If you have a website, you have probably noticed the term search engine optimisation (SEO) mentioned, perhaps by your website builder platform, digital comrades, or maybe you’ve already been encouraged to implement this practice. If you can’t wait to increase the visibility of your website and begin sharing quality content crafted for your customers, then contact Clearly Digital and start generating non-paid traffic today!
THE ULTIMATE GOAL OF SEO
You are likely curious why optimisation is considered so important for websites, and how SEO is achieved by the experts at Clearly Digital. After all, it wasn’t required to develop your website initially, so why is it now suddenly worth investment? Put simply, it helps your website be found! The overarching goal of all SEO techniques is to make it easier for search engines, such as Google or Bing, to index your site; while simultaneously positioning this content as highly relevant to the person conducting a search online.
BEING FOUND ONLINE IS A TECHNICAL BUSINESS
When someone conducts a search online, their objective is generally either informational, navigational or transactional. Search engines crawl all the content available on the web, following links between information to provide users with an exhaustive list of web page choices.
All the web pages on millions of websites earn a position on the search engine results page (SERP). To determine the order these options appear in, search engines utilise algorithms and machine learning to evaluate how well the information aligns with the intent behind the user’s search query.
HOW DOES SEO IMPROVE VISIBILITY?
Both technical and creative SEO techniques can improve the ranking of your web pages, significantly increasing the likelihood that your web pages will be seen on the SERPs when people perform a corresponding search. SEO strategies are diverse and fall into two categories; on-page and off-page.
ON PAGE OPTIMISATION
On-page tactics include the use of appropriate tags in the code that forms your website, to denote elements like headings and alternative image text for both vision impaired users and search engine bots. Internal links between web pages, URL structures, and the speed at which pages load are also on-page SEO factors. In particular, the quality of your content, such as informative copy, plays an essential role in SEO.
BEYOND YOUR WEBSITE
Off-page strategies involve activities like outreach and social sharing of content, thereby generating backlinks from other websites with good domain authority. This peer-review concept helps signal to search engines that your website contains quality material. Our SEO Specialist will generate a custom report containing month-on-month analysis of website traffic and identify new opportunities for your business to rank for keywords or content topics. You can refer to this document at any time to review optimisation activities and monitor organic changes.
THE EVOLUTION OF SEARCH
As the internet flourished in the ‘90s, search engines arose as tools to help users discover websites, based on keyword queries. In 1998, the founders of Google began implementing algorithms to rank search results based on their quality of information. By 2005, popular search engines Google, Yahoo and MSN (which later became Bing) created the Nofollow attribute.
This code enabled websites to stop assisting the ranking of disreputable links, like comment spam or paid ads. Google also started to use browser history to personalise results. As of 2010, real-time search enabled news and social signals to affect SERPs.
THE CONSEQUENCE OF BLACK HAT TACTICS
Search engine’s regularly change their formulas, which are secret for the most part, to return more relevant results to their users. This can lead to web pages being penalised, dropping in rankings or even disappearing from search results altogether!
So it is safest to engage an SEO specialist who is devoted to analysing data to identify opportunities, constantly researching and monitoring industry practices. The team at Clearly Digital have the skills and experience to execute innovative SEO tactics, without jeopardising your existing, well-earned organic listings.
Google, now the most popular search engine, began to favour mobile responsive websites in 2015. Web design is now an essential element of a comprehensive SEO strategy. Additionally, there has been greater emphasis on optimising business websites, like a restaurant, for searches conducted by people located nearby. As technology like voice search continues to develop at ever-faster rates, SEO practices are crucial for effective digital marketing, in the long term.