Search Engine Optimisation (SEO) is the practice of increasing the traffic and quality of visitors to a website by improving rankings in the search engine results. According to research, “websites on the first page of Google receive almost 95% of clicks, and results that appear higher up the page receive an increased click through rate (CTR), and more traffic”.
When we talk of Google search results, there are various other listings such as videos, map listings, and more. SEO can improve visibility in these result sets as well.
How does SEO Work?
Search engines like Google, Bing, and Yahoo score their search results based on relevancy and authority of pages it has crawled and included in its web index, to a visitor’s query to provide the best answer.
Google has over 200 ranking factors for SEO. However, one should at look the major factors and work to improve them in order to increase your site’s ranking.
SEO involves making sure a website is accessible, technically sound, offers good user experience, and has quality content that helps answers the user’s query.
Google uses a hyperlink-based algorithm called ‘PageRank’ to calculate the popularity and authority of a page. SEO includes any activity to help improve the number and quality of inbound links to a website, from other websites.
This is known as link building or backlinking.
For instance, a relevant and reputable website linking to your website will send a strong signal to Google that it is of interest to its users and can be trusted to appear in the search results for relevant queries.
How to do SEO
SEO can be grouped into two parts: Onsite SEO and Offsite SEO.
These two terminologies are useful to understand, as it splits practices that can be performed on a website, and away from a website.
To carry out expert level SEO onsite and offsite you should hire a professional SEO agency.
Onsite SEO
Onsite SEO deals with activities on a website to improve organic visibility. This means optimizing your website and content to enhance the accessibility, relevancy and experience for users. Here are some of the On Page SEO activities.
Keyword Research – Analyzing the types of words and frequency used by prospective customers to find a brands services or products. Understanding their intent and a user’s expectations from their search.
Onsite Optimisation – Improving the website structure, internal navigation, on-page alignment and content relevancy to help prioritize key areas and target relevant search phrases.
Technical Auditing – Ensuring the website can be crawled and indexed, is correctly geo-targeted, and is free from errors or user experience barriers.
User Experience – Ensuring content shows expertise, authority and trust, is simple to use, fast, and ultimately provides the best possible experience to users against the competition.
Offsite SEO
Offsite SEO refers to activities carried outside of a website to improve organic visibility. This is known as ‘link building’, which aims to increase the number of reputable links from other websites.
Links from websites and pages with more trust, popularity and relevancy will pass more value to another website, than an unknown website that isn’t trusted by the search engines. So, the quality of a link is the much more important than the number of links.
Here are some of the Offsite SEO activities.
Content Marketing – Reputable websites link to exceptional content. So, creating amazing content will help attract links.
Digital PR – PR provides reasons for other websites to talk and link to a website. This can include internal news flow, writing for external publications, original research, expert interviews, quotes, product placement etc.
Promotion – This involves communicating with key journalists, bloggers, influencers or webmasters about a brand, resource, content or PR to earn coverage and ultimately earn links to a website.
If you’re looking for SEO services Adelaide, Digitally Up Australia is your go-to SEO services provider.
Comments