Search Engine Optimization

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A Complete Guide to Search Engine Optimization

On the surface, Search Engine Optimization seems to focus on how search engine bots and algorithms rank your web pages. But in essence, this is a customer-focused process in which the goal is to understand what people are looking online, the problems they are seeking to address, the content they want to access, and the words they are using.

In digital marketing strategies, SEO plays an important role that cannot be ignored. In a 2021 study, 68% of online experiences begin with a search engine, with Google holding the biggest chunk of the market share, followed by its subsidiary YouTube, Yahoo, and Bing.

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What Are The Most Important Things I Need To Know About Search Engine Optimization?

Search Engine Optimization Importance

Search Engine Optimization is an essential part of your digital marketing strategies that can boost your brand and online presence. To achieve this goal, our SEO specialists use branded keywords, which are queries from consumers that include your brand, competition, and industry. 

To further boost your online visibility, our digital marketing experts also use on-page SEO strategy to optimize your actual website, and off-page SEO tactics to improve traffic by placing links from other sites, sharing on social media platforms, and putting “citations” across the web.


How Does Search Engine Optimization Work?

Before we explain how SEO works, first let’s take a look at how search engines like Google and Bing function.

Search engines use bots, also called as web crawlers, to index hundreds of billions of pages by collecting information from websites. These automatic robots use page speed, internal links, backlinks, title tags, social signals, keywords etc. to determine your ranking on search engine results pages or SERP.

As of this writing, Google uses more than 200 ranking factors in their algorithm to determine your rank on SERP.

Meanwhile, Search Engine Optimization is a set of strategies that ensure high ranking in search engines for relevant keywords and phrases.

To put this in perspective, imagine that you have an article about “cheap travel destination.”

Your goal is to make this content accessible and visible to anyone who is searching for the “cheap travel destinations.” This is where your SEO campaign comes in handy.

A highly effective SEO publishes relevant content that is link-worthy; is updated regularly; has appropriate alt tags and metadata; and contains the right keywords and phrases.

But a word of caution with excessive use of keywords and phrases, which is a black hat practice called keyword stuffing.

Nowadays, webpages that resort to keyword stuffing are penalized or even removed altogether by Google because they don’t give real value to the readers.

Google Search Engine Optimization

Indexing and Sitemaps

Search Engine Optimization Indexing Sitemaps

Search engines systematically browse the World Wide Web to index and rank the websites. They not just scan the written content but also the images and their embedded information, the site’s code, the inbound and outbound links, just to name a few.

Your sitemap plays a critical role in your SEO campaign. In essence, it acts like a guide or directory that carries all the information about your webpages.

The web pages within the sitemap are listed in a hierarchical order in which the most relevant ones are on the top, whereas the less significant ones are at the bottom. For users, this “directory” can help them navigate easily across the website.

Aside from enhancing the navigation capabilities of your website, sitemap has another critical role: It allows the search engine bots to crawl and index your web pages.

At LOJO, our digital marketing experts can optimize your sitemap to allow the bots to crawl, index, and ultimately, rank your web pages at the top. 

Ranking Factors

When someone types into the search box “cheap travel destinations,” Google will show all the relevant sites and rank them accordingly—from the highest quality sources to the least relevant web pages.

It is important that your web pages rank high, or to be more exact, they should not go past the first five listings on SERP. According to studies, more than 67% of all clicks go to the top five pages.

Another thing to keep in mind: About 90% of Google users don’t go past page one. For this reason, our SEO experts employ multiple strategies to ensure that our clients enjoy high ranking on relevant keywords and phrases.   

The list below explains the main factors that affect your search engine ranking:

Search Engine Optimization Ranking Factors

Aside from the factors stated above, Google uses other criteria (a total of 200) to determine your relevance and ranking. However, the three most important pillars are the following:

  1. The quality of your content.
  2. The quality of your backlinks.
  3. The relevance of your page based on a user’s search intent.

On-Page SEO vs. Off-Page SEO

SEO strategies can be categorized into two main types: On-page that optimizes the actual website, and off-page that increases its authority through backlinks and content creation from other sites.

What is Covered by On-Page Search Engine Optimization?

