SEO (Search Engine Optimisation) is the tactic high-performing marketers use to increase the visibility of a website to web search engines. The art and science of Search Engine Optimisation is built on a combination of things, most notably “technical SEO” and “content SEO”.
While technical SEO details how the server and its underlying code works with search-specific principles, content SEO refers to the way content is written and built to highlight the evolution of search.
The simple fact about SEO is that search algorithms change on an almost daily basis, but the practicality in search sourcing is not altered in the same way, and while drops and boosts in ranking will occur over time, if you do everything right to begin with, you’re less likely to lose out in the long term on Google, Bing, Baidu, Yandex, and any other search engine.
Google Search is the leading search engine in the world, as such it maintains its leadership by having a very customer centric search engine algorithm that identifies, indexes and ranks content its customers are searching for and organises it, in the Search Engine Result Pages (SERPs) as a simple box, map, list of sites, video carousel and more.
When starting SEO, it pays to understand where to apply it to make a difference and move the ranking needle.
SEO On Page – looks at what depends on us. It includes webpage structure, use of keywords, original, fresh and insightful content. Also website code structure, page design structure, header and subheader structure, XML site mapping, robot text files, schema markups and Google Accelerated Mobile Pages.
SEO Off Page – looks at what does not depend on us, but can be influenced. Key factors such as SSL, quality and amount of backlinks, authority, social reputation and engagement.
SEO Publishing – regular publishing of new content to drive performance from the search algorithms.
Improve your ranking
SEO is an endurance/pull tactic. It consistently tackles the job of gaining higher ground for your content, pulling search audiences to you.
Many companies invest heavily in articles and other content that is published to their websites. Without correct SEO, the company has to invest again to push the content out over email and social channels, to ensure people can find it.
Good SEO disciplines help to govern the overall structure and ‘readability’ of your website and published content. Your SEO specialist can develop ways to encourage search engine phrasings to find your content first, improving ranking.
As the engines age, the algorithms become more complicated and will be able to discern the difference between content, improving the relationship between spoken queries, text-based queries, and the unique results cookie-based search delivers.
Furthermore, improvements to content developed for search specifically, result in better domain authority, a strategy that lends itself to improve page ranking overall.
Written by José García