Search engine optimization or SEO is the process of improving your web page’s visibility in search engine results. Compared to other search engine marketing (SEM) strategies that target paid listings, SEO focuses on natural search results. That is to say, search results that are purely organic, unpaid, and algorithmic.
SEO is founded on the idea that the more search engines show your content on their first results pages, the more searchers see it. if searchers won’t find your content on the first page of SERPs, it won’t get the attention it deserves regardless of its quality. As a business owner, you’d want to get into it as soon as possible. But before that, let’s first talk about the basics of SEO.
Why do you need SEO?
Why do you need to optimize your content? Why does it matter if it’s on the first page of SERPs or not?
It’s simple. Let’s take a look at 2 facts.
Fact no. 1: 93% of everything people do online starts with a search query.
Looking for household items such as cheap, yet affordable frying pan? Do a search.
Your kid needs to start going to school soon and you want to know what other parents got to say about your prospective academic institutions? Do a search.
Curious what hominins are? Do a search.
Everyone, even you, depends so much on internet searches, there’s no denying that. And this brings us to the second point.
Fact no. 2: Nobody really goes to the second page
As someone who has been doing countless Internet searches per day, you know very well that you rarely go beyond the first page. You always select the results on the first one. The truth is, you’re more likely to change your keywords and do another search than click “next” button.
To prove our point, let’s take a look at search user behaviour.
How does SEO work?
SEO aims to optimize your content so search engines like Google will recognize it as a relevant match for the keywords you are targeting. How does a search engine do this?
If you put up your website online, what a search engine does is it crawls over your site to know what it’s about. This is why it’s able to recognise if your content is relevant for specific keywords. Search engines then rank pages according to a number of factors.
These are among the most common ranking factors that we know of. Of course, there are others–hundreds even–that affect your page’s rank. With search engines constantly improving their logarithms, these factors also change.
Essential SEO Terms
Before you delve deeper into what SEO can do for your site, it’s important that you have a background on some of the commonly used terms. Don’t worry, these are too technical. Let’s leave that for our consultation later.
ALT Text – this is what search engines look to know what the image is all about. Remember, they’re machines. They can’t see images the way we do.
Anchor Text – When you link to a source, the text to which the link is attached to is called the anchor text. Aside from giving the reader a rough idea of what that linked content is all about, it’s also informing search engines the same thing.
Canonical URL – there are some cases where you can get to the same page through multiple links. In other words, there are more than one URLs to that content. Setting the canonical URL will tell the search engines that this particular address is the best way to reach that content.
Headings – These are the text that we enclose with what we call heading tags. They are usually subtopics and they appear larger than the rest of the text to grant them more emphasis.
Indexed Pages – these pages are the ones that search engines have crawled and stored as relevant for specific keywords.
Keyword – the words searchers use to look for content through search engines
Link Building – a strategy to get enough inbound links
Metadata – information about the website that are made for search engines to understand
Meta Description – the paragraph or text you see under the title of search engine results. They tell users what they can expect from the content
SERP – Search Engine Results Page
Sitemap – a map that shows how pages relate to one another in a website. It makes crawling a lot easier for search engines
Traffic – the number of people who visit your site
Our SEO Strategy
Being the most popular search engine today, we focus on optimising our clients’ content for Google. And what we notice is this: the more outlets talk about a particular topic, the more Google pays attention to it.
For example, Apple has released a new iPhone. People start to talk about it in forums, different Youtubers upload videos reviewing or reacting to it, consumers post about it on their social media accounts, and so on. This creates a fuss and heated discussions on all platforms and Google can’t seem to look away. As a result, the most reliable content on iPhone-related keywords show up on top of search results.
Part of our strategy is to emulate this phenomenon. We make this happen for your website. We kick off the campaign with a press release. Then we proceed to having bloggers and writers talk about or review your site. After that, we move on to target blog commenting and forum discussions. We keep the conversation going so attract Google’s attention.What we do first is audit your site by our seo consultant to see what’s wrong or where it’s lacking, and assess what can be done. Let us emphasise on the fact that there’s absolutely nothing to worry about at this point. This is noncommittal and free.