Search Engine Optimisation
What is it?
Search Engine Optimisation (SEO) is the process that aims to reach high rankings on search engine results. It covers a variety of activities and is unfortunately portrayed as a complicated and confusing area by many digital marketing agencies. Although it is a wide subject it can be communicated in simple terms:
Search engines such as Google rank web pages on search results based on their relevance, trustworthiness and popularity and the value of these parameters are largely determined by the quantity and quality of links that a web page has from other web pages. Gaining high numbers of links from well-established web pages is at the heart of search engine optimisation. This is accomplished by consistently creating excellent content which includes key words and phrases that are used by people who are searching for the types of products and services that your company offers. As people and other web pages find your content useful they share it and link to it, leading to the rank of your web page climbing up in the search results. Achieving high rankings on search engines pays in great proportions with dramatically more people learning about your brand and opting in for your products and services.