SERP or Search engine result pages are the Google page with a list of websites as a result to the query asked by the users by pressing the search button. Search engine optimization is the process that ensures that a WordPress or any other platform-based website ranks on the SERP with on-page and off-page optimization of the website. From improving the page speed to ensuring relevant content and various other aspects, SEO experts work with various aspects to ensure that there is a good website rank along with high page and domain authority. Building "authority" is regarded as a slow process that happens overtime.
However, brands with an online presence through their official website focus on ensuring ranking high on the SERP via SEO tactics that are a white hat in nature.
Understanding the HATS
Digital marketing and its branch of Search Engine Optimization is a form of marketing that is directed towards business ensuring that a brand's official website to rank on number #1 position on the SERP(Search Engine Result Page).
However, the practices in this marketing are divided further into three types, first White-hat, second Black hat, and third Grey Hat. These three types of marketing practices have been pursued by different sections of digital marketers, while the white hat practices are the practices that are approved by Google and listed in Google's Webmaster Guidelines, the other practices can get teh website penalized:
Steps one can follow to optimize their site and rank on the SERP in 2019 include:
Backlinks Authority: Page authority is the rank of the website online and backlinks are a crucial part of it. Any link from web to a certain website is a backlinks for that website which ultimately builds the "authority" to the website. So it may not be exactly on-page optimization of your website but one can use the keywords from the research in the content used for building links online to ensure a good SERP ranking.
There are various ranking factors but the page authority is one of the most influential when it comes to affecting the ability to rank. Besides mastering the on-page optimization of the website by increasing the page load speed, proving a better user experience with a better interface and internal links, this on-page, and off-page SEO tactics can be used to ensure a high SEO ranking. Again, while hat SEO tactics are preferred because they are important, it is essential to focus on them to ensure long term sustenance and ranking.