Search Engine Optimisation (SEO), what, how, where and when.

So ‘WHAT’ is SEO?

Now i’m sure everybody reading this knows about search engines, heck you may have even found this article though one. Well SEO deals directly with getting your content (which is found within enormous amounts stored results within a search engines library index.) to the right user based on their search query.

‘HOW’ do they know the best content?

A search engines army of spiders spend their lives crawling the World Wide Web cataloguing content from websites of all shapes and sizes so that they can reliably and accurately return answers to a users question.

They do this using a bank of algorithms to “rank” a websites content the simplest form being content matching. Does the content of this website match “keywords” that have been used in the searchers query?

  • Page/Site title
  • Page/Site meta description
  • Page/Site meta keywords
  • Page body content

Query keyword matching across all of the above items is already going to sort you higher in the returned results, the fewer matches the less likely you are going to appear in the top results.
But that doesn’t mean you should blast all of the available keywords onto your page (as the above is a very simplistic example of one algorithm) that is no longer a viable solution (20 years have passed since them days).

This simplistic view is then mashed together with the other algorithms to produce accurate and reliable search results.

‘WHERE’ should I be applying the principles?

If your website/platform has been configured properly to correctly “promote” your content you should have nothing to worry about. There are plenty of free SEO toolsets out there to help you analyse your websites performance and even more companies offering paid for services.

A good place to start is googles own page speed tool below it will give you some helpful insights.

  • https://developers.google.com/speed/pagespeed/insights/

‘WHEN’ should I be thinking about SEO?

In short all the time, if you want people to consume your content SEO should be in the back of your mind. BUT! if you are writing concise targeted content it will organically get to the client base that you are after without you having to do too much work or re-working entire documents to shoe horn content in, but your website should be properly configured to make this happen. If your website isn’t properly configured you will always be struggling with your search engine ranking, if this is the case you should definitely seek assistance in getting that rectified.

Reputation is everything

Finally reputation is key. The spiders will now determine how user friendly your site is, how secure your site is also comes into play that little padlock is now not only the domain of e-commerce sites. And here is the kicker the engines now will determine how often a user has bounced through results to get to the information they require. For example if your site page is listed in pole position but every time a user gets there it doesn’t contain the information that they require they then bounce through positions to get to the info they want that is really going to hurt your chance of being in pole position for subsequent searches.


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