What is Search Engine Optimisation?

What is Search Engine Optimisation?
  • October 18, 2023

 

 

What is Search Engine Optimisation?

Search engine optimisation (SEO) is a set of activities that enables you to increase your website visibility in search engines. SEO professionals optimise web pages and content for ranking higher in search engines.

Search engine optimisation enables website owners to create and distribute high quality content that addresses the needs, goals and challenges of your target audience.

SEO activities include keyword research, content creation, on-page SEO, technical SEO and off-page SEO (which includes building backlinks).

This blog explains ‘What is search engine optimisation?’.

 

Table of Contents

1. What is the importance of SEO?

2. How does Google search engine work?

3. How to implement SEO?

4. Case Study on how to increase search engine visibility and generate quality leads

 

1. What is the importance of SEO?

SEO is important for your web content to be found in search results.
 
SEO (also known as Organic search) is a source of traffic acquisition for your business. Other traffic acquisition channels include paid search and social media marketing.
 
Organic website traffic is only of consequence, if they convert into leads or sales for your business. SEO helps drive revenue growth for your business. The goal of SEO professionals is to bring in qualified traffic that fit your buyer persona. Web traffic that is aligned to your buyer persona will have higher conversion rates.
 
When a user enters a search term into a search engine like google. They show millions of search results. Search engine algorithms determine the top organic results. The top three organic results get the highest number of clicks or website traffic.
 
SEO activities improves ranking of your content. This is achieved by researching and implementing keywords that are used by your target audience in their search queries. Google shows your content higher in search results, if your content answers your target audience’s search query.
 

2. How does Google Search Engine work?

Search engines need to find the page that best answers your target audience’s search query. Search engines like Google uses the following steps to discover and rank content.
 
  1. Crawl - Google uses crawlers or bots to crawl the World Wide Web to find new or updated content.
  2. Index - Google makes sense of your page content and stores this information in its index.
  3. Results - Google finds pages that best answers your user’s search query in terms of relevance and quality. Google ranks pages that have better relevance and quality, higher in search engine results pages (SERPs)
Search engine optimisation includes on-page SEO (e.g. meta descriptions, internal links), technical SEO and off-page SEO. All three activities enable google search engine to crawl, index and rank your content.
 

3. How to implement SEO?

Search engine optimisation can be implemented by creating relevant content, creating quality content, creating a good user experience and building authority.
 
Create relevant content
Relevance includes answering your user’s search intent.
 
There are 4 main types of search intent.
  1. Navigational - When users want to find a specific page (e.g. INNMCO’s SEO service page)
  2. Informational - When users want to learn more about a topic (e.g. A blog post on ‘What is SEO?’)
  3. Commercial - When users want to do research before making a buying decision (e.g. INNMCO vs another digital marketing agency)
  4. Transactional - When users want to complete a specific action, like scheduling a SEO consultation.
 
Create quality content
Google’s search quality guidelines includes the concept of EEAT.
 
E - Experience -  Incorporate your experience on a topic while creating content.
 
As an example, in this blog, I share my experience evaluating and using various marketing and sales technology platforms. I walk through the challenges that I faced while using disparate marketing and sales systems for my business.
 
I then go on to explain why I chose to re-evaluate my marketing and sales technology stack. I go through my decision criteria while selecting an integrated marketing and sales technology stack for my business.
 
E - Expertise - Are you skilled on the topic? Do you have the knowledge and credentials to provide reliable information for the user?
 
For example, consider the topic of Search Engine Optimisation. A buyer of SEO services would want advise from a person with expertise on the subject of Search Engine Optimisation.
 
A - Authoritativeness - This refers to your reputation in the industry. Do others recognise you for your expertise?
 
For example, an article on SEO from Semrush is authoritative because Semrush is a well known search marketing insights tool. Semrush content team includes SEO experts that regularly publish blogs on the topic.
 
When other authorities in the industry link to your content in their articles, they accept you as a good source of content in your industry or area of expertise.
 
T - Trustworthiness - This refers to if a content is trustworthy or not.
 
Is the content accurate (e.g. knowledge from blog content), are website transactions secure (e.g. credit card payment transactions) and is the business legitimate (e.g. product reviews from users)?
 
Create a good user experience
Does the website meet usability standards? Can the website be crawled, and indexed by search engines? Technical SEO is an important component for ensuring a good user experience. Some technical factors include page speed, mobile friendly site, SEO friendly url structure, duplicate content, broken links on a page, orphaned pages.
 
Build authority
In the physical world people refer ‘other people’ who they trust for opportunities (e.g. projects, jobs). In the World Wide Web, this equates to websites linking to ‘certain pages on other websites’ who they trust. You may have written an article that is considered trustworthy and another website includes a link to your article. Off-page SEO outcomes include earning links and citations from authoritative websites.
 
Read this blog, to learn more about how to implement a SEO strategy for your website.
 

Conclusion

SEO is important for your web content to be found in search results. It enables website owners to create high quality content that addresses the needs, goals and challenges of your buyer persona.
 
The goal of SEO professionals is to bring in qualified web traffic that fits your buyer persona. Qualified web traffic that is aligned to your buyer persona will have higher conversion rates. This will lead to an increase in qualified leads or sales for your business. Search engine optimisation helps drive revenue growth for your business. 
 

Watch an example to learn how a B2B company generated quality leads by increasing average daily impressions in search by 200%

 

Webinar - Case Study - Increase search engine visibility. Generate quality leads.- INNMCO (1200 × 400 px)

 

Contact our team

Grow your business with inbound marketing. Are you looking to build trust by addressing buyer needs at different stages in the buyer’s journey, raise brand awareness and generate quality leads by improving website visibility in search, attract buyers to your website and convert quality leads into customers? 
 
We are an inbound digital marketing agency, search engine marketing agency and content marketing agency based in Sydney, Australia. We are innovators and marketers with expertise in:
 

1. Content Marketing.

We use a human centred design approach to understand your target audience. Analyse how your product or service is perceived by your target audience. Find out what message resonates with them. Learn how to position your product with your target audience. We create content to address buyer needs at different stages of the buyer journey and marketing funnel.

2. Search Engine Optimisation.

We craft digital marketing strategies to generate an inbound interest for your business, product or service. Create search engine optimisation campaigns to raise brand awareness and generate leads for your business. Our search engine optimisation services include Organic Search Audit and Search Engine Optimisation services.

3. Paid Search.

We craft digital marketing strategies to generate an inbound interest for your business, product or service. Create paid search campaigns to raise brand awareness and generate leads for your business. Our google ads management services include Paid Search Audit and Paid Search (Google Ads - formerly Google AdWords).

4. Website Design and Development

Attract buyers by creating valuable content and experiences tailored for them. We design and build websites with HubSpot CMS hub. We use website themes and templates from the HubSpot themes and templates marketplace. This speeds up website build for your business. We help businesses implement blogs, live chat, landing pages and forms which are the foundation of an inbound marketing approach.

 

Book a digital marketing audit

Anees Misbahudeen | Digital Marketing Director & Founder at INNMCO

  

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