Search engine optimisation (SEO) is a digital marketing strategy that aims to increase the visibility and ranking of a website. This is based on search engine results pages (SERPs). In simple terms, SEO is the process of optimising your website to make it more internet friendly. It also improves the chances of appearing higher in search results. In this blog post, we’ll explore what SEO is and how it works.
WHAT IS SEO?
SEO is the process of improving the visibility and ranking of a website or webpage using a range of techniques and strategies. The ultimate goal of SEO is to increase the quantity and quality of organic traffic to a website from search engines. By optimising your website for search engines, you can attract more visitors to your website, generate leads, and increase sales.
7 out of 10 businesses don’t understand Google, and are unsure how to optimise their website properly. That’s a lot of companies that could be losing out on potential business. Unfortunately time and knowledge is of the essence, and SEO isn’t a single task that can be completed and ticked off your list. It’s a constant working project, that needs to be reviewed frequently.
HOW DOES SEO WORK?
Search engines like Google use complex algorithms to determine which websites should appear in search results for a given search query. These algorithms take into account a wide range of factors to determine the relevance and quality of your website.
SEO involves two main components: on-page optimisation and off-page optimisation.
On-Page Optimisation
On-page optimisation refers to the changing of the content, and structure of a website to make it more search engine friendly. This involves several key elements, including:
Keyword Research
The first step in on-page optimisation is keyword research. Keyword research involves identifying the keywords and phrases that your target audience is searching for and incorporating them into your website or webpage content.
Title Tags
Title tags are HTML elements that describe the content of a web page. They appear in search engine results pages (SERPs) as the clickable headline for a given search result. They should be descriptive, relevant, and include targeted keywords.
Meta Descriptions
Meta descriptions are HTML elements that provide a brief summary of a web page’s content. They appear in search engine results pages (SERPs) below the title tag. Meta descriptions should be concise, relevant, and include targeted keywords.
Headers
Headers are HTML elements that structure the content of a web page. They are denoted by H1, H2, H3, etc., and should be used to break up content into sections and highlight important information.
Content
Content is the most important element of on-page optimisation. It should be relevant, engaging, and include targeted keywords. It’s important to write high-quality content that provides value to your audience.
Image optimisation
Images should be optimised for search engines by using descriptive file names, alt tags, and captions.
Off-Page optimisation
Off-page optimisation refers to the changing of external factors that can influence the ranking of a website. This involves the following:
Backlinks
Backlinks are links from other websites that point to your website or webpage. They are an important ranking factor and can influence the relevance and authority of your website or webpage.
Social Media
Social media is an important off-page optimisation factor as it can help to drive traffic to your website or webpage and increase the visibility of your brand.
Local SEO
Local SEO is the optimisation of a website or webpage for local search results. This involves optimising for location-based keywords, creating local listings, and getting local backlinks.
Mobile optimisation
With the increasing use of mobile devices to access the internet, mobile optimisation is becoming increasingly important for SEO. Mobile optimisation involves making your website or webpage responsive, fast-loading, and easy to use on mobile devices.
Additionally, there’s more to keywords and phrases, key optimisation also includes page load speed, mobile usability, site maps, server location, SSL certificates, and more. It’s a lot to get your head around right?
WHY IS IT IMPORTANT TO SEARCH ENGINE OPTIMISE YOUR WEBSITE?
Search engine optimization (SEO) is important for a number of reasons. Here are some of the key reasons why it is important to optimise your website for search engines:
Increased Visibility
The main goal of SEO is to increase the visibility of your website or webpage in search engine results pages (SERPs). By optimising your website, you can improve your chances of appearing higher in search results, which can lead to more visibility and exposure for your brand.
More Traffic
Higher visibility in search results can lead to more traffic to your website or webpage. By attracting more visitors to your website, you can increase your chances of generating leads, sales, and revenue.
Credibility
Websites that appear higher in search results are often perceived as more credible and trustworthy by search engine users. By optimising your website, you can improve your credibility and reputation in the eyes of your target audience.
Competitive Advantage
SEO can provide a competitive advantage for your business. By appearing higher in search results than your competitors, you can attract more visitors to your website and gain an edge in your industry.
Long-Term Results
SEO can provide long-term results that can continue to benefit your business over time. While it may take some time to see results from SEO efforts, the benefits can be sustainable and long-lasting.
Overall, search engine optimization is an essential digital marketing strategy that can help businesses to increase their visibility, attract more traffic, and gain a competitive advantage in their industry. By following SEO best practices and continually optimising your website, you can improve your chances of success and achieve your business goals.