Picture this: You’re a business owner who has just built a stunning website for your brand or started a blog destined to dazzle readers.

You eagerly wait for hordes of visitors to flock to your online space, ready to engage with your content or snap up your products and services.

But as the days turn weeks and weeks into months, that anticipated flood of web traffic fails to materialize.

What could be the missing link?

Enter SEO – the superhero of digital marketing.

In this fast-paced virtual world, understanding the power of the SEO acronym is essential for any savvy marketer or business owner looking to conquer the digital realm. Join us as we dive into the intricacies of SEO and explore its remarkable significance in driving online success. Get ready to unleash the power of SEO optimization!

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Definition of the SEO Acronym

The SEO Acronym + all its related concepts
The SEO Acronym + all its related concepts

SEO, which stands for Search Engine Optimization, is the practice of improving a website’s visibility on search platforms like Google.

It involves optimizing various aspects of a website, such as its content and structure, to increase its chances of ranking higher in search results and attracting more organic traffic.

In simpler terms, SEO helps people find websites when they search for relevant information or products online.

Overview of Digital Marketing

Source; Investopedia’s Challenges & Required Skills
Source; Investopedia’s Challenges & Required Skills

Digital marketing uses online channels and platforms to reach and engage with a target audience to promote products or services. It involves strategies such as SEO, social media marketing, email marketing, content creation, and analytics. Digital marketing aims to increase brand awareness, drive website traffic, generate leads, and ultimately boost sales in the online space.

The Role of SEO in Digital Marketing

Source: LinkedIN’s Ezekiel Importance of SEO
Source: LinkedIN’s Ezekiel Importance of SEO

Increasing Website Visibility

Increasing website visibility refers to the efforts made to make a website more noticeable and easily discoverable by Internet users. It involves implementing various strategies and techniques to boost the website’s online presence, ensuring its listing in search engine results and effectively reaching the target audience.

These methods may include SEO, content marketing, social media promotion, and paid advertising.

The main objective is to increase the website’s visibility and exposure, driving more traffic and ultimately achieving the desired goals, such as higher sales or increased brand recognition.

Optimizing for Search Engines

Improving Organic Search Rankings

SERP Ranking for search result “seo”
SERP Ranking for search result “seo”

Improving organic search rankings means boosting your website’s visibility in search results without paying for advertisements. The goal is to increase the chances of your website being found and clicked on by users.

This is important because higher rankings mean more traffic, which can lead to more conversions, sales, or other desired actions.

To achieve this, you need to optimize your website’s various aspects, such as keyword usage, website structure, relevant content creation, link-building, and ensuring a good user experience. By implementing these strategies, you can enhance your website’s chances of appearing higher in search results and gaining more organic traffic.

Attracting Targeted Traffic

Attracting Targeted Traffic refers to drawing specific individuals to a website or online platform who are most likely to be interested in its content or products. It involves strategically implementing marketing techniques to reach and engage the desired audience.

Targeting the right people aims to increase the chances of conversions, engagement, and overall success of the website or platform.

Enhancing User Experience

Enhancing User Experience means improving individuals’ overall satisfaction and enjoyment when interacting with a product, service, or platform. It involves making the user’s journey smooth, intuitive, and fulfilling, allowing them to achieve their goals efficiently and effortlessly.

This can be achieved through various means, such as simplifying navigation, reducing complexity, and designing visually appealing interfaces.

By understanding user needs and preferences and incorporating feedback into the development process, companies can create seamless experiences that keep users engaged and satisfied.

Improving Website Navigation

Improving website navigation means enhancing the way users move around a website. It involves making the structure and layout of the site more user-friendly and intuitive. Organizing content and menus clearly and logically allows visitors to easily find what they want without getting lost or frustrated.

This can be achieved by using simple and descriptive labels for menu items, providing a search function, including breadcrumbs for easy navigation, and using visual cues like buttons or icons. Improving website navigation helps users have a positive experience, encourages them to explore more pages, and ultimately leads to higher engagement and conversions.

Providing Relevant Content

Providing relevant content means offering information, resources, or entertainment directly related to your target audience’s interests, needs, or preferences. It is about giving people what they want or are searching for, ensuring that your content aligns with their expectations and adds value to their experience.

