SEO: A beginners introduction. What do you need to know?
Search Engine Optimisation (SEO)
Whether you are running your own business, working in a start-up or are part of a large corporation, chances are you have heard of Search Engine Optimisation also known as SEO.
To put it simply, SEO is the process of optimising your website content, so that you can improve your ranking on various search engines such as Google, Bing, or Yahoo, and consequently increase traffic. This is extremely important for any business aiming to gain more customers online as you will have a much larger reach if your website has a good SEO ranking.
While it can be a difficult process to understand, here are some of the basic things you should know about SEO.
SEO is a Combination of Things
Many people have the misconception that SEO simply consists of researching a bunch of keywords and making sure they appear abundantly in the content they share. While working with keywords is an effective method to improve your ranking in the short-run, it is not a viable longterm SEO strategy. SEO includes a number of activities: a combination of good content with relevant keywords, but also a healthy backend that is up to date with search engines’ regulations (which can change up to a few times a day). This is where having a strong tech team can be particularly useful!
SEO Takes Time
After spending so much time on improving your site’s content and ensuring the backend conforms with search engine regulations, it can be frustrating when you do not see immediate changes in your website’s ranking. However, what you need to remember is that SEO is a process which takes time. Improving your content and making sure your backend is up to date is the first step to a healthy website. That being said, you also need to make sure this effort is consistent and that the content you share is relevant in order to see a significant improvement in your SEO ranking. Keep this in mind when building your SEO strategy - while there is a lot you can do in the short run, it’s always better to have a long-term outlook.
Don’t Underestimate the Links
A huge part of SEO has to do with the number of websites linking to your content and thus bringing traffic to your page. The more reputable the source, the bigger impact it will have on your SEO. Different methods can be used to increase the number of inbound links. Firstly, you could invest some time and/or money into PR and press. You can either look for the main influencers or bloggers in your industry and try to get in touch or alternatively, work with a PR company which can help you deliver important news about your business. Having others mention and link your content, especially other influential websites is a powerful way to improve your link profile, increase your ranking for specific keywords, and ultimately beat your competitors.
Using Online Tools
There are a variety of both free and paid tools available online which can help you with SEO. Take a look at SpyFu or Moz. Whether you are researching keywords, planning your strategy, or evaluating the current state of your business’ SEO. SpyFu is a powerful tool that is mostly free and will give you a great overview of how your website is doing against competitors, and how you can start improving your strategy in order to up your ranking on specific relevant keywords. Moz is another great SEO resource which offers a number of free tools such as a keyword explorer to target the right keywords in your content, a links explorer to evaluate how well your website is doing and even a chrome extension which allows you to see on-site metrics on any website you visit. Definitely, have a look at these tools before you get started with SEO as they will provide you with a lot of valuable insight.
While SEO may seem like a complicated and long process, you can quickly start improving your website with these simple steps. Don’t forget that it is absolutely crucial to ensure your website is doing well on search engines as it is one of the main ways new customers will discover you and land on your page. Make sure you take this process step by step, and you will see a positive change in your website’s ranking across different keywords and an increase in traffic.
This article was written by Dominic Wolf
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"What you should know about SEO" Update in April 2023