Search Engine Optimization
What Is SEO?
Search engine optimization is the process of improving the visibility of a website on organic (‘natural’ or un-paid) search engine result pages (SERPs). This is accomplished through implementation of search engine friendly website architecture, optimized internal navigation and link landscape, as well as optimization of the content (comprised, at a minimum, of readability & usability improvements, and grammatical corrections). SEO is as much art as it is science, but at its core, it is the discipline of making user-friendly & useful content understandable and easily digestible for search engines.
Onsite SEO refers to activities on a website to improve organic visibility. This largely means optimising a website and content to improve the accessibility, relevancy and experience for users. Some of the typical activities include –
- Keyword Research – Analysing the types of words and frequency used by prospective customers to find a brands services or products.
- Technical Auditing – Ensuring the website can be crawled and indexed, is correctly geo-targeted, and is free from errors or user experience barriers.
- Onsite Optimisation – Improving the website structure, internal navigation, on-page alignment and content relevancy to help prioritise key areas and target search phrases.
- User Experience – Ensuring content shows expertise, authority and trust, is simple to use, fast, and ultimately provides the best possible experience to users against the competition.
The above list only touches upon a small number of activities involved in Onsite SEO as an overview.
Offsite SEO refers to activities carried outside of a website to improve organic visibility. This is often referred to as ‘link building’, which aims to increase the number of reputable links from other websites, as search engines use them as a scoring as a vote of trust.
Links from websites and pages with more trust, popularity and relevancy will pass more value to another website, than an unknown, poor website that isn’t trusted by the search engines. So the quality of a link is the most important signal.
Some of the typical activities include –
- Content (‘Marketing’) – Reputable websites link to exceptional content. So creating amazing content will help attract links. This might include a how-to guide, a story, a visualisation or infographic with compelling data.
- Digital PR – PR provides reasons for other websites to talk about and link to a website. This might be internal newsflow, writing for external publications, original research or studies, expert interviews, quotes, product placement and much more.
- Outreach & Promotion – This involves communicating with key journalists, bloggers, influencers or webmasters about a brand, resource, content or PR to earn coverage and ultimately earn links to a website.