What is SEO?

What is seo in 2020?

In short, Search Engine Optimisation is a way of getting a website as close as possible to the top position of the first page of a Google search result.

Audio Interview “What is SEO?”

Google now clearly prioritises paid-for (Google Ads) over organic listings (results that come after ads). Organic listings appear beneath Pay-per-click Google Ads and Google Map results.

Because Google does this, a good overall srategy is to appear in as many places on the first page as possible. This will maximise your chance of being found.

The most popular alternative to high organic (natural) ranking in search results is to pay Google. People do this by bidding on a keyphrase which will trigger a Google Ad. This is called Pay-per-click Advertising. Read more about PPC Advertising here.

This video from Search Engine Land gives a great overview of SEO

How is Search Engine Optimisation Performed?

There are two quite distinct aspects to SEO;

1. On-page SEO

On page SEO has to do with everything on the website itself. By manipulating the underlying code and text content of a website page, you can get Google to rank it higher in search. So for a page about “Smashed Avocado on toast”, you might write “Smashed Avocado” several times in page headings, html tags and text. When someone searches for “smashed avocado”, your page appear in the results list.

Pages with 500 words about a subject (or better) tend to rank higher in Google.

2. Off-page SEO

Off page SEO refers to ways of attracting links to your page from another site. This can be done naturally (by writing such great content that people link to your page as a kind of resource) or unnaturally – by buying links on other high-ranking sites and linking to yours.

Buying links is the most common way to get in-bound traffic but runs contrary to Google’s idea of a perfect website.

Having said that, we are talking about a company that makes $1m every day, so we must keep that in mind. “Organic Search results” (unpaid results in Google search) are increasingly being pushed down a SERP in favour of ads.

Ruthless SEO Practices

Bad Links & SEO

Google rates your site in terms of its quality. nd that can be determined by who is linking to you. If you are a lawyer and the Family Law Court links to your site, you get a little lift. You are seen, by Google to be genuine wth a good reputation. So getting good quality people and organisations to link to your site is an important part of SEO. Good quality, hand-written posts (like this one) :) should set you apart from lesser caring website owners who never update their website.

Some companies will add your website URL to poorly performing websites (some of which are set up for this reason alone). If Google finds that poor, sapmmy websites are linking to yours, it adversely affects your reputation.

We removed 20 bad links linking to one client’s site and it resulted in a four-fold increase in traffic. The bad, in-bound links were probably uploaded by a competing website. You can never know for sure who added you to a spamy website and sometimes it is done by accident. It could also be that the website owner doesn’t realise how poor quality their site is.

What is a Poor Quality Website?

It’s easy to have a poor quality website. All you have to do is leave it.

  • Never update the Content Management System, plugins, or underlying code
  • Never add content to your website
  • Do not add any spam or hacker security to your website (ensures it gets hacked)

Some of this has to do with website health (which we will talk about in another post).

Isn’t SEO dead?

Optimising content for search engines is a $70 billion industry and it’s not going away.

Google’s algorithm for changing how it ranks websites is in constant flux. If you had on-page SEO done six months ago, some of those outdated techniques can actually see you rank lower on Google. SEO is now on-going. In some cases, th following “black=hat” SEO techniques will get your site banned from Google. Keyword stuffing (using a keyphrase too many times in a blog post) is considered to be “spamming” the Google Spider.

  • Keyword stuffing
  • Site health (age of software) & security
  • SSL Certificates (http:// instead of https://)
  • Having a poor mobile version website

(SEO, website usability and site health often crossover these days)

Old techniques are put to one side for new methods almost every month. No SEO strategy is set in stone.

SEO is something you have to revisit (at least yearly). Or if you are wise, you can opt for a cheaper-in-the-short-term o-going SEO approach, ratehr than getting your whole website cleaned up at once.

So. What is SEO?
Keeping your website up to date is what it really boils down to.

There’s actually a movie about SEO. Watch “SEO the Movie”

SEO Resources & Further Reading;

search engine optimisation

Geoffrey’s SEO Services;