Being involved in Search Engine Optimisation over the years I have been asked what is SEO many times. Whenever I am at a social function and someone asks me what I do for a living and I would often say “I design and build websites and do digital marketing and SEO for small businesses”. Almost immediately their reply would be “what is SEO?”.
Understanding what is SEO and what it can do for your business will give you a somewhat heads up to the reason why you may often see or hear so much about SEO throughout your business circles, especially within the marketing sectors, or even as you may be browsing through the internet. So let us have a closer look into what SEO is all about and to why you should implement search engine optimisation into your business website.
So what is SEO?. Search Engine Optimisation is the process of building a website’s online presence to the top of search engine pages when it is associated with a keyword or phrase. SEO always starts and ends with your website, but more particularly it pertains to the content within. To better understand what is SEO, you must first get an understanding of how you want your website to act. The majority of people just want their website to give them an online presence and add to their overall marketing goals but SEO goes much deeper than that.
Most business owners would love it if their website brought in good solid leads or purchases. It is far better to have a much larger website with separate pages for your products & services, than to merely have one single page and listing all the products & services you are offering. So for example; if you are in the “automobile” business and you sell over forty different types of cars, it is far better in your favor to create a page for each car and write original content on each page. Unfortunately most internet users do not have much patience, so if someone is searching for a product or service it’s vitally important to have that page that has what they’re looking for indexed by search engines and not just the home page of your site. If your homepage is what you’re applying SEO to, then you’re hoping that the person searching for your product has patience to sift through your website to find the particular product they want. Truth is, you need to grab a person’s interest in 7 seconds or less, or they will leave your site.
If you plan on doing search engine optimisation on your own for your website, be warned that you will need to do lots of writing!. This shouldn’t be a too big of an issue for you since you’ve been probably writing about your own products and services all the time, right?. Any person experienced in SEO will agree that your web pages need good quality inbound links to give your web pages authority online. This can be a time consuming process and involves a lot of research, creativity and plenty of writing. There’s many ways to finding quality inbound links simply by creating content, being a contributor in forums and press releases, and through social bookmarks, etc. You need to make sure that all your back-links are coming directly from a quality, relevant source. There are four important components in Google’s algorithm that will determine your rankings in the search engine:
- Relevancy – This is all about creating original content and providing each product or services it’s own web page with it’s own unique url, and making sure that links images and anchor tags are all relevant to that particular product or service.
- Authority – This pertains to the links that points to your website. It is highly important that your in-bound links comes from quality and relevant sites. Sure, it is absolutely essential to have a substantial amount of back-links to gain Authority in your industry, but it is more critical for your website to have quality links from other authority website to get the benefits of high ranking in Google.
- Load Speed – Load speed is such a critical factor when it comes to ranking in Google. If your website is too slow, people will not hesitate to click out of your website and never to be seen again, and this is definitely deemed to be a no-no to Google. They want their customers to have the best experience they can while using their search engine, so if your website is too slow to load you will not be in their good books.
- Mobile Responsiveness – Google’s new algorithm is considering mobile responsiveness to be one of the top priorities when ranking websites, and so they should I say. The world is changing by the day, and responsive devices such as laptops, tablets and smartphones have become more popular with smartphones being the number one mobile device that is mostly used for internet access. If you want to stay ahead of your competitors and in good steed with Google, make sure your website is fully responsive!.
Knowing what is SEO and understanding what it can do for your business will provide you with more insight in what needs to be achieved for your website to attain a higher ranking in search engine results and consistent growth in organic traffic. Believe me, only when you begin creating content utilising SEO best practices will you finally realise and have appreciation to what is SEO…