The theory behind search engine optimisation (SEO) is simple; make your website as easy as possible for search engines to find, understand and evaluate. When search engines can see how useful your site is to your audience, using their various algorithms and taking many factors into account, they choose how to display your site in their results when people search for queries and terms related to your business. The higher in the search results that websites are displayed for relevant searched keywords, the bigger their bite of the relevant organic traffic and online market share.
The ways in which you try to accomplish this end goal are many and varied. Search engines each use their own set of algorithms to determine a website’s worth and relevance to the human users searching for your services, and are constantly evolving these to provide what they see as better results. There is no one-size-fits-all solution because of potentially hundreds of different ranking factors for every engine, coupled with the fact that every industry has its own levels of competition. Your competitor’s websites will all be at different optimisation stages themselves, and are giving varying levels of resource and attention to their own SEO efforts.
The 3 key areas for website optimisation
Whilst there are hundreds of things that you can do to help optimise your firm’s website for search engines, this activity is usually split down into a few distinct areas.
Optimising a website for search engines can be a complex process, and achieving improved organic rankings will take time, but the rewards are very much worth the effort.