What is SEO?
Search Engine Optimization, or SEO, is the technical and creative improvements you can make to your website in order to appear higher up the ranks in Search Engine Results Pages.
Search engines, such as Google or Bing, work by “crawling” your site – essentially reading each page for signs of quality and relevance to a users search intentions. These scores are used as an indication of how high your page should appear on the SERP.
How Can I Improve My Sites SEO?
SEO is a complex business.
Search Engine experts MOZ estimate that at least 90 factors are essential to a webpages overall ranking – and Google claims that there are over 200 factors in total that make up their most recent search algorithms.
But don’t be disheartened – with some basic SEO improvements to your site you can make a huge difference to where your pages rank for searches:
- Know Your Keywords: Knowing which keywords are right for your site is essential. Use Google’s free Keyword Planner Tool to determine which phrases and words are most important to your business – enter a few words which you feel best describe your product or service and Google will let you know which words are most searched for in relation to your site – these are your Keywords.
- Using Keywords in the Right Places: Now that you know which keywords are important to your site, it’s time to use them. Make sure that you use a variety of keywords in your Page Titles, Meta Descriptions, Headings and any Alt-Tags you may be using for images etc. BUT BE WARNED: overusing keywords is just as dangerous as not using them at all – if Google feels you are “keyword stuffing” you may be heavily penalized!
- Content: Not so long ago keyword-heavy page content was a guaranteed way to increase your organic rankings – but as with tags, descriptions and headings, “keyword stuffing” put an end to that. Instead, try to produce relevant, unique and educational content that uses keywords sensibly, in well thought-out and intuitive ways. Google’s algorithms also prefer fresh content – so regular content production (such as a blog) is essential.
- Technical SEO: Technical SEO is just as important as Creative SEO. If you haven’t already, sign up to Google’s Search Console (also known as Webmaster Tools). From there you’ll be able to see any technical issues your site may have that is affecting search rankings. Site load times, 404’s and re-directs, mobile optimization, structured data and Sitemaps are just a few of the factors you should consider in your SEO audit.
Google Doesn’t Just Look at Your Website
As well as the on-page factors we have already discussed, Google looks at SEO signals from outside of your site. While the number of links to and from your website are vital, a more important factor is the quality of those links. Google considers links to you from websites with high authority to be of better quality, as well as backlinks positioned within content relative to your business.
With off-site SEO you get out what you put in. Building relationships with key players in your sector and earning quality backlinks may take time – but they will always carry more weight than “farmed” back-links.
Here at Get Connected we understand that websites must be designed with the above in mind.
If you would like an upgrade to your existing site or are ready to have a brand new, lush and responsive site which covers all of the above points, you can contact us firstname.lastname@example.org
We look forward to hearing from you.
Experienced digital marketing executive, account manager and data analyst.