Page Titles

Also referred to as the title tag, this is the main heading you see in SERP. Our SEO experts recommend keeping it under 65 characters and choosing your words wisely.


Also referred to as web address, they are located at the top of the browser window in the address bar. At LOJO, we structure this in a way that the users and the search engine bots will know what’s inside your page.

Easy-to-understand URLs that contain relevant keywords are more likely to earn clicks, which can further boost your SEO campaign.

Meta Descriptions

This a short description that appears below the URL on a search results page, or below the headline in a social post.

When writing meta descriptions, our content creators ensure that it contains the relevant keywords and describes the content of the page. They also keep it under 155 characters so the entire description is visible in search results.

Internal and External Links

Linking related pages on your website allow both the search engine bots and the users to see everything, and at the same time to navigate with ease, whereas externally linking your site to other websites can give your SEO a boost.

Unique and Valuable Content

Our content creators and SEO writers make sure that each article and blog post is unique, valuable, engaging, and easy to read.

Page Load Speed

Slow loading sites mean bad user experience that’s why Google has started using page load speed as one of the ranking factors especially for mobile searches.

Mobile Friendliness

Your site should have a responsive design that adjusts to the content when viewed from a smartphone or any mobile device to encourage users to stay longer on your website, and to rank higher on Google and other search engines.

What is Covered by Off-Page Search Engine Optimization?

Because Google accounts for the vast majority of search results, let’s focus on how it treats backlinks.

Note: On-page and off-page strategies complement each other in that they often overlap. And when these two are combined with technical SEO, which relates to the site speed, mobile-friendliness, security, etc., you can compete with more established companies with a bigger budget.


What is Content Marketing?

Content marketing involves the creation and sharing of valuable materials such as blogs, social media posts, videos, infographics, etc. to generate interest and engage with the target audience.

Here at LOJO, we make sure that our content marketing adheres to the principle of inbound marketing wherein the customer is the king.

With our customer-focused marketing strategies, we create valuable contents and experiences tailored specifically to the target audience. This makes the recipient more receptive both to the “subtle” marketing message and to the more upfront sales pitch.

The list below shows some of the most commonly used content marketing end-products:

People love free stuff that’s why giving valuable, free content to your target customers is one of the most effective SEO strategies.


What is Technical SEO?

Technical Search Engine Optimization focuses on improving your ranking by making it “friendlier” to the search engine bots or crawlers that index your website.

While on-page SEO focuses mostly on content, and off-page SEO deals with promoting your site through backlinks, technical SEO is about tech-heavy processes to further boost your search visibility.

In a nutshell, technical Search Engine Optimization deals with the following:

Our SEO specialists conduct regular technical SEO audits to make sure that the search engine bots can easily index and rank your web pages.


How Does Social Media Fit Into Search Engine Optimization?

While social media has no direct impact on SEO, it remains a powerful platform to help you boost your SEO campaigns.

The list below explains the indirect impact of social media on your SEO strategies:

The number of your Facebook and Instagram followers and fans has no impact on your Google search rank. But once they visit your site, engage with your content, and share it, the search engine will propel your website to the top.

To recap, social media and SEO strategies go hand in as part of a solid inbound marketing campaign.

For more info, check our different SEO packages that meet your unique business needs and budget. (Note: Further down below you can check our SEO add-on section and Premium Social Media Activities.)


What SEO Plans Do You Offer
and How Much Do They Cost?




If you are getting started and want to show up on map (Google Maps – Google My Business), this is the plan for you!



- Content Marketing Plan -

This plan is all about attracting the right kind of customers with targeted content. Give them what they want!



- Super Charged Content Marketing Plan -

Bring the visitors in and give them a content feast! That is what this plan is all about.

At LOJO, we can help you propel your site to the top through quality content creation, SEO techniques, on-page and off-page optimization, and social media management.

In essence, we are a team of SEO space cadets who have mastered the art of propelling websites to the top with the use of data and technology.

Get in touch with us now, and let’s talk about how our SEO services can help your business.

Want the best organic search campaigns for your brand?

We are here to help. Let us know your goals are and we are happy to advise which SEO campaign will help you reach them. ​