SEO is an acronym for search engine optimisation, which is the process of optimising your website to get organic traffic from the search engine results page.
Ultimately, SEO is all about regularly updating your website so it is seen as more attractive to a search engine, like Google. The more attractive your website is to a search engine, the more likely your website is to show up at the top of a search engine results page for your business’s keywords.
SEO can get quite complicated when it comes to all the different factors that impact your ranking, however, the basic process of SEO is easy to understand. Search engines like Google want to provide the best results and experience for their users. This means they want to show results that best answer their queries and results that are high quality.
How does it work?
SEO works by search engines ‘crawling’ your website to better understand what the site is about and how easy it is to navigate and read. The easier your site is to read and navigate, and the more relevant the information on your site is, search engines will bump up your position on the search engine result pages.
Most business websites will want to rank highly in the results for particular keywords and phrases. For example, if you have a blog post about how to bake a cake, in order to get this blog post in front of the audience you want it to get in front of, then you want to optimise your blog post so that it will show up as a top result for anyone who searches for the phrase “how to bake a cake”.
The benefits of SEO
- Expand online visibility
- Reach more customers
- Engage more customers
- Create more organic traffic
- Increase leads (and sales)
Factors that impact SEO
Unfortunately, search engines like Google, Bing and Yahoo! keep the algorithm they use to rank sites a secret. Worse still, just when you think you’ve got it figured out they change it. However, there is a basic understanding of some of the factors that impact search engine rankings which, so far, have remained constant.
Factors can be both on and off-page factors. Below are some of the factors that impact rankings:
Content– Content is effective in both attracting the search engines and helping your organisations make a connection with site visitors. The higher quality and relevant your content is on your site, the more likely you will rank highly in the search engine results.
On-page SEO – These factors are all the things that happen on your website and that you have complete control over. Here are a few things you can change on your website to help improve your search ranking:
Title tag – This is the title of each page on your website, and this tells search engines what your page is about. It should include the keyword your content focuses on..
Meta Description – The meta description is the tiny snippet of information on your website that tells search engines more about what each page is about. This should also include your keyword and also provide sufficient details so the reader can understand what the content is about.
Sub Headings – Sub-headings makes your content easier for visitors to read, but it can also help improve your SEO.
Internal Links – Building internal links to other content on your site such as a blogs, products or services can help search engines learn more about your site. For example, if you’re writing a blog post about a new product you have just launched, then you can link to the product in your post.
Image Name and ALT Tags – If you are using images on your site, or within your blog content, you will also want to ensure your images are given appropriate file names as they are uploaded and also a relevant alt tag.
Off-page SEO – Some off-page factors can also impact your ranking. Although you have less control over these off-page factors, there are ways you can improve your chances of having these factors work in your favour.
Trust is one factor in your search engine rankings. Trust is determined by whether your website is legitimate and can be trusted by visitors. One way to improve trust is by using backlinks from other websites that have authority in the same or relevant industry.
Another important off-page SEO factor are social signals, such as likes and shares. If you publish good quality and relevant content, then you are more likely to get people to share your content with others.
An ongoing organic SEO strategy can be time-consuming to implement and maintain It also not a quick-win strategy and it take time to reap the benefits, however it is definitely something that all businesses should be investing in. If you know you’re not implementing an effective SEO strategy and feel you don’t have time to do so, then getting a digital marketing agency to help you could be worthwhile.
At Vizulate, we employ best practice SEO methods in every new site we build to ensure your website ranks as high as possible for your key search terms on the major search engines such as Google, Yahoo and Bing. It doesn’t happen overnight, and often requires ongoing work, but to date all our clients’ have seen an increase in their search engine rankings.
For more information on how we could help you, contact us here.