Unfortunately for many SEO companies, it hasn’t really developed since 2015. Many technical SEOers are still talking about H ones H2 and H3, meta titles when really technical SEO Google-style has radically changed.
There are two types of optimisation. On-page optimisation and off-page optimisation.
if you bought a book on how to optimise your website for Google it would talk mainly in terms of code changes. You would hear talk of meta tags meta descriptions you may hear about are Yoast for WordPress. If you carried on reading you would start hearing about H1H twos and the use of bold italic bullet points.
The content would then carry on and start talking about using a keyword how to use this keyword in the title in a bullet point as bold as italic in any possible different format you can think about. And make sure that the keyword is in the URL.
All of the above still has a degree of truth. Though Google is the most advanced software company in the world. They know ideally how they want their algorithm to reflect the correct results in their index.
If the above was all true then surely all websites would be number one.
#Optimisation has come a long way since these types of books were written. We know that because Benedict helped write one in 2006. It was sold in PC World and wasn’t particularly popular. More on on-page optimisation.
Off-page optimisation basically refers to any and all activities done away from your website to improve your ranking within Google. In SEO terms this used to be mainly about backlink building.
As Google’s algorithms become more complex and the numbers of ranking signals more numerous other off-page factors have gained popularity. Social media signals, reviews on Google or trust pilot for example.
Off-page optimisation is often seen as quick fixes.
Between 2010 in 2016 the simple process of adding multiple backlinks to a website using exact matched anchor text was a successful strategy ranking number one in Google. The number of times as an agency VCM have explained to a client that simply adding backlinks to poor content will not result in Google success.
One of the attractiveness of off-page optimisation and often social media as a whole is that people enjoy quick fixes that are not content-heavy and are easy to create and manage.
The reality is that off-page optimisation signals probably only account for add a maximum of 20% of the website overall Google score in its index.
It is incredibly frustrating for clients who are familiar with their backlink profiles to see other websites with fewer less powerful back links or in the case of off-page optimisation in a totality fewer Google reviews, a lesser social media presence et cetera pass them in Google search index.