SEO, or Search Engine Optimization, is the process by which we try to improve the position, or rank, of a website in the natural or ‘organic’ search engine results page (SERPs).
Why Do We Need To Do SEO?
If you want your website to be found you have a few choices:
- You can use paid advertising like Google AdWords
- You can promote via Social Media (you will need a formal strategy in place for this to be effective)
- You can use SEO
If you plan your SEO and execute it effectively you can quickly see results which will bring more visitors to your website.
The Problems With SEO
If you’ve been reading or following anything about SEO over the past couple of months and years you’ll have heard about Google’s algorithm updates which are named after various animals. The main aim of these updates is to improve the quality of the results Google gives to its searchers.
Very often unscrupulous SEOs would use underhand techniques to try and trick Google into thinking their website or page was relevant for certain terms but the quality of these pages was poor. Google is the number one search engine and it wants to stay that way, so providing useless or spammy results in searches is not what it wants.
The most well known of these algorithm updates are Panda and Penguin: Panda targeted websites with poor quality content while Penguin focused on websites with spammy and low quality backlinks pointing to them.
When these updates rolled out thousands of websites just dropped off the front page of Google. The unfortunate part is that many bone fide businesses were affected who had inadvertently fallen foul of these updates or had been using SEO agencies who had been using dangerous techniques to rank their site
So What’s Changed?
In 2015 the factors that affect ranking are no longer simply the number of backlinks and the number of times a keyword is put into the page. The focus is now on:
- Creating your brand
- Building quality websites
- Writing quality content for your pages
- Building natural, high quality links to this content
Google updates still keep coming while it continues in its quest to improve the results it delivers to its customers. The whole process of SEO can seem very complex and daunting but with a structured plan in place you can not only boost your website’s ranking but also keep it as safe as possible from future updates.