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What is SEO / Search Engine Optimisation?

What is SEO?

In the simplest of terms, SEO is an abbreviation for search engine optimisation. It essentially means your website is configured so it appears higher in the search results when people use search engines. SEO can therefore be an effective tool at bringing your website site traffic.

How SEO Works

Search engines, including those like Google and Bing use bots that collect information from website in a process known as crawling. The search engines next use algorithms to analyse the content of the pages they have crawled using hundreds of factors that help it decide in what order pages appear for a query. This in turn helps users of search engines to help them find what they’re looking for.

Although there are many, many ranking factors and much of the process is kept secret, a lot has been deciphered down the years with acknowledgements from Google engineers as well as educated guesses that have stood up to experimentation.

For instance, high quality content that has undergone keyword research and is friendly to mobile users is much more likely to rank higher in search results.

Can I Pay to be Higher in Search Results?

In short, no. After all, search engines don’t exist to store information, they exist to provide their users with a service that delivers the most relevant and trustworthy information to answer a user’s query.

This fact however, it also is one of its key strengths. By not allowing a “fastlane”, small businesses are able to compete with massive companies like Amazon. This is possible because large companies are broader in their application of search optimisation, while small businesses often sell fewer products, meaning they can focus on their niche.

That said, pay-per-click or PPC offers a way of appearing above search results. A full explanation is outside the scope of this post and will be explained in a future post, but PPC is essentially a way for websites to bid for keywords that are used in the queries of search engine users. If they appear in a user’s search and are clicked, the website then pays their bidding fee. The exact price varies widely depending on how popular a keyword is, quality score and competition. Here is a comparison for what a search engine user will see on Google:

SEO versus PPC
A comparison of search engine optimsation (SEO) to pay-per-click (PPC)

What Is So Important About Searches?

Although Google doesn’t share their search volume data, it was estimated a few years ago Google who own 92.42% of the search engine market processes 70,000 search queries every second or 5.8 billion searches per day. That’s two trillion per year.

As smart speakers like Amazon’s Alexa and Google Home, smart watches like the Apple Watch and even televisions now capable of searching, search is simply a crucial part of any digital marketing strategy.

With the right SEO strategy, search can mean increased traffic to your website who will get to see what products and services you sell, meaning increased revenue isn’t too far away.

Need SEO Help?

XHost UK are an experienced no-nonsense web design and marketing agency who work with a diverse range of clients in a whole host of niches. We provide expert advice and implementation of search engine optimisation among many other services.

We can provide everything from logo design to web design to web hosting to social media management to search engine optimisation to pay-per-click.

Find out more about our search engine optimisation services.