What is Search Engine Optimisation?

Search Engine Marketing (SEO) is the process of optimizing a website to rank higher in the search engine results pages (SERPs) for keywords and phrases that are relevant to your business. When executed well, SEO can lead to a significant increase in website traffic and new customers for your business.

Search engines survey and “understand” the vast network of websites that make up the web, then display results for any query a user enters. There are hundreds of different ranking factors that determine a webpage’s place on the SERPs, and optimizing a page for one or more of these can help improve its ranking.

Local SEO: Strategies for Boosting Visibility in Specific Geographic Areas

The first factor is a page’s relevance for a specific search query, which depends on the words and phrases a person types into a search engine. This is why it’s important to think like a searcher when creating content for your site, and to include relevant words and phrases in your web copy.

Another major factor is a page’s authority and trustworthiness, which is determined by the quality and quantity of other webpages that link to it. This is why building links is a key part of any SEO strategy.

Finally, a page’s freshness is also important. Search engines try to show the most recent results for any given query, which is why it’s a good idea to keep your website updated with fresh, relevant content.