What is SEO?

  • By: Cris M.
  • Jul 28, 2014
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What is SEO?

SEO stands for search engine optimisation. In simple terms SEO is a group of online strategies to optimise your website ranking on search engines like Google, Yahoo and Bing. Hence, SEO will bring your website more traffic and consequently more business.

I am sure many of you have heard miraculous stories about almost mystical strategies of how SEO can take your website to the first page on Google search. Optimising your website may take you to the first page in Google. However it is almost impossible to guarantee such result for one very simple reason: no one really knows the algorithm used by the search engines. In addition, SEO is a very strategic task and in most cases it is process difficult to be done in a short period of time.

Before we even get into some SEO strategies, let’s understand how search engines operate. Search engines like Google are interested first and foremost in delivering timely, relevant, high quality result to their users. The rationale is simple, the better the result for the user, the better the reputation of the search engine and the more users it will attract. The more users a particular search engine has the more attractive it is for advertisers and consequently the more ad revenue it will earn. In that sense search engines are the same as any other advertising channel.

There are two types of SEO people: White Hat and Black Hat. White Hat is the legitimate and long term strategy to bring your website higher in the ranking. White Hat SEO adhere to search engine’s guidelines. They are the strategies we will approach in the next few paragraphs. Light Media only perform legitimate and white hat SEO strategies.

Black Hat SEO is the darker side of the spectrum. It is a less ethical approach where practitioners attempt to exploit the loopholes they can find in the search engine algorithm. It might work short term, but the search engines are constantly improving themselves to eliminate the loopholes. Search engines might go as far as banning your website if they find black hat SEO being done. Black Hat SEO is a short term approach to your website, so be careful when getting someone to optimise your website. Make sure the company (or individual) offers legitimate SEO strategies.

If you want to improve your ranking on Google search the first recommendation we can give is: get a professional company, with strategic and long term approach.

Unless you really know what you are doing, your chances of success are very low and it will cost you a lot of time. You would go for a specialised company for the same reason you would go to a doctor: They know what they are doing !

These are some basic White Hat SEO strategies:

Content

Content is the single most important aspect on your website. Search engines like unique, relevant,  compelling and comprehensive information. Before you write a content for a page research the keyword you will target on this page. Note that you can only rank well for a couple of keywords per page.

Formatting

Make sure your page is formatted correctly with heading, link and the main words (keywords) in bold. Also the metas should be optimise according to the content: meta description and page title. Your URL needs to be readable and not just codes. The page title needs to be consistent with the content.

Links

The second most important thing for white hat SEO. Search engines understand that each link is a vote of confidence to your page. Hence the importance of your content. The better the content the more links it will get as other websites will want to refer to yours.
Inbound links are more important than outbound. Your website perform better if it attracts high quality, high authority, relevant and long term links.

Avoid link farms or links for the sake of linking. It might bring your website up the ranks short term. But once the search engine finds that you are buying links it will make these links irrelevant to your ranking and penalise your rankings.

The best source of links are genuine links placed within genuine articles. These can be achieved by guest post partnership, blogging, social media content distribution and other organic techniques.

Crawlable website

To deliver accurate, relevant and high quality results for its users a search engine (Google) needs to gather and mapped detailed information about billions of website and keep them updated. They perform this mammoth task using automated programmes that constantly collects information from the internet and store it in its database.

This automated programmes are also known as ‘spiders’ as they crawl the web for information. Therefore, your website must be easy for spiders to find and read (craw). If the search engine is unable to craw your website it will not be able to find it.

Speed Optimisation

Faster websites hack higher than slower ones. As Google is always aiming to provide its users with the best results, the faster websites are easier and better to navigate. There are several techniques we use to improve your website performance. You can check the link below for your website performance with Google:  http://developers.google.com/speed/pagespeed/insights/

Light Media offers SEO services, speed and mobile optimisation. Please contact us to discuss SEO services.

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