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Website optimization can be done by on site and off site techniques. On site refers to the process that is followed on the website itself. Some of pn site seo activities:-
Keyword research
Meta tags
Robots.txt file
Sitemap creation & generation
Content development
Image optimization
Header tag
Cannonical issue
URL structure
Off site refers to the link building and promotion of your website in search engines. Some of the most effective off site activities are:
Guest posting
Article submission
Press release submission
Social bookmarks
Classified ads
Infographics submission
PPT submission
Video sharing
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