What is SEO and how can you benefit from it?

You may have heard people mention Search Engine Optimisation (SEO) when talking about marketing.

It's quite a complex topic. Read below to find out more about it.

The basics about SEO

Search Engine Optimisation aims to improve your website's visibility by adhering to the algorithms on search engines such as Google.

By optimising your site, you increase the chances of appearing at the top of search results, which can lead to higher traffic, more engagement and better conversions. It's important because 68 per cent of all online experiences start with a search engine.

This optimisation involves making strategic changes to your website to enhance its ranking on search engine results pages (SERPs).

These changes can include:

• adding relevant keywords to alt texts
• improving site architecture
• building backlinks.

The ultimate goal is to make your site more attractive to search engines, making it easier for them to index and rank your content.

How does effective SEO benefit your website?

1. Increased traffic: High-ranking websites receive the majority of clicks and views. By improving your SEO, you can place higher in SERPS and therefore significantly increase the organic traffic to your site.
2. Cost-effective: Unlike paid advertising, organic search traffic is free. While it requires investment in time and resources to optimise your site, the long-term benefits can be substantial without ongoing costs.
3. Improved user experience: SEO isn't just about search engines. It's also about providing a better user experience. Faster load times, mobile-friendly designs, and high-quality content make your site more enjoyable for visitors.
4. Credibility and trust: Websites that rank high in search results are often perceived as more credible and trustworthy by users. This can enhance your brand's reputation and encourage more users to engage with your content.
5. Higher ROI: With more targeted traffic and better user engagement, SEO often leads to higher conversion rates, providing a strong return on investment.

Effective SEO strategies for your website

Here are some of the ways you can improve your website's SEO.

1. Keyword research: Identifying the right keywords is crucial. Google's Keyword Planner is great to find keywords relevant to your business.
2. On-page optimisation: This involves optimising individual pages to rank higher. Key aspects include:
   • title tags: Ensure your title tags are compelling and include your main keyword
   • meta descriptions: Write concise meta descriptions that include relevant keywords and entice users to click
   • header tags (H1, H2, etc): Use these to structure your content and make it more readable
   • content quality: Create valuable, original, and well-researched content that provides real value to your audience. Incorporate keywords naturally without keyword stuffing.
3. Technical SEO: Ensure your website is technically sound to help search engines crawl and index your site effectively. This includes:
   • site speed: Optimise your site to improve its speed for users
   • mobile-friendliness: Ensure your site is responsive and provides a good user experience on mobile devices.
4. Link building: Building high-quality backlinks from reputable sites is critical for SEO. This increases your exposure and presents your site more favourably to search engines.

SEO can be hard work and requires a lot of understanding to pull off effectively, but don't let that put you off from learning it as there is a high return on your investment.

If you're a business owner and would like to learn more, book a session with Eva through our Business Support free 1-2-1 business advice sessions.