You’ve heard the term branded about by others. In articles, YouTube videos, it’s a term you hear a lot of SEO agencies using but you don’t really understand what search engine optimisation is and how it can benefit you and what does SEO even stand for?
If you haven’t read our other posts you may not have heard us break down the acronym of SEO. SEO basically stands for Search Engine Optimisation.
It is the process of deliberately optimising or tweaking pages on a website so that those pages appear high in the search engine results page related to a search query our potential customers would type into Google.
If your webpage is displayed high up on the first results page, it increases the chances of the searcher clicking on your webpage listing and visiting your site. Once they are there, your content can do its bests to fulfil the desired goal you wanted to achieve beforehand. The visitor traffic the webpage receives from the organic search listings is a lot higher in quality and therefore turns into more business opportunities and sales.
Search engines could be described at a basic level as a giant encyclopedia. It will consist of pages of content, page numbers, headings, subheadings, chapters all referenced from the book’s index. If you wanted to find specific information, you’d look at the index or table of contents, locate the chapter, reference the page number and then be in a position to locate the information you were looking for.
This is very similar to how the search engines work except the process is computerised and a lot more complex than a simple book. Hopefully, though that gives you a broader overview.
In order to appear high in the search engines require you to tick many boxes. Search engines like Google are looking at a lot of different factors to score you and decide in what order they will place your webpages in.
There are many possible factors that Google look for and score you on:
- Page speed
- Mobile usability
- Time on site
- The relevance of page (on-page optimisation)
- Trustworthiness and authority
- Webpage quality
- External factors such as links and citations
- Whether there are broken links
- Does the page satisfy the visitor within a few seconds?
- Internal linking structure
This is, of course, a very broad overview and we may cover each one of this topic in-depth at a later date. Most information regarding how Google works cannot be found online. The best data comes from the people that own many sites and do a lot of testing if variable across these sites. This is about as close as you’ll get to cause and effect in Google.