What is SEO? A Beginner’s Guide to Understanding Search Engine Optimisation
SEO, or Search Engine Optimisation, is a set of strategies used to improve how your website ranks on search engines like Google. When someone searches for a product or service you offer, SEO helps your website appear higher in the search results, making it easier for potential customers to find you. In simple terms, SEO is all about getting your business noticed online by improving your website’s visibility.
How Search Engines Work
Search engines like Google use automated programs called “crawlers” or “bots” to visit websites, read their content, and store information. They then organize this information using an algorithm to decide which pages are most relevant to a user’s search query.
For example, if someone searches “best double-glazed windows near me,” Google scans millions of websites to show the most useful results. The better your website meets the algorithm’s criteria, the higher it will rank.
Key Factors in SEO
Search engines look at many aspects of your website to determine its ranking. Here are the main ones:
- Keywords: These are the terms people type into search engines. For example, if you run a bakery, words like “fresh bread” or “custom cakes” might be important keywords for your site. SEO involves placing these keywords in your website content where they make sense.
- Content Quality: Search engines prioritise helpful, well-written content that answers a user’s question. Blogs, articles, product descriptions, and FAQs can all boost your ranking.
- User Experience (UX): Is your site easy to navigate? Does it load quickly? Search engines favour websites that offer a great user experience.
- Mobile-Friendliness: With so many people browsing on smartphones, your website must look and function well on mobile devices.
- Backlinks: When other reputable websites link to your site, it tells search engines your content is trustworthy and valuable.
- Technical Performance: A well-coded website with no broken links or errors helps search engines navigate and rank it better.
Types of SEO
On-Page SEO:
On-page SEO focuses on optimising elements within your website. This includes:
Adding keywords to titles, headers, and content.Writing compelling meta descriptions (the snippet of text that appears under your website link in search results). Using proper HTML formatting, like alt tags for images.
Off-Page SEO:
Off-page SEO involves building your site’s authority by gaining links from other reputable websites, known as backlinks. Social media marketing and influencer partnerships also fall under this category.
Technical SEO:
This involves optimising your website’s backend. For example:
Ensuring your site is mobile-friendly.
Fixing broken links or errors.
Improving page loading speeds.
Local SEO:
Local SEO focuses on helping people find your business in their area. This includes optimizing your Google Business Profile, using local keywords like “plumber in Cardiff,” and encouraging customer reviews.
Why is SEO Important?
SEO is essential for any business with an online presence. Here’s why:
- More Visibility: Ranking high on Google means more people see your website.
- Increased Traffic: SEO drives organic (free) traffic to your site, saving you money on ads.
- Builds Trust: Appearing on the first page of Google makes your business look credible and professional.
- Long-Term Results: While it takes time to see results, SEO provides lasting benefits compared to short-term ads.
How Long Does SEO Take to Work?
SEO is a long-term strategy, not an overnight fix. Small improvements can be seen in a few weeks, but significant changes may take 3-6 months or longer, depending on your goals and the competitiveness of your industry. Consistency is key to maintaining and improving your ranking.
Do You Need an SEO Expert?
While there are DIY tools for SEO, working with an expert saves you time and ensures your strategy is effective. SEO specialists can:
- Research the best keywords for your industry.
- Fix technical issues that may be holding your website back.
- Create high-quality content and optimise your pages.
- Build a backlink strategy to boost your authority.
At Highstreet Media, we specialise in making SEO simple and effective for businesses of all sizes. Whether you’re starting from scratch or need a boost for your current website, we can help you climb the search rankings.