Optimizing for Mobile Devices

“Optimizing for Mobile Devices” means modifying a website or application to provide an enhanced user experience accessing it through their mobile devices. This is important because mobile devices have smaller screens, different navigation methods, and slower internet connections than desktop computers. Here’s why optimizing for mobile devices is crucial:

1. Improved User Experience:

  • Mobile-optimized interfaces ensure websites or apps are easy to navigate and interact with on smaller screens.
  • Content is formatted and displayed optimally, preventing the need for constant zooming and scrolling.
  • Elements are appropriately sized and spaced, making it effortless to tap buttons and links.

2. Faster Load Times:

  • Mobile networks can be slower than wired connections, so optimizing ensures quick loading of web pages and app content.
  • Compressing images and minimizing file sizes can reduce load times, preventing user frustration and abandonment.

3. Increased Mobile Traffic:

  • More people use mobile devices to access the internet, so optimizing ensures a broader reach and potential audience.
  • Businesses can tap into a significant market and drive more website or app traffic by catering to mobile users.

4. Improved Search Engine Rankings:

  • Search platforms prioritize mobile-friendly websites, affecting their visibility in search results.
  • Optimizing for mobile devices enhances a website’s chances of ranking higher, attracting more organic traffic.

5. Higher Conversion Rates:

  • Mobile optimization leads to smoother user experiences, reducing friction and simplifying conversion.
  • With easier access to information and intuitive navigation, mobile users are more likely to convert into customers or take desired actions.

6. Competitive Advantage:

  • Businesses that optimize for mobile devices gain an advantage over competitors that neglect this aspect.
  • A superior mobile experience can differentiate a brand and help retain customers who prefer mobile access.

To summarize, optimizing for mobile devices is vital as it enhances user experience, improves load times, increases mobile traffic, boosts search engine rankings, raises conversion rates, and provides a competitive edge.

Building Credibility and Trust

Building credibility and trust is crucial for establishing strong relationships and fostering success. It involves gaining others’ confidence and proving reliability. This can be done through consistent actions, transparent communication, and maintaining integrity. Trustworthiness is built over time by delivering on promises, being honest, and demonstrating respect. Credibility is enhanced by showcasing expertise, providing accurate information, and acknowledging limitations when applicable.

Building credibility and trust requires sincerity, openness, and a genuine commitment to meeting others’ expectations. It is an ongoing process that requires dedication and consistency to establish and maintain fruitful connections.

Creating Quality Backlinks

Creating quality backlinks is an essential aspect of effective SEO. Backlinks refer to links from other websites that direct users to your website. However, generating high-quality backlinks is crucial rather than simply amassing many.

Quality backlinks come from authoritative, reputable websites relevant to your industry or niche. These sites have established credibility, which enhances the value of the backlink. Moreover, it is important that the content surrounding the backlink is relevant and adds value to the reader.

One popular method of acquiring quality backlinks is through guest blogging. This involves writing informative and valuable content for other websites in exchange for a backlink to your website. Choosing highly regarded websites to ensure the quality of the backlink is essential.

Another approach is to create exceptional content on your website. When your content is genuinely valuable and insightful, other websites may naturally reference and link to it. This organic process occurs when others recognize the quality and relevance of your content.

Additionally, actively pursuing relationships with other website owners and influencers in your industry can help you gain quality backlinks. Building connections and fostering mutually beneficial relationships often leads to opportunities for obtaining backlinks from high-quality sources.

Finally, avoiding unethical practices like buying backlinks or participating in link schemes is crucial. Search platforms are constantly improving their algorithms to identify and penalize websites that engage in such activities. Instead, focusing on creating valuable content and fostering authentic relationships will yield sustainable and high-quality backlinks.

