General

SEO Optimisation – Learn to optimise for SEO

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This guide is an introduction to search engine optimisation (SEO), a very important tactic for bringing
traffic to your site.

In this guide you will learn

What SEO is and why it's important
Best practices for SEO keyword research and keyword targeting
Best practices for on-page optimisation

So let's get started!

1. what is SEO and why is it important?
Search engine optimisation is the process of optimising a web page and its content so that it can be
easily found by users searching for terms related to your website. SEO is also the process of
optimising your web pages so that search engine indexing software, known as 'crawlers', can find,
scan and index your site easily.

Although the concept of SEO is relatively straightforward, many people who are just starting out with
SEO may have the following questions

How do I 'optimise' my site or my company's site for the search engines?
How do I 'optimise' my site or my company's site for the search engines?
How can I distinguish between "good" SEO advice and "bad" or harmful SEO advice?
Perhaps the most important aspect of search engine optimisation is how you can actually use SEO to
increase traffic, leads and sales relevant to your business.

Text ” SEO ” with search bar over screen. concept for promoting website traffic, ranking, optimizing your website to rank in search engines or SEO.

Why do I need SEO?
Every day, billions of searches are conducted online. This means a huge amount of traffic with a
specific purpose.

Many people search for a specific product or service with the intention of paying for it. Such searches
are known to have a commercial intent. In other words, the search is a clear indication that they
want to buy something you have to offer.

People are searching for everything that is directly related to your business. In addition, your
potential customers are searching for all sorts of things that are only broadly related to your
business. There are even more opportunities for you to connect with them, answer their questions,
solve their problems, and be a trusted resource for them.

The last four times you went to Google to solve a problem, were you more likely to get the widget
from a trusted resource who provided great information, or from someone you'd never heard of?

What actually works to increase SEO traffic from search engines?
You need to know that Google is responsible for the majority of traffic from search engines
worldwide. While this may vary from industry to industry, Google is likely to be dominant in the
search results that your business or website wants to appear in, but the best practices outlined in
this guide will help you position your site and its content in other search engines as well help you
position your site to be ranked.

So how does Google decide which pages to return based on what people search for? And how can
you attract valuable traffic to your site?

Google's algorithm is very complex, but at a high level.

Google is looking for pages that contain high quality, relevant information that is relevant to the
searcher's query.
Google's algorithms "crawl" (or read) the content of your website and evaluate (algorithmically)
whether that content is relevant to what the searcher is looking for, based on the keywords it
contains and other factors (called "ranking signals"). Google determines relevance by assessing
(algorithmically) the relevance of keywords and other factors (called "ranking signals").
Google judges 'quality' in a number of ways, the most important of which is a site's link profile (the
number and quality of other websites that link to a page or the site as a whole).
Increasingly, Google's algorithm evaluates additional ranking signals to determine a site's position,
such as

How people engage with the site (do they find the information they need and stay on the site, or do
they 'bounce' to a search page and click on another link? Or do they ignore your site in the search
results and not click on it?)
How fast your site loads and how "mobile friendly" it is
How unique your site's content is (compared to "thin" or duplicate, low-value content)

Google's algorithm takes into account hundreds of ranking factors for search results, and Google is
constantly updating and improving its processes to provide the best user experience.

2. best practices for SEO keyword research and keyword targeting
The first step in search engine optimisation is to decide what you want to optimise for. This means
identifying the terms (keywords) that people are searching for that you want to appear at the top of
search engines such as Google.

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