Any business or an individual with a website has heard about search engine optimisation (SEO) and most likely knows it is important. But why? We will try to explain that in this article and discuss some of the most common techniques for optimising your website.
SEO is the process of affecting the visibility of a website or a web page in the search engine’s “natural” or un-paid (organic) search results, as defined on Wikipedia. SEO is one of the most important Internet marketing strategies and in order to be successful it needs to take numerous factors into consideration, such as what people search for, what kinds of keywords they use in their search, how search engines work when displaying the results, and so on.
There are many SEO techniques that will help your website achieve better rankings. These techniques can be white hat, meaning they obey the search engines’ guidelines, or black hat which, as you might guess, aren’t approved by the search engines and often involve deception. We will be describing only white hat techniques here.
Optimisation of websites can be done either on the actual website, which is called on-page optimisation, or off-page. Here are a few different SEO techniques:On-page optimisation
Search engines determine the importance of the result based on its popularity and relevance. There are mathematical algorithms that establish this. The most important one is PageRank, used by Google. PageRank was developed by Larry Page and Sergey Brin, Google co-founders, at Stanford University and the paper describing it was published in 1998. PageRank has evolved over the years but still continues to provide the basis for Google’s search results.
Good SEO is hard to achieve. It takes time, research and careful planning to optimise your website so it appears on the first page of the search engines’ results. Even when you achieve this, it doesn’t stop here. Search engines crawl your pages regularly which is why it is important to have fresh and updated content. And of course, stay away from black hat SEO.♦ End