To increase the visibility of your website in search engines, with the aim of appearing higher up in the Google/Bing/Yahoo listings to receive high numbers of targeted, relevant visitors to your site, you need to consider how search engine friendly, or how visible your website is. After all, you can be fairly certain that the competitors ranking above you will be putting in the time and money to make their sites perform well.
Search Engine Optimisation (SEO)
The process used to make a website more search engine friendly is called Search Engine Optimisation (SEO).
What is SEO?
To understand how SEO works, you first need to know that search engines use algorithmic programs (which, in the industry are known as ‘bots’ or ‘spiders’) to crawl content on the internet. Once the bots have found your content it is then ranked according to more than 200 ranking factors in the search engine results pages (SERPs), which are the pages you see when you type something into a search engine.
What is SEO for?
Basically speaking, the purpose of SEO is to make sure a website is allowing the best possible access to the search engine bots, as well as ensuring that the bots can easily find the information required to associate your website with search queries that searchers, and your potential customers, type into search engines. The information retrieved about a website by the bots will be used to determine your site’s relevance to a query (which can be a keyword or a phrase) and the more relevant your site is, the higher it will appear in the SERPs.
SEO is ever-changing
SEO has come a long way in the past decade because search engines have been carefully refining their algorithms to ensure that the results they present to searchers are the most relevant and the most useful.
Indeed, in recent years, Google has increased its focus on user experience and instructed website owners to concentrate on making sure that their websites offer users the best experience possible, which includes demonstrating to search engines and searchers that a website is trustworthy and authoritative.
SEO needs a ‘holistic’ approach
As a result of these recent search engine changes, it is more important than ever to adopt a holistic approach to SEO. Therefore, at WDL we consider usability factors, website content, site design, site structure, trust/authority signals and crawl factors when making clients’ sites more SEO-friendly.
The SEO Strategies we will employ depend of the nature of your website and your industry, but one constant is that all of the SEO tactics we use are ‘white hat’, which means we abide by search engines’ rules while working to improve sites’ rankings. We do this because ‘black hat’ techniques are likely to get you penalised, or even banned, by the search engines.