What is SEO?
Search engine optimisation (SEO), is a set of rules that can be followed by website (or blog) owners to optimise their websites for search engines and thus improve their search engine rankings.
If you’ve ever searched for something on Google, Bing or Yahoo Search, you already know more about SEO than you think you do.
Think about how that works: You put a word or a phrase into a search engine like Google that describes what you’re looking for. Then you pick the result that seems the best or most useful for your search.
SEO is a marketing discipline focused on growing visibility in non-paid search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.
There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.
SEO isn’t just about building search engine-friendly websites. It’s about making your site better for people too.
SEO is important for lots of companies because if people find you via a web search and find what they’re looking for, you can receive lots of new web visitors that can help you make more money. If people can’t find you in a web search, you miss an opportunity – and they might find your competitor, instead.
SEO is often part of an overall online marketing strategy and complements other tactics like social media marketing, content marketing and more.
Why do websites need SEO?
Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users.
This is true whether your site provides content, services, products, information, or just about anything else.
Search engines are unique in that they provide targeted traffic—people looking for what you offer.
Search engines are the roadways that make this happen. If search engines cannot find your site or add your content to their databases, you miss out on incredible opportunities to drive traffic to your site.
Search queries—the words that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organisation’s success.
Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have an exceptional rate of return compared to other types of marketing and promotion.
What factors affect a search?
These factors can be
- Domain Factors like Domain Age, Domain History, Country TLD extension
- Page Level Factors like Keywords in title tag, Keywords in description, Content length, Page loading speed via chrome
- Site Level Factors like Contact us page, Site Uptime, Server Location, Duplicate content on site, Mobile optimised
- and much more…
What does SEO do?
All SEOs generally shares the same goal – to help a website be found by more people, more easily – the way they get there can vary widely.
- Optimises the site
The first part of a solid SEO strategy focuses on the technical side of a website. Since Google finds information about a website by crawling it, it’s often the job of an SEO to make sure the site is easy for Google to find and crawl.
That means doing lots of different things to optimise the site itself like assuring the site has a sitemap Google can find, making sure it loads quickly and analysing the site’s design and architecture to make sure it works well for users.
Lots of SEOs will perform a technical audit to determine a list of issues with a site.
Researchers and optimises keywords
Keywords are the words you enter into a search engine to find what you’re looking for.
SEOs perform keyword research to determine which keywords would be best to target for a given site.
Then they make sure the site uses those keywords often enough and in the right spots in a process called keyword optimisation.
Why can’t the search engines figure out websites without SEO?
Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.
In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it.
The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.