A basic introductory guide about SEO. With an insight into how it works, techniques and what SEO is all about.
How much do you know, about SEO?
Knowledge of SEO is one of the most vital tools in your digital marketing belt. It can make or break your website, but, what’s it all about? What is SEO? Simply, SEO stands for Search Engine Optimisation – it’s an effective way of getting your website higher in the rankings of search engines like Google. When people type in something to Google, page after page of results appear. Software analyses the most suitable match, for the query that’s been searched. By utilising SEO practices, you can be one of those matches. This doesn’t answer what is SEO and how it works, however, this guide will help you begin to understand what work goes into SEO practices.
There a few basic parts to understanding how SEO works, QOQ.
Q – Quality of Traffic
O – Organic Traffic
Q – Quantity of Traffic
Who is looking at your site? And what are they looking at it for? If you’re appearing on searches for something completely unrelated to your site, that’s not good. You need to be viewed by people interested in your services/products. Organic traffic to your site is from people that haven’t seen an advert to your site. Any paid advertisement does not count as an organic lead. Finally, how many people visit that are through organic leads and are interested in your services is key.
SEO professionals utilise many different techniques to get websites higher on Google rankings, but it’s a process that takes time and investment above all else. It doesn’t magically happen overnight, there are so many aspects that go into SEO work. From analysing shared links on social media, to the content on web pages – search engines look at it all. That’s why working in SEO is imperative to your online success.
But what makes up a good SEO strategy? How do those top-ranking sites remain visible on search engines? They implement a plan that factors in everything that makes them shine online. The list below contains aspects of data that search engines gather when resolving a query search.
Social Data – Links to your website have been shared via social media (the quality and quantity of the shares).
Query Data – How much traffic visits a site for the related search query through search engines.
Brand Level Features Domains – How much a brand/domain name is featured (media, news, blogs etc.).
Page Level (content Optimization) – The length, quality and uniqueness of content on your site.
Keyword and Content Features – Usage of keywords that relate to search query in the content.
Domain Authority – Through evaluating link roots and number of total links, DA is established by ranking a site on a scale of up to 100, through tools like MozRank.
‘Crawlers’ from search engines scout the web for these different aspects, and return results to your search query within a matter of seconds. So, if that’s how the search engine works, what’s the optimisation? That’s where SEO professionals come in. Teaming up with copywriters/content writers, they create and optimise content, filling it with keywords and back links, that lead to your domain. Some SEO techniques use software to analyse keywords/search queries that your domain rank highly in. The SEO experts do the keyword research and the content writers create the work.
To optimise content efficiently and effectively, you need to do your homework. Keyword research is imperative to make your content the best it can be for search engines. So, you need to know the related queries that appear when people search for your site, where you currently rank on search engines and what keywords are under the umbrella of the query. That takes time and research to final all the essential keywords that relate to a search query.
Some clever SEO experts submit blogs/articles to other websites with a high domain authority, imbedding backlinks in the copy linking to your site. By posting to a site with a high domain, you’re essentially piggy backing on their success – potentially boosting traffic and the visibility of your site. This is an efficient and effective way of gaining traffic to your site, as well as providing readers with information which builds your brand’s credibility.
Search Engine Marketing
After you’ve optimised your content, it’s time to get traffic to your site, through SEM (search engine marketing), but what is search engine marketing? Essentially it is using different marketing techniques to drive traffic to your site. Mainly it encompasses the use of paid techniques, such as PPC advertising (Pay per click), paid search ads or CPM (cost per thousand impressions) to name a few. If SEO is about bringing organic traffic to your site, then SEM is promoting your website through paid channels.
Tools like Google AdWords have grown at a large rate over the past decade. It allows you to bid on a keyword of your choosing, and every time someone clicks on your ad, you pay – Pay Per Click. It’s an effective way of getting your website at the top of a related search, but only if you know the right keywords to bid on.
Make SEO your friend
Every good SEO plan starts with your website, by making it SEO friendly. Your domain needs to be effective for SEO, as well as ensuring your internal links are up to standard. Then making all the content on your site, SEO friendly. Utilising keywords, but not stuffing them in unnecessarily – search crawlers will pick up on keyword stuffing. Google and other search engines will sniff out any stuffing of unnecessary keywords. This will only harm your sites rankings, make sure that all your content is optimised for SEO, informational and relevant. If a visitor finds your content useful, engaging or interesting, they may likely share your website creating more traffic.
Work in SEO is a must to succeed online. You’ll get seen on search engines, and create quality content that will get you shares and likes, bringing you more traffic and more success. Working in PPC can help too, but organic searches are just as important to your online success. Information on SEO and SEM has been provided by Revive Digital – a full service digital marketing and web design agency.