Search engine optimization (SEO): Deliverable measure of website traffic and digital visibility. If you are wanting to increase conversion rates and generate optimal return on investment, you’re not going to want to miss out on this. So, where to start?



It is important to begin by developing an awareness of SEO and what this might mean for the elevation of your brand’s online presence. At RealCRO, we see websites, or digital properties, as the virtual comparison to real-estate properties in our physical world. SEO therefore presents itself as the art of providing the direction to your online property, to an audience who is already “searching” for specific goods and services. To succeed, you must design and furnish your venue to accommodate the visitor, so that they feel welcome and encouraged to look around. 

SEO functions as a multidimensional tool that can be categorized into four main areas: keyword research, search engine indexing, on-page optimization and off-page optimization. When used in accordance with one another, each of these four pillars enables a website to appear higher in search engine ranking pages (SERP), thereby increasing the overall chances of converting prospects into potential customers


Keyword Research: 
Keyword Research is an SEO process that largely ties in with the content of your website and ensures that the feed fulfills your audience’s queries in the most effective possible format. To meet this objective, developing an awareness of prominent keywords associated with your content, product or service – and the context of its use – provides better understanding of the target market and identifies search patterns, which, in turn, can be used to consolidate content creation. 

Let’s remember that language evolves and changes over time along with your audience’s needs, so keyword research is something that requires ongoing attention. When done correctly, this will be the difference between driving increased website traffic to increased conversions, based solely on the delivery of targeted content. 

Search Engine Indexing:

Ever browsed the internet only to find the exact result you were looking for… 6 pages deep into your Google search? No, that’s because most search engines, such as Google, are designed to filter through the large repository of information circulating online and fish out the most relevant content for the user.

Enter the search engine indexing process. This algorithm is divided into three functionalities that enable fast and accurate information retrieval for users for the purpose of solving their query. First, a “crawler” scans through vast quantities of updated web content and “indexes” the information based on its relevance. This data is then stored and “ranked” for display purposes. Allowing “crawlers” to access your website and “index” your content is highly recommended in order to establish a visible website “ranking”. More crawls and indexes: increased opportunities for your website to appear higher in search results.

Great. But how is this applied to website functionality? Well, this means that your website should maintain well-established interlinking schemes so that your web pages enable easy access flow. It also helps to ensure your website is mobile-friendly and incorporate a site-map to localise your content.  

On-page optimization:

Closely linked with search engine indexing, on-page optimization focuses on the nitty-gritty, internal elements that contribute to a website’s search engine ranking. This includes technical factors, such as server speed and IP addresses, all the way to content management (keywords, audiovisuals, meta-tags), 4design structure (mobile-friendliness, strong call-to-action) and crawl depth (internal linkage, descriptive URL structure). 

In essence, optimizing the website’s construction to facilitate the user experience (UX) is key. If you’re interested in developing any of these aspects, start by reviewing the architectural features of your website and tweak from there. Picture yourself as the visitor, what experience would you expect upon engaging with your website?

Off-page optimization:

Unlike its counterpart, off-page optimization focuses on how to maximise SEO outside the confines of your website. Building digital authority and trust is essential in driving organic website traffic at this stage and requires you to demonstrate your website’s credibility by conducting activities to prove this to search engine algorithms.

This centres around being present on the web and might entail some strategies you’re already incorporating. But, in today’s world of exponential data volume growth, it is not enough to scratch the surface. To cut through the noise, backlink (the links between your website and another) building practices must be high-quality in order to add value to your website. Social media and/or influencer marketing can also be used to increase website traffic and cultivate organic endorsement that can increase digital reputation. 

RealCRO SEO tip: Remember that search engines’ competitive advantage is “relevance”. Algorithms are programmed to suggest relevant websites and information using several criteria like, keywords, website performance, trends and frequency of new content added (plus more!), so think and write in terms of your audience’s point of view. What do they want to see? This will surely increase your digital presence and if you need qualified manpower to help you get there, you know who to call! 

Seems pretty straight-forward, huh? It is! A push in the right direction and you can be surprised how much can be achieved. If you’d like to know more about SEO optimization and delve deeper into the aspects we’ve touched upon, feel free to get in touch with us on any of our social media platforms. 


Agarwal, Nilesh. “SEO – An effective online marketing tool.” Blog, September 11, 2009. Accessed November 17, 2020

Alexa Blog. “Off-Page SEO Techniques: What Not to Skip.” Blog. Accessed November 20, 2020. 

Jones, Kristopher. “11 SEO Tips & Tricks to Improve Indexation.” Blog. January 24, 2019. Accessed November 19, 2020. link

Malaga, Ross. Worst Practices in Search Engine Optimization. Communications of the ACM. December 2009, Vol. 51. No. 12, pp. 147-150.

Muller, Britney (Moz). “Keyword Research: Chapter 3.” Blog. Accessed November 18, 2020. link

Search Metrics. “Onpage Optimization” Glossary. Accessed November 20, 2020. link

Totally Tech. “Search Engine Basics: Crawling, Indexing & Ranking”. Quick Guides. April 9, 2019. Accessed November 19, 2020. link

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"Create Reciprocal Opportunities"


New Shinbashi Building  9F #903 2-16-1

Shinbashi, Minato-ku, Tokyo 105-0004


+81  3 - 6268 - 8815

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