What is SEO?
SEO stands for Search Engine Optimisation – In plain English this means doing ‘stuff’ to a website that makes it rank high on google and other search engines.
Most web designers, including us, will set your website structure in such a way that is google friendly and focus on your key words, so if you’re a plumber working in Northampton, you want your website to rank high on google for the search term ‘plumbers Northampton’ as this is what people are likely to search for when looking for a plumber. Unfortunately you are likely to be competing with 30 or 40 other plumber’s websites, also all wanting to be in the top half of page 1 for the same search term.
SEO takes it to another level. This involves continually doing things to your website, some on-site stuff and some off-site stuff, to help you rank above other competing websites. We consider ourselves to be local search SEO experts.
In more depth
At its core, SEO is the process of optimising a website to increase its visibility and ranking on search engine results pages (SERPs). In simpler terms, it’s about making your website more attractive to search engines like Google, Bing, and Yahoo, thereby driving organic (non-paid) traffic to your site.
The mechanics of SEO involve a multifaceted approach that encompasses various elements, including on-page optimization, off-page optimization, and technical optimization.
On-page optimization involves optimizing individual web pages to rank higher and earn more relevant traffic. This includes optimizing content with relevant keywords, improving meta descriptions and title tags, enhancing user experience (UX) through intuitive navigation and fast page loading times, and ensuring mobile-friendliness.
Off-page optimization, on the other hand, focuses on activities outside of your website that impact your search engine rankings. This primarily involves building high-quality backlinks from reputable websites, social media engagement, and online brand mentions. The goal is to establish authority and credibility in your niche, signaling to search engines that your website is a trusted source of information.
Technical optimisation revolves around the technical aspects of your website that affect its search engine visibility. This includes optimizing website structure and architecture, improving website speed and performance, fixing broken links and redirects, implementing schema markup for enhanced rich snippets, and ensuring proper indexing of web pages by search engine bots.
But why is SEO so important, especially for businesses operating in the UK? The answer lies in consumer behaviour and the competitive landscape of the digital marketplace. Research indicates that a significant majority of online experiences begin with a search engine, with Google dominating the search market share in the UK.
With millions of websites vying for attention, appearing on the first page of search results is paramount. Studies have shown that the majority of clicks go to the top five organic search results, with a steep decline in click-through rates for subsequent pages. This means that if your website isn’t ranking well, you’re missing out on valuable traffic and potential customers.
Moreover, SEO offers a cost-effective and sustainable approach to driving traffic compared to paid advertising, and more cost effective.