SEO, ie Search Engine Optimization, is the process of getting traffic from a search engine to a website through organic search results in Google and Bing.
Most people's go-to choice for finding anything in google, so we have to build our strategy based on what Google looks for. And that is determined by a complex algorithm which is a trade-secret that maybe a handful of people know about.
But through years of observation, we have a decent knowledge of what's important which can be split into two categories:
On-page SEO factors
On-page SEO involves everything that is "on the page", basically everything on your website can be a deciding factor on your rank, like loading speed, no. of keywords, the quantity of content, quality of the code, etc. Everything needs to be perfectly crafted and running smoothly to be even considered for showing up on the website.
Off-Page SEO factors:
Off-page SEO involves everything else that can help your website rank up. Which mostly involve the links that connect your website to other websites, which can be social media, forums, or any other website. And you will need both; quality and quantity.
And to answer the second half of the question, 46% of searches on Google are for local business/services and it's still growing, but barely half the businesses have claimed their Google Listings and most don't even realize its importance which leaves a lot of uncovered space for us to conquer. And whenever a search is made which might also be for local services Google will offer local businesses as suggestions too, and that is why Local SEO is important for local businesses to compete with other well-established companies. And unlike traditional marketing, no effort is ever wasted, you can reach your customers whenever they need you and that is why Local SEO is the most efficient and cost-effective marketing strategy for local businesses.
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