Search Engine Optimisation (SEO) refers to a set of practices that help elevate your website in search engine rankings. Google is by far the most popular search engine – Statista.com state that in 2021, over 85% of search engine market share was held by Google. Therefore whilst other search engines’ algorithms for ranking websites should not be completely ignored whilst performing SEO tasks, it is more efficient and effective to focus on Google and its algorithm primarily.
The exact algorithm used by Google changes regularly. This is why regular monitoring of a website’s SEO – small tweaks may be required to remain ‘relevant’ to the search engine algorithm.
A strong SEO performance ensures a high ranking on Google – the nearer the top of the listing you are, the more likely you are to secure visitors to your website.
Important Note: Search Engine Optimisation is not a one-time activity. Even if your business is at the top of the rankings, it is important to continually monitor SEO – if you do nothing, but your competitors are working hard on their websites, you may slip down the rankings.
Types of Search Engine Optimisation
Search Engine Optimisation can be broken down into four main types: On-page, Off-page, Technical and Local. We’ll explain a little more about each below:
On-page SEO
This incorporate Search Engine Optimisation activity that happens directly on the website and includes meta data, keywords, alt text on images, and more. Keyword research is the pivotal element of this – we will undertake keyword research for you to determine what terms your target audience are searching for to find you (and your competitors). These keywords will then be used in meta data, and to create high-quality and relevant content.
Off-page SEO
This is SEO activity that takes place outside of your website. This can include guest blogging on relevant and high-ranking websites in your industry and linking back to your website, Google ads, press releases to media outlets and answering journalist requests for relevant information.
Technical SEO
As the name suggests, this type of SEO is more technical – page load speed, usability factors, how optimised the website is for mobile users, the amount of duplicate content, etc.
Local SEO
The final type is Local SEO. A lot of this activity will take place on your Google Business Profile and other directories such as Yell.com. Even if your business serves customers nationwide rather than locally, the local business listings and Google Map section of a Search Engine Results Page often appears above the organic search results, so it is still worth ensuring your Google Business Profile is up-to-date!