A Bare Bones Look At Search Engine Optimisation

by Jane Pollon

Having a business is both rewarding and scary, and getting the small stuff right is just as important as the big stuff. Once all the hard work of setting your business up is in place you’re then thinking about your website.

You can spend hours and days choosing themes, logos and colours. You tweak this and that to get it just right, then comes the day you have to put it out there for the world to see, in order to get your business marketing itself online, hopefully in front of your target market.

Next obstacle, getting traffic to your website……enter Search Engine Optimisation.

You may have heard of it before, or maybe not, either way it’s vital for your business growth to get it right or you could be left floundering on page 10 of Google for example, whilst your competitors are floating around on Page 1, grabbing all the attention. That’s the difference good search engine optimisation makes to your business.

So let’s look at it bit by bit with all the fancy jargon stripped off. First of all we need to look at the way search engines actually work because it’s not just a case of putting words into a search engine and everyone getting the same results. There are other factors that search engines use to give you the relevant SERP’s, or Search Engine Results Pages.

When you search for something on a search engine it first tries to make sense of your search words to bