What is SEO (Search Engine Optimisation)?
Search Engine Optimisation (SEO) is the art and science of a) working with the Search Engines (Google and Bing) so they understand your business and deliver your site prominently for relevant searches, and b) creating a site of value, that informs, answers questions and presents solutions - and provides a good user experience. These work hand-in-hand to create good search rankings.
Good SEO requires:
- A well-coded site with no technical issues that may inhibit a search engine’s ability to properly index all your site pages.
- An understanding, which will increase over time (if you keep it top-of-mind), of the words and phrases people are likely to type when looking for the products or services you provide (we call these 'keywords'). Different cultural groups, generations, or other groups will use different keywords. Understanding these keywords and incorporating them into your site will help your business attract searches by these groups.
- Thoughtfully written Titles and MetaDescriptions (more on this, below) that describe each page of your site, with on-page text that supports it (matches it to a high degree).
- Time. New sites are prejudiced somewhat (they have to earn their status) but sites can achieve PageRank* fairly quickly if your SEO is done well.
- A site with rich content and a good user experience. Relevant, quality information on your site (using a variety of media: text, images, video) will bring site traffic, improve your PageRank*, attract incoming links and support your business objectives.
- You update, change or add content to your site fairly regularly. Search Engines are aware that many sites remain relevant even though they're not frequently updated, but don't let your site be static.
- You update your SEO. Your SEO shouldn't be static either. Your SEO needs to change as your business changes and you gain a better understanding of the terms various groups of people use to search for what you offer.
- Your site should pass Google’s Mobile Friendly Test. Note: this will only assist search on mobile devices, but search on mobile devices is likely to be over 50%.
- Your site is fully indexed. You can check your site indexing by typing 'site:www.yourfulldomainname' into either Google's or Bing’s search field.
- Quality incoming links. We start the ball rolling with a link from the Loqium website, but there are smart ways to do this that you should speak to us about. The emphasis here is on quality links ... not quantity. Poor quality links are entirely conter-productive.
It is of the utmost importance that your SEO is done by a reputable professional. There are many opportunistic and fraudulent organisations working in this field, and SEO spam is rife. SEO opportunists try to subvert Google or Bing’s search algorithm through techniques such as 'link-farms' that are likely to result in your site being blacklisted, which is search death. SEO should be fully transparent; it's not a black art, and it doesn't have to be a costly exercise. We set the ball rolling properly and we help you periodically as needed.
Your page TITLE is a very short description of what your page is about. It doesn't appear on the page as such, but on the browser tab for the page. It should be a keyword-rich and brief (not necessarily grammatical) description of the page. Titles are an important piece of information for Search Engines.
Your page METADESCRIPTION appears in the code in the background of your site. It is not seen by site viewers unless it is used as a 'snippet' of text by the Search Engine and displayed in their search results. It is a longer description of the specific page that should reflect your keywords more fully and include some engaging and sales-oriented copy to attract attention. MetaDescriptions are a very important piece of information for Search Engines.
If you would like a ballpark quote from us to get your SEO on the right track, call us on (02) 9810-5206.
* PageRank is a 'site reputation score'. In March 2016 Google decided to no longer supply PageRank information publicly, however, the term is still used to mean 'the value of your site in the eyes of the Search Engines' and the strategies we use to increase this value remain valid.