What is SEO?
Search Engine Optimisation (SEO) is crucial to digital marketing, considering how many people use search engines to find information about brands, products and services. The SEO of a website can also impact other digital marketing efforts. This is why SEO is currently one of the most popular digital marketing services in the world. But what is SEO exactly? How does SEO work and what are the benefits of SEO for your business?
What is SEO?
Search Engine Optimisation (SEO) is the process of optimising or improving your website and the content on your website so that your webpages rank higher on the Search Engine Results Pages (SERP) organically.
The main goal of SEO is to make your website more discoverable for search engines. And therefore, more visible for users searching for keywords relevant to your business and website. Ultimately, this will lead to increased quality traffic to your website, which in turn leads to new customers and sales.
How does SEO work?
Search engines like Google have crawlers that collect information from all the existing webpages and websites on the internet. This information is then used by search engines to create an index. After that, the pages will get analysed by an algorithm to establish what the order of these pages will be in the search results for a specific search or query.
The algorithm takes into account various different ranking factors when responding to queries. Some of these factors include the quality and relevancy of the content on your website, how easy it is to crawl your website and how mobile-friendly it is. Search engines update and refine this process continuously in order to deliver the best possible experience for users.
By optimising your website with these ranking factors in mind, you can improve your ranking positions in the search results for your target keywords. There are two different, but equally important types of SEO that you need to focus on: on-site and off-site SEO.
On-site SEO.
On-site SEO refers to all the ranking factors that search engines look at on your actual website. In other words, it’s everything you have control over and that you can optimise for specific keywords. Firstly, this includes the content on your webpages and your page structure.
Secondly, on-site SEO includes the technical aspects on your website that can affect your overall SEO. Some of these technical ranking factors include the loading speed of your website and whether there are broken links on your website.
Off-site SEO.
Off-site SEO, on the other hand, refers to the ranking factors that are not on your website. This includes inbound links to your website from other respectable websites.
When several websites or those with a high domain authority link to your website, search engines will see it as your website having good, valuable and relevant content. This will then have a positive effect on your own domain authority or SEO and your keyword rankings.
SEO services we offer.
Depending on your unique business needs, our SEO services can include a comprehensive SEO audit of your website, keyword research, competitor analysis, reporting, website recommendations and ongoing on-page optimisation.
For a full breakdown of all our SEO services and insights into what your business might need with regards to SEO, as well as our other digital marketing services, please get in touch with us at Launchsite Digital.