To answer this question, you have to understand that search engines do not see your website the way the user does. Search Engine Optimization (SEO) is therefore essential if you want your website to get noticed by both users and search engines alike. SEO ensures that the search engines can see your website and understand what relevance it is to the user making the search.
Almost 80% of all internet searches made in the UK are made on the Google search engine. Google admits that only 3% of users will ever look beyond page 1. Getting to page 1 and staying there is therefore crucial.
The job of all search engines is to analyze, understand content and rank individual web pages against keyword searches. Your website needs to follow these rules if the pages (and your business in Peterborough or anywhere else in the UK), is to be found and indexed. Your website should contain key word focused Meta data and should be structured in the way that the search engines understand. This is where SEO comes into play.
Search engines rank web pages according to how relevant the information contained within them is to the end user. Your potential customer wants the best possible results to their search query, the more relevant the web page is, the higher it is ranked. All search engines use the same principles to find relevant content. They use search bots or search spiders to find content on the web and index it. Therefore content on your website also needs to be structured in a way that makes it easy for the search engines to find it. Sub sections or product sections that are relevant to keyword groups will assist here as will methodically allocating keywords against specific pages. This ensures that when a search engine looks at your site it will understand that a particular page is relevant to the keyword being searched for. This method of key word allocation per page is much more efficient than simply adding in as many keywords as you can all over.
There are over a dozen on page elements that Google looks at when deciding where to rank your website alongside others. Professional SEO is therefore about maximising all of those elements, putting you in your best light.
Another point worth remembering is that search engines do not understand images. If you post a good image of a car you are selling for example, the best search engine will not understand it as a photograph of a car. The search engine only understands relevant tags associated with the picture, these are called ‘alt tags’ and tell the internet spiders what the image is about. These alt tags therefore need to contain the keyword that you want that page to be found for.
Once the on page elements of your site are as optimized as possible the only method of improving your rankings are social media interaction and increasing the number of back links.
Social media interaction works because Google loves discussion and feedback. It likes to listen to what other people say about you and not just what you say. It therefore monitors platforms like Face book and Twitter picking up on mentions of brand names and keywords in relation to you, your social media accounts and your website.
A back link is where another website has included your company details and posted a URL taking people back to your site. This could be a simple directory site linking to your supplier information or a blog or article post containing informative information.
A point to note here is that Google particularly insists on unique, quality content so this link will only count, and carry a high value, if the content is unique and informative. Directory back links are therefore ranked lower and carry much less weight.
Back links therefore effectively act as ‘third party votes’, telling the search engines that these other sites think you are worthy enough to be featured on their platform.
The internet is where everyone goes to search for information; simply put your business cannot afford to ignore it in today’s competitive markets. Don’t do your competitors a favor – understand SEO.
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