A Guide to SEO

What is SEO and why is it beneficial to businesses

SEO is a set of rules or guidelines which should be followed by websites in order to optimise them for search engines and help them appear higher in search engine results. SEO is crucial to the success of a business, particularly in today’s competitive market. Here are a few reasons why SEO is so important to businesses:

  • Research indicates that 75% of searches don’t click past the first page on a search engine. This means by optimising your site and achieving a higher search ranking, your site will most likely reach more people.
  • Effectively implemented SEO will help clients and potential clients quickly and easily find you online.
  • If your website has a high ranking for the keywords the user is searching for in a search engine that they trust, it will increase potential clients’ trust in your website.
  • SEO can help put you ahead of your competition. Between two websites selling the same product, the website that is more efficiently search engine optimised will appear higher in the search engine rankings, which will most likely lead to it receiving more visitors and potentially achieving more sales.

 

What are the different types of search engine results?

There are two different types of results from search engines; organic and paid. Organic search results involve being at the top of the rankings by having a naturally successful website. Here are some examples of how this could be achieved:

  • Frequently updating the website with new and relevant content
  • Having engaged visitors
  • Using relevant keywords.
  • Ensuring your website is optimised for mobile

Whereas, paid search results involve being at the top of the ranking by paying a search engine, such as Google or Bing, to promote your site.

 

What is the difference between On and Off Page SEO?

On Page SEO is managed through your actual web page. One of the most popular ways that search engines will rank websites is through looking at the use of keywords or phrases. The search engine will then rank a website based on the frequency of certain keywords. Keywords that are placed in particularly prominent places such as titles, headings and domain names will be given more weight. Other examples of On Page SEO are:

  • Relevant and frequently updated content
  • No broken links
  • No spelling/grammar errors
  • Keywords
  • Mobile optimisation

Off Page SEO is managed through places other than your site. Search engines will use mentions of your site and keywords on places other than your website in order to determine your ranking. An example of how you can optimise your Off Page SEO would be to have a prominent presence on social media, frequently posting original content. Within posts and status updates, it is important to use your keywords. Other examples of Off Page SEO would be:

  • A blog
  • Social bookmarking 

 

How to use keywords.

A keyword is a word or phrase that sums up a web page, and allows search engines to be able to find the site. They can be broad or specific and can be long or short. There are lots of different places on a website that you can put keywords in order to make you site SEO friendly, such as; titles, headings, text, image file names, links, tags, etc.

Keyword research is a crucial part of deciding which keywords to use, allowing you to determine which are the most valuable within the search marketing field. This research will not only provide you with an understanding of which keywords and phrases to target, but will also help you learn more about your target market.

There are lots of keyword research tools available online that can help provide insight into this information. As well as this, you should search your keywords or phrases in search engines in order to see what the current top ranking results are. Having an understanding of who your competition is will help you determine how difficult it would be to get a top ranking for that particular keyword or phrase. Also, if there are lots of ads at the top of a search, it indicates that it is a high valued keyword or phrase.

 

Factors that affect how search engines rank a website:

Positive ways search engines rank websites: Negative ways search engines rank websites:
–        Mobile optimisation

–        Frequently updated, relevant content

–        Engaging content

–        Relevant keywords

–        Good backlinks

–        Social media activity

–        Accessible

–        Keyword stuffing

–        Hidden keywords

–        Capitalised keywords

–        Non-mobile friendly

–        Unnatural content

–        Poor grammar/spelling

–        High bounce rate

–        Uninteresting content

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