As is the case with all major business strategies there are several varying options, with regards to SEO there are some very extreme techniques that include aggressive negative strategies to either defend one’s own position in a market, or focus on attacking an opposition’s position in the market. This can be done by a dummy website, creating barriers for entry to your market etc. All of these techniques are aggressive and sometimes can get a bit underhanded, and therefore are not recommended.
With less vindictive nature there are two major strategies that need to be considered. These two strategies ideally work hand in hand, but can sometimes be used on their own if the situation allows for it. These two strategies are on-page optimisation and off-page optimization.
One of the key components to Search Engine Optimisation is designing a user friendly, content rich site that is designed to serve a customers needs while still keeping in mind what the search engines look for in a site. With search engines changing their criteria as they do it only seems obvious that one needs to change websites just as frequently. Now that does not mean a complete overhauling of the website! Onpage Optimisation basically deals with tweaking and adjusting your website to maximise its potential. This can be on several different fronts, it can include visual design, it can include structural design, basically anything that can help increase the ranking of the site, that can be fine-tuned falls under the umbrella of on-page optimisation.
Other major aspects of this task include keyword analysis, making sure the content is specifically keyword enriched while still being written with the user and not the search engines in mind. Adjusting the code, meta-tags, titles and HTML coding can all improve the sites ranking. Keeping in mind that when one is considering these techniques, the changes are marginal and the results are often just as marginal. These SEO Techniques need to be used once the foundations of the strategy have been put in place.
Off-page optimization involves everything that is not on the actual website. It involves the implementation of link building, which is the essence of the web, its very name suggests the interconnectivity between parts. Without links, your website is a useless island in the massive abyss of cyberspace. That is not to say that your strategy needs to be focused on gathering every possible link, links need to be to reliable legitimate websites and they need to be applicable to the content of your site
The goal of Off Page Optimisation is to improve the link popularity of the site as well as the reputation of the site on the net. There are numerous ways to optimise your website, but the most important thing to do is to avoid SEO companies that use deceptive methods to optimise your site. It can be tempting to try the short cuts, it may send you traffic, but it will lose you clients.