What is SEO, really?

I am firmly of the opinion that SEO is vital for any business with a website. I argue this frequently but I am not always met on the same level when I say it.

Similarly, this happens when I say SEO should be an ongoing thing that can’t just be stopped and started whenever we feel like it. Well, it can - but you just won’t see any results.

I understand the importance of managing budgets and resources effectively, but even if these were unlimited, I fear there would still be doubt over the value of SEO.

Maybe I just feel strongly as this is how I was taught, but I have seen countless businesses benefit from investing in SEO and so I can’t help but find it confusing when not everyone wants a piece of the pie. 

Anyway, now that we’ve got my thoughts and feelings out of the way… let’s take a look into what SEO is, really.

What is SEO?

Search Engine Optimisation, commonly known as SEO, is the act of enhancing a website to improve its visibility in search engine results. When people use search engines like Google (or Bing 😅 or Yahoo 😬 - personal preferences!! Use whichever search engine you wish), they typically don’t venture past the first page of results. SEO aims to ensure that a website appears on the crucial first page, ideally among the top few results.

At its core, SEO involves a combination of strategies and techniques that cater to search engine algorithms which determine how websites are ranked based on various factors. The goal is to align a website’s content and structure with these factors, making it easier for search engines to understand the site’s relevance to specific queries (what you write in the search bar).

Step 1: Keyword Research

One of the fundamental aspects of SEO is keyword research. This involves identifying the terms and phrases that people are likely to use when searching for information related to your website's content. By integrating these keywords naturally into your content, you signal to search engines that your site is relevant to those queries and so the algorithms will rank you higher.

You can also implement these keywords across other parts of the site to help your rankings - which brings us nicely on to…

Step 2: On-Page SEO

On-page SEO is another key area, focusing on elements within your website. This includes optimising meta tags (titles and descriptions), headings, and images, as well as ensuring that your content is high-quality, informative, and engaging. A well-organised site structure with clear navigation also plays a significant role, as it helps search engines crawl and index your site more effectively.

Step 3: Off-Page SEO

Once your on-page SEO is dealt with, it’s time to look off-page. This includes all activities outside of your website that can influence its ranking. The most notable aspect of off-page SEO is link building, which involves acquiring backlinks from other reputable websites. These backlinks act as votes of confidence, signalling to search engines that your content is valuable and trustworthy.

Step 4: Technical SEO

It’s time to get technical… in an SEO sense (of course). This is essentially ensuring your site is error-free and functioning well. Over time, all websites generate errors - it’s normal, trust me - but continued technical SEO work will ensure these are kept to a minimum. This type of work includes ensuring fast load times, mobile-friendliness, and secure connections (HTTPS). Search engines prioritise sites that offer a smooth user experience, so these technical factors are crucial.

So there you have it, my four top tactics for SEO. While there are many other techniques that can be utilised, these are the fundamentals for any business.

Something to remember:

SEO isn’t a one-time effort but an ongoing process. Search engine algorithms are constantly evolving, and staying up-to-date with the latest trends and updates is essential. This means regularly reviewing and adjusting your SEO strategies to maintain and improve your search rankings. 

So, what is SEO, really?

SEO is the practice of making your website more visible and attractive to search engines. It’s about understanding what people are searching for online, the answers they seek, and the words they use. By optimising your site accordingly, you increase the chances of attracting more visitors and, ultimately, more business. 

Despite differing opinions, the long-term benefits of SEO are clear: improved visibility, higher rankings, and increased traffic. Understanding and implementing key SEO strategies can significantly enhance your online presence, making it an essential ongoing investment for your business.

Want to know more or see how your business could benefit from SEO? Get in touch today!