What is SEO?

If you have a business and are looking to create a website, you need to consider investing in SEO. As much as it is important to choose a good UK web hosting service to host your site, it is equally important to invest in a good SEO strategy. 

SEO is short for “search engine optimisation”. It is the process of driving traffic to your website from organic search engine results. SEO is focused on improving your site’s ranking in the organic search results and not the paid results. 

Search engines bring a huge chunk of traffic. In fact, as much as 73% of all traffic from the web comes from Google. Studies show that sites ranking on the first page of Google receive the majority of the clicks. As a result, sites that show up at the top of a search engine results page (SERP) experience higher traffic and click-through rates (CTR). 

How Does SEO Work? 

The search engines consider a variety of factors when ranking a website. 

The search engines aim to provide the best experience to their users. To that end, they want to offer results that are of high quality and highly relevant to the given search query.

To do that, search engine spiders will crawl/scan all relevant websites to understand what each site is about. This way, they are able to deliver highly relevant results for any given search query. 

In addition to scanning a website for relevant, the search engines will look for factors like how easy the website is to navigate, how user-friendly it is, how fast the website looks, the quality of the content etc. Sites that offer a stellar overall user experience receive higher rankings in the search engine results pages.

SEO is the procedure that helps ensure your site ranks for your target keywords in the search engines.

Factors that Affect Your Search Rankings

As mentioned above, the search engines look at a variety of factors to rank a website in the SERPs. These can be categorised as on-page and off-page factors. 

• On-page SEO – This is all about optimising specific aspects of your website for your target keyword. These are elements that you have control over. These include the title tag, sub-headings, H1 heading, meta description, ALT tags, permalink and internal links among others. 
• Off-page SEO – Off-page SEO factors are not in your direct control. However, there are some things you could do to improve your off-page SEO factors. These include trust, backlinks and social signals. 

In Conclusion 

One thing to keep in mind is that SEO is a proactive process. And the results take time to show through. It calls for consistent work. That’s why it’s important to have a solid SEO strategy in place.

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