white search bar on pink background - what is seo - web design by so

What is SEO and how does it work?

SEO stands for Search Engine Optimisation, a process that is used in digital marketing for improving the organic search engine visibility of a website.

From a user point of view, SEO can improve the functionality and how content is served to the user, making it easier for a user to access good quality information. Furthermore, SEO can also increase the credibility of your business as the further up the search rankings your business appears, the more likely someone will visit your website.

Here’s a statistic you should take note of:

75% of people using Google search never scroll past the first page of search results.

So, it is very important to get on that first page of Google search results.

Example of SEO

As web design by SO is based in Milton Keynes, we will use an example for this area. So, if you run an estate agency and a user typed into Google; ‘estate agents in milton keynes’, and the top results didn’t feature your business, then you would need to adopt an SEO strategy to improve the search visibility for your website.

What are the types of SEO?

There are 3 types of SEO which can help to increase the organic traffic to a website.

On-page SEO

If you think of keywords that a business is associated with then on-page SEO is where you use them. On-page SEO can be used on website pages and is a great way of optimising your information pages, blog post or news articles.

Optimisation occurs not only through the content that a user can see, but also through adjusting your website META data and web page structure. Things which can be modified and enhanced are page titles, subheadings, body content of a page, META titles and META descriptions.

Off-page SEO

This type of SEO plays a big role in delivering visitors to your website to tell Google that you are providing great content for users. Off-page SEO (or Off-site SEO) relates to SEO techniques that brings traffic to your website.

Building a solid strategy that brings visitors to your website can be adopted by building backlinks. Backlinks are when your website is linked to another website, social media platform, forum or even documents, like PDFs and white papers.

Technical SEO

Technical SEO involves all the other SEO processes which do not include on-page SEO (content optimisation) and off-page SEO (link building).

Technical search engine optimisation is the process of optimising a website to improve its crawlability so that search engines can find your pages and information easily.

Keeping on top of things like website performance (page load speed), security and functionality (mobile responsive) will keep you in Google’s good books.

How to use SEO to improve search visibility?

There are many factors which contribute to the search presence of a website, like the three mentioned above. If you can master them, your website will receive more organic traffic.

Let’s go back to the estate agent example mentioned at the start of this article and think of some SEO tips which would help to improve the search visibility for an estate agency.

On-page SEO tips

There are many ways of improving your search presence for your website. We look at a few ways below using On-page SEO tips:

  • Content keywords – placing keywords within your content to improve visibility.
  • Page titles – include keywords in your page titles.
  • Meta Description – a meta description for your pages will be used in SERPs to give the user more information.
  • Body or Content tags – Title tags like H1, H2, and H3 for titles with keywords within your content highlights these important titles to Google.
  • Internal links – This is a great way of making your website user-friendly to provide easy-to-use navigation to your website content.

For more information about On-page SEO tips, please contact us as we can provide an SEO management service to help the search presence of your website.

Off-page SEO tips

So, if you are looking to bring more traffic to your website and help with search rankings, then you should consider the following areas to help improve:

  • Google My Business – an optimised GMB listing will help your website with local search.
  • Blog submitting – submit your blog posts to blogging platforms for extra reach.
  • Social Media – share your content on Twitter, Facebook, LinkedIn, etc
  • Influencer outreaching – connect with influencers in your industry and ask to share content.
  • Guest posting – contact industry websites and ask to post as a guest blogger or author.

For more information about how to implement an Off-page SEO strategy please look at this great article here or contact us for more information.

Technical SEO tips

Website performance is the name of the game here, it’s all about page load times being fast enough not to frustrate the user. You must think about different ways that a user might be viewing your website.

Mobile viewing is ever-increasing, and a responsive website is a priority if you have not updated your website recently. Here are some tips on how Technical SEO can help your search presence:

  • Image optimisation – make sure all images on your website are optimised so they load quickly for mobile and tablet use.
  • URL security – make sure your website has an SSL certificate.
  • Site performance – enable browser caching, compression, reduce server response time and use a Content Delivery System (CDN).
  • Fix site errors – by using audit software you can crawl your website on a weekly basis to fix and improve site performance.

These are just a few technical SEO tips you can adopt to improve your website performance. If you need help managing SEO for your website, please contact us.