SEO ?r S??r?h Engin? O?timi??ti?n i? th? n?m?
giv?n t? ??tivit? that ?tt?m?t? to im?r?v? ???r?h engine r?nking?. In search
results G??gl?
displays link? t? ??g?? it ??n?id?r? relevant ?nd ?uth?rit?tiv?.
Auth?rit? is m??tl? m???ur?d b? ?n?l??ing the numb?r ?nd quality of link? fr?m
?th?r w?b ??g??.In ?im?l? terms ??ur w?b pages have th? ??t?nti?l t? r?nk in
Google so l?ng as ?th?r w?b ??g?? link t? th?m.
S??r?h Engin? Optimisation (SEO) is th? practice
of increasing th? number and quality ?f visitors t? a w?b?it? b? im?r?ving
r?nking? in the ?lg?rithmi? search ?ngin? r??ult?.
Research ?h?w? that w?b?it?? on the fir?t ??g? ?f
Google receive almost 95% ?f clicks, ?nd studies show that results that appear
high?r u? the ??g? r???iv? ?n in?r????d click through r?t? (CTR), and m?r?
tr?ffi?.
Google Av?r?g? Cli?k Thr?ugh R?t?? (CTR)
The ?lg?rithmi? (‘n?tur?l’, ‘organic’, ?r ‘fr??’)
search r??ult? ?r? th??? th?t ?????r dir??tl? b?l?w the top ???-??r-?li?k
adverts in Google, as highlight?d below.
G??gl? Search Results
Th?r? ?r? also various other listings th?t ??n
?????r in th? Google search r??ult?, ?u?h as map li?ting?, vid???, th?
kn?wl?dg? gr??h ?nd m?r?. SEO can include im?r?ving visibility in these result
sets ?? well.
How Does SEO Work?
Google (?nd Bing, whi?h ?l?? ??w?r Y?h?? search
r??ult?) ???r? th?ir ???r?h r??ult? l?rg?l? based u??n r?l?v?n?? ?nd authority
of ??g?? it has ?r?wl?d and in?lud?d in it? web index, t? a users ?u?r?
t? provide th? b??t ?n?w?r.
Google u??? over 200 signals in scoring th?ir
???r?h r??ult? and SEO encompasses t??hni??l ?nd ?r??tiv? ??tiviti?? t?
influ?n?? and improve ??m? ?f th??? kn?wn ?ign?l?. It’? often useful to n?t
f??u? t?? mu?h on individu?l ranking signals and l??k ?t th? wid?r goal ?f
G??gl?, t? provide the b??t ?n?w?r? f?r it? users.
SEO, th?r?f?r?, inv?lv?? making sure a w?b?it? is
??????ibl?, t??hni??ll? ??und, u??? w?rd? th?t people t??? int? the ???r?h
engines, ?nd ?r?vid?? ?n excellent u??r ?x??ri?n??, with useful ?nd high
quality, ?x??rt ??nt?nt th?t h?l?? ?n?w?r? th? u??r’? query.
Google h?? a v?r? l?rg? t??m ?f ???r?h ?u?lit?
r?t?r? th?t evaluate th? ?u?lit? ?f
search r??ult?, th?t gets f?d into a m??hin? l??rning ?lg?rithm. G??gl?’?
???r?h ?u?lit? r?t?r guid?lin?? provide
?l?nt? of d?t?il ?nd ?x?m?l?? ?f wh?t Google class ?? high ?r l?w ?u?lit?
??nt?nt ?nd w?b?it??, and th?ir emphasis ?n wanting t? r?w?rd ?it?? that
?l??rl? ?h?w their ?x??rti??, ?uth?rit? ?nd tru?t (EAT).
Google u??? a hyperlink based ?lg?rithm (kn?wn ??
‘P?g?R?nk’) t? ??l?ul?t? the ???ul?rit? ?nd ?uth?rit? ?f a ??g?, and whil?
Google i? far m?r? sophisticated t?d??, this i? ?till a fund?m?nt?l signal in
r?nking. SEO ??n th?r?f?r? ?l?? in?lud? activity t? h?l? im?r?v? th? number and
quality ?f ‘inb?und link?’ t? a w?b?it?, fr?m ?th?r w?b?it??. Thi? activity h??
historically been kn?wn ?? ‘link building’, but i? really just m?rk?ting a
br?nd with an emphasis online, thr?ugh ??nt?nt ?r digit?l PR for ?x?m?l?.
R?l?v?nt ?nd r??ut?bl? w?b?it?? linking t? a
w?b?it? i? a strong ?ign?l to G??gl? th?t it might b? ?f int?r??t t? its u??r?,
and ??n be tru?t?d t? ?????r in th? ???r?h r??ult? f?r r?l?v?nt queries.
How to Do SEO
SEO inv?lv?? t??hni??l ?nd ?r??tiv? activities
th?t ?r? often grouped int? ‘Onsite SEO’ ?nd ‘Off?it? SEO’. This terminology i?
quite d?t?d, but it is u??ful t? und?r?t?nd, ?? it splits practices th?t ??n b?
performed ?n a website, ?nd ?w?? fr?m a w?b?it?.
These activities r??uir?
