Many business owners find themselves asking “What is SEO?”, search engine optimisation or SEO, is a powerful marketing method that boosts traffic to your web page via search engines such as Google, Ask, and Bing. Consumers invariably use Internet search engines when they are looking for a specific item or service, and the more your website is featured in their searches, and the higher up on the results page it is, the more chance you have of getting new visitors to your site. This will lead to a greater number of enquiries, and ultimately sales, generated for your business.
So, how does it work? SEO ensures that your website ranks highly in search engine results through a combination of systems that take into account the content on your site, as well as external factors such as link structure and social media interaction. There are two categories of SEO, ‘On Site SEO’ and ‘Off Site SEO’, and utilising both types is an essential means of fully harnessing the marketing strength of your website’s SEO.
On Site SEO
On Site SEO is the easiest method of increasing your website’s SEO, yet it only counts for roughly 25 – 30 per cent of the total. It consists of a group of factors that make certain that search engines are aware of your site, and that users get the best experience once they arrive there. Aspects that influence On Site SEO include concise, descriptive title and heading tags, image names , image file size, site content, error pages, and the speed at which your page loads. Although you may not be aware of this fact, search engines actually give higher rankings to pages that load more quickly, as consumers naturally prefer faster loading sites.
Off Site SEO
Off Site SEO (also known as Off Page SEO), makes up roughly 70 – 75 per cent of the complete SEO model for your website, and takes into account Internet activity that connects to your site, whilst not in fact being onyour site. It is imperative that your Off Site SEO is successful and effective if you intend to take advantage of its marketing power, as if done inaccurately it can have a detrimental effect on how your website performs. External links to your website all work to increase the ranking and visibility of your site, and some of the devices that play a part in this are listings in business directories, forum posts, references in social media (for example, comments, likes and shares, page profiles), banner advertising, and guest blogging.
Ongoing Effective SEO Management For Your Business
Fully effective SEO should be a growing and evolving process for you and your business, as you strive to continuously improve your website’s performance and visibility in the world of search engines. It is crucial that both On Site SEO and Off Site SEO are used to their best advantage in this constantly developing industry, and enlisting the services of an experienced SEO Consultant is the most successful way of making certain that your website is totally optimised.
Andy Morley is them MD at TWDG Ltd, a small web agency based in the UK. Andy is a highly experienced SEO specialist and has been working within the web industry since 1999.