Search Engine Optimisation
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What is SEO?
In simple terms SEO is Search Engine Optimisation. It is the practise of assuring your website and its content is configured optimally possible to rank as high as possible on Google's (and other search engine's) organic searches. Basically, high Google rankings mean your website will appear earlier in the search results, ultimately meaning more clicks to your website. Which means more clients and customers for your business.
understanding the customer...
Keyword rankings are at the heart of what drives SEO. When SEO specialists talk about keyword rankings what they mean is looking at all the search terms that people regularly type into Google, for example, you may have typed in "What is does SEO mean?" to find this page. We then look at the volumes of the search terms and decide which ones we want to improve our ranking for. We then optimise all content and meta data on the site, as well as creating new content, strategically inserting the search terms as "keywords". This, when done properly, increases our relevance to Google for the selected search terms and increases our ranking, thus improving our search position.
Establishing Your site...
In the early days of SEO all websites had to do was make sure they had relevant keywords all over the pages they wanted to rank for, this was called "keyword stuffing". However, as you can imagine search engine algorithms have become a lot more advanced since then. One of the other factors that drives SEO ranking is domain authority. To do so you will need to organically improve the traffic to your website over time. There are several different ways of doing so.
Linkbuilding & Backlinks
When Google's PageRank algorithm looks at your website it also looks at all the links to your website scattered across the web. These can be from blogs, social media, and articles from websites outside of your own. Essential to any SEO strategy is to ensure the cultivation of high-quality links to your website. Like keywords it is important to go for quality over quantity these days. A single high-quality link from an established website is better than having 1000 from small unvisited websites. Indeed, having thousands of links from low-ranking websites may hinder your performance especially if they appear all within a short period of time, links like this could appear artificially spammy.
The need for speed...
Page Speed & Site Performance
An increasingly important factor in search engine ranking is page speed. Google wants to serve to its users fast and responsive websites. A well optimised website will load faster, especially on unstable mobile data connections. Users landing a website that loads quickly are more likely to stay on the website and view its content rather than clicking back to Google, this is called a websites bounce rate. A high bounce rate indicates to Google you are of lower interest to users, which in turn means that Google's search engine is not servicing them properly by sending them to your site. Zen's knowledge of both SEO and web development gives us a unique perspective on how to best approach site performance optimisation.