Establishing Authority in the Industry

  1. Expertise: Demonstrating extensive knowledge and expertise in a specific field or industry is crucial for establishing authority. This takes years of experience, continuous learning, and staying updated on industry trends.
  2. Thought Leadership: By actively sharing valuable insights and original ideas, individuals or businesses can position themselves as thought leaders within their industry. This involves creating and sharing content such as articles, blog posts, and whitepapers or participating in interviews, conferences, and panel discussions.
  3. Building a Professional Network: Connecting with influential individuals and organizations in the industry helps to enhance credibility and authority. Actively engaging in industry-related events, conferences, or online communities can provide valuable networking opportunities.
  4. Consistent Branding: Maintaining a consistent brand image across all platforms and communication channels helps to establish authority. This includes a professional website, cohesive visual identity, consistent content creation, and messaging tone.
  5. Client Testimonials and Case Studies: Positive feedback from satisfied clients or customers can greatly enhance credibility and establish authority. Sharing testimonials or case studies highlighting successful projects or customer experiences helps build trust and confidence in the industry.
  6. Collaborations: Collaborating with other respected industry experts or organizations can help establish authority. This can include joint projects, partnerships, or co-authoring thought leadership pieces.
  7. Contributing to Industry Associations and Publications: Active involvement in industry associations or publications can significantly enhance credibility. Writing articles or participating in industry-specific publications and journals can help showcase expertise to a wider audience.
  8. Awards and Recognitions: Receiving industry awards or recognitions not only boosts credibility but also reinforces authority. Being recognized by reputable organizations or receiving accolades from peers can significantly enhance one’s standing in the industry.
  9. Continuous Learning and Adaptation: Industries constantly evolve, and staying ahead requires continuous learning and adaptation. Establishing authority involves staying updated on industry developments, embracing new technologies, and adapting to change.
  10. Providing Value: Establishing authority consistently delivers value to the industry or target audience.

Establishing authority is done through solving problems, offering exceptional products or services, and actively contributing to the growth and development of the industry as a whole.

Generating Positive Online Reviews

Generating positive online reviews encourages customers to write favourable reviews about a product, service, or business online. This is important because positive reviews can enhance a company’s reputation, attract new customers, and increase sales.

It involves various strategies, such as providing excellent customer experiences, requesting feedback, and engaging with customers on different review platforms.

SEO Best Practices in Digital Marketing

Source: FirstPageSage’s Essential SEO Best Practices
Source: FirstPageSage’s Essential SEO Best Practices

Keyword Research and Optimization

Keyword research and optimization is finding and utilizing relevant keywords to improve a website’s or online content’s performance and visibility.

This includes identifying popular search terms and incorporating them strategically into web pages, blog posts, and other online materials.

Businesses can tailor their content and marketing strategies to reach their target audience more effectively by understanding what keywords people use to search for information or products.

Through careful analysis and optimization, businesses can increase their chances of ranking higher in search results, attracting more organic traffic, and boosting their online presence and conversions.

On-page SEO Factors

Optimize On-page SEO factors within a webpage to improve its visibility and rankings on search engine result pages (SERPs). These factors include keywords, meta tags, headers, content quality, URL structure, internal links, and image optimization.

By carefully optimizing these on-page elements, website owners can enhance their chances of attracting organic traffic from search engines.

Meta Tags and Descriptions

Meta tags and descriptions are snippets of HTML code that provide information about a webpage’s content to search engines.

They help search platforms understand the page and decide how to display it in search results. Meta tags typically include the page’s title, keywords, and description. They are crucial in optimizing a website for search engines and improving its visibility to users.

Header Tags and Keyword Placement

Header tags are HTML elements that help structure and organize the content on a web page. Header tags are headings ranging from H1 to H6, with H1 being the most important and H6 being the least important.

You can divide your content into sections and indicate the information hierarchy using header tags.

Keyword placement, on the other hand, refers to the strategic positioning of keywords within the content of a webpage. Keywords are words or phrases relevant to the page’s topic and commonly used by people to search for information.

By placing keywords in prominent locations, such as the page title, headings, and throughout the body text, you can improve the visibility and relevance of your content to search engines.

Off-page SEO Strategies

Source: LinkedIN’s Patni’s Off Page SEO Techniques
Source: LinkedIN’s Patni’s Off Page SEO Techniques

Off-page SEO strategies refer to techniques and actions taken outside a website to improve its search engine optimization and enhance its online presence. These strategies focus on building external signals and promoting the website through various channels, ultimately boosting its visibility and authority in the eyes of search engines. Here are some key points to keep in mind about off-page SEO strategies:

