WHAT IS SEO AND HOW DOES SEO WORK?
Why hello & congratulations. Out of the other 21 million websites that can answer your search query, you have been lucky enough to land here and discover 'What is SEO and how does SEO work?". Bravo.
Isn’t it a little ironic that the question you asked, the answer which you got delivered was provided by SEO doing exactly what it’s supposed to? Putting the right information or content exactly where it’s supposed to be, and that, in a nutshell, is exactly what Search Engine Optimisation is.
Okay, let’s rewind a little and give you a bit more detail to make it clearer as to what is SEO and how does SEO work?
When you type in your search query, the question you wanted to answer, Google (or whatever search engine you may have used), instantly jumped into action, pinged your question through its database almost instantaneously delivered you page after page of listings which are deemed most relevant to your question.
The results that were delivered to you were not random. In fact, they were carefully selected using a very complex algorithm. The moment you pressed that enter button, over 200 questions were simultaneously asked with each result ranked in a table as to which result was most relevant to answering your question.
The speed, process and everything behind this truly are mind-blowing.
So, what is SEO and how does SEO work?
SEO is an acronym for Search Engine Optimisation, which in a nutshell is simply ensuring that your website is optimised for certain ranking factors such as keywords so that it ranks higher in search engine results.
Let’s go a bit deeper by splitting search engine optimisation into two smaller bitesize chunks so that we truly get to know what is SEO and how does SEO work;
- On-page Search Engine Optimisation: What’s happening on and behind the scenes of your website
- Off-page Search Engine Optimisation: What’s happening off your website
Whilst both will work perfectly fine separately, to help you build authority, it is when both are working in a synergy that you get real explosive results on your journey of finding out what is SEO and how does SEO work?
What is the purpose of On-Page & Off-Page Search Engine Optimisation?
On-Page Search Engine Optimisation is where you have full control over your results by making your website easy to crawl. It is about building the page titles, navigation bar, image layout and content correctly which enables the spiders (bots) to crawl through the website simply with efficiency without encountering dead-ends or confusing information. The cleaner, neater the website build, the happier the spiders are, gobbling up all the information contained within the site which they can later deposit in the Google Data Centre (Spiders nest) indexed, ready for easy retrieval when someone searches for the content which your site provides. The better the indexing, the more chances you have of getting your site listed in the results.
Off-Page Search Engine Optimisation is about your online presence away from your website. By creating content that people like to share or link to, you are allowing the spiders to travel through the internet from website to website, travelling along with backlinks back to your website. The more times they land on your website the better, particularly if the website which they came from has great On-Page SEO itself.
For example, let’s take an A/B test on two websites.
Website A has poor page indexing, with several 404 – Page Doesn’t Exist errors. Website B, however, has nice, clear and consistent links from page to page.
As the spiders crawl through both websites, the spider on Website A is constantly hitting a dead end and having to backtrack to find another route, whereas the spider on Website B is happily moving from page to page.
In this instance, it is more probable that Website B would rank higher than Website A.
A hot topic at the moment is ‘mobile-first, ensuring that a website is designed to be viewed on a smartphone or tablet. If a website is not mobile responsive then the spiders will deem the website as being difficult to navigate and potentially ranking lower than those sites which are built to be responsive.
The above delve into ” what is SEO and how does SEO work?” is obviously an overly simplified example, in reality, it is a lot more complex with the search engines taking more than 200 different factors into account when deciding how well your website is indexed and ranked.
Why do you need Search Engine Optimisation?
We all have a website for one reason, to attract new customers and appease current clients. Your website is your most important marketing tool, but only if people can actually find it. That’s where knowing where this article on what is SEO and how does SEO work? comes into place and ensures that each webpage is constructed and prepared for Search Engine Optimisation.
Done perfectly, your Search Engine Optimisation will get your website working for you 24/7, 365 days a year, generating new leads and bringing in sales by ranking high in search engine results pages (SERPS), appearing more trustworthy and authoritative.