SEO… it’s a term you’ve heard a fair few times. Something to do with search, right? Yes, and no. SEO, search engine optimisation, is the way in which brands make their content appealing to search engines. In practice, SEO is much more about content than it is about search. In this post, we look at the who, why, what, and where of SEO.
What exactly is SEO?
SEO is all about how you increase the number and quality of traffic to your website by improving rankings in the algorithmic search engine results. In a nutshell, it’s the process by which you keep Google and other search engines onside so that your website appears at the top of website search rankings.
But why does appearing at the top of search engine rankings matter, you may ask? Good question. Statistically, websites that appear on the first page of Google receive almost 95% of clicks, and studies have shown that results that appear higher up the page receive an increased click-through rate. More clicks = more traffic. More traffic = more sales.
How does it work?
SEO is based upon algorithms, by which search engines like Google and Bing score their search results largely based upon relevancy and authority of pages they have crawled and included in their web index, to a user’s query to provide the best answer.
While nobody quite knows the exact science behind these scores, we do know that Google uses over 200 signals in scoring their search results and SEO encompasses technical and creative activities to influence and improve some of those known signals.
How can you improve your score?
SEO is all about making Google happy, and thus in turn increasing your score. Therefore, your website needs to not only be technically sound and user friendly but use content that is keyword rich, informative, and of high quality.
How can you implement SEO into your marketing strategy?
There are two elements to SEO – onsite and offsite. Onsite SEO refers to the content on your website, and offsite refers to activities carried outside of a website to improve organic visibility.
Onsite SEO focuses on keyword research, content optimisation, user experience, and technical auditing. Offsite is more about link-building, with the aim of increasing the number of reputable links from other websites back to yours.
We hope that you’ve found this post on the who, why, what, and where of SEO useful. As search engine optimisation specialists, we design and build every website with SEO in mind and work hard to get your website up Google’s rankings.
Take advantage of Clockwork’s SEO services, and enjoy more traffic, more sales, and more success. Contact us today to find out more.