WHAT IS SEO?
SEO can help Google and other search engines to prioritise your website and help it to rank higher over time. However, Search Engines move the goalposts all the time, introducing new ways to ensure only the best content is shared with it’s users. However, there are generally two things that you need to get right – Relevance and Authority.
Search Engines only want to serve their users the best results from their query. Is your website easy to navigate, not just from a user perspective but from an algorithm perspective? Getting the balance right between making your site technically sound and yet still interesting to the user is why SEO is a bit of an art. You need to structure the site so that it is easy to crawl – providing text with relevant keywords and information on each page – while also ensuring that it isn’t too text heavy, repetitive or dull.
If your website is structured correctly and packed with stuff that makes it interesting/useful/good, the chances are that other websites will link to it and that your users will have a great experience. Each of these signals help to establish your website authority. They act as a vote of confidence about your website so that it has more ‘authority’, which is a significant factor in determining where you rank.
Both relevance and authority are very hard to fake on a website. It takes time, consistency and technical knowledge to get right. In conclusion, ‘Search Engine Optimisation’ is actually just a term for a collection of digital tactics – web development, content creation, social media, PR, etc – that will collectively help to get you better search results.