Geek Explains: What is SEO and how to write for SEO

SEO GUIDE

So you’ve heard the term “SEO” tossed around in business meetings or stumbled across it during late-night Googling sessions. Perhaps, you’ve even tried to do an S here, an E and an O there for your website, and now you’re left wondering what the fuss is about. Been there, done that!

Well, you’re here now, so welcome to our no-nonsense, jargon-busting, all-encompassing Search Engine Optimisation (SEO) guide. By the time you reach the end, you’ll be brimming with actionable insights on everything from keywords to crawlers, backlinks to bounce rates, all served with a dollop of anecdotes and analogies (because who doesn’t love a good story!).

SEO 101: Unpacking the Basics

What is SEO? SEO, or Search Engine Optimisation, is a magic trick (not literally, but you get the idea) you perform on your website to make it more appealing to search engines. The goal? To rank higher on search engine results pages (SERPs), drive more traffic to your site, and increase visibility to your target audience. You want to be someone other than the kid that had no one turn up to their birthday party, so send the invite, use SEO.

Why is SEO important? You’ve built a fantastic website, but what’s the use if nobody visits it? With millions of websites out there, it’s like being a needle in a digital haystack. That’s where SEO comes in. It helps you stand out and gets your website in front of people at the right time.

How do search engines work: from crawling to indexing? Search engines are like busy little spiders, constantly crawling the web, looking for new and updated content. This process, aptly named “crawling,” involves search engines visiting page after page through links.

After crawling comes the process of “indexing,” where the search engine stores a copy of the page in its database (the index). It’s like bookmarking a page in a book for easy access later.

The difference between organic and paid search is that you could pay to get a top spot on search engines (this is called PPC or Pay-Per-Click). But the beauty of SEO is that it focuses on unpaid or “organic” search results. Studies show that organic search results get more clicks than paid ads. So, investing time in SEO could mean a better return on investment in the long run!

Some light reading

If you fancy checking our sources, then please feel free to browse.

Keyword Research: The Backbone of SEO

Alright, let’s continue our SEO lesson with one of the most fundamental aspects – keyword research. You need to know what terms or “keywords” your potential visitors are typing into search engines to find content like yours.

What are keywords? Keywords are the words and phrases that internet users type into search boxes of a search engine, such as Google, to find what websites match what they are looking for. They’re the bridge between your excellent content and those who need to see it.

How to find the right keywords Ever tried guessing the winning lottery numbers? That’s what it feels like to guess your keywords. Luckily, you don’t have to. There are handy tools like Google’s Keyword Planner, SEMrush, and Ahrefs that can help you find the right keywords. These tools show you what terms people are searching for, how often they’re searched, and how competitive those terms are.

The importance of long-tail keywords Short, common keywords are often highly competitive. That’s where long-tail keywords come in handy. These are longer, more specific phrases that searchers use. For example, instead of “coffee,” a long-tail keyword could be “best fair trade organic coffee.” Although these search terms get less traffic, they often have a higher conversion rate as they’re more specific.

Quick tip: How to integrate keywords naturally into your content? Ever had a conversation with someone who keeps repeating the same phrase over and over? It’s annoying, right? The same goes for your content. Don’t stuff it with keywords; instead, use them naturally within your text. Remember, you’re writing for humans first, search engines second.

That wraps up our keyword crash course.

On-Page SEO: Optimising Your Content

Alright, buckle up, folks! It’s time to dive into the fascinating world of on-page SEO. Imagine your website is a book; on-page SEO is all about making sure that book is easy to read, makes sense, and contains information relevant to the topic – or in this case, keywords – at hand.

What is on-page SEO? On-page SEO, also known as on-site SEO, refers to the practice of optimising individual web pages on your site. This includes the content (hello, valuable information!) and the HTML source code. If SEO were a pizza, on-page SEO would be the dough, sauce, and toppings – all the good stuff!

How to optimise your titles, meta descriptions, and headers Your page title and meta description are like the headline and subhead of a newspaper article. They give search engines – and readers – a quick snapshot of what your page is about. A compelling title and description not only improves your ranking but also boost your click-through rate.

Headers (H1, H2, H3, etc.) organise your content, making it easier for readers to understand and for search engines to know what’s important on your page. Pro tip: Include your keywords in your titles and headers where they fit naturally.

