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SEO The Basics

What is SEO (Search Engine Optimisation)?

SEO stands for Search Engine Optimisation. It is the “process of obtaining traffic and increasing the visibility of a webpage in a search engine’s unpaid results”.

Search results generally contain paid and organic listing as shown below.

SEO can help your website rank organically thus increasing traffic without having to pay for each visitor that lands on your website via paid.

All of the major search engines on the internet (Google, Bing, Yahoo etc.) have search results for online content. Search results display content such as web pages, videos, local listings, and images. These are ranked based on each search engine’s own algorithm and each algorithm determines what the most relevant results are for each user’s search query. SEO doesn’t involve paying money to rank for search queries.

Why is SEO important?

The majority of online traffic comes from search engines. SEO is one of the only online marketing channels that can build your website traffic for you over time without you having to spend money on online marketing. By providing quality content targeting the correct keyword it can have a very positive impact on your website traffic.

Search engines like Google are making smarter algorithms that determine the ranking factors. Optimising your site for SEO and making sure that it can be indexed by search engines will have a positive impact on your traffic. Your site will begin ranking for search queries that are relevant to your content.

How can SEO improve my organic rankings?

Search engines such as Google look at hundreds of different signals in order to rank a page. In the interest of keeping this guide as simple as possible, an SEO can make minor tweaks which can result in a significant boost to your performance.

For example, you could have a page titled PC Desktop.

An SEO will perform keyword analysis to find which keyword users tend to search for. In this example, the keyword ‘PC Desktop‘ is searched for 1,000/month in the UK. Whereas the keyword ‘Desktop PC‘ is searched for 14,800/month in the UK. Therefore making small tweaks like these across hundreds of pages can result in a significant boost in organic performance.

Other factors such as technical SEO, content SEO, off-page SEO will all contribute to your ranking position. See our SEO section to learn more.

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