What is SEO and how does it help?

Test of "SEO - Search Engine Optimisation" displayed on laptop screen

Search engine optimisation (SEO) is an integral part of digital marketing, that aims to increase the visibility of websites on search engine results pages (SERPs). In simple terms, SEO helps businesses rank higher on Google and other search engines, resulting in increased traffic, leads, and conversions.

The process of SEO involves optimising various elements of a website, such as content, meta tags, images, and URLs, to make it more search engine friendly. This means that the website is more likely to appear in relevant searches made by users. The optimisation process can be divided into four categories:

  • On-Page SEO
  • Off-Page SEO
  • Technical SEO
  • Content SEO

How does On-Page SEO compare to Off-Page SEO?

On-page SEO refers to optimising the content on your web page so that search engines can determine what the content is on your page. Factors such as URLs, the title of your page, relevant headings and images, meta descriptions and internal links, and meta descriptions are the main focal point when improving upon the page. By optimising these fields to match your target audience’s search intent, you are more likely to rank higher for a particular topic or search term.

Off-page SEO on the other hand, involves strategic planning to increase traffic to your site in a way that takes place outside of the website. The most common off-page tactic revolves around link-building, where you organise other websites of good quality and relevance to your niche, to link to your websites. While this may sound easy, it can be a difficult task, and often is part of a larger long-term plan. Other factors such as sharing your webpages on social media, or mentions on other websites such as directories like Yellow Pages®, and Yelp® help contribute to SEO.   

What is Technical SEO?

Technical SEO covers the websites performance from a technical perspective, ensuring that page speed and mobile device optimisation is as best as possible as these are key ranking factors as confirmed by Google. This side of SEO includes finding and repairing issues on the site such as broken images and links, ensuring the site is crawlable for search engines, and that the overarching structure of the website are organised correctly.

How important is Content SEO?

To put it one way, without content, there is no SEO! The content on your page plays a huge role in ranking in search engines. Google uses a search ranking system called “E-E-A-T” to evaluate pages for relevancy to search users’ intent:

  • E for Experience: Does the content demonstrate first-hand experience of the topic? Consider a blog about visiting the Great Wall of China – without having left the country.
  • E for Expertise: Is the author of the content credible? The best example here is a common one – a healthy lifestyle advocate promoting theories and diagnoses without medical qualifications. But the same content produced by a healthcare professional, or service provider would demonstrate expertise and rank higher.
  • A for Authoritativeness: This ties in with Off-page SEO, as this ranking factor depends on proof that your site is the “authority” of this topic in your area. Backlinks from other sites to yours are the key factor here, and the more you have – from reputable sites – the better you can demonstrate authority.
  • T for Trustworthiness: The name says it all! How trustworthy is your site? Security Certificates, secure domains, and positive reviews all tie into this ranking factor.

Creating content is different for each niche, but by following the EEAT guidelines from Google will put you in the right direction.

How long does SEO take to get me to Number 1?

This is the golden question! The simplest answer is that it won’t happen overnight! There are so many moving parts in the SEO wheel, but with the right strategy, and a dedicated plan, you can expect to see a change in results between 4-12 months.

The process of SEO is constantly evolving due to updates and changes in search engine algorithms, user behaviour as well as seasonal patterns. While you might have a plan in place, sometimes a search engine algorithm update might through this plan on its head, or it might boost your rankings overnight. But once you have made it to position 1, the fun doesn’t stop there. You still need to continue your SEO efforts to hold onto the top position, almost like holding onto the Iron Throne in Game of Thrones!                   

This is why it’s essential to work with a reputable and experienced digital marketing agency like Adllins Media, who stay on top of the latest SEO trends and techniques. Our team of SEO experts can help your business create a custom SEO strategy that meets your unique needs and goals. Contact us today to learn more about how we can help your business rank higher on SERPs and attract more potential customers.





February 2023