Search Engine Optimization, also known as SEO, improves your site to increase its visibility for relevant searches.
Search engines such as Google collect information that gets put in an index. Then, algorithms analyse pages in the index and determine what result will show up in a given query.
SEO is a fundamental part of digital marketing as people often conduct searches to find information regarding products and services.
Search engines such as Google, Yahoo, and Bing use computer programs that sort a vast number of web pages. When a person types a word or phrase, known as a search query, the search engine displays the most relevant matches to show the searcher. The goal is to create the most relevant list of results to help searchers find what they are looking for. As a business, you want to appear when people search for related words and phrases to your business or product.
Search engines perform three tasks:
Each search engine uses computer programs called "bots" or "spiders" to make their way through pages.
By understanding how a search engine decides what a page is about, you can optimize your pages to show up in people's search results.
Let's say you have a website to promote your coffee shop. When the search engine looks at your coffee shop page, in addition to reading the information you can see, it also reads the code behind it, called HTML. Specific parts of this code help the search engine understand your web page.
If you are looking for "Cotswolds Coffee Shop", the search engine sees the title enclosed in a piece of code called a title tag. When writing your content, try to speak your customers' language, as this will help ensure they will find your pages when they search.
Organic search results usually appear in the centre of the page, and they are the results the search engine decides are the best match for the search query. Even though organic results and ads appear on the same page, there is a big difference between them: there is no cost to appear in the organic results.
How can you improve your website’s chances to appear in the unpaid results? It all comes down to quality. Making improvements to your website will increase the chance for it to appear in the organic search, called SEO. A good SEO helps the search engine find and understand your website.
The search engine’s organic formula selects the results considered the most relevant for a specific search. Simultaneously, ads will appear on the search results page.
Advertisers compete for the opportunity to display their ads when someone searches for something. How do the search engines decide who wins? The key components are the bid and the quality of the site. The bid is the maximum amount an advertiser is willing to pay for a click per ad.
Winning the auction is not necessary through having the highest bid. It is possible that relevant ads can “win” higher spots on the same search results page, even with lower bids.
A Google Search Console is a service that provides feedback on your website's performance in the Google search results.
For example, you can obtain feedback on a technical aspect, such as an increasing number of crawl errors that need to be fixed. It can also provide insights about specific keywords that require more attention because the rankings or impressions are decreasing.
The report also shows the most common searches bring people to your website, including the most relevant words and phrases for your business. Furthermore, it shows the websites that link to your site, known as "referrals."
To improve the chances of your website to appear in organic searches, your website needs good quality content. A good SEO helps the search engine understand the content provided on your website which increases its visibility.
If you need help with SEO marketing, don’t hesitate to contact us.