  1. Link building: This involves obtaining high-quality backlinks from other websites to your site. Backlinks act as votes of confidence and referral signals for search engines, improving your website’s credibility and organic rankings.
  2. Social media engagement: Engaging with your audience on social media platforms can help increase brand exposure, attract more traffic, and generate social signals that improve your website’s SEO performance.
  3. Online directories and listings: Submitting your website to relevant online directories and listings can boost your visibility and improve your website’s authority, enhancing its SEO.
  4. Influencer outreach: Collaborating with influencers or industry experts can help increase exposure and generate backlinks to your website, further enhancing its reputation and SEO.
  5. Guest blogging: Writing and publishing high-quality guest posts on reputable websites can drive traffic to your site, improve brand awareness, and enhance your backlink profile.
  6. Online reputation management: Monitoring and managing your brand’s online reputation can positively impact your website’s SEO by establishing trust and credibility.
  7. Forum participation: Engaging in relevant online forums and communities can help establish yourself as an expert in your field while generating backlinks and referral traffic to your website.
  8. Content promotion: Promoting your content through various channels, such as social media, email newsletters, and online communities, can increase visibility, encourage sharing, and attract potential backlinks.
  9. Brand mentions: Building brand awareness and increasing mentions of your brand across the web can contribute to your website’s SEO by establishing authority and improving online visibility.
  10. Local SEO efforts: For businesses targeting local audiences, optimizing your website for local searches, obtaining local citations, and managing online reviews can significantly improve your local search rankings.

It’s crucial to note that off-page SEO strategies work with on-page optimization techniques to create a holistic SEO approach that helps websites rank better in search engine results pages.

Link Building and Outreach

Link building and outreach are two important strategies in the world of digital marketing. Link building involves acquiring links from other websites to your site. This helps improve your website’s visibility and authority in search engine rankings.

On the other hand, outreach refers to contacting relevant websites or bloggers to collaborate and build relationships that can lead to backlinks.

Link building plays a crucial role in SEO and online marketing. By obtaining high-quality and relevant links, search engines perceive your website as trustworthy and reputable. This can increase your website’s visibility in search results, attracting more organic traffic and potential customers.

Additionally, backlinks from authoritative websites can also help establish your website as a reliable source of information.

Outreach is the proactive approach of connecting with other websites and bloggers in your industry for various purposes. You can establish relationships through personalized outreach emails or social media interactions and propose content collaborations, guest posting, or resource sharing.

Building these connections can result in natural backlinks from their websites, providing valuable referral traffic and increasing your website’s credibility.

Social Media Signals

  • Social media signals refer to the measurable actions, activities, or indicators users generate on various social media platforms.
  • They can include likes, shares, comments, followers, retweets, mentions, and other engagement metrics.
  • Social media signals represent users’ interactions and behaviours within the social media ecosystem.
  • These signals provide insights into the popularity, reach, and impact of content or profiles on social media platforms.
  • Brands and marketers often analyze social media signals to gauge the success of their campaigns, understand their audience, and make data-driven decisions.
  • By monitoring social media signals, businesses can identify trends, track sentiment, and measure the overall effectiveness of their online presence.
  • Search engines may also consider social media signals to determine the relevance and ranking of content in search results.
  • Social media signals shape online reputation and influence, reflecting users’ opinions, interactions, and endorsements.
  • Increases in social media signals indicate the resonance and engagement of content, leading to higher visibility and potentially attracting new users.
  • Conversely, declining or negative social media signals may signal the need for adjustments or improvements in content strategy or brand perception.

Monitoring and Analyzing SEO Performance

  1. Monitoring and analyzing SEO performance allows businesses to track and assess the effectiveness of their search optimization strategies.
  2. It involves closely monitoring relevant metrics and data to understand how the website performs regarding visibility and ranking on search engines like Google.
  3. This data includes the number of organic search visitors, keyword rankings, organic traffic, bounce, and conversion rates.
  4. By regularly monitoring these metrics, businesses can identify patterns, trends, and areas for improvement in their SEO efforts.
  5. Analyzing SEO performance involves deep diving into the data collected to gain insights and make informed decisions.
  6. By analyzing the data, businesses can understand which keywords or search terms drive the most traffic and conversions to their website.
  7. It helps identify which pages or content are performing well and which may require optimization.
  8. Analyzing SEO performance also involves staying updated with algorithm changes and industry trends to adapt strategies accordingly.
  9. It enables businesses to make data-driven decisions, optimize their SEO campaigns, and align their content with user intent and search demand.

Using Analytics Tools

“Using Analytics Tools” refers to leveraging specialized software or platforms to gain insights and enhance decision-making based on data analysis.

