Search engine optimisation (or SEO for short) is the process of making your website more visible to search engines. It uses keyword research to identify what customers are looking for and improve your website’s ranking. After your keywords you have been identified, content is created around them.

What is Search engine optimisation

Because organic traffic comes from active user searches, it is usually of higher quality and results in greater brand engagement. Search engine optimisation is a continuous process that requires a lot of time and effort, with the goal to rank your website on the first page of a search engine’s search results, eg Google. This involves understanding your visitors’ needs and the technical configuration of your site. Search engines use sophisticated algorithms to scan the Internet and return relevant results based on what users enter into the search bar.

Content, Content, Content

Search engine optimisation is all about content which must be relevant to your target audience and should focus on keywords. The structure of your code can impact how search engines see your site with relevant keywords included in URLs, titles, headers and headings. Ensure that your site can be crawled so that the search engine spiders will find it.

Search engine optimisation techniques

An SEO company can employ many techniques to increase your website’s rank. Link building and page optimisation are the most popular techniques. The SEO industry has two main types: “White hat” or “Black hat”. White hat SEO is focused on content creation and follows Google’s webmaster guidelines, but black hat SEO on the other hand ignores Google’s webmaster guidelines and attempts to achieve higher rankings using any means necessary.  Use only White hat techniques for your search engine optimisation.  Using the black hat method will almost certainly result in poor or lost search engine rankings. 

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