Finding out more about exactly how search engine optimisation works is kind of like drinking out of a firehose. The reality is, there is just so much information out there (weighed down by complex jargon), that it can be difficult to pinpoint where to start and break down what SEO actually is.
SEO stands for Search Engine Optimisation. It is the practice of improving internal and external factors of a website to increase relevance and the traffic it receives from search engines, allowing it to rank highly in the organic search engine results over time.
Think of SEO as the rulebook for the search engine game, meaning that there are a number of guidelines that you need to follow to help a search engine understand you, trust you and ultimately show your website for the right searches.
When you play by the rules, it is easier for users to find you when they are looking for your business’ products and services.
Here’s how it works:
Search engines are like the librarians of the internet, with their primary goal being to help people find the most relevant information, based on what they are looking for.
When something is typed into a search engine, like Google or Bing, the search engine will read (‘crawl’) all the pages on the web looking for what is most relevant and useful to that search. This is all done in real-time too – pretty impressive!
Thus, the more you have optimised your website, based on their guidelines and rules, the more likely you are to be found.
The data a search engine looks for isn’t just limited to the words on your website. SEO is now much more holistic, with the rules ever-changing.
There is a long list of things that need to be considered (here comes the firehose): links, videos, content, keyword consistency, metadata, page speed, local signals from citations, a clean presence, social and reputation signals, user behaviour on your website, and, most importantly, how all these elements work together.
They key is to use data to your advantage. Create a plan that aligns with both the search engine’s requirements and your specific needs.
Search engines go through regular algorithm updates (changes to the rules), meaning that research and a quality SEO provider, is probably your best shot at keeping up. Regular review of your site, in relation to what search engines are looking for, is the key to being seen.
SEO is an ongoing investment into the foundation of a brand online, therefore, it’s important to remember that improvements don’t happen overnight.
Following on from this, search engines prefer websites that are fresh (e.g. regular blogging and revision of content). So make sure that you’re in-the-know about what’s trending and keep your site up-to-date!
Keep an eye out for our next blog on SEO: ‘How Can I Improve My Search Engine Optimisation (SEO)?’, which will go through some handy tips to optimise your website for search engines.
Are you looking to improve your site’s SEO? Get in touch with one of our SEO specialists to have a chat and learn more.