How Does SEO Work?
There are several methods to build an audience for your website, but none are as effective as Search Engine Optimisation or SEO.
Arguably the best passive method for building up the presence of your website online, SEO is currently being employed by millions of online business, blog, and informational website owners around the world.
But what is SEO, why does it work, and how does it work? If you are not familiar with SEO, you may be surprised at how relatively simple the concept is at its core. Yet employing the proper SEO tactics is not as straightforward.
What is SEO?
The goal of SEO is to increase the natural traffic to a website using organic search results. To achieve this, keywords are used in the content of your website in order to attract a higher number of search results. Keywords are the queries which are typed into popular search engines such as Google. The results are the pages that the search engine produces which are most associated with the query.
This is known as organic search engine results. It is called organic because the search results are generated through the natural queries that comes from everyday people using search engines. A paid result is when advertising is used, such as ads often seen at the top of search engine pages. What follows is an example of a typical organic search engine result.
If you were to type in “men’s size 11 tennis shoes” into Google, the result pages you see will contain links to websites that are most closely related to “men’s size 11 tennis shoes”. This relationship is established in large part because the website itself contains the query “men’s size 11 tennis shoes” in its content.
However, just having the keyword in the content is not enough. There is considerably more to employing effective, organic SEO to your website. But how does the search engine itself decide which results are the most closely related to the query?
Search Engine Basics
Think of search engines as an answering machine. You put in the question and the search engine searches across the internet for the results. There are several factors that go into how a search engine decides which sites are the most related to the query. This is a process known as “crawling & indexing” in which the protocols are followed to generate the most closely related results.
The power of organic search results cannot be overstated. This is because the person finds the most closely related results to their query naturally instead of seeing the ads. While paid advertising can be effective, more people trust the natural or organic results from the search engine. This means that a person is more likely to visit the organic results on the first page which translates to greater traffic for the site.
Over the years, the results from search engine pages have evolved and improved. Today, it is quite common to see actual results as opposed to just showing the links to the pages. For example, if you looked up the weather report from your home community, you may see the forecast itself show up on the first result page. In addition, you may see snippets, image carousels, drop-down boxes of related queries, and so forth.
As technology advances, so too with the result pages from search engines which will help you find the answers quickly and more conveniently. For those looking to employ SEO for their sites, the advancement represents new opportunities to build up an audience.
As mentioned before, search engine results are generated by more than just the query or keyword itself. There are other important factors such as the quality of the site, the type of content used, and the timeliness of the content itself.
Why SEO is Important?
You may wonder why generating organic results from SEO is so important. The answer two-fold. Organic search results cover a wider territory and have greater credibility compared to paid advertising. The proof is in the results as less than 3% of all searches in the US wind up using the paid advertising links. Organic SEO results are used more than 20 times over compared to Pay-Per-Click (PPC) advertising for computers, laptops, and mobile devices.
Another reason why SEO is so important is its lasting value. While advertisements are removed once they are no longer paid for, organic results may stay relevant for years to come. If the content you created is solid and withstands the test of time, then the results you receive may grow which in turn may create a wave effect where more people visit your site.
All this is possible when you optimise the content and the site itself to make organic search results even more likely. But getting there will require either mastering the techniques of SEO or hiring a professional company or agency to do the work for you. This is where our SEO services can be of great assistance in helping you grow traffic for your site.
Our SEO Principles
Over the years, we have established a strong reputation for helping people just like you achieve their goals for greater website traffic.
Healthy & Fast Website: Of the many factors that goes into creating effective SEO is improving the website itself. This means that your website will become faster to download and enjoy a stronger reputation for providing valuable information.
Consider your own reaction when trying to download a site that is slow. The longer a website takes to download, the less likely you are to stay. A slow download may indicate a compromised or unhealthy website that turns people away. The first step in creating better SEO is to identify issues with your website and correct them. The result is that people are more likely to visit your site which in turn increases traffic.
Well Structured & Easy to Use: Another issue that prevents effective SEO is the structure of the website itself. Ideally, your website should be easy to use and well-structured so that finding what you want is simple and fast. Research has shown that the longer it takes for a visitor to find what they want, the more likely they are to become frustrated and leave.
Proper structuring means that navigating the website is simple and straightforward. This usually means quick access to the menu, highlighted links such as to the checkout, and a natural flow that makes searching the site easy. The easier it is to use a website the longer people will stay which translates to greater traffic and a more positive experience.
Plenty of Excellent Content: Once the site is in shape, the next step is ensuring that the content is exceptional for the visitor. Getting someone to your website is only half the battle. The content that your site offers keeps visitors from simply going somewhere else. This means content such as articles, images, video, and more that engages visitors and makes your site more compelling to use.
The better the content, the better the traffic, the greater potential for sales or building up your advertising revenue. That is the heart of effective SEO and the quality of the content will separate successful sites from struggling ones.
Our professional services can help you grow traffic on your site using organic search engine results. This is because we understand how to employ proper SEO, improve the quality of your site, and provide suggestions that keeps your site growing and prospering year after year.