Intro to SEO

Search Engine Optimisation (SEO) is a key tactic of search marketing. SEO helps people to find your website in Google and other search engines. We help to structure your website content and help it to rank higher in search engine results pages (SERPs) over time. Search Engines are constantly changing their algorithms to improve their service and provide the best answers to a search query, consequently, we also have to adapt to the latest SEO techniques and best-practice. However, there are generally two things that you need to get right. Relevance and authority – both are very hard to fake on a website. It takes time, consistency and technical knowledge to get right. In conclusion, ‘Search Engine Optimisation’ is actually just a term for a collection of digital tactics – web development, content creation, social media, PR, etc – that will collectively help to get you better search results.

Relevance

Search Engines only want to serve their users the best results from their query. Is your website easy to navigate, not just from a user perspective but from an algorithm perspective? Getting the balance right between making your site technically sound and yet still interesting to the user is why SEO is a bit of an art. You need to structure the site so that it is easy to crawl – providing text with relevant keywords and information on each page.

Authority

If your website is structured correctly and packed with stuff that makes it interesting/useful/good, the chances are that other websites will link to it and that your users will have a great experience. Each of these signals helps to establish your website authority. They act as a vote of confidence about your website so that it has more ‘authority’, which is a significant factor in determining where you rank.

Page Quality

Page quality is an essential scoring factor for Google. It is determined and rated on the following: 

1. What is the purpose of the page?
2. How much Expertise, Authoritativeness and Trustworthiness does this page have for that purpose?

This indicates search intent. Content should have a very targeted approach to user intent and focus on keywords that support this.

Intent

The goal is to answer and surpass the expectation of the search intent. Think about the next queries a searcher might have and have content ready to answer that too. 

Suitable supplementary content should be internally linked and easy to access. It’s all about becoming the go-to source of information in your field.