Most people are familiar with the term SEO -- it stands for Search Engine Optimisation.
But in a World Wide Web full of SEO, HTML, and CTAs, trying to help B2B and B2C businesses … you get the point: Sometimes we realise that although we understand the words “Search. Engine. Optimisation.”, we don't necessarily understand its intricacies.
SEO is all about making your website easier to find when people search for your brand, products, or services, online. With some careful consideration for your content, SEO aims to get your website ranking higher in organic search results. (To see how optimised your website pages are for search engines, simply enter a URL into this One Minute Audit tool)
Note: This is a basic introductory guide of what we believe to be some of the biggest contributing factors to effective SEO, and therefore not all of them.
- A big focus of SEO is the use of keywords. You need to decide what your prospects may be searching for, test these terms for search traffic and then weave these terms into your content. Yet, don’t let keywords dictate your content - keep it sounding natural! Conversely, you can't simply cram as many keywords as possible into your content (this practice is actually likely to lower your rankings).
Yet, customising your content for better SEO results is about more than just keywords.
- A very important factor is how users are engaging with your site, e.g. whether they are spending a long time on and around your site or reverting back to their original search results for something else. Meaning that the entirety of your content needs to be useful and engaging. It is not enough to just get people clicking through to the site.
- Placing alt 'tags' on titles and images is the least intrusive, and therefore most strategic, way to use your keywords. Search algorithms will pick them up without your site visitors feeling bombed with buzzwords and jargon.
- The usability of your website is fast developing into a key component of good search engine optimisation. You must take into consideration your site's loading speed, mobile friendliness, and navigation structure.
SEO is becoming just as much about user experience as keywords. If your site is coming up high on search rankings to begin with, but people are then clicking through to your site and leaving almost immediately, you are not search engine optimised. Your site needs to be an end-to-end customer experience.