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Part 1: SEO Friendly On-Page Optimization.
On-page optimization includes SEO strategies that are controlled by the website owner. These strategies play a crucial role in how the search engines crawl and understand your content.

On-page Optimization Strategies Include:

Conducting keyword research, selecting the right keywords and topics and using them in appropriate places on the page.
Using title tags, header tags, image alt tags, and the meta description tag correctly.
Creating a URL structure that is optimized for users and search engines.
Creating an internal link structure, navigation, and an information architecture that helps the search engines crawl the website effectively and efficiently, and aligns with your user’s expectations.
Creating great content that can be used to earn inbound links during off-page optimization strategies.
Using multiple types of content such as images, videos, lists, and text.
Creating a responsive website design that provides a great experience across devices.
Designing a website that is visually appealing, represents your brand, and has a consistent look-and-feel.

To dive deeper into on-page optimization here are a few articles:

On-page Optimization Basics
On-page SEO Elements Having The Most Impact
Internal Link Best Practices
Google SEO Tagging Best Practices


Part 2: SEO Friendly Off-Page Optimization.
Off-page optimization refers managing the execution of the marketing and amplification of a website. This management results in earning links and social media mentions that can increase the authority of your website, resulting in an increase in SEO rankings and traffic.

Off-page Techniques Include:

Analyzing your competition to better understand what strategies they are using to rank in the search results.
Using keyword-rich anchor text in your inbound links.
Earning inbound links from websites that are considered authoritative by the search engines.
Earning links to content deep within your website.

If you want to dive deeper into off-site/off-page SEO, here are a couple articles:

SEO Link Building Strategies You’re Probably Not Doing

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