Search engine optimisation, more commonly abbreviated to SEO, is an eminently simple yet overtly complex sounding concept.

To those who have not yet mastered the art of online marketing, it sounds as foreign as the jargon associated with complicated medical conditions or legal concepts, but it’s actually really easy to understand. Essentially, search engine optimisation is the attempt to make a website rank more highly on Google. The motivation behind this is simple: most internet users rarely click past the first page, so the higher up on the list your online presence ranks, the greater the traffic you’ll get.

In order to achieve this end goal, two essential tools are required: keywords and backlinks. Here, we take a look at what they are and what they will do for you.


Understanding keywords

When it comes to organising websites in terms of their rankings, Google utilises a few key factors to separate the wheat from the chaff. The search engine’s overall aim is to deliver its users with content that is high quality, interesting, engaging, and relevant, and with regards to the latter, keywords are a big help.

Keywords are words that users might type into a search engine when they’re looking for a product or service, and should your website contain these terms, it will positively impact its ranking.

Let’s imagine, for example, that you’re a veterinarian based in Leeds, specialising in small animals. ‘Veterinarian’, ‘Leeds’, and ‘small animals’ are all terms that potential clients might use to find someone suitable online, so if you want to feature on the top page of the search results, they need to be present on your pages.

Where they are, you could soon experience a business boom, with new customers contacting you through your website in order to learn more.


Understanding links

If you think back to the buzzwords we used earlier in this article – ‘interesting’, ‘engaging’, and ‘relevant’ – you’ll note that keywords only satisfy one of these. Links satisfy the other two.

Links are the streets that connect the vast metropolis of the online world, and search engines will often use them to understand not only how pages relate to one another, but which ones are authorities on certain subjects.

Since the end of the 1990s, search engines like Google have viewed links as something akin to votes: votes of popularity, of engagement, and of interest. Used to analyse a website’s worth to the general online populace, these are assessed by complex algorithms that take into account their trustworthiness and authenticity. This means that high-quality content that generates organic links is one of the greatest boons to any business.

Combine these two tools in high-quality content and your search engine rankings should soar.

For expert advice on your digital marketing, contact us today.

Author: Paul Mayne

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