The role of quality content in SEO “Content is king,” said Bill Gates in 1996, and boy, was he right! Search engines love quality content that provides value to readers. But what does “quality” mean? Originality, depth of information, relevance to your audience, and, yes, exemplary grammar and spelling. Remember, you’re writing for humans first, search engines second.

Importance of internal linking Ever been on a Wikipedia binge and found yourself clicking from one article to the next? That’s the power of internal linking. By linking your pages to one another, you help search engines understand the structure of your website and keep visitors engaged by showing them related content.

More sources for you.

Off-Page SEO: Building Your Website’s Reputation

Well done for making it this far! You’re now armed with some severe on-page SEO knowledge. But wait, there’s more. Let’s venture into the realm of off-page SEO, the yin to on-page SEO’s yang. This part’s all about improving your website’s reputation and authority in the eyes of search engines and users alike.

What is off-page SEO? Off-page SEO involves all your actions outside your website to impact rankings within search engine results pages (SERPs). Imagine you’ve written a brilliant book (your website); now, you need others to vouch for it, review it, and recommend it. That’s off-page SEO in a nutshell!

The Power of Backlinks, One of the primary elements of off-page SEO is backlinks – when other websites link to your website. It’s like a popularity contest; the more websites link to you, the more search engines believe you’re trustworthy and authoritative. However, not all backlinks are created equal. Links from high-quality, relevant websites hold more value.

Social Signals and SEO You might be surprised to know that social signals, like shares, likes, and comments on social media platforms, can also play a role in SEO. While Google has stated that social signals are not a direct ranking factor, there is a correlation between social shares and visibility in SERPs. Think of it this way: the more your content gets shared, the more likely it is to be seen and linked to, which can improve your SEO.

Online Directories and Local SEO For businesses with a physical location or who serve a specific geographic area, online directories (like Google My Business) and local SEO are key. Ensuring your business is listed in these directories can help you appear in local search results and increase your online visibility.

Still want to check them?

Technical SEO: The Behind-the-Scenes Star

Welcome to the unsung hero of the SEO world: Technical SEO. It might not have the limelight like keywords or content, but it’s working hard behind the scenes to ensure both search engines and users love your website. So, let’s pull back the curtain and spotlight technical SEO.

What is Technical SEO? Technical SEO refers to the process of optimising your website for the crawling and indexing phase. It’s all about improving your site’s infrastructure so search engines can read and interpret your pages efficiently. Think of it as the stage crew at a theatre performance, setting the stage for the stars (your content) to shine.

Website Speed and SEO Ever tried to open a webpage that took forever to load? Frustrating, right? Both users and search engines think so too. Website speed is a significant factor in SEO, and improving it can lead to better rankings and a better user experience.

Mobile-Friendliness Matters With most global internet users browsing on mobile devices, having a mobile-friendly website isn’t just nice to have; it’s a must. Google’s move to mobile-first indexing means it’s using the mobile version of your site for indexing and ranking.

Site Architecture and URL Structure An organised website is a loved website – at least in the eyes of search engines. A clear site structure helps search engines crawl your site and understand your content. Plus, having clean, descriptive URLs can also improve user experience.

Implementing HTTPS for Security HTTPS is the secure version of HTTP. Websites using HTTPS have a safe, encrypted connection — a must if you’re dealing with sensitive customer information. Plus, search engines prefer HTTPS, and it’s been a ranking factor in Google’s algorithm since 2014.

Are you REALLY going to read these?

Local SEO: Driving Geographically-Relevant Traffic

Now, let’s take our SEO journey on a little detour through the neighbourhood – your neighbourhood, to be precise. Enter Local SEO, the key to driving geographically-relevant traffic to your site. If you have a brick-and-mortar store or a local service.

What is Local SEO? Local SEO optimises your online presence to attract more business from relevant local searches. It’s like your neighbourhood’s local bulletin board but in digital form. It helps local customers find you suitable when they need you.

Google My Business: Your Local SEO Friend Google My Business (GMB) is like your home base for local SEO. By creating and optimising a GMB listing, you’re telling Google – and your customers – exactly where you are and what you do.

Online Reviews and Local SEO Online reviews aren’t just for boasting about your 5-star rating (though that’s a nice perk). They’re also a significant factor in local SEO. Positive reviews can improve your search rankings and click-through rates and help you stand out in local search results.

Local Citations: Name, Address, and Phone Number Local citations are online mentions of your business’s name, address, and phone number (NAP). They play a crucial role in local SEO because consistent NAP information across the web helps search engines confirm you are who and where you say you are.