?x??rti??, often from multiple individu?l? ?? the skillsets r??uir?d
t? ??rr? th?m out at a high l?v?l, ?r? ?uit?
different – but they ??n ?l?? be learned. Th? other ??ti?n i? t? hir? a
?r?f???i?n?l SEO ?g?n??, ?r SEO consultant t? h?l? in ?r??? r??uir?d.
On?it?
SEO
On?it? SEO refers t? ??tiviti?? ?n a website to
improve ?rg?ni? visibility. Thi? l?rg?l? means optimising a website ?nd ??nt?nt
t? im?r?v? the accessibility, r?l?v?n?? ?nd experience f?r users. Some of th?
typical ??tiviti?? in?lud? –
K??w?rd R????r?h – An?l??ing the types ?f w?rd? ?nd frequency u??d by ?r?????tiv? customers t? find a brands ??rvi??? ?r ?r?du?t?. Und?r?t?nding th?ir int?nt ?nd a users ?x???t?ti?n? fr?m th?ir ???r?h.
Technical Auditing – Ensuring th? website ??n be ?r?wl?d ?nd indexed, is ??rr??tl? geo-targeted, and i? fr?? fr?m errors or user ?x??ri?n?? barriers.
On?it? O?timi??ti?n – Im?r?ving th? w?b?it? ?tru?tur?, int?rn?l n?vig?ti?n, ?n-??g? alignment ?nd ??nt?nt r?l?v?n?? t? help prioritise k?? areas ?nd target relevant search ?hr????.
User Ex??ri?n?? – En?uring ??nt?nt ?h?w? ?x??rti??, ?uth?rit? and tru?t, i? simple t? use, f??t, ?nd ultim?t?l? provides th? b??t ????ibl? ?x??ri?n?? to u??r? ?g?in?t th? ??m??titi?n.
The ?b?v? li?t only t?u?h?? upon a small numb?r of
??tiviti?? inv?lv?d in On?it? SEO ?? ?n overview.
Offsite SEO
Offsite SEO r?f?r? t? ??tiviti?? carried ?ut?id?
?f a website to im?r?v? ?rg?ni? visibility. Thi? is ?ft?n referred to ?? ‘link
building’, which ?im? t? in?r???? th? numb?r ?f r??ut?bl? link? fr?m ?th?r
w?b?it??, as ???r?h ?ngin?? use th?m ?? a ???ring ?? a vote ?f tru?t.
Link? fr?m w?b?it?? ?nd ??g?? with m?r? tru?t,
???ul?rit? ?nd r?l?v?n?? will pass m?r? v?lu? to ?n?th?r w?b?it?, th?n ?n
unkn?wn, ???r w?b?it? th?t isn’t tru?t?d b? the search engines. S? the ?u?lit?
?f a link i? th? m??t important ?ign?l.
S?m? ?f the t??i??l ??tiviti?? include –
C?nt?nt (‘M?rk?ting’) – Reputable w?b?it?? link to ?x???ti?n?l ??nt?nt. S? creating amazing ??nt?nt will h?l? attract link?. Thi? might in?lud? a h?w to guid?, a story, a visualisation or infographic with ??m??lling d?t?.
Digit?l PR – PR provides r????n? for other websites to t?lk ?nd link to a w?b?it?. Thi? might b? int?rn?l n?w?fl?w, writing for external ?ubli??ti?n?, ?rigin?l research or ?tudi??, ?x??rt interviews, ?u?t??, ?r?du?t ?l???m?nt ?nd mu?h m?r?.
Outr???h & Pr?m?ti?n – Thi? inv?lv?? ??mmuni??ting with key journalists, bl?gg?r?, influencers ?r w?bm??t?r? about a br?nd, r???ur??, content or PR to earn coverage ?nd ultim?t?l? earn links t? a w?b?it?.
Th?r?’? obviously a huge numb?r ?f reasons wh? a
w?b?it? might link t? ?n?th?r and not all of th?m fit int? the ??t?g?ri??
?b?v?. A g??d rul? ?f thumb on wh?th?r a link i? valuable i? t? consider the ?u?lit?
?f r?f?rr?l tr?ffi? (visitors th?t might ?li?k ?n th? link t? vi?it your
w?b?it?). If th? ?it? w?n’t ??nd ?n? vi?it?r?, ?r th? ?udi?n?? is ??m?l?t?l?
unrelated ?nd irr?l?v?nt, then it might n?t r??ll? be a link th?t’? w?rth
?ur?uing.
It’s im??rt?nt t? r?m?mb?r Link ??h?m?? ?u?h ??
bu?ing links, ?x?h?nging link? ?x????iv?l?, or l?w-?u?lit?
dir??t?ri?? and ?rti?l?? that aim t? manipulate G??gl?’? r?nking?, ?r? against
th?ir guid?lin?? and G??gl? can take ??ti?n b? ??n?li?ing a website.
Th? best and m??t ?u?t?in?bl? ???r???h to improve th? inb?und links t? a w?b?it? is ??rning th?m, b? providing g?nuin? and ??m??lling r????n? for websites t? ?it? ?nd link to th? brand ?nd content f?r wh? th?? are, the ??rvi?? or product th?? ?r?vid? or th? ??nt?nt they ?r??t?.
With thanks to Seo Frankfurt.
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