As a business owner, your goal is to get your website to appear on the first page of a search engine’s results, right? There are two ways to appear on the first page of search engines – Search Engine Advertising (SEA) and Search Engine Optimisation, or otherwise known as SEO. This week’s post will look at the basics to SEO.
SEO is a process which aims to improve the visibility (page ranking) of a web page or website in search engine results. It ensures that your business website can be found in search engines whenever a user searches for a specific keyword or phrase that is related to your website.
Search engines like Google, Bing and Yahoo!7 work by displaying an ordered list of websites in their search results which they believe to be relevant and authoritative.
Relevance is determined by analysing the content of a webpage, while a website’s authority is based on traffic and how many people link to that particular site.
How can I achieve better search engine results?
1. Create quality content. Search engines favour websites that offer quality content; the kind of information that users want to read and find useful. That’s why it’s also important to include frequently searched for keywords and phrases that are related to what you’re writing about so people can find your page.
IE: If you’re a Sydney lawn mowing business, you may include the keyword ‘lawn mowing Sydney’ within your webpage copy. This is tactful SEO because when a user conducts an online search for a lawn mowing service in Sydney, your site will appear in search results, as it is relevant to their needs. Remember, Google will rank websites higher if they pull in more traffic; it signifies quality content is offered.
2. Build links. Search engines also favour websites that contain many internal links and incoming links from external sites, as it builds importance around your website. So if you’re able to get an authoritative site or a blogger linking to your webpage, Google will view that as a good thing because it highlights that you’ve got quality content on your website that’s worth reading and people are consequently linking to. Think of a link as a voting system. The more people link to you, the more ‘votes’ you get which increases your webpage popularity.
Alternatively, you can also create internal links within your own domain. This is as simple as having your homepage link to your ‘contact us’ page, or your ‘contact us’ page linking to your ‘about us’ page. It ensures that your visitors can easily navigate around your website and search engine spiders (crawlers) can reach your pages.
3. Be proactive. Keep exercising your SEO efforts because you’re slowly building visibility that money cannot buy. Don’t be dismayed if you’ve just started employing SEO tactics and your webpage isn’t appearing on the first page of search engines. It does take a little time; especially if you want to generate an online buzz that attracts genuine interest.
4. Compliment with SEA. SEO efforts may take a bit of time before you start seeing results. Additionally, the search engine algorithms change so often, that there is no guarantee that your efforts will result in a first page position. One thing that can ensure first page presence is the use of SEA, otherwise known as a sponsored ad or sponsored listing.
UP NEXT: SEO tools you should be using to improve your SEO strategy and its effectiveness.