If your business has a website, you’ve probably heard about Search Engine Optimisation (SEO) in some form or another. It can be a complex process to understand, part technical and part marketing strategy – but why should you be doing it? And how can you do it better?
What is SEO? Why should you do it?
Search Engine Optimisation is the process of helping search engines better understand your website’s content and signaling to them that your website is the most relevant and authoritative one in your industry.
By getting the technical basics right and having a pro-active, ongoing content marketing strategy in place – your site will rank for search queries specific to your business, therefore increasing the amount or quality of traffic, quotes or sales you generate online.
How do Search Engines work?
Search Engines rely on complex algorithms and search robots that navigate through your website and rank your website based on its relative ‘authority’ for a given keyword.
Firstly, Google will crawl through your entire website to identify the most common search terms people would type in to find your businesses website – for example, flower shop in Surrey, computer repair in Oxford. This relates to a tactic called On-Page SEO.
Secondly, Google looks at the amount, quality and context of the links pointing to your website – to figure out if you’re the most relevant or ‘best’ website to rank for that query. Links, in the eyes of Google, almost act as a vote – the more votes (‘authority’) you have, the more likely you are to rank higher up the search results.
Google’s algorithm uses over 200 signals to determine a site’s authority, but on-page SEO and good quality links gained from a well thought out content marketing strategy are arguably the biggest influencers that decide the search terms your business will rank for and your overall visibility.
Want some help increasing your site traffic and on-line enquiries?
Click here to contact Jask now for a full SEO audit showing how we can help improve your rankings and generate more sales from your website.
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