What IS SEO (Search Engine Optimisation)?Steve Bradley
SEO stands for Search Engine Optimisation. It refers to the practice of optimising a website or online content to improve its visibility and ranking on search engine results pages (SERP). The ultimate goal of SEO is to drive organic (non-paid) traffic to a website and increase its chances of being discovered by users searching for relevant information or products/services.
Here are a few real-world examples of SEO:
- Keyword optimisation: SEO involves identifying relevant keywords or phrases that people will likely use when searching for specific information. By incorporating these keywords strategically into website content, meta tags, titles, headings, and URLs, a website can increase its visibility in search engine results. For example, a bakery in Northumberland might optimise its website for keywords like “best bakery in Northumberland or “freshly baked bread in Morpeth.”
- On-page optimisation involves optimising various on-page elements to improve search engine visibility. It includes optimising meta descriptions, title tags, headers, and URLs and optimising the content by making it user-friendly, informative, and relevant. For instance, an online clothing store may optimize its product pages by including detailed descriptions, high-quality images, and customer reviews.
- Link building: SEO also involves building high-quality backlinks from other reputable websites to improve a site’s authority and credibility in the eyes of search engines. For example, a travel blog may publish valuable and informative content about a popular tourist destination. If other reputable travel websites link back to this blog post, it signals to search engines that the content is trustworthy and valuable.
- Local SEO: Local businesses can optimise their online presence to target customers in their specific geographical area. This includes listing the business on online directories such as Google My Business, optimising the website for local keywords, and obtaining positive customer reviews. For example, a restaurant in London might optimise its website and online listings to appear in the top search results when users search for “restaurants in London.”
- Technical SEO: This aspect focuses on optimizing the technical aspects of a website to ensure search engines can crawl, index, and understand the content effectively. It includes improving website speed, mobile-friendliness, URL structure, XML sitemaps, and implementing schema markup to provide structured data to search engines. For example, a website may optimise its load time and ensure that it is mobile-responsive to provide a seamless user experience.
These are just a few examples of how SEO is applied in real-world scenarios. SEO techniques constantly evolve as search engines update their algorithms, so staying up-to-date with industry best practices is important to maintain and improve search engine visibility.