Search engine optimisation or SEO is the process of improving overall authority, ranking and visibility of a particular web site in search engines.
The first thing we have to take care in regards to search engine optimisation is on-page SEO. This means that our web site has to be structured according to standards of good practice outlined by particular search engine. Following simple rules of usability also helps since usability by default will make our web site readable by search engines as well as by users using the web site. On-page SEO consists of proper use of html elements like heading tags, paragraphs, use of strong tag to bold the text, etc.
Keywords research and keyword density is also highly important but you should not overdo it since the content can quickly become unreadable. Meta tags should also be included on every page on a web site and should be different for each page. Including attractive meta tags can bring more visitors since many search engines provide meta tag description of a page in their search results. So, outlining in short what the particular page is all about in an attractive way using meta description tag can bring more users landing on your web site.
Utilising search engine friendly urls - static urls can also improve the visibility of your web site and is important since descriptive urls are easier to remember by users than using dynamic urls that in many cases have random characters and are quite impossible to remember.
The last but maybe the most important thing to remember when we are talking about on-page search engine optimisation is CONTENT. High-quality, attractive, useful and readable content will without a doubt play an important role as far as SEO is concerned. Search engines are becoming sophisticated in assigning quality content factor to pages on web sites. So, highly accurate and useful content without major grammar and spelling mistakes will play a major role in web site optimisation success.
Off-page search engine optimisation is a part of SEO that requires long-term work and commitment. It includes things like finding one-way back links to your pages that have to be relevant to your own web site and content and exchanging links with web sites that offer similar and most useful information. Utilising social networks and other sources of traffic like posting on forums with an answer to a question and including information from your web site along with a link to a particular page where user can find more content about the subject is also highly recommended.
As far as off-page search engine optimisation is concerned it is good to remember that high quality content will bring most back links the natural way. This is also preferred by search engines and those can be quite good in establishing if references are real or bought. If you provide useful and accurate content to your readers and users they will be glad to publish a link here and there to your web site and use it as a reference. Conclusion is pretty straightforward. The most important thing in search engine optimisation is content, lots of high quality and accurate information.