The Types of Search Engine Optimization

On-Page Search Optimization

This type of search optimization is normally all that is required in South Africa. It requires attention to the architecture of the website and of each web page including both the content and the code.

Headings

Google looks for intelligent use of these to point out to it which passages of text are more/less important than others.

Page Architecture

Google believes logically that the first piece of real text it encounters is important because it's the first.

Paragraph Structure

Again, the main keyphrases should occur towards the beginning of a paragraph using the same logic.

Off-Page Search Optimization

Overseas, where large budgets are devoted to search position, this is necessary and requires the identification of keywords and keyphrases that match the search terms that visitors to your website are likely to use to find you. This is not obvious.

So, you look at the keyphrases of your competition and the number of searches made for those phrases. You find keywords and phrases for which there are many searches but do not appear in any number on your competitions' websites. These may not reflect the main thrust of your business but you are more assured of an elevated ranking for them so you include them where appropriate in your website. Once achieved, you can then slowly diminish their number and replace them with phrases that are your main revenue generators.