The basics of Search Engine Optimisation

The basics of Search Engine Optimisation (SEO)

So, what are the basics of SEO and how can it be implemented into your marketing strategy? We take a look at some common questions which will help you discover the world of SEO – starting with the basics.


What is SEO?

SEO is short for Search Engine Optimisation and is essential to ensure your business is appearing on the likes of Google, Yahoo and Bing.

SEO is an activity undertaken my marketing professionals, or more specifically digital marketing professionals to improve the search engine rankings with the aim to appear as high up the page as possible.

For example Google displays links which are considered by relevant key words.


How do search engines decide what to show first?

Now, this question used to be fairly simple however, after recent changes to its algorithms, Google has made this a fairer process – it’s changed recently to give every business a fair chance to success and appear and because government regulations state that search engines can’t have favourites.

Search engines are now using a process which tests the quality of links which appear in their search results. This includes the quality of meta description, tags and content which is friendly to that of the SEO scan which takes place to test the quality. Read our blog on the HTML factors that will help you rank.


How can I make my content SEO friendly?

To make your site appear on search engines, you need a bank of website content which encourages people to link to your page and ultimately this will improve your chances of getting it on Google. Overall this leads to search engines picking up your weblink because the likes of Yahoo want to show interesting content to its users.


How does Google rank pages?

JARGON ALERT! (read our SEO jargon buster…)

As an example of how SEO is used we take a look at the way in which Google processes which links appear in its results.

Page authority is an SEO term used to explain the probability that a specific page will be found on a search engine. This process is based on a logarithmic scale from 0 to 100 and looks at the relevance of content and links within site pages to one and other. Yes – that means you have to link your content with previous content to prove that it’s relevant to your users.


SEO in a nutshell

First off, write brilliant, informative and engaging content which uses key words that are searched for by customers, industry professionals and key opinion leaders.

Make your content easy to share by users as this will gain more coverage across the net and increase your chances of relevance.

And finally, keep your content fresh, up to date and relevant.

If you want to know more about how SEO and Google Search Console can help you and your business, get in touch here. We are also currently offering free SEO Health Checks. Click the link to get yours.

Author: Dave Williams

Dave Williams is the founder and director of onefoursix; a digital marketing agency based in Northampton. After setting up onefoursix in 2011, Dave has gone on to grow it to one of Northampton’s finest agencies. His expertise include social media, user experience and SEO.

Share this Post