We have all heard the term SEO but what does it mean? SEO, otherwise known as Search Engine Optimisation refers to the art and science of getting pages to rank higher on mammoth search engines like Google.

SEO simply put is the continuous process of improving the quality and quantity of website traffic to your website, web page and search engines.

Why Is SEO Important?​

SEO is an integral part of a sound digital marketing strategy that is key to helping websites rank organically. It takes into account how search engines work and what people search for online. Among other things, it factors in things like behaviours, click patterns and keywords.

“I’ve Added Keywords I’m Now SEO Ready”​

A common misconception when it comes to search engine optimisation is that if we simply plug in relevant keywords, our site will magically appear on the first page of Google. SEO like every living organism requires time to reach full maturity and just like every organism, it requires food in order to survive. In this case, content! Ever heard that saying content is king? Ever thought why? Google or any other search engine has a crawler that is sent out to gather as much information about all of the content they can find on the internet as possible. Once all of the information has been gathered it is then indexed and fed through an algorithm that tries to match all of your data with a query. The more relevant content you put out = more search engine indexing = more visitors to your site.


The Two Main Categories Of Search Engine Optimisation​

There are two main categories of SEO, namely on-page SEO and off-page SEO. On-page SEO refers to the number of ranking factors used by search engines to assess each page you try to optimize by looking into things like

  • Headlines
  • Content
  • Page readability
  • Image Size
  • Images Quality
  • Text Sizing
  • Fonts
  • Overall page structure

Off-Page SEO refers to all other factors that you and others do away from a website that search engines like Google take into account when indexing your content. By diving deeper we can determine that Google considers factors such as:

  • Social media networking and engagment
  • Bookmarking
  • External blogs and content
  • External videos

The Importance Of Link Building

Each one of the factors works hand in hand to drive traffic and engagement your website. When considering an SEO strategy one must take into account how on-page and off-page search engine optimisation work in order to build a strategy that works in your favour. You’ll need to prepare your site and relevant pages for link building. You’ll need to factor link building into your social media strategy because believe it or not, Google finds it almost impossible to determine the value of your webpage if no links point to it.

To Conclude

The reality is that search engine optimisation is a building block to overall business success in that it drives more users to your website leading to higher engagement, conversions and ultimately sales. It is not an overnight marketing approach and should never be viewed that way. It does take time to see results, but just know that all of the hard efforts put in each day will lead to the results you desire.

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