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Apr 12 2021

What is SEO/Search Engine Optimisation ?


What is SEO and how it works?

SEO is an acronym for search engine optimisation. It is the process of optimising your online content in order to increase its visibility for search results pages. Optimising your content means that your website will rank higher on search engine results pages, which will attract more visitors and customers to your site. The greater the visibility of your site, the more exposure your website will receive. SEO also plays an integral role in marketing as the majority of site visits stem from traffic driven by search engines.

How does SEO work?

It is crucial to understand SEO basics when thinking about how to optimise your content. Search engines such as Google and Bing use bot crawlers to collate information about existing content on the internet. The search engines then put information about different pages in an index, which is then displayed as results to user queries.

Algorithms then analyse pages in the index by ranking content in order of relevance to search queries. The pages with the highest rankings appear on the first page of search results, which is why it is necessary to understand the different factors that determine the top search results on search engines.

If you are new to the world of SEO, there are many agencies that offer SEO services. These services essentially help companies to succeed in search optimisation through their expertise in SEO.

Key factors of SEO

The most successful businesses tailor their content to SEO in order to achieve a high ranking on search results pages. They have a thorough understanding of how to optimise their content in order to attract more visitors to their websites. We have created a list of the contributing factors that place sites on the first page of search results.

Keyword optimisation

Including relevant keywords in your content is one of the most important steps to optimising your online content. Repeating keywords in your content is likely to increase your website ranking on search results pages. However, there is a strategy in using keywords. Your keywords must be placed naturally, as overusing keywords is less likely to boost your ranking.

Index and rankings

You must ensure that your web pages are indexed and ranked so that crawlers can easily access your online content. Make sure that your site is easy to navigate so that crawler bots can find the information needed to increase your ranking.

Engaging content

The website pages that you create must cater to your target audience. It may seem tempting to prioritise search engine optimisation when creating your website, but this can neglect the needs of your audience. Your content needs to be relatable and relevant so that your audience genuinely enjoys your published content.


What is on-page SEO? 

On-page SEO refers to optimising individual web pages in order to rank higher and drive more traffic to relevant search engines. On-page SEO includes optimising headlines, HTML tags and images. On-page SEO also   ensures that the expertise, authoritativeness and trustworthiness of your web content is of high quality. 

What is off-page SEO? 

Off-page SEO refers to the activity that occurs away from your website, such as backlinks from another website. Optimising your content for off-page SEO ensures that search engines results trust your website and its authority. 

What is the importance of SEO?

SEO is crucial to any website as it drives traffic to your website and increases sales, as well as improving the growth of your business. SEO essentially increases the visibility of your website which creates more opportunities to convert visitors to your website into customers. 

What are the types of SEO? 

There are three main types of SEO: on-page SEO, off-page SEO, and technical SEO. They are each needed to boost your site traffic. Technical SEO refers to improving the technical aspects of your website in order to increase its ranking on search engine results pages.

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