What Affects SEO and How to Improve It
When it comes to online visibility, Search Engine Optimisation (SEO) is king. But what exactly influences your website's ranking on search engine results pages (SERPs)? Essentially, Google (and other search engines) use complex algorithms to determine which websites best answer a search query.
Three key areas of SEO influence your search engine ranking:
- On-Page SEO: optimising factors within your website.
- Off-Page SEO: optimising factors outside of your website.
- Technical SEO: ensures your website is technically sound for search engines.
On-Page SEO
Content Quality and Relevance: Create high-quality, informative, and engaging content that satisfies user intent. Focus on content that answers user questions, provides value, and uses relevant keywords naturally. Keyword stuffing is a big no-no as search engines will penalise websites that employ this tactic. Effective keyword optimisation is crucial.
HTML Optimisation: Utilise keywords within your content, headings, meta descriptions, and image alt text. Employ header tags (H1, H2, etc.) to structure content for improved readability. Strategic keyword optimisation in these areas is essential.
Optimise Site Structure: Ensure your website is easy to navigate, with a clear and logical structure. Implement the 3-click rule, ensuring all pages are accessible within three clicks from the homepage. For example, in retail, ensure customers can reach the 'add to cart' button within three clicks: Homepage > Collections > Product Page.
Off-Page SEO
Backlinks: Earn high-quality backlinks from reputable websites. This signals to search engines that your website is trustworthy and authoritative. Let's say you run a website that provides expert advice on sustainable gardening. A high-quality backlink would be a link to your website from a reputable environmental organisation’s website or a well-known gardening magazine’s website. To build your list of backlinks you can also try guest blogging, someone recommends you on a forum, or a blogger likes your products. This is why it’s important to create content people genuinely want to share.
Don’t buy backlinks. Search engines can penalise you for this and they don’t attract your ideal customer anyway.
Online Reviews: Positive reviews and mentions can enhance your online reputation and contribute to your SEO efforts.
Technical SEO
Website speed and performance: Search engines prioritise websites that load quickly. Slow loading times lead to poor user experience, increased bounce rates, and lower search rankings. Compressing images and minimising code can help.
Mobile-Friendly: A significant portion of internet traffic comes from mobile devices as many of us use our phones and tablets as the primary way to use the internet. If your website isn't optimised for mobile, you're missing out on a huge audience.
Sitemaps: Verify and submit your XML sitemap to search engines for efficient crawling and indexing.
Crawlability and indexability: Crawlability is like Google's robots being able to find the doors to your website's rooms, and indexability is like them being able to write down what's inside each room in their notebook. If they can't find the doors, or can't write down what's inside, no one will find your website in Google's search.
Key Takeaways for Improved Optimisation
- Do your Keyword Research: Identify relevant keywords that your target audience is using.
- Create High-Quality Content: Prioritise quality over quantity in content creation.
- Optimise Your Website Structure: Ensure your website is easy to navigate and mobile-friendly.
- Build High-Quality Backlinks: Earn backlinks from reputable websites through content marketing and outreach.
- Monitor your performance: Use tools like Google Analytics and Google Search Console to track your progress and identify areas for improvement.
- Focus on User Experience: A positive user experience is crucial for SEO success.
SEO is an investment
SEO is not a quick fix, it requires consistent, ongoing efforts. By understanding the key factors that influence your ranking and implementing these strategies, you can improve your website's visibility and attract more organic traffic. We provide expert SEO consulting to help businesses enhance their online visibility and drive organic growth. See our Grow with SEO package for more details.