What is SEO?
If you’re confused by SEO and keep asking yourself, “What is SEO?” then don’t worry… I’ll explain more in this post.
Broadly speaking, there’s two main areas regarding SEO.
- SEO Optimisation
- SEO Ranking
Now you have TWO questions to ask!
What is SEO Optimisation? and What is SEO Ranking?
What is SEO Optimisation?
When a website is built, lots of considerations are taken into account, such as function, layout, design, scalability and being search engine friendly.
This means page design, links, titles and many other elements of the build have to be considered to make it available to be found in search engines.
For many builders, it will be done as each section is built. For some, it will be built and then optimised to be search engine friendly.
This basically means that it can be sent to Google for analysis and its robots can scour the website, easily and find the information it needs to decide whether it is suitable enough to be displayed on its search engine
Modern websites should always be built to be search engine friendly, so it should be SEO optimised.
However, don’t be mistaken to think that means your website will be ranked high in Google! Many developers neglect to tell you this little bit of information.
To rank, you need SEO ranking… which is the next question.
What is SEO Ranking?
To rank high in Google searches, there’s so much work to do! There’s approximately 200+ criteria that Google checks when scouring a website.
(PS, no one, I mean NO ONE really knows what goes on inside the Google Algorithm. It’s a trade secret! SEO experts spend time testing and testing and testing data to come up with possible best solutions.)
Google takes into account titles, images, alt tags, meta tags, internal links, external links, links to the website and the quality of those links, content lengths, and so much more.
When a search is made, Google analyses your content and data to see if it matches the search criteria.
Quite often, the search criteria may be different, eg:
“energy efficient lighting” or “LED lighting”
Mostly, the results for both those search terms would be the same. But when you’re trying to get your website to rank, you need content to match the search terms people are looking for.
Which means you need lots of content on your website to capture all the keyword terms you want your business to be found with.
When a search is made on Google, it will analyse data it holds on your business against data it holds on other businesses that match those search terms. Whoever scores higher, according to its algorithm, will be shown first.
With all the basics that we know about, we know we need content on our website. How much depends on how big an area you’re looking to cover. We also know that search engines reward websites when they have fresh content and re-scan for fresh data when something is published.
This is one reason why blogging is great for improving your SEO score and thus, ranking. You can create content on blogs to meet keyword terms your ideal clients are likely to search for.
When it’s published, it triggers Google into re-scanning your website and storing fresh data about your pages.
So, with content needed and with new content rewarding us, SEO ranking is an ongoing process that we need to continually work on. It also means an SEO strategy is a long-term strategy, initially it won’t bring us much leads but will be better for the business over time.
Which is why you will find SEO experts who charge an ongoing fee for their services.
What SEO do you provide?
I get asked this question a lot and I always aim to be clear with my clients so they’re not disappointed (like so many others are after they’ve bought a website)
However, if you require an ongoing SEO strategy to drive traffic to your website through higher ranked searches, I will help you find an SEO expert who specialises in this to get you best results.
SEO experts come at varying costs depending on needs, from a few hundred per month for very local small businesses, to thousands per month for big national businesses.
Please be aware that SEO is an ongoing and long-term strategy that you will have to invest in!
Recap: What is SEO? It’s the ability to be found in search engines and requires an optimised website with relevant content to meet search criteria.