When you search for something in Google or other search engine, you get a list of search results. Search engine optimisation (SEO) is a set of processes designed to improve where a website appears in these search results. How near the top of the search results a website appears depends on a number of factors:
You need to make sure you understand which types of searcher you’re writing for and write your content accordingly. One way to do this is to write questions you think someone will use to find information.
Ranking for the right keywords can make or break your website. By researching your market's keyword demand, you can not only learn which terms and phrases to target with SEO, you can learn more about your customers as a whole.
It's not always about getting visitors to your site, it's about getting the right kind of visitors.
Keyword research can be done by using a number of different SEO tools such as SEM Rush or Moz. These tools will enable to you to produce a keyword volume report as shown below.
Write out your keywords and phrases that support those questions.
Some searchers don’t really know what they’re looking for and hope to stumble on it. For example, they may search:
Some searchers have a good idea what they want and are going to see if they can find it:
Other searchers know what they want and where to find it:
Once keyword research is complete, you should list out the top 10 words in priority order, and then use then in the various locations. For example:
Don't be tempted to stuff as many keywords into the content as possible. Google has caught onto this and penalises websites for doing it. Even if you do beat the search engine algorithm, it’s terrible for user experience and will put people off once they land on your page.
Instead create content with the keyword(s) you want to include but it needs to sound natural, make sure you have the user in mind, not Google.
Content quality has become the number one ranking factor in Google and main other search engines. Google determines the relevance of your page by analysing its content based on several factors.
We know that Google very carefully examines user behaviour in order to determine the quality of a website. Things like bounce rates (number of users who leave a website after only viewing one page) and average time spent on a page etc, indicate how useful a page is, and therefore, how highly Google will rank them. If one webpage has an average visit time of 12 seconds and another 50 seconds, the 50 seconds page will likely rank higher.
This is why quality content is so important for SEO.
Find out more about writing good quality content for the web.
Meta data are snippets of text that describe a page’s content. The meta data don’t appear on the page itself, only in the page’s code. There is the meta title, the text you see at the top of your browser. Search engines view this text as the "title" of your page. There is also the meta description, a snippet of up to 160 characters that describes the content of a webpage. The main purpose is to get the visitor to click your link on Google.
Make sure your heading tags (heading 1, heading 2, heading 3 etc) are as descriptive as possible so that search engines can make sense of the content. A user should be able to glance at a page and understand what sort of information is on the page just from the headings.
Header 1 text is the largest text on the page and should serve as the title for that page’s content. It will be picked up your browser and search engines.
Find out more about structuring your web content.
Alt text is used to describe images to visitors who are unable to see them, including screen readers and browsers that block images. Find out more about the importance of web accessibility.
While search engine image recognition technology has vastly improved over the years, search crawlers still can't "see" the images on a website page like we can, so it is important to include alt text to describe images being used.
Find out how to write good alt text.
Google measures authority by the number of links point to that page and how trustworthy those links are.
Try and encourage backlinks - that means links pointing to our website from other relevant websites.
Keep evaluating the content of your page, is everything still relevant, what can you do to improve it?
Review the content periodically and check for improvements then optimise on a continuous cycle.