what is SEO?
SEO (Search Engine Optimisation) is the set of techniques and strategies used to improve the visibility and ranking of a website in the search results of search engines, such as Google. Current SEO practices require finding a balance between focusing on the user and making it easier for search engines to crawl your website.
Current SEO practices require finding the balance between focusing on the user and making it easier for search engines to crawl your website. While it is important to have a search engine optimised website, it is also essential that it provides a positive user experience and offers quality and relevant content to users.
If you focus only on SEO and not on user experience, you may be successful in the short term in terms of ranking, but in the long term you are likely to have problems with traffic and conversions due to low retention rates and low user trust.
On the other hand, if you focus only on user experience and not on SEO, you may have an attractive and user-friendly website, but it is likely to have low traffic and low ranking in search results, which can negatively affect your business.
Therefore, it is important to find the right balance between SEO and user experience to get the best results for your website and your business. For Google there are three very relevant aspects to SEO, known as EAT.
Google EAT (Experience, Authority, Trustworthiness) is the term used to refer to the experience, authority and trustworthiness of the content of a web page or website and the creator of that content. These factors are important to Google as they influence the quality and relevance of the content to users.
To have a good EAT, it is important to consider the following:
- Experience: Make sure your site offers a positive and user-friendly user experience.
- Authority: Work on building your site's authority by creating quality, relevant content and getting links from authority sites.
- Trustworthiness: Make sure your site is trustworthy and that the content is accurate and verified.
If your site meets these criteria, it is more likely to have a good EAT and rank well in Google search results, and by providing excellent and useful content for users, you can help them find answers to their questions and needs, which can improve the user experience on your site.
Basic things to consider when implementing SEO on your website:
- Keywords: It is important to research and choose the right keywords for your website, these keywords should be related to the content of your site and should be used in the title of your pages and in the content in a natural way.
- Quality content: Search engines value quality content that is relevant to users, so make sure you create unique, high quality content that answers the questions and needs of your visitors.
- External links: External links are links pointing to your site from other web pages. Quality links from authority sites can improve your site's ranking.
- Technical optimisation: Technical optimisation includes aspects such as the loading speed of your site, image optimisation and the structure of your site. These factors can affect the user experience and the ranking of your site.
- Mobile optimisation: More and more people are accessing the internet via mobile devices, so it is important to make sure your site is optimised for mobile devices.
SEO is important because it can help improve the visibility and ranking of your website in search results on search engines, such as Google. This can have a number of benefits for your business, including the ones we'll uncover, below.
Benefits of good SEO:
- Increased traffic: If your site ranks higher in search results, users are more likely to click through and visit your site, which can increase traffic to your site and increase your business's exposure to a wider audience.
- Increased trust: Users are more likely to trust results that appear at the top of search results. If your site appears in the top positions, users are more likely to trust it and your business.
- Higher conversion: If your site is easy to use and offers a positive user experience, visitors are more likely to convert into customers. SEO can help improve the user experience and therefore increase the conversion rate.
- Increased profitability: SEO can help increase traffic and conversions on your site, which in turn can increase your revenue and improve the profitability of your business.
Ultimately, SEO is important because it canhelp improve your site's visibility and ranking in search results, which can lead to increased traffic, trust, conversion and profitability for your business. Find out more about the importance of SEO in our blog post: Master SEO.