Search Engine Optimisation (SEO) is the process of improving a website’s visibility in the search engine results pages (SERPs) of Google, Bing, Yahoo, and all other search engines. The primary objective, of course, being more traffic.
From a business perspective, the objective of SEO extends beyond simple increases in traffic. It’s all about driving qualified visitors in an effort to improve the bottom line.
Why is SEO Important to Your Business?
With billions of search queries made every month, it’s more important (and difficult) than ever to stand out from the crowd.
- Everyone has a website
- Everyone has a blog
- Everyone writes content
That alone is not enough.
You may have a great business, website, product, idea, message and mission statement, but if you aren’t being found in SERPs for the queries your potential customers are searching, success becomes a slog.
You must ensure that your site sends quality signals to search engines. Doing so will increase relevancy and the likelihood of your site appearing (i.e. ranking) for related queries.
This is achieved in two parts: on-page optimisation and off-page optimisation.
What is On-Page SEO?
On-page optimisation is about making your site and its content accessible, well structured, relevant, useful, targeted, and with purpose.
What is Off-Page SEO?
Off-page optimisation relates to references of your website and its content elsewhere on the web; in other words, backlinks.
Backlinks are essential to ranking well.
The best and most natural way to achieve backlinks is through proper creation and promotion of content relevant to your audience.
Achieving Rankings and Success
In order to achieve success with SEO, both on-page and off-page optimisation must be addressed strategically. Furthermore, simply publishing content and praying it gets traction won’t work; you must spend time promoting it!
SEO is a long-term strategy, not a one-and-done tactic.
Search engines are constantly changing, best practices are constantly evolving, and competition is constantly growing. You must remain on top of your game.