By employing analytics tools, businesses can effectively assess, interpret, and utilize large sets of information to drive improvements and achieve strategic objectives. Here’s how it works:

  1. Data Collection: Analytics tools gather data from multiple sources, such as websites, social media platforms, customer databases, or internal systems.
  2. Data Processing: These tools organize and cleanse the collected data, removing any inconsistencies or irrelevant information to ensure accuracy and reliability.
  3. Data Visualization: Analytics tools present data in visually engaging formats, like charts, graphs, or dashboards, making it easier for users to comprehend complex information at a glance.
  4. Exploratory Analysis: Users can perform exploratory analysis to discover patterns, trends, or correlations within the data, uncovering valuable.
  5. Descriptive Analytics: Analytics tools enable descriptive analysis by summarizing raw data into meaningful metrics and key performance indicators (KPIs), helping organizations understand their past performance.
  6. Diagnostic Analytics: With these tools, businesses can conduct diagnostic analysis to identify the factors or events that contributed to specific outcomes or trends, assisting in troubleshooting and proactive decision-making.
  7. Predictive Analytics: Analytics tools utilize historical data to predict future outcomes or trends, facilitating proactive strategies and helping businesses anticipate and address potential challenges. Prescriptive Analytics: Leveraging advanced algorithms provides recommendations or action plans based on analysis results, guiding businesses toward optimal decision-making.
  8. Monitoring and Reporting: Analytics tools offer real-time monitoring capabilities, allowing organizations to track key metrics continuously. They also generate reports or alerts to inform stakeholders about important trends or anomalies.
  9. Continuous Improvement: Using analytics tools fosters a data-driven culture, enabling businesses to collect feedback, measure performance, make data-backed decisions, and continuously enhance operations.

Tracking Keyword Rankings

Tracking Keyword Rankings is monitoring the performance and position of specific keywords in search engine results. It involves keeping tabs on how well these keywords rank over time and understanding if they are improving or declining visibility.

By tracking keyword rankings, individuals or businesses can evaluate the effectiveness of their SEO efforts and make necessary adjustments to improve their online presence.

This helps identify optimization opportunities and ensure that efforts are focused on the right keywords to drive relevant traffic to their website.

Analyzing Website Traffic and Conversion Rates

Analyzing website traffic and conversion rates means examining the number of visitors to a website and the percentage of visitors who take desired actions, such as making a purchase or filling out a form.

This process helps businesses understand how effectively their website generates leads or sales.

By analyzing website traffic, businesses can discover valuable insights about their audience, including where visitors are coming from, which pages they visit, and how long they stay. This information helps identify the traffic sources that produce the highest number of conversions and allows businesses to focus their marketing efforts accordingly.

Conversely, conversion rates measure the success of turning website visitors into customers or leads. It shows the percentage of visitors who complete a desired action, highlighting the impact of website design, user experience, and marketing strategies.

Monitoring conversion rates helps businesses identify areas for improvement and implement strategies to optimize their conversion funnel.


SEO, which stands for search engine optimization, is a fundamental element in digital marketing.

In today’s digital age, where businesses constantly strive to gain visibility and attract online users, understanding the significance of SEO is crucial. It encompasses various strategies and techniques to improve a website’s ranking on search engine results pages.

By optimizing web pages for search engines, businesses increase their chances of being discovered by potential customers.

This, in turn, drives organic traffic to their website, resulting in greater brand exposure and potentially more sales.

SEO also significantly improves the user experience, focusing on website speed, mobile-friendliness, and relevant content. As an essential component of digital marketing, SEO should not be overlooked.

FAQs – Frequently Asked Questions

What is SEO (Search Engine Optimization)?

SEO is a strategic process through which continuous website and content development increases search engine results page (SERPs) visibility.

SEO involves keywords and phrases that potential customers will likely use when searching for products or services. Businesses can attract more organic or non-paid traffic by optimizing their websites to rank highly on SERPs.

SEO is not just about search platforms but also focuses on a website’s user experience and usability. Effective SEO practices lead to better user engagement, increased trust and credibility, and improved website traffic and conversion rates.

What is a SERP?

A SERP, or Search Engine Results Page, is a web page that appears when a person uses a search engine like Google, Bing, or Yahoo. Once a user enters their search query, the search engine’s algorithm determines and displays a list of results relevant to the query.

