Search Engine Optimisation (SEO) in a Nutshell

Search engine optimisation or SEO is one of the most important elements of digital marketing. Simply put, it is activity that attempts to improve search engine rankings – getting a page to the top of the search results, which means that Google considers it to be the most relevant and authoritative. Think of it as a form of quality control.

This authority is determined by algorithms that analyse the number and quality of links from other web pages to determine the authority of a page.

To have a high ranking and a high SEO, it is vital of make sure that your content is informative, relevant and of the highest quality. Google must rate it as interesting and authoritative, so you need to stand head and shoulders above the (very competitive) crowd. You want to be the top search result, so you need to deliver the top content.

SEO or search engine optimisation is the name of the process used to optimise a website’s content, structure and quality in order to improve its organic visibility in search engines. SEO includes a number of processes such as keyword research, content development, site speed optimisation, structured title and description creation and improved website architecture.

So how exactly does Google determine its rankings?

Google uses certain algorithms to weigh various elements of your page to determine where it should be ranked. There are rumoured to be more than 200 ranking factors, but they boil down to this: your content must be written in such a way that people find it useful and share it on blogs, social media feeds, etc. Google then picks up on these dissemination and voila! Your page start climbing the rankings!

What should you do to use this ranking system to get to the top?

  • Create meaningful, relevant and quality content.
  • Use the same phrases that that people who might search for your product or service will use 9this need not be exact – Google’s ranking system has evolved to where similar phrases that share the same meaning will also “link” to your key words.
  • Make it easy for people to link to your page and share it.
  • Write longer content – the more the content, the richer the content and the better your ranking.

In short; Great SEO = great content + relevant words and phrases + effective links and sharing

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