SEO - It isn’t really a dark art, it just takes a little bit of time to understand.
Stepping into the realm of Search Engine Optimisation, or SEO as it is often abbreviated, feels a bit like navigating a maze in a foreign city. Yet, this strange land holds secrets and shortcuts to unprecedented business growth and visibility online. Let’s pack our bags and set off on a journey to understand the bustling, buzzing world of SEO.
What is SEO?
So, what is SEO anyway? It’s a strategy, a skill set, a process of optimising your online content so that a search engine, like Google, loves to show it as a top result for searches of a certain keyword. Sounds pretty straightforward, right? But hold onto your hats folks, because the SEO landscape isn’t just about keywords and Google rankings. It’s a complex, constantly changing world, influenced by factors like user experience, website design, and even social media activity.
SEO is like a game of chess. You’re not just moving one piece; you’re considering the whole board. One move influences the next, and the game continually evolves. Sure, you want to rank on Google’s first page (who doesn’t?) but to do that, you need to understand the many moving parts of SEO.
Making Friends with Algorithms
We’ve all heard about Google’s infamous algorithms, those elusive and mysterious mathematical entities. But what if we told you that they aren’t the “big bad wolf” they’re often made out to be?
Google’s algorithms are designed to ensure that users find what they’re looking for. They do this by crawling and indexing the information on the internet, then ranking it based on relevance and quality. So, in essence, Google’s algorithms are like helpful librarians, guiding users to the best content for their needs.
But how do you get these algorithms to favour your content? Here’s where things get interesting. Google uses more than 200 factors to rank pages, including site speed, mobile compatibility, and content quality. While you can’t control all these factors, focusing on key areas can make a big difference.
Quality Content: The Beating Heart of SEO
Let’s start with content, the beating heart of any SEO strategy. You’ve probably heard the phrase “content is king,” and when it comes to SEO, it reigns supreme indeed.
Creating quality content that resonates with your audience can propel you to the top of search engine rankings. But what does “quality content” mean? It’s content that offers value to your audience. It’s accurate, engaging, and answers their queries effectively. Think of your content as a conversation with your audience, where you’re providing solutions, sharing insights, and establishing trust.
Moreover, your content should also be relevant to the keywords you’re targeting. It’s not about stuffing your content with keywords; rather, it’s about creating valuable content that organically incorporates these keywords.
Navigating the Technical Terrain
While compelling content is crucial, it’s just one part of the equation. Behind the scenes, there’s the technical aspect of SEO, which involves factors like site speed, mobile optimisation, and secure website coding.
Consider site speed, for instance. In our fast-paced world, nobody likes waiting. If your site takes forever to load, visitors are likely to abandon ship, causing your bounce rate to skyrocket and your SEO rankings to plummet.
Mobile optimisation is another key factor. With the majority of searches now conducted on mobile devices, ensuring your website is mobile-friendly is more important than ever. Besides, Google uses mobile-first indexing, meaning it primarily uses the mobile version of your website for indexing and ranking.
Backlinks: The Digital Word-of-Mouth
Backlinks, also known as inbound or incoming links, are essentially other websites vouching for you. When another website links back to your site, it’s like they’re saying, “Hey, this content is really worth checking out.” Now picture multiple websites making similar referrals. It’s like a standing ovation for your website from the digital audience.
But why does Google care about these backlinks? Well, remember, Google is all about user experience. So when they see other trustworthy sites linking back to you, it’s like a signal to them that your content is credible and valuable.
However, not all backlinks are created equal. Having a backlink from a highly respected website, let’s say the BBC News, carries more weight than a backlink from a little-known blog. Quality over quantity rings true in this arena.
So, how do you get these coveted backlinks? First off, creating top-notch content is the cornerstone. When you consistently put out valuable and engaging content, other websites will naturally want to link back to you.
Another approach is guest blogging. This involves writing a blog post for another website, and in return, you get a link back to your site. It’s a win-win situation; they get quality content, and you get a backlink.
Don’t forget about relationship building. Networking with other businesses or bloggers in your industry can open doors for backlink opportunities. Engaging with others in your niche not only expands your digital community but also positions you as a proactive player in your field.
The Social Aspect of SEO
SEO and social media are like two peas in a pod. While Google has stated that social signals don’t directly impact SEO rankings, a strong social media presence can indirectly influence your SEO efforts.
When your content is shared on social media, it’s like shouting from a digital mountaintop. More people see it, more people visit your website, and the traffic to your site increases. This surge of activity gets picked up by search engines. It’s like a blip on their radar that something interesting is happening over at your website.
Plus, the more your content is shared, the higher the chances that other websites will link back to your content, boosting your backlink profile. And we all know how much search engines love quality backlinks, right?
Social media platforms can help amplify your content, driving more traffic to your website. If your content is engaging and share-worthy, it can spread like wildfire on social media, increasing your visibility and boosting your credibility, both of which can indirectly boost your SEO rankings.
SEO: The Long Game
SEO is not a sprint; it’s a marathon. It requires patience, persistence, and a pinch of creativity. While understanding the basics is a good start, mastering SEO requires continually learning and adapting to the ever-changing digital landscape.
So, now you know the answer to the question “What is SEO?” and some of what goes into the process of optimising your website. For many, writing engaging and unique content regularly, optimising technical aspects of the site and building backlinks can be too challenging or time-consuming, which is where Mosaic Come in!