SEO: The Basics
By now you should be aware of all the trends that have recently emerged in the ever-evolving field of SEO with a little help of our What you need to know about SEO article. But, since SEO is an all-but-easy topic and further clarification on the subject has been requested by the masses, we thought it is wise to dedicate another article to the topic. So here it is, an introduction to SEO, or as we like to call it; the SEO beginners guide – part 1.
The definition of SEO
In short, SEO is an abbreviation for Search Engine Optimization, which simply put stands for “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results”. Now, why is it that so many companies are suddenly making an effort to improve this at large? Well, basically because their target groups use search engines to – how surprisingly – search for things. More precisely, to search for products and services; a need that many companies hope to fulfill. For example: let’s say you are in the hospitality business and you rent out homestays for leisure purposes. You have invested in a good-looking, easy to use website, shot some high-quality photos and added a nice ‘about me’ story to it. Well done! Your website is live and you lean back in your armchair; let those bookings come! But it remains quiet, suspiciously quiet. Actually, your SEO might have something to do with it. For SEO purposes, good, easy-to-read and ‘flowing’ content is a must. But that is not the only thing you should care about. Keywords are also key (sorry, we couldn’t help it)
The importance of keywords
First, you have to investigate. What exactly is your target group looking for? Which search words do they type into the search box while using Google or any other search engines? What is the search volume of these words and are they of actual relevance to your prospects? Keyword tools, such as the one from Google itself, come in very handy during this investigation. When you discover which keywords are of the utmost importance, you have to make sure to implement these into your text in a strategic manner. Each page should contain a core term and a ‘basket’ of related terms. Other important elements regarding your on-page content are the title tags, meta descriptions, and headlines.
So you have written your content and added your main keywords. Is it now finally time to relax and let the customers come to you organically? Well, unfortunately, no. We’ll have to disappoint you. Google uses a complex algorithm to determine which websites rank first within the search results. Among many other criteria, they look at your site’s loading speed, the mobile friendliness, the amount of unique content on your page and the engagement on your website. However, this algorithm is extremely complicated and changes constantly. Hence, continuous upkeep of your website is not a luxury, but a necessity.
What is next
As you know by now, there is more to SEO than first meets the eye. Luckily, we are big fans of educating our clients and those around us in what we do best, therefore another SEO article will follow soon with more details on how to step up your SEO game. Stay tuned!