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In one of my older blog post series I did a beginner’s guide to understanding search engine optimization (aka SEO). A lot has changed in the SEO world, and it’s important to update my guide with more current information. There’s been a shift from using meta keywords towards implementing content/key words more organically. When meta keywords were the big focus in SEO people would often bloat their pages with the keywords in an attempt to go straight to the top of the search engine results for that topic. Let’s talk about the best current practices in understanding and implementing SEO. What is Search Engine Optimization? Search Engine Optimization refers to the practice of boosting your website’s online presence in order to achieve those coveted first spots on search engine results. There are many factors that go into optimizing your online presence, which generally falls into two categories: on-site optimization and off-site optimization. On-Site Optimization - What is it? On-site optimization refers to all the things you do internally (or on the back-end) of your website that tells search engines what your site is all about. On-site optimization includes: headings tags, content, focus keyword, image optimization, etc. Once link bulding service ’ve completed your initial on-site optimization there’s not much you have to do with it unless you want to tweak if you’re not getting the results you want within a reasonable time period. Or if you upload a lot of new content all the time. We’ll talk some more about on-site optimization and how to do it a little further down the post. Off-site Optimization - What is it? Off-site Optimization refers to your efforts to boost your online presence outside your website. This includes generating healthy back-links to your site, making sure you’re listed on local directories, etc. This is generally an ongoing effort by you or your marketing team. Yeah, Google and other search engines don’t pay attention to those anymore. What you do need to have though are overall “focus keywords.” These are keywords (one per page) that you will use organically through out a page that helps tell Google what your page is about. For example, say you have a blog or website about health and wellness. One of your pages focuses on fitness. “Fitness” would be your focus keyword. You would want to include that keyword throughout the content of the page naturally (meaning that you haven’t just plopped it in everywhere). You’ll want to use it in the page URL, heading tags and through the text content. The image title alt-attribute should be used when the image is a hyperlink to a specific page. For example say that bar bell group fitness class links to a page about group fitness, you want people to know it links to that particular page. Within your own website it’s important that no matter what page the user is on they can always find ways to get to other pages.