Search engine optimisation is the method of making a website search engine so that when potential clients are looking for keywords that relate to what you do; they find your website over your competitors. Without SEO, your website is unlikely to rank for your chosen keywords, especially if there is lot of competition for what you do. Search engines such as Google use various algorithms to organise the search results otherwise known as ranking factors, of which there are 200. That means Google looks at over 200 things to decide whether or not to put your website at the top of the list.
Google makes around 500 changes a year to ranking factors, albeit most are relatively small changes but there are some major ones that will impact the search results. We have to stay up to date with all of the latest updates to ensure that our clients websites stay on the first page of Google. SEO consists of onsite and offsite optimisation.
Onsite SEO is the work carried out on your website, this includes updates to metadata such as page titles, descriptions, headings (H1 to H6 tags) alt image tags, content, and internal links to other pages within your website. This is essentially the foundation of an SEO campaign as the on-site work tells the search engines what the website is about. On-site SEO accounts for around 20% of search engine optimisation.
As the name suggests, this is work carried out “off-site” and includes building links to websites that make sense to Google and the other search engines. This will include creating unique content to be posted online to trusted websites. Links to articles, blogs, social media, directories and government sites to name but a few. The overall reason to do this is so that we can control the overall content being posted about your website. This ensures that the links that we build are to sites that talk about similar content to your own website.
Think of a search engine like a huge library and your website is a book. Not only are we trying to get your book into the library, we are trying to get it in the right section of the library and in a more prominent position than other similar books. Libraries use an indexing system to store information about the books so that people can easily find what they are looking for.
Google uses “spiders” to crawl the “web” looking for pages to index in its database. By creating backlinks to your website from other trusted websites, we encourage the spiders to follow the links to your site, read the on-site information (this includes metadata) and then index your website pages on the search engines database. The more indexed pages the search engine has, the more of an accurate result you are and the higher you will show in the search results.
Now this is obviously a very simplistic way of how SEO works, but this should give you the general idea.
If you require more information, please click here to start a discussion with a member of the Surge Marketing Solutions team.