What is search engine optimisation?
Search engine optimisation or as it is better known SEO is the process of increasing your websites visibility in the search engines. An important aspect of this is understanding the key words that you would like your websites pages to appear for.
For example, if you are searching for a plumber in London, then a key word/term that you would enter into the search engines is “Plumber in London” so this would be a key word/term that a company would want to rank for. There is a tool that allows you to see the amount of people searching for a specific term called Google key word planner, we will go into detail into this later in this series.
Understanding the key words you would like people to find you for is very important, if we look at the statistics in 2014 pages in position #1 in the search engine results page (also known as SERPS) received 31% off clicks position #2 received 14% and position #3 received 10%. So what do you need to do to get on the first page of the search engine?
Tips and tricks to make your page visible
Here are a list of the basics you will need to do in order to make your page visible to website visitors looking for your solution and to help them find you and learn more about what you do!
Quality content – Search engines are complex and extremely clever creatures that understand the specific terms and words associated with a certain topic. Part of the process of ranking pages is to ensure that the pages that give the best solution to a persons search term (e.g. Plumber in London) will be at the top. This boils down to the fact that search engines love good quality content and lots of it, so ways you can add good quality content to your website is making sure all of your websites pages are specific and relevant to a certain topic and writing a blog giving educational, informative advice is a good way to be posting fresh content on a regular basis.
Page Load time – Ensure your page has a load time of a few seconds as visitors will hit the back button as no one likes waiting for things to load. This will impact on the bounce rate which is calculated on how long consumers stay on your page.
Bounce rate – This is calculated by how long visitors to your site stay on your page for before returning to the search page, if consumers are clicking on your site and then straight off, this then implies to the search engine that the content is not relevant or useful to them. The search engine will then consider moving you down in the rankings.
Links – This is when you have links throughout your site for your visitors to easy navigate through your pages gaining the information they are looking for.
CTR – Click through rate is a factor to which the search engines look for example if you are in position 5 and getting more clicks than position 2 then the search engine will think that your page is more valuable and therefore move up in the search results page.
Social links – Social media is a ranking factor in the search engine, any boost that social media receives such as shares, likes, followers will help your page result but sometimes this is only short term. It is also important to make sure that you are not following more people than are following you as this is another signal to how popular your page is.
Back links – This is when your page receives a link from another page to yours. The more authority the site that is linking to you has, the more impact it it will have of rewarding you in your search engine rankings. Sites with authority are credible sites that have some relevance to your site. Educational and government sites have high authority and are good places to receive links from. The important thing to remember is quality over quantity when putting together a strategy for you to get more backlinks.