ABOUT SEARCH ENGINE OPTIMISATION
Ranking on Search Engines
SEO is an acronym that stands for Search Engine Optimisation, which is the process of optimising your website to get organic, or unpaid, traffic from the search engine results page.
In other words, SEO involves making certain changes to your website design and content that make your site more attractive to a search engine. You do this in hopes that the search engine will display your website as a top result on the search engine results page.
Though search engine optimisation can get quite complex when it comes to all the different factors that impact your ranking, the basic process is not as difficult to understand.
Search engines want to provide the best service for their users. This means delivering results on the search engine pages that are not only high quality but also relevant to what the searcher is looking for.
In order to do this, search engines will scan, or crawl, different websites to better understand what the site is about. This helps them deliver more relevant results to those who are searching for certain topics or keywords.
Similarly, the search engines will scan the site to determine how easy it is to navigate and read, rewarding user-friendly sites with higher rankings on the search engine results page.
SEO is the process that organisations go through to help make sure that their site ranks high in the search engines for relevant keywords and phrases. For instance, let’s say that you have an article about how to build a birdhouse.
In order to get your content in front of the right people, you want to try to optimise your this blog post so that it will show up as a top result for anyone who searches for the phrase “build a birdhouse.”
There are many benefits of SEO for your business. By improving your SEO, you can work to expand your visibility on the search engines. This helps you reach and engage more potential customers. By creating more engaging and effective SEO-focused content, you can increase your chances of bringing in more targeted organic traffic to your new affordable, low cost website.
Now that you know what is SEO and how it works, let’s take a look at some of the factors that can impact your search engine optimisation ranking. Search engine giant, Google, will never give away the exact algorithm they use to rank sites.
1. CONTENT MARKETING
Content is effective in both attracting the search engines and helping your organisation make connections with site visitors.
The more quality, relevant content pieces that you have on your site, the more likely search engines will be to rank your pages higher on the search engine results page.
Similarly, the more engaging and effective content you have on your site, the more likely your visitors will be to spend some quality time on your website and maybe even make a purchase.
The secret to creating content that is optimised for both the search engines and your human site visitors is to create a variety of different types of content pieces that are well-written and on topics that are most relevant to your audience.
Here are just a few types of content that you can focus on to help improve your content offering and, thus, your search engine rankings:
Blog posts and articles
Social media content
E-books and whitepapers
How-To Guides and Tutorials
Videos and audio recordings
Infographics or other visual content
Another important thing to consider when creating content for your new affordable, low cost website is SEO keywords and phrases. These are relevant words and phrases that a search engine user might type in when looking for answers to their questions or relevant products and services.
When you create content around these keywords and phrases, you improve your chances of ranking higher for these keywords on the search engine results page.
Yet another factor that can impact your content, and thus your search engine ranking, is how fresh your content is. Freshness basically refers to how often your organisation posts new content to your site.
However, creating brand new content is not the only way to keep your content fresh. You can also freshen up your content by updating posts, rewriting them to make them more effective, or adding new information and statistics over time.
Though creating content takes time and resources, it will more than pay off in the end. Search engines love great content and consumers need quality content to better understand the value your organisation can provide.
Start off by creating a few blog posts and work to build a following on social media. Once you have a group of loyal fans and followers, your organisation can work to create different types of media to attract and engage new leads.
2. ON-PAGE SEARCH ENGINE OPTIMISATION
The on-page SEO factors are those elements that happen on your new affordable, low cost website (you see, here I am using my key words in an informative article about SEO).
These are the things that you have complete control over, meaning that you can work to improve these factors over time by following best practices for SEO.
This goes beyond just your content marketing to the deeper levels of your site’s HTML.
Here are just a few of the on-page SEO factors that I do to help you improve your search ranking:
Title Tag – The title tag on each page tells the search engines what your page is about. This should be 70 characters or less, including both the keyword your content focuses on and your business name.
Meta Description – The meta description on your website tells search engines a little bit more about what each page is about. This is also used by your human visitors to better understand what the page is about and if it’s relevant. This should include your keyword and also provide enough details to tell the reader what the content is about.
Sub-headings – Not only do sub-headings make your content easier for visitors to read, but it can also help improve your SEO. I use H1, H2, and H3 tags to help search engines better understand what your content is about.
Internal Links – Building internal links, or hyperlinks to other content on your site, can help search engines learn more about your site. For example, if you are writing a post about the value of a specific product or service, you can link to the product or service page in your blog post.
Image Name and ALT Tags – If you are using images on your website or within your blog content, I will also include your keyword or phrase in the image name and alt tag. This will help search engines better index your images, which may appear when users perform an image search for a certain keyword or phrase.
When strategically placing your SEO keywords and phrases on your pages, it’s important to avoid over-optimisation. Google and other search engines will penalise your page if it attempts to use keywords too many times throughout the content.
In addition, when writing content for your new affordable, low cost website (key words again) you should make sure that each piece of content focuses on just one or two keywords or phrases. This helps ensure that your content is specific and relevant.
Trying to tackle too many keywords or phrases at once may negatively impact your search engine optimisation as it often makes for unfocused and thin content.
While site content plays a vital role in your search engine rankings, it’s also important to consider your site architecture. You should choose a website design that makes it easy for search engines to scan or crawl your pages and content.
Building internal links between your pages, I create a sitemap and submit this to search engines, which will help improve your site’s crawl-ability and give your search engines a better understanding of your content.
Yet another concern when it comes to your site’s architecture is whether or not your affordable, low cost website is mobile-friendly. All my affordable websites are mobile friendly as many consumers are searching for information and brands on their mobile devices.
I make sure that these users are able to view, read, and navigate your website from their mobile device. Not only does this impact the user experience, but it can also affect your SEO.
3. OFF-PAGE SEARCH ENGINE OPTIMISATION
In addition to the on-page SEO elements, there are also off-page SEO factors that can impact your ranking. Though you do not have direct control over these off-page factors, there are ways that you can improve your chances of having these factors work out in your favour.
Here are a few of the different off-page SEO factors that can impact your search engine rankings:
Trust – Trust is becoming an increasingly important factor in a site’s Google ranking. This is how Google determines whether you have a legitimate site that visitors can trust. One of the best ways to improve trust is by building quality backlinks (trusted sites that have a link to your site) from sites that have authority.
Links – One of the most popular ways to build off-page SEO is through backlinks, take the time to build relationships with influencers and fans who create quality content and will link back to your site in their own content.
Social – Another important off-page SEO factor are social signals, such as likes and shares. When it comes to boosting SEO, you want to look for quality shares from influencers. The more quality content you publish, the more likely you will be to get people to share your content with others.
Though you do not have direct control over what happens outside of your business, you can increase your chances of improving off-page SEO simply by creating quality content that others will find valuable.
The more relevant and interesting your content is, the more likely others will be to link to your content and share it on social media. The more people trust your content, the more the search engines will as well.