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Search Engine Optimisation

June 5, 2023

Search Engine Optimisation (SEO) is the practice of improving a website’s visibility and ranking in search engine results pages (SERPs). It involves optimising various aspects of a website to make it more attractive to search engines and users alike.

The primary goal of SEO is to increase organic (non-paid) traffic to a website by improving its relevance and authority in the eyes of search engines. When a user enters a query into a search engine, such as Google, the search engine’s algorithm scans its index of web pages and presents a list of results ranked based on relevancy and quality.

SEO encompasses a wide range of techniques and strategies, both on-page and off-page, to enhance a website’s visibility. Some key elements of SEO include:

  • Keyword Research: Identifying the words and phrases users are searching for related to a website’s content and industry.
  • On-Page Optimisation: Optimising individual web pages by including relevant keywords in page titles, headings, content, meta descriptions, and URLs. This also involves improving the website’s overall structure, internal linking, and user experience.
  • Off-Page Optimisation: Building a website’s authority and reputation through the acquisition of backlinks from other reputable websites, social media promotion, and online mentions.
  • Technical SEO: Ensuring that a website is easily accessible and understandable by search engine crawlers. This includes optimising website speed, mobile-friendliness, URL structure, sitemap, and implementing schema mark-up.
  • Content Creation: Producing high-quality, informative, and engaging content that satisfies user intent and attracts natural backlinks.
  • User Experience: Focusing on providing a positive experience for website visitors, including easy navigation, fast loading times, and responsive design.

SEO is an ongoing process, as search engine algorithms continually evolve, and competition for search rankings remains fierce. It requires regular monitoring, analysis, and adjustments to stay ahead of the competition and maintain or improve search visibility.

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