04 December 2017

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Understanding SEO : The Basics

We know it can be hard to grasp all the different digital terminology, especially as technology keeps advancing, but it is important to make sure can understand the basics of SEO (Search Engine Optimisation) if you own your own business. SEO is a fundamental marketing strategy regardless of the industry you work in. The internet and digital marketing is such a huge part of our world that all businesses should be doing whatever it takes to ensure they have a substantial online presence. One of the most effective ways to do this is with SEO.

Before we get into the fundamentals of understanding SEO, it’s imperative to understand how search engines themselves work. Search engines such as Google, Yahoo! and Bing, are known to be the primary use of navigation for most internet users. If you have a query about a shop location, want to know the filmography of your favourite actor or the lyrics to a song you heard on the radio, most people will seek the help of a search engine. From the most basic queries to educational research, search engines help internet users discover the answers to whatever question they pose. Results or answers to these questions are stored in databases to be accessed whenever searched for – ready in a fraction of a second.

Search engines are always trying to improve the way they crawl the web to deliver the best results. There are certain rules and limitations everyone must follow in order to not get buried or penalised. The results are formed via computer programmed algorithms that take into account what people are actually searching for, including certain keywords and the popularity of those pages.

The best way to envision this is by seeing the web as a map, and on that map are roads that lead to landmarks. Those landmarks are documents (web page, JPG, PDF and other files) and you have to somehow navigate your way to them, sometimes without even knowing what exactly the landmark is. You will do this by going to a search engine and typing in certain keywords that might relate to that landmark, words that will tell the search engine what you are looking for. The search engine will then scour the web finding the right pathway that leads to the potential landmarks you are looking for. The answers will then be ranked according to relevance and popularity.


So, what is SEO?


SEO is a strategy that can help your document reach the top results on that list, meaning more people are likely to visit that file or page. SEO is organic content, meaning that it’s unpaid for and therefore when done effectively, it can be an excellent ROI. Optimising a website for SEO can blend together the technical and creative side of marketing. It may involve editing the content of a website, doing HTML and other associated coding in order to increase the relevance of certain keywords. A common way to build SEO is by adding content to your site and using backlinks or internal links on specific keywords; a company blog is a great way to do this. You will also need to make sure you claim your Google My Business page with all the relevant key information about your business, this will ensure you get ranked. Setting up your site on Google’s Webmaster Tools will also help you to see your site the way Google sees it, thus helping you to improve your SEO.

The higher your ranking, the more visitors received, which in turn means more business. SEO is a serious way to increase the visibility of your business, but it can be a time-consuming process, which is often why many companies decide to take on an external creative agency who specialise in digital marketing to take control of this area. SEO is not a one-time job. The web is continuously expanding, and your business should with it.

If you need more support on SEO, 5874 are a Birmingham creative digital agency and specialise in digital marketing for a variety of brands in ecommerce and property. For more info, please email info@5874.co.uk or call us on (0121) 773 5978.




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