Search Engine Optimization

Search engine optimization consists of two main elements. On-page factors and off-page factors.

For on-page optimization, nearly every page requires the same amount of work. This work includes fixing title tags, linking structure, page content, and visitor tracking.

Off-page optimization is generally referred to as link building. Finding other relevant and authoritative sites that will like back to your website. Here is a quote from Google:

'In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.'

Since every search term on the internet has a different amount of competing pages with varying numbers of links pointing to those pages, it's impossible to say that there is a set amount of off-page optimization that needs to be done for all sites.

Typically, highly competitive keywords like 'books' will require a far greater effort when it comes to linking. Less competitive words like 'burlington vermont contractor' will require far less effort.

Keyword research is an integral part of deciding what search terms to go after with your natural search engine optimization. Finding keywords that attract targeted visitors with low competition can greatly increase your return on investment for natural search engine results.