SEO Explained

What is SEO? Search Engine Optimisation Explained.

July 19, 2018

SEO... three letters that can make a huge difference to the traffic your website receives. If your just starting at the beginning though, you may be wondering what it is, why it’s important and why everybody’s always talking about it!

What is SEO?

SEO stands for Search Engine Optimisation and basically is a collection of tools and techniques businesses and marketers use to get their websites to rank highly on organic search result listings  on places like google.com.au. While Google continues to be the world’s most widely used Search Engine there are other search engines such as Yahoo, Bing and lesser known ones such as Ecosia that will plant a tree every time you make a search query! SEO can ensure that your site ranks well on all of these.

Why is ranking well important?

To put it simply being in the top half on the first page is a huge win. Websites that place in positions one to five account for more than 65% of all clicks, compared to results at positions six to ten, that account for less than 5%. Then there’s even fewer clicks as you move on to page two and onwards.

Being position one can mean a HUGE spike in customers visiting your website. As of February this year, ranking at the top will result in a click-through rate (CTR) of approximately 36%, compared to position two, which has a CTR of 17%. So you can see why good SEO is important.

How do I get my site to rank better?

The good news is there are a number of things YOU can do to help your site rank better organically!

Get the fundamentals right

Fundamentals are the ‘foundation’ for ranking well organically. These include things like checking your page speed and run a site audit to reveal problems. Ahrefs has a tool that offers a trial for $7 which is cheap and very useful. Otherwise Leadr will do it for you and make any technical changes required.  Remember to use <h1> through to <h6> tags for titles as well. Not sure what they are? Read about h1 to h6 tags.

Write content people want to read

Make sure you have a blog and make sure its one people want to read – remember CONTENT IS KING. This is something some businesses still need to realise – and its vital to ranking well.

Add a news or press release section to your site – even if your press releases aren’t going to be actually sent to the media. Frequent updates to this section will keep your site content fresh and will keep the search engines coming back more frequently. Add articles, white papers, and case studies! These are excellent sources for generating content that’s both relevant and extensive. Remember to keep title tags and meta descriptions distinct, and incorporate <h1> through <h6> tags.

All search engines want to deliver their users search results that are relevant, interesting and serve there purpose – to give answers! Search engines spend millions continually updating their algorithms and search intelligence. They evaluate millions of websites daily for context and relevancy, and rate them based on what they find so its important your site offers quality content that helps your audience find what they are looking for.

Well written content and lot’s of it, provided it relates to your business,  is invaluable.

Update content regularly

Make sure you continually update the content on your site. Websites can’t be a set and forget thing anymore. If you don’t have anything new to write about then make a few tweaks to an old blog or news article and republish it. Share your content everywhere you can! Medium, Triberr, StumbleUpon, Google+ Communities, BizSugar, Scoop.it, Reddit, Blog Engage are all great places to start as well as your own social channels.

Link to authority sites

This is one of the biggest challenges – building your amount of quality incoming links. In the old days, simply having a large amount of inbound links sufficed so people started buying millions of links from dodgy sources….but as search engines got smarter, they began to evaluate the quality of these inbound links! Today, inbound links are evaluated and weighted – not only on the incoming link’s site reputation but also on whether the referring site is relevant to your site.

Link to your own site

An internal link is one that points to another page on the same website. You may not be aware but these are also good SEO practise. Internal links help search engine spiders (yes, they really are called that) crawl your site and work out a site hierarchy. By following links on your site search engines determine the relationship between the various pages, posts and other content. This way Google finds out which pages on your site cover similar subject matter and how they are related.

In order to set up a valuable internal link strategy imagine your site is a pyramid with the most important content at the top. There should be lots of links to these important pages within your site. However, you should also link from those top pages to subpages about related topics. Linking internally to related content shows Google what pages hold information about similar topics.

If you need more help make sure you talk to your Leadr Account Manager.

Looking for more tips? Here are 21 more seo techniques for 2018 that are really useful.

Share your ideas or questions below by commenting on this article!