What is SEO?

SEO (Search Engine Optimization) is the optimization of websites for search engines such as Google. The main goal of SEO optimization is to increase the visibility of a website in Google search results, thereby increasing the incoming organic traffic to your site. SEO services are divided into distinct parts: On-page SEO, Off-page SEO, and Technical SEO (SEO audit).

On-Site SEO

On-Site SEO refers to the optimization process that aims to improve the structure and content of a website so that search engines like Google can more easily index and rank the site in search results. It is one of the key elements of SEO that helps websites rank higher in search engines.

The goal of On-page SEO is to optimize the website for search engines and for the website's users themselves. A visitor to the website should be able to quickly find the information they are looking for. An effective keyword strategy contributes to high SEO results. Properly selected and utilized keywords can attract potential customers.

Here are some tasks performed during On-Site SEO optimization:

Content Creation – Creating optimized content is one of the tasks of on-page SEO. Content creation involves providing unique, valuable, and informative material to the reader that meets user needs and addresses search queries. Content optimization also includes keyword analysis and their effective use.
Internal Linking – Internal links help search engines understand the structure of a website. An effective internal linking strategy involves creating links from one page of the website to another. It is important that the links guide visitors to relevant, related pages of the website, helping them delve deeper into the topic.
Title Tags and Meta Descriptions – It helps search engines and users understand what your page is about even while still in the search engine results. Title tags should include the main and most relevant keywords that help users determine if this is what they are looking for. Meta descriptions, although they do not directly affect search engine results, are also important for increasing the number of visitors to your website.
Header Tags – Header tags (H1, H2, H3, etc.) are crucial for content structure and SEO. They help search engines understand the content hierarchy and the main topics.
Image Optimization – Properly optimized visual elements can improve website speed and user experience. Image optimization includes selecting appropriate formats and using alternative texts (alt text).
XML Sitemap Development – sitemap XML, also known as a website map, is a file that specifies and includes all the links that make up a website. Search engines use this map to index the pages of the site. When creating and managing the sitemap schema, it is important to specify all the key pages of the website so that search engines can find and index them.
Robots.txt Optimization – Robots.txt is a file that instructs search engines on which areas of a website Google's bots can visit and analyze the provided information. In other words, it specifies which parts of the website can be crawled and which cannot.
Canonical Tags – Canonical tags help avoid issues with duplicate content. They work by telling search engines which page is the original and should be indexed.

Off-Site SEO

Off-Site SEO includes all optimization activities performed outside the website, across the internet. External optimization aims to improve website visibility and brand awareness. The more widely your site is distributed across the internet, the more often it is noticed by users, and search engines see it as a reliable source of information. Of course, all links must be trustworthy—each link from a high-authority website pointing to your pages is a positive signal to search engines. Here are some tasks performed during Off-Site SEO optimization:

Backlinks – These are links that lead to your website from other websites. To create an effective backlink strategy, it's important to analyze the existing backlinks and check if any are harmful to your site's visibility.
Blog Writing (SEO Articles) – SEO articles increase the chances of being noticed by search engines. Well-structured and relevant SEO content helps search engines understand that your website is relevant and useful for visitors interested in a particular topic. Well-written, informative, original, yet easy-to-understand content can attract not only users' attention but also shares and backlinks from reputable websites.

SEO Audit

SEO audit is a comprehensive technical check of a website that helps to understand its current condition. It identifies the positions held in search engines and uncovers technical issues that hinder achieving higher rankings in search results.

During an SEO Audit, the following tasks are performed:

Website visibility analysis
Technical SEO error analysis
Content analysis/optimization recommendations
Verification that all pages are indexed
Website link analysis
Website loading speed check
Content structure analysis
Check for duplicate content/texts
Website code review/recommendations
Existing keyword analysis and recommendations for relevant keywords

SEO services are relevant for all businesses that aim to be visible online. Sooner or later, every website requires an SEO audit, during which the website's shortcomings and various SEO optimization opportunities are identified. Additionally, SEO optimization provides the ability to analyze competitors and discover untapped SEO optimization possibilities.

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