What is SEO – Search Engine Optimisation?

SEO or Search Engine Optimisation is a marketing strategy implemented to increase the amount of organic appearances a website gets in the search engines result pages (SERP). It works by using a range of techniques to improve the sites recognisability, such as adding elements that are sensitive to the search engine. This will result in a high-ranking placement for the company’s site and therefore increase overall traffic.

To find results for internet users, search engines will send a crawler to gather the sites they think are most relevant to what the internet user is searching for. The crawlers then deliver the sites to the user and rank them down the page in terms of what they think will be most useful to the user, in relation to wat they’re seaching.

Search engines such as Google and Bing use the method explained above and therefore show that search engines are much more than just answer generators. After crawling the internet the content is gathered, indexed and then delivered to the algorithm, which has the role of matching indexed data with users’ searches.

A search engine may also base its results off three factors; Domain level, links and content. The domain level refers to the quantity of links to a certain domain as well as the trust and quality of those links. The content refers to how relevant the content on your page is to the user’s search. All of these factors are considered in order to provide the user with the correct results.

Although channels like social media can bring traffic to your site, a search engine is still the primary method of navigation for the majority of internet users. Search engines such as Google, Yahoo! and Bing are very clever, however, they still need help. By using SEO on your site you can make your site more recognisable to the search engine. If your site cannot be found by the search engine you will miss out on a lot of potential traffic that could determined your businesses success.

The future for SEO lies in the algorithms. Tactics will have to evolve as the algorithm changes in order for sites to maintain their position and improve. This is where it is important for SEO providers to stay up to date with changes and be ready to adapt to new techniques.