SEO. Sure, you’ve heard about it. The ambiguous, ever-changing process of improving a website’s visibility in search engine results and earning traffic. That was a mouthful. As a business owner, it’s important to know what SEO can do for you. Do it well, and it could be what takes your business to the next level. Do it poorly, and people will have to use the Yellow Pages to find your business.
Image via www.moz.com
Before we get to the juicier stuff about SEO and how it can benefit your business, let’s cover the basics.
Google and other search engines use “robots” (often called “spiders” or “crawlers”) to gather and store the information from each page of your website. When someone searches for a term online, those search engines process all of the information they’ve gotten from all the sites they’ve “crawled”. Then they present a list of results with the most relevant sites listed first.
Google’s search algorithms analyse the quality and relevance of your site’s information. If the material is top notch and the technical aspects of your website are clean, your website’s ranking will typically be pretty high. Of course, other components play a role in your website’s overall rank. But understanding what Google rewards and penalises is critical.
Image via www.moz.com
If you’re a beginner, SEO stands for Search Engine Optimisation – and it means just that. It’s a practice used to grow visibility in organic (non-paid) search engine results. To rank highly you need to make sure your website is technically sound. You also need to publish creative, unique and valuable content on your website to make it stand out. Let’s break it down.
Technical elements of on-page SEO include: *list not exhaustive
Creative and strategic elements include: *list not exhaustive
Once all the nuts and bolts are figured out – wait, no – the nuts and bolts won’t ever be fully figured out, because SEO is constantly evolving. Search algorithms are regularly updated to make the web experience more intuitive and sophisticated. It’s important to understand how these changes affect your website. By doing so, you can be better prepared to manage the consequences – good or bad.
Article by Sarah Chung, Xero analyst