SEO (Search Engine Optimisation) is the action of optimising a website to achieve higher ranking and visibility on search engines for specific keywords. The area is quite extensive and the goal of SEO is to interact and manipulate search engines to attract traffic through search.
Currently, the popularity of SEO is growing and the number of businesses using SEO techniques is increasing.
Even when conducting a paid online advertising campaign, you should not neglect search traffic. At a minimum, the people who say the ad should be able to easily find it again if they were to search it online whether its a was a promotion, product or your brand.
SEO takes a lot of time, requires analytics, analysis of competitors and it can take weeks or months to get your desired results.
Still, SEO optimisation is still one of the most popular and beneficial methods for promoting a website.
How SEO Optimisation Works
To optimise your website, you have to understand how SEO optimisation works. More precisely, what search engines are looking for when they decide to rank you higher than your competitors.
Heres a short list of the main things Google and other search engines focus on when ranking websites for search queries.
- Technical Optimisation.
- Placement of meta tags.
- The authority of the source (Domain Authority).
- The popularity of the resource and user behaviour.
It’s difficult to say that search engines value something more than the other so you have to work on all aspects of SEO to get the best results.
Technical optimisation includes processes that affect the operation of the site and help search engines to correctly perceive the subject and content of the site. Such as:
- Website Speed and Performance
- Placement of Meta Tags
- Website Structure and Links
- In-depth Technical Work
Website Speed and Performance
Website speed and performance is having a bigger and bigger impact on SEO in 2019 than ever before. This is a big factor for on-site optimisation. Your website should be fully loaded under 3 seconds at best.
Research by Google shows that 53% of mobile website visitors abandon websites that take longer than 3 seconds to load!
Placement of Meta Tags
Meta tags are your website titles, descriptions and headings. The placement of your meta tags is very important because it helps speed up the indexing of your content and enhances the perception of the subject and content of the site to search engines.
In 2019, not all meta tags are as important as they used to be. The most important meta tags that affect how users see your website on search engines are;
- Title tag
- Meta description
- Canonical tag
- Alternative text tag
- Robots meta tag
- Social media meta tags
- Header tags
Website Structure and Links
The structure and links of your website will allow better navigation on the site for both search engine robots and users. In this case, referring to easy navigation and linking of pages. Making sure that the website has correct 404 redirects for deleted or no existent content on the website.
Using 404, 301 and 302 redirects impact SEO because they are used to tell search engine indexing robots whether or not that content has been deleted, permanently moved or temporarily moved to another URL.
Working with technical parameters will increase the chances of your website getting into the leaderboards.
- Creation of a sitemap
- Outgoing links using “nofollow” tag
- Excess information in the “noindex” tag
SEO is a process with a diverse approaches to different types of websites.
Each project develops its own strategy, and SEO website optimisation can be both a complex process that takes large periods of time or it can be fast and simple depending on the competition and niche.
Each SEO optimisation plan is unique and individual to each project. Even if two websites are similar in subject and structure, their own methods of SEO optimisation are developed depending on third party factors.
With this approach, the chance of successful ranking 1st on Google can appears with any project.
The Usefulness And Uniqueness Of Content
Search engine robots crawl websites and draw information from the text and data. Exclusivity, significance and quality of the website’s content together characterise the site and subject. In return, getting indexed faster and ranking higher.
The main goal of search engines is to meet the needs of the user. Content is needed not only to be unique, but also useful. Try to help, not impose.
A site gains authority and “popularity” if it’s useful and is being linked to from other websites (backlinks) back to your website.
So thinks the search engines.
And in principle, everything is very logical, if you do not take into account the fact that buying links is now quite easy.
The algorithm doesn’t allow search engines to manipulate the same number of external links.
Websites that refer to your website must be trusted and thematically similar to the promoted resource. And, accordingly, the growth of links should be uniform.
The fundamental goal of any search engine is to answer the question being asked by the user. You can make sure that the site responds to the visitors need by analysing it.
Search engines carefully review the history of visitors and compare the facts with indicators such as the time spent on the website and user behaviour.
If the person remained on the resource for along enough time, then the site satified the users request. If they immediately left the site and again tuened to the search engine, then no.
Behavioural factors determine the usefulness of the site. SEO success depends on user behaviour. Good content and user expereince is the key to success.
Achieving SEO Results
To achieve the results you want with SEO, you need to work with the above factors. Neglecting them will complicate or slow down the optimisation process.
Remember, content and usefulness come before optimisation.