Search Engine optimization (SEO): Definition, types and applications

Search Engine optimization (SEO): Definition, types and applications

SEO or search engine optimization is the process of website optimization to improve its rank on the search engine. It is an unpaid technique to increase traffic on the website; which is further classified into two categories:

1- On Page SEO

2- Off Page SEO

What is On-Page Search Engine Optimization?

On-page SEO (on-site SEO) is the process of optimizing web pages for viewers and search engines. Web pages are optimized in a way to create them more user-friendly and user engaging so that the maximum number of relevant viewers visit the website and stay on it for a long time.

On Page Search Engine optimization

Optimizing for search engines implies that optimizing pages as per the guidelines of search engines so that it will rank on the top of search engines. Website optimization includes the following points:

Keyword research

Keyword research is the process of searching popular words or phrases that people type in the search engine to search for that particular product or service. This means a high volume keyword will drive more traffic on your website. For example, you are having an online cake business, and when someone types “online cake delivery” for searching online cake shops than your website should rank on the top of SERP. Targeted Keywords should be placed properly on the title tag, description tag, headings, and other content of web pages.

Title Tag

It is an HTML tag that represents the title of the web page. An ideal length of the title tag is between 50- 60 characters. It has one opening tag and one closing tag i.e. <Title> Here is your title </Title>

Description Tag

 Description is also an important HTML tag in SEO in which you can write a description of the web page. Length of description tag is between 155- 160 characters,  it has one opening tag and one closing tag i.e. <description> Here is your description</description>.

Heading tags

Heading tags are HTML tags represents the heading of the web page, heading tag can be of type H1 , H2, H3, H4 , H5, and H6. The search engine prioritizes web page content according to tags i.e. content placed in H1 tag has the highest priority while H6 tag has the lowest priority. It is can be written in the form, opening tag and closing tag i.e. <H1> Your H1 heading <H1> .

Alt tag

Alt is an alternative tag to an image that gives information about the image to search engine crawlers; it is placed inside the image tag.

Canonical Tag

Canonical tag is an important tag in SEO, that tells the search engine which page has original content and which page has duplicate content.

Fav Icon

Favicon is 16×16 pixels small icon that is placed on the top of the web page, on the address bar.


Robots.txt is a file through which web crawlers are instructed, whether to crawl or not to crawl a specific web page.


Sitemap is a file that contains information about pages on the website and relationships among hem.

What is Off-Page Search Engine Optimization?

Off-Page SEO (Off-site SEO) includes activities outside of the website to raise the rank of web pages on the search engine.

Off Page Search Engine optimization

Off-page SEO can help to make the website popular on the web. I.e. building good quality of backlinks through social bookmarking, directory submission, article posting, forum posting, web 2.0, etc.

Social Bookmarking

It is an off-page Seo technique in which the website is bookmarked on different social bookmarking websites in order to get quality backlinks.

Search Engine Submission

Search engine submission is the process of submitting the website to different search engines.

Blog Posting

Blog posting is a very important process to get a quality backlink. In this process, blog is created on some useful topics to educate or to help people to solve their queries or issues. So that maximum user can visit your blog, you can create a backlink on that blog to increase your website’s authority.

Blog Commenting

It is the process of posting comments on someone’s blog, also leaving a backlink with that comment. This could also be the good and easiest way for creating a backlink.

Business Listing

Through the business listing you can post the information related to your business like your location, business hours and days, address, email, contact number, working days, etc. One of the most popular businesses listing sites is Google Mybusiness.

Forum posting

Forum posting is an online discussion platform where people discuss on some specific topic. Post queries, questions, and answers, this way they can also create a backlink on the discussion or query related to their business.

Article Posting

Article posting is the process of writing articles relevant to your business and posting them on different article posting sites. This is the most effective way of promotion of your business.

Press release

The press release is submitted on the launching of a new product or service, this could be the most effective, method to make your product or service popular. There is the number of free and paid press release sites where you can post your press release.


Another effective way to promote your business is by creating a PowerPoint presentation. Here you can create a PowerPoint presentation related to your business; also you can create a backlink on your presentation and post them to different presentation submission sites.

Video posting

You can also promote your business through video creation and posting them into video posting sites like YouTube.