The Power of Local Content Finally, consider the power of local content. Creating content relevant to your local audience can boost your local SEO efforts and build a loyal customer base. Think of community events, local issues, or local industry news.

There you have it, your whistle-stop tour of local SEO.

Just being consistent now

Measuring SEO Success: Analytics and Metrics

Congratulations! You’ve made it to the final stretch of our SEO guide. Now that you’ve done all the hard work optimising your website, you’re probably wondering, “How do I know if it’s working?” That’s where analytics and metrics come into play. They’re the compass that tells you if you’re headed in the right direction or need to course-correct.

Introduction to SEO Metrics SEO metrics are measurements used to track the performance and outcome of your SEO efforts. These metrics help you understand which strategies are working and which need improvement, guiding you towards more successful SEO campaigns in the future.

Essential SEO Metrics to Track

Organic Traffic: This is the number of visitors who visit your website through unpaid search results. An increase in organic traffic often indicates successful SEO efforts.
Bounce Rate: This is the percentage of visitors who navigate away from your site after viewing only one page. A high bounce rate might suggest your content needs to be more engaging to keep visitors around.
Conversion Rate: This measures how many visitors complete a desired action on your site, like filling out a form or purchasing. Higher conversion rates usually mean your SEO efforts successfully attract the right audience.
Keyword Rankings: This is where your website ranks in search engine results for specific keywords. Improving rankings for relevant keywords is a central goal of SEO.
Page Load Time: Speed matters in the online world. If your page takes too long to load, users might leave, and search engines might penalise your site.

Tools to Measure SEO Success Luckily, you don’t have to be a data scientist to understand these metrics. Tools like Google Analytics, Google Search Console, SEMrush, and Ahrefs can help you measure these metrics and make sense of the data.

We’ve got our external linking sorted

The Future of SEO: Staying Ahead of the Game

Voice Search & Smart Devices “Hey, Google, where’s the nearest coffee shop?” Sound familiar? With the rise of smart speakers and virtual assistants, voice search is changing the SEO landscape. Optimising for conversational, long-tail keywords and understanding user intent will become even more vital.

Artificial Intelligence & SEO Search engines are getting smarter, thanks to Artificial Intelligence (AI). Google’s AI algorithm, RankBrain, is a prime example, constantly evolving to interpret search queries better. Staying updated with these technologies and understanding how they influence search will be a game-changer.

Video Content is King While written content is timeless, video content is rapidly gaining traction. Platforms like YouTube have made it essential for businesses to integrate video SEO into their strategies. The content includes optimising video titles, descriptions, and even transcriptions.

Core Web Vitals & User Experience Google has emphasised Core Web Vitals as a crucial ranking factor, signalling the importance of a seamless user experience. Factors like loading speed, interactivity, and visual stability will take centre stage.

Increased Focus on E-A-T (Expertise, Authoritativeness, Trustworthiness) With the overflow of information online, Google is prioritising content that demonstrates E-A-T. A search engine’s role is to provide a solution for every problem, so by ensuring the SEO content users receive is reliable and high-quality information.

More Personalisation In the future, search results might not just be about the most optimised website but the most relevant content to individual users. With data collection and analysis, expect more personalised search results tailored to user preferences and behaviour.

In conclusion, while the fundamentals of SEO remain, the tactics and strategies will evolve with technological advancements and user behaviour. Staying informed, adaptable, and forward-thinking is the key to staying ahead of the game. So, keep those SEO antennas up and ready for what’s next!

For one last time, Ladies and Gentlemen

And so, we’ve traversed the intricate pathways of SEO, from its foundational blocks to the evolving horizons awaiting us. Like any journey, SEO isn’t about the destination but the continual process of learning, adapting, and refining our strategies to connect authentically with our audience.

As the digital landscape shifts, so will the nuances of search optimisation. But the heart of SEO remains unchanged: providing valuable, relevant, and user-centric content. Whether you’re just embarking on your SEO journey or are a seasoned traveller in the realm, there’s always a new vista to explore or a fresh challenge to overcome.

Remember, in SEO—as in life—it’s about progress, not perfection. The key lies in remaining curious, adaptable, and prioritising the user experience. As the saying goes, “The best place to be is wherever your users are.” So, let’s keep learning, keep optimising, and continue creating meaningful digital connections.

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