SEO, or Search Engine Optimisation, is the process of improving the visibility and ranking of a website or webpage on search engine results pages (SERPs). The goal of SEO is to increase the quantity and quality of website traffic by making the website more visible to search engines like Google, Bing, and Yahoo.
How does SEO work?
SEO works by improving a website’s ranking in search engine results pages (SERPs) for relevant keywords. The search engines use algorithms to determine the relevance and quality of a website, based on factors such as content, links, site structure, and user experience. Optimising a website involves making changes to these factors to meet the criteria established by search engines, which can help the website rank higher in the SERPs. The goal of SEO is to increase organic traffic to the website, by appearing at the top of the search results for target keywords, thus making it easier for users to find the website and its content.
Why is SEO important?
It’s quite simple really. The higher you are on Google, the more clicks you will get. Did you know that the top organic listing gets 25% of all clicks. Then the rest of the 75% is dispersed through the other links. There are many reasons SEO is important.
Increased visibility: A higher ranking in search engine results increases the visibility of a website, making it easier for users to find the website and its content.
Increased traffic: By appearing at the top of search results, a website can attract more organic traffic, which can lead to more leads, sales, and conversions.
Competitive advantage: With most businesses having a website, SEO provides a way for a business to stand out from its competitors by ranking higher in search results.
Credibility: A high ranking in search results can increase the credibility and perceived authority of a website, making it more attractive to users and building trust with search engines.
Cost-effective marketing: SEO is a cost-effective form of marketing as it targets users who are actively searching for the products or services the website offers.
Overall, SEO is important for improving the online visibility, credibility, and profitability of a business by making its website more accessible to users and search engines.
How do you improve your websites SEO?
Before we get into the different tasks you can do to improve your website SEO and rank higher on search engines, we must warn you. On Google there are over 200 ranking factors. So this means there are over 200 different things you can do on and off your website to improve its rankings.
Some of the more common techniques that can be used to improve a website’s SEO, include:
Keyword research
Identifying the keywords and phrases through keyword research that people are searching for when looking for products or services related to your business. These keywords are then used to optimise the website’s content and meta tags to improve its relevance to search engines.
On-page optimisation
This involves optimising various elements of the website, such as its content, images, and videos, to make it more search engine friendly. This includes the use of heading tags (H1, H2, H3, etc.), meta descriptions, and alt tags for images.
Link building
This involves acquiring links from other websites that point to your website. Search engines view these links as a “vote of confidence” in your website’s content and authority, which can help to boost its ranking.
Mobile optimisation
With the increase of mobile usage, having a mobile-friendly website is crucial for SEO. Google now indexes mobile-first, which means that if a website is not mobile-friendly, it may not rank as well on mobile devices.
Social media
Creating and sharing quality content on social media platforms can drive traffic to a website and also help with building backlinks.
Local SEO
If a business serves customers at a specific location, they need to optimise their website and Google My Business page for local search. This includes including location keywords, adding Google Maps, and getting listed in online directories.
Technical SEO
This involves optimising the backend of the website, such as its code, to ensure that it is properly structured and easy for search engines to crawl and index. This includes things like XML sitemaps, structured data, and proper URL structure.
Stay up to date with the latest SEO trends
The process of SEO is ongoing, and requires regular monitoring, testing, and adjustment. It’s important to stay up-to-date with the latest SEO best practices and algorithm updates to ensure that your website remains visible and competitive in search engine rankings.
In conclusion, SEO is a process of optimising a website to improve its visibility and ranking on search engine results pages. The goal of SEO is to increase the quantity and quality of website traffic by making the website more visible to search engines. There are many different techniques that can be used to improve a website’s SEO, including keyword research, on-page optimisation, link building, mobile optimisation, social media and local SEO, technical SEO. It is an ongoing process that requires regular monitoring and adjustment to stay up-to-date with the latest SEO best practices and algorithm updates.
