If you have your own website, you’ve probably heard of SEO. Short for Search Engine Optimisation, SEO is a vital tool for any business, helping you reach the very people who need your services. Although it might sound difficult or technical, the principles of SEO are easy to understand. By the end of this blog, we promise you’ll know what SEO is, why you need it for your website, and what you can do to improve it for your company.

What is search engine optimisation and why does it matter?

Search engine optimisation is the key tool for anyone who wants to raise their profile online. Whatever they’re looking for, most people today will turn straight to Google and type it in. The sites that show up in the top 3 results get 57% of all the clicks – so if you’re coming in lower than this, you’re probably losing out.

Why it’s all about the user

Although you might think of SEO as a technical discipline, it’s actually more of a combination of psychology and customer service, with everything geared around the search engine users that you’re looking to convert into customers. What’s really needed is the ability to:

• discover what people are searching for
• understand what they want from their Google searches, and
• deliver it to them in an accessible way

How search engines work

If you’re committed to delivering high-value online content that truly serves its users, you’re most of the way there. That’s because search engines work by using algorithms to detect sites that do just that:

• Using robots (also called bots or spiders), they crawl the deepest corners of the internet to discover the latest online content, which is then indexed, or added to their database.
• When someone searches online, search engine algorithms (a complex set of rules) are used to decide which sites rank first on the SERP (search engine results pages).

 

What makes a high-ranking website?

Good SEO brings together a number of key ingredients, some of which are more vital than others. Here’s a basic list, in order of importance:

Crawlability. That’s the ability for bots to access a website. Without this, your site won’t appear at all in the SERP – not even at the bottom of page 993.
High quality content. Above all else, a high-ranking site will have words, images and other media that get to the heart of your users’ needs, answer their questions and give them something valuable that they’d happily share with others.
Site speed. People need to be able to navigate around your site without waiting all day for it to load. This is especially important for mobile users.
Comes highly recommended. When influential and authoritative sites link to yours, it’s as if they’re giving it a thumbs up. On social media, lots of likes and shares give Google the message that it’s worth a look.
Good meta data. This is information such as the title, description and URL that appear on search results pages, enticing people to click.

 

Get started with SEO

So you’ve reached the end, and we hope you’re now a little clearer about SEO and the role it plays in promoting your goods or services. One thing you’ll have learned is how vital it is to have an SEO strategy to help grow your business. If you’d like to take action but not sure where to start, get in touch with Wagada and we’ll be more than happy to help you take your first steps in your SEO journey.

 

Article authored by Cheryl Luzet, Managing Director at Wagada and SEO Resident Expert at The Outsourcing Way

You can find Cheryl and Wagada on Facebook, Twitter, Instagram and LinkedIn