SEO (Search Engine Optimization) is known as the technique which is applied to help increase the ranking of a website on the Search Engine Results Page (SERP). We have web-crawlers, also known as spiders from different search engines (Google, Yahoo, Bing, etc.) that are continually looking around the internet and websites. There has been lots of evolvement to SEO over the years; the algorithms have now become even smarter. So when you search out for something on Google, you are indirectly accessing a website as Google has outlined it based on the results. The results on Google are laid out by the relevance of the keywords they bear. Along with websites, Google now includes contents like images, blogs posts and videos among its indexes.

Lots of businesses have now discovered the reasons why they have higher rankings on SERP. This top ranking increases the traffic they get on their websites; it also enhances the visibility of their business to the online audience. This benefits derived has had many other companies investing significantly in SEO campaigns. To construct an SEO campaign, it is essential to have a deep understanding of the techniques behind the working of search engines. Below are some Dos & Don’ts to keep in mind:


Content creation

Content is an essential element of any successful SEO campaign. The most popular type of content- text, we also have images, videos, podcast etc. They all should be part of the SEO campaign plan. This ensures a gradual increase in traffic on any website. For those without the knowledge of how to create contents, you can hire the help of professional content writers who have a better understanding of how SEO writing operates and how to use keywords efficiently. Ensure a high standard in the form of quality and quantity when writing.


Blog writing is a perfect way of producing new contents and many of them. The first way to increase ranking through blogging is by creating articles with relevant materials filled with keywords that your readers are looking for. As reported by HubSpot, businesses that develop blogs produce more leads than others that are not.

Image Optimisation

Reducing the size of the picture. Large-sized photos are known to slow down the loading of webpages.

Ensure to add your keywords to the title of your image. Refrain from using defaults image names like IMAGE005.jpg.

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Do not overuse Keywords

Even though search engines need to pick out keywords from within your contents. That does not mean you should then include keywords where they are not required. As trying to measure the ratio of keywords to content has now become a thing of the past, search engines don’t prioritise pages because they included keywords in almost all the sentences. It has even been said that overusing keywords irritates those reading the content, and Google panda will blacklist your page, thereby reducing your ranking. To avoid overusing keywords, it is advised to adopt the use of synonyms for it, and the search engine will still identify your content.

Do not overdo external linking

You negatively affect SEO when you link too much to external websites. Google is now punishing websites with unnecessary external linking. Aside from the penalty given by Google, your content will be tagged to be spam.


Do not use novice

To embark on an SEO campaign is not guesswork; it requires you have the real knowledge and understanding of how search engines work. Search engines are continually updating how SEO operates, so it is advised that you don’t waste money by hiring professionals that will help with the campaign, and also make sure it is in line with an update in SEO operations.

Don’t plagiarise your content

These search engines are now getting wiser and more advanced. They are now giving advantage to websites with original/real contents, kicking those with copied materials to the lower rank. Copying a little amount of content is not harmful, but using a huge chunk of copied online materials will tamper with the reputation of your business and lower your ranking.

Putting these points and including them to be part of your marketing strategy will enhance your SEO. Have this in mind that- SEO is useful for your business to grow, but it is slow, and you won’t notice results immediately. Have patience, and you will see improvement in your ranking.

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Thirumalesh Prasad C G

Written by Thirumalesh Prasad C G

Thirumalesh Prasad C G (Thiru) is an entrepreneur, Founder, and CEO of Inboundsys, India's No.1 Hubspot partner agency, and an IT services company. Before starting Inboundsys, Thiru has had 12 years of experience working for various multinational IT products and services companies in India and abroad. He has been a significant member and worked as a user interface architect in designing the user interface for many web applications and products. In addition to running Inboundsys, he is also an advisory board member in a couple of other design studios and digital marketing agencies. He is a passionate blogger and a writer who loves writing on digital marketing, inbound marketing, lifestyle, philosophy, positive thinking, and motivation.

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