Search Engine Optimisation (SEO) is when changes are made to the design of a website to improve its functionality and make it more appealing in search engine rankings to Google to rank higher on Search Engine Results Pages (SERPS). SEO marketers use 3 main strategies to improve a website’s ranking –
Technical Search Engine Optimisation
Technical Search Engine Optimisation focuses on the functionality of the website and how to optimise this for both user’s and Google’s use. This is done by fixing broken links that lead to error pages when using a website. By building links throughout your website (internal links), Google can crawl all web pages to find the relevant information, therefore allowing it to index and rank the information.
Technical SEO also tackles elements of the website that may be slowing down page load speeds, this is done because the fastest-loading pages generally rank higher as they are more accessible to users and Google likes to answer user’s queries effectively. Page speed is improved by looking at the amount of content to load on a website such as videos and images.
When a website hosts a large number of videos, these can be embedded through players such as YouTube to free space on the website. This helps to improve the page speed. Effectively, this is all done to increase the website’s attractiveness to Google as it will then have higher ranking factors and increase the business’s organic traffic.
Content SEO
The next element of Search engine optimisation focuses on is the content of the site and the way Google crawls and indexes pieces of content. With SEO, the content is made applicable to the topic by using relevant keywords that are identifiable to Google that the site can rank for. When selecting keywords, site owners should see what the most popular keywords for their industry are.
These should then be distributed through the site and linked to their own relevant resources to improve user experience and ensure their search queries are answered. By conducting accurate keyword research and then using popular keywords in the content, businesses can gain more traffic as they are visible to a larger customer base because they have organic search results added to their site.
If users see relevant products or services in their search, then it is more likely that there will be an increase in the business’s conversion rate as more interested customers are being brought into the funnel, therefore increasing sales.
Authority SEO
The authority of a website is how trusted it is by Google as a provider of information. If the other components of the search engine optimisation strategy are done correctly, then the authority will naturally increase as the business’s website will be working efficiently.
This is due to users being satisfied with the website and service, therefore leaving positive Google reviews for the company and increasing the authority score. Search engine optimisation can also be used to build this authority by placing high-quality backlinks within the content of the website.
These are links from other trusted websites in the body of their content that link back to another business’s page. Major search engines like Google then trust the site, it also sees the linked site as trustworthy, therefore improving the authority score.
Conclusion
If you are looking to increase your website traffic from Google and other major search engines, then please contact HC Media Group and take advantage of our FREE Marketing Consultation where we will look at exactly what is needed to increase your website traffic. Get in touch today!