The SERP includes both paid and organic results and can consist of various types of content – websites, images, videos, news, local listings, and more. The primary objective of SEO is to have your website appear prominently on the SERP to increase visibility.

How do search engine results impact online visibility?

Search engine results play a crucial role in online visibility. When a website is ranked high in search engine results, it is more likely to be clicked on by users. This increases the website’s visibility and can lead to higher traffic, more conversions, and, ultimately, increased revenue.

What is Search Engine Marketing (SEM), and why is it important?

Search Engine Marketing (SEM) is a digital marketing strategy to increase a website’s visibility in SERPs, typically through paid advertising.

SEM is important as it allows businesses to target potential customers actively looking for specific products or services online.

How is voice search changing the way search engines operate?

Voice search is significantly changing how search engines operate by shifting the focus toward natural language processing and understanding user intent.

As more people use voice-activated devices like smartphones and smart speakers, search engines are evolving to understand and respond to voice commands, questions, and prompts.

How do search engines crawl a website?

Search engines crawl a website by sending out ‘spiders’ or ‘bots’ that review and index a site’s content, including text, images, and videos. They follow links within the site to discover and index new pages. The information gathered then determines the site’s relevance to a user’s search query.

What is GSC (Google Search Console), and why is it useful?

GSC Google Search Console is a free tool provided by Google that helps website owners, SEO professionals, and marketers track their website’s performance in Google search results.

It provides valuable insights such as search traffic, indexing status, and issues affecting a website’s visibility in Google search results. This helps users optimize their website and resolve issues impacting their search ranking.

What are other search engines?

Apart from Google, several other search platforms cater to the diverse needs of users across the globe. Here is a list of some notable ones:

  • Bing: Microsoft’s server, Bing, is the second most popular search engine. It’s integrated with Microsoft’s suite of services, including Office Online and Outlook.com.
  • Yahoo: Yahoo Search is still widely used, especially in the United States. It also provides news, email service, and a business directory.
  • DuckDuckGo: Known for protecting the privacy of its users, DuckDuckGo does not track or target your data.
  • Baidu: Predominantly used in China, Baidu offers additional features such as an MP3 search, maps, and images.
  • Yandex: This Russian search engine offers many services, including cloud storage and navigation.
  • Ask.com: This search engine uses a question/answer format where other users answer most questions or polls.

Each platform has unique features and capabilities, providing various ways to search and navigate the internet.

What is voice search SEO?

Voice search SEO focuses on optimizing websites and content for better visibility and ranking in voice search results.

As voice assistants like Siri, Alexa, and Google Assistant become increasingly popular, voice search SEO helps businesses ensure that their information and content are easily accessible to users who use voice commands to search for information online.

What is good technical SEO?

Good technical SEO refers to optimizing a website’s technical aspects, making it easier for search platforms to crawl, index, and rank the site. It encompasses a variety of practices intended to enhance a website’s infrastructure so that it adheres to the technical guidelines set by search platforms.

Here are some SEO best practices for implementing good technical SEO:

  • Website Speed: Ensure your website loads quickly, as slow websites can lead to a high bounce rate and can negatively impact your ranking on search platforms.
  • Mobile-Friendliness: The website should be responsive and optimized for mobile use. With most searches on mobile devices, having a mobile-friendly site is crucial.
  • XML Sitemap: An XML sitemap provides a roadmap of your website that leads search engines to all your important pages. Submitting a sitemap to search platforms can help improve your site’s visibility.
  • Robots.txt File: This file instructs search engine robots about the pages on your website that you do not want them to visit.
  • Secure Sockets Layer (SSL): An SSL certificate ensures that any data transferred between your web server and visitors remains private.
  • Structured Data: Structured data, or schema markup, is a type of code or title tag that makes it easier for search platforms to understand the content on your website. This can help your site achieve better rankings and lead to rich search listing results.

Other SEO best practices involve these concepts:

  • Meta Descriptions
  • Site structure
  • Avoid keyword stuffing
  • Descriptive alt tags
  • Build Dynamic websites
  • Continuous improvement of website’s content
  • Keyword optimization winning in organic search results

Any software recommendations for good SEO practices?

Surfer SEO is our best choice when it comes to good on-page SEO.

Please read all our articles on Surfer SEO and SEO:

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