Search engine optimisation or SEO for short, focuses on optimising your website and its pages to reach higher rankings with search engines like Google, Bing or Yahoo to name a few. The ranking of the page or website in a search will be determined by the overall SEO score.
The algorithm for SEO accounts for many variables and is constantly evolving. For example, social media presence, social media engagement and whether your website is served over HTTPS will impact the ranking of your website.
SEO specialists search for types of content that drive high traffic within an industry and keywords that can help rank your website higher.
The keywords and content used on a website should be made with search engine result pages or SERP for short in mind, but it also needs to be made in a way that brings value to the people who search for that type of content.
Then you have user interface and user experience principles that can help increase the amount of time an individual stays on a web page thereby increasing the SEO score of that page.
Choosing the right keywords is fundamental for SEO as it will deeply impact your website’s ranking when the keywords match a search. A keyword can be classified into short tailed and long tailed. Short tailed keywords are one word long whilst long tailed keywords are comprised of two or more words.
Using well-thought keywords can bring more traffic than generic ones. For instance, using the long tail keyword “best practices for SEO” to focus on a particular search will generate more specific traffic that using a short tail keyword such as “SEO” where the competition is very high and the conversion rate is lower. Long tail keywords can be very specific for the market.
This sums up the first part of a basic SEO guide. In the next part, we will cover some SEO techniques including using tools to search for keywords, how to create backlinks, and some recommendations to speed up your website.
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