You’ve no doubt heard of it but exactly how does SEO (search engine optimisation) work? SEO is the process of optimising your website so that it ranks higher in the search engine rankings for your chosen keyword(s). A bit confused? Let’s try and clear up the basics for you.
Somebody goes to Google (we’ll use Google as it’s the biggest search engine) and types in a query. This can be a little as a single word such as ‘cars’ which is a keyword or a keyphrase such ‘cheap cars for sale in London’. Google will then list all of the sites that it believes are relevant to the search, knows as SERP (search engine results page).
It’s common knowledge that very few people search beyond the first page of results and therefore, being on page one of Google for your keyword or key-phrase is crucial to attracting organic (free) visitors to your website. Equally, the position in which your site appears on the first page of Google will also have a massive impact on clicks to your site.
Key Elements of SEO
Obviously the site at position 1 is almost always going to receive more clicks than the site at position 8 (assuming they both have content relevant to the initial search query).
The process of SEO is to optimise your website so it appears in the top positions of Google for the specified key-word or phrase. It involves three key elements:
- Keyword Research – understanding which keywords your customers would type into a search engine when looking for your products or services.
- On-page Optimisation – the process of ensuring that your website page is optimised for the specific keyword or phrase that you want the page to rank highly for.
- Off-page Optimisation (linking) – links to your website pages from other websites are like ‘votes’ that signify to the search engines that your page content is of value.
Obviously SEO is a far more complex topic than we can cover in a single article so if you’d like information about exactly how the SEO process works to view the most frequently asked questions, visit our SEO info page.