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Search Engine Optimisation (SEO) is one of the most effective digital marketing strategies for driving organic traffic to websites. It’s a widely known but often misunderstood term, with many wondering how search engines rank websites and how businesses can improve their rankings. Understanding the fundamentals of SEO is crucial for any business looking to establish an online presence, attract potential customers, and increase sales.
This article will explain how SEO works, including how search engines rank websites, the factors that influence rankings, and how businesses can enhance their SEO efforts.
SEO stands for Search Engine Optimisation. It refers to optimising a website’s content, structure, and overall performance to improve its ranking in search engine results pages (SERPs) like Google, Bing, or Yahoo. The goal is to make the website visible to users searching for relevant products, services, or information.
SEO is crucial because the higher a website ranks on the SERPs, the more likely it is to be clicked on. Statistics show that the first five results on Google account for over 60% of all clicks. This demonstrates how important it is for businesses to ensure their websites are well-optimised to rank higher and attract organic traffic.
Search engines like Google follow a three-step process to deliver the most relevant results to users:
Search engines use complex algorithms to rank websites. Although the exact algorithms are not publicly disclosed, several well-known factors influence a website’s ranking. Here are the primary factors:
Keyword Usage and Content Quality
Keywords are the terms and phrases that users type into search engines when looking for specific information. Proper keyword usage is critical in SEO, as search engines need to understand what your content is about to match it to relevant queries.
To optimise for keywords:
Additionally, search engines prioritise high-quality, valuable content. The content should be well-written, informative, and engaging. Google, in particular, favours content that satisfies the “E-E-A-T” criteria: Expertise, Experience, Authoritativeness, and Trustworthiness.
On-Page SEO
On-page SEO refers to the optimisation of elements directly on your website. This includes:
Technical SEO
Technical SEO involves optimising the backend of your website to ensure that search engines can crawl and index it effectively. Some critical elements include:
Backlinks
Backlinks (links from other websites to your site) are among the most powerful ranking factors. Search engines view backlinks as votes of confidence, meaning that if other reputable sites link to your content, it must be valuable.
However, not all backlinks are created equal. Search engines favour high-quality backlinks from authoritative websites over those from low-quality or spammy sites.
User Experience (UX)
Search engines aim to provide the best possible experience for users. As a result, they take user experience into account when ranking websites. Key aspects of good UX include:
Improving your SEO is an ongoing process, but there are some best practices you can implement to boost your rankings:
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