization or SEO is the practice of increasing organic traffic on the Search Engine Results Page (SERP). It is also known as organic search or listings. If you want to rank number one for all the keywords, you need to apply SEO to increase your rank.

Suppose you started a blog for ice cream recipes, but your website doesn't rank high in the organic search results. There are several reasons why this can happen:

  • Your competitors have better content
  • You use weak keywords
  • You use poor link building practices
  • Your webpage load time is slow
  • Your website doesn't have a good user experience
  • Your website is de-indexed by mistake

To rank high on the SERP, you need to understand how search engines work. In this article, you will learn about how Google ranks websites, the different types of SEO, and various SEO techniques you can use to improve your ranking.


When it comes to SEO, there’s a lot to consider. How well do your pages rank? Which keywords work best? How much time should you dedicate to research and implementation? To help guide you in making the right decisions, reduce the amount of time spent analyzing both on-page and off-page SEO, and prevent you from becoming overwhelmed with data, there are helpful SEO tools available.

Especially if you’re doing both on-page and off-page SEO, you will need to rely on some of these tools to become more efficient and gain a competitive advantage. You'll need tools for keyword research and the technical aspects of SEO. You’ll need tools for off-page SEO, including backlink monitoring and analysis. You'll also need tools to help you track how keywords and pages are performing. Fortunately, there are plenty of useful SEO tools available.


One of the essential elements of SEO is relevant keywords. You want to find the right keywords that help you rank higher in search, so you'll need a tool that can enable you to:

  • Find keywords with high search volume and low competition
  • Get traffic forecasts for target keywords
  • Generate a list of latent semantic indexing (LSI) keywords
  • Select primary and secondary keywords wisely
  • Identify keywords competitors are using successfully

Google Trends

Google Trends is a free keyword research tool that shows you the volume and interest in keywords over time. You can also break down results by geographic region, find related queries, and search trending topics related to a keyword.

Google Keyword Planner

Google Keyword Planner is a paid keyword research tool that's available through Google Ads. With it, you can find new and related keywords, as well as their average monthly search volume over time. You can also see which keywords the competition is using to rank in search, as well as how much it costs if you decide to bid on specific keywords.

Other useful tools for keywords research include:

1.SEMrush (paid)

2.Keywords Everywhere (paid)

3.KWFinder (free)

4.Moz (freemium)


Technical SEO tools let you gain insight into how your website is performing. You'll see what could aid or prohibit your site from ranking, which is virtually impossible to do without tools. With them, you can find, fix, and optimize:

1.Meta tag errors

2.Internal redirects and duplicate pages

3.Canonical page references

4.Broken links and page crawl issues

You can also see what bots see. This includes your website's load time, any 404 errors or issues with server-side rendering, and server response times. You can also see whether bots are crawling on your site or a sitemap.


Moz is an all-in-one freemium platform that gives not only information about website issues but also ways to fix them and enhance rankings. In its Site Crawl Overview section, you can review what Moz’s bot sees. This includes issues like long URLs, redirect chains, duplicate content, missing descriptions, and no-index meta tags.

Screaming Frog

Screaming Frog is a paid tool that crawls your website and gives you a list of issues similar to Moz. It provides an in-depth analysis of every issue that could impact website performance, both from a user-side experience and ranking standpoint.

Google Search Console

Google Search Console is a free tool that offers similar feedback from Google’s bots. You can also use this tool to upload a sitemap to help Google find web pages quickly. The only requirement is that you must first verify your site.

Other paid technical SEO tools like Deep Crawl and Woo Rank can also provide insights to help you improve rankings. These tools do many of the same things, so you can decide which one you like best. A best practice, however, is to use two simultaneously to see whether they are identifying the same issues.

Backlink Monitoring and Analysis Tools

Backlinks, which are links from other websites that point to yours, are an essential part of off-page SEO. It's a good idea to keep an eye on whether these backlinks are spam or relevant to your website.

  • Backlink monitoring and analysis tools help you
  • Monitor website backlinks
  • Analyze the most robust links to your site
  • Perform competitor analysis
  • Measure the ratio of referring domains to backlinks
  • Identify and remove poor backlinks
  • Measure citation and trust flow
  • Check the ratio of link distribution
  • Track the number of do-follow and no follow links

Google Search Console

Google Search Console helps with backlink monitoring and analysis as well as technical SEO. This tool lets you see the number of external and internal links, top linking sites and anchor texts, and more. From an SEO perspective, it's crucial to have a nice balance of external and internal links, and Google Search Console is an excellent tool for this.


Moz also has many metrics that are important for off-page SEO. When you type a domain name in the Moz search bar, you can see the domain authority. The higher the domain authority, the more prominent search engines consider a website to be. Several factors determine this rating, but the number of quality backlinks is weighted heavily. Moz also shows top followed links and pages, what anchor text (keywords) backlinks are using, and the number of linking domains.


Majestic is a freemium tool that has all of the same metrics as the previous two, but it's mostly known for its citation and trust-flow metrics. Citation flow refers to link volume, while trust flow refers to link quality. It also has the added feature of going into languages.

Rank Tracking Tools

The purpose of keyword research, technical SEO, and backlink analysis is to improve a website’s ranking. Rank-tracking tools let you:

Track your website’s ranking to others

Measure average clickthrough rates, or CTRs, and impressions

Track keyword ranking for desktop and mobile platforms across locations

Identify top-performing and low-performing keywords

Google Search Console

You can enter a URL into Google Search Console to see which queries were made where your site showed up (this is also known as impressions). Then you can see whether the URL was clicked and where it's positioned in the ranking. It breaks it down into pages, countries, and even devices. You can see changes over time and averages, as well.

SEO Services provided by us

SEO marketing services include:

Local SEO

Ecommerce SEO

Voice SEO

SEO audits

For many companies, traditional SEO services provide everything you need to succeed. If you’re a local or ecommerce store, however, local and ecommerce SEO services offer a competitive advantage that can maximize the impact of your SEO strategy.

On-page SEO, which focuses on optimizations related to your website, like your title tags, content, and more

Off-page SEO, which focuses on optimizations related to your online presence, like your website’s backlinks

Technical SEO, which focuses on optimizations related to your website’s backend, like your page speed, site architecture, and more

Since SEO requires on-page, off-page, and technical SEO to succeed, it’s uncommon for companies to invest in these services.

Most will opt for full-service SEO plans, which include on-page, off-page, and technical SEO because these plans provide you with an all-in-one solution so you can focus your time elsewhere.

SEO is an ongoing strategy, which is why the definition of SEO services generally emphasizes the partnership that your business forms with your SEO agency. You’re collaborating with your agency continuously, which is why SEO companies should work as an extension of your business. It’s also why our services include progressive optimization. With continuous optimization, our SEO agency optimizes your site on an ongoing basis. Even after your site meets SEO standards, we continue and strive to find ways to improve and enhance your SEO strategy, which allows you to earn more from SEO.
No matter how niche your industry is, you want a competitor analysis with your SEO services. With competitor analysis tools, your SEO company can discover online and offline competitors. This discovery can inform your strategy, helping you take advantage of and benefit from competitor weaknesses. While many SEO agencies include an initial competitor analysis with their services, you want to partner with companies that make competitor analyses a regular part of your strategy. They assess your competitors continually, always looking and spotting opportunities.
A custom strategy is a core component of the definition of SEO services. When you have an approach personalized to your business, you can maximize your return on investment (ROI) from SEO. That translates to more calls, orders, and visits to your company. If you invest in SEO services, your team needs to ensure your agency provides a custom strategy. That’s because many SEO companies, especially those promoting “cheap” SEO services, deliver cookie-cutter or copy-and-paste strategies.
When you invest in SEO services, your package should include off-page optimization. In SEO, off-page optimization refers to optimizing factors outside your website that influence your ranking in search results. For example, your backlink profile can shape your ranking in search results. Your backlink profile, for reference, refers to the quantity and quality of websites linking to your site. A food blogger, for example, may link to your website when sharing the custom cookies that you made for their wedding. We then often provide the following for off-page SEO:

Promoting your website content to bloggers and webmasters

Developing shareable content for your site’s blog

Monitoring your company’s mentions across social media by users and influencers

Optimizing your Google My Business profile

If you don’t know if an SEO agency or enterprise SEO agency offers off-page optimization with their SEO services, just ask! We can provide your team with an overview of what our SEO services include, as well as the meaning of specific deliverables. That way, your staff can make an educated decision when choosing an agency.

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Some on-page SEO service deliverables include:

Updating title tags, meta descriptions, and H? tags for search

Auditing your website’s information architecture, redirects, and internal linking structure

Creating a sitemap

Researching and optimizing your website with valuable and relevant keywords

Analyzing the usability, speed, and design of your site


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1. Search Engine Optimization(SEO): SEO is a common and crucial type of digital marketing.

SEO is the art of ensuring that your webpages and articles feature as high as possible on relevant searches. SEO is organic advertising, meaning you don’t bid on positioning. Instead, you optimize your website, pages and articles, using various techniques to ensure that your website features as a top result when relevant keywords are searched.

For example, if you sell flowers online, you’ll might want to feature for searches such as ‘flower sales’ and ‘buy flowers.’ You’ll want to ensure that you have that text in the webpage you want to show for that search. Additionally, you might run a blog that talks about specific flowers, or which flowers are best for different occasions. You will want to ensure that you include phrases and words you want to feature for within these articles.

You will also want to name the images you use in these pages and articles so that they align with the keywords you want to rank on search engines for.

With all of this said, don’t go overboard. Forcing keywords into pages and articles purely for the sake of SEO can end up making your copy seem unnatural. Not only will search engines pick up on this, but whomever does find your pages and articles won’t enjoy consuming them as much, and will be less likely to interact with your business.

2. Pay Per Click Advertising (PPC): PPC is sort of like a paid version of SEO. Instead of optimizing your site for search engine prioritization, you actually bid for advertising space for certain keywords on search engines. The bidding process involves complex algorithms on the side of the search engine, but ultimately there are a few aspects that the advertiser should priorities:

  • Bid amount
  • Quality of advert
  • Formats (including various extensions)
  • Expected clickthrough rate (CTR)

These combine to give advertisements an ‘Ad Rank.’ The Ad Rank is compared to competing advertisements to determine where the advertisement places if it places at all.

Extensions allow for those who see the advertisement to take specific actions. For example, a call extension allows the advertisement viewer to click a button and call your business.

Extensions are particularly useful because not only do they provide extra call-to-actions and personalized advertisements, but they also increase your chances of having your advertisement feature. This is because search engines see advertisements with extensions as being more intuitive and generally superior to those without.

3. Social Media Marketing: Social media is here to stay, and it’s so intrinsically entrenched in our daily lives that it makes sense to utilize it in your digital marketing campaign.

You can use various social media like Facebook, Twitter, Instagram, Snapchat, and YouTube to market your brand to an increasingly large audience. You can use these platforms for directly advertising your products or, more powerfully, for publishing content relevant to your brand that entertains, teaches, and drives interaction with your audience.

4. Influencer Marketing: A fantastic way to increase your audience is to get someone with a following to endorse your brand. This type of marketing has regularly been employed outside of digital circles, too – brands sponsoring sports stars, for example. If you can get a famous person to endorse your brand online, you will create a pathway between their audience and yours, encouraging their audience to investigate your product or service further.


5.Public Relations Content: Again, this is not a marketing technique limited to digital platforms, but it is still a crucial type of digital marketing. Simply put, people are more convinced by others who complement your products or services than they are by your own advertising.

To tap into this digital marketing possibility, be sure to include in your marketing strategies relevant digital content platforms on which you could be featured. PR is particularly useful to smaller businesses and brands who are trying to build a reputation for themselves. For these entities, being endorsed by a respected source can power huge growth. However, all businesses and brands will enjoy the fruits provided by good PR.

A useful way to boost your PR strength is to ask people who convert to give your business a review on a platform like Facebook. You could even offer them some value in return for a review – such as a free sample of another product. It is crucial, however, to note that you cannot tell them that they have to give you a particular rating; only that they need to give an honest review in order to get the bonus you’re offering.

6.Email marketing: Snail mail is dead, and email has taken over its role in communications. Utilize the popularity of the email medium by using it to communicate with your customers and audience. A fantastic way to do this is through newsletters. Ensure that there is a clear and attractive newsletter sign-up form on your website for your visitors to fill in. Once they do this, you will have a direct and streamlined medium to keep them informed about your products and services, as well as any special deals you may be offering.

You should also consider offering a value exchange – you provide with something if they sign up to your newsletter. Free eBooks and downloadable guides are common examples of the sort of value offerings you can provide in exchange for their email address. The reason this technique is so valuable is that it incentivizes the reader to give you their email address. After all, we’ve reached a point in the online world where people’s inboxes are being overloaded, so people are less likely to give their email address away for free.

The medium of email has some intuitive features, such as the ability to personalize messages and the option for recipients to stipulate that in which they are interested. These features ensure a communication portal that is streamlined to fit your customers’ individual needs. Almost everyone has an email address these days, so this is a form of marketing full of potential.

Ensure that you provide value within the newsletters you distribute; otherwise, your messages will be ignored by your subscribers, and they might even unsubscribe. You should look to provide interesting content, imagery, and links to other interesting things within newsletters. Here at Conversion Advantage, we believe in a 70/30 split between valuable content and advertising your offerings.

7.Mobile Marketing: Take advantage of this trend by creating mobile-specific marketing campaigns, ensuring a superior experience for your mobile customers, which in turn will stimulation more action. AdWords allows for mobile-specific marketing campaigns, which are likely to perform noticeably better than more general campaigns.

Apps are increasingly popular among mobile users and having an intuitive app can also drive extra sales. Many enjoy the simplicity of an app over scrounging through mobile sites to find that for which one is looking.

Creating an app can be complex, so it is probably better to get someone who understands the process to make one for you. Once you have one, however, it can be a fantastic way to keep in contact with your customers and provide them special deals.

8.Brand Journalism: Consumers are increasingly conscious of when they’re being advertised to. Gimmicky catch-phrases and cheesy grins no longer work as they did in the past. Marketers must find other ways to convince consumers to buy their products and services.

Enter brand journalism. This type of digital marketing is gaining popularity – and for good reason. Brand journalism involves creating content that your audience finds interesting, with less aggressive calls-to-action supplementing this content. This process creates a mutual transaction between the parties – the consumer is provided with interesting content, while the business or brand gets to promote themselves.

9.Video Marketing: Video is the ultimate type of digital media. By combining words and imagery into an intuitive package, video catches the eye of online users. Utilizing this form of media via video marketing is a powerful digital marketing technique. You can do this by posting video content on your sites and social media accounts, or by advertising on video sharing sites such as YouTube.

10.Audio Marketing: Audio advertisements on these platforms are an effective way to market your products and services. Since these podcasts usually feel more personal and relaxed than traditional radio, when the advertisements are played, they also feel more authentic – particularly when read out and endorsed by the host of the podcast.

The increasing popularity of podcasts provides another marketing opportunity. Hosting your own podcast relevant to your products or services is a creative form of brand journalism.

11.Affiliate Marketing: Affiliate marketing is a very clever type of digital marketing. Essentially, affiliate marketers sell other people’s products to their audience. If somebody purchases something from you after being linked from the affiliate’s site, the affiliate gets paid by you for the reference. This agreement is of mutual benefit – you’ve secured a sale, and the affiliate makes money.

Working with affiliates can help you to expand your reach substantially. Affiliates have access to large audiences, so getting on board with one is a fantastic opportunity. As previously mentioned with brand journalism, people don’t want to feel like they’re being advertised to, so affiliate marketers are a great way of making your marketing efforts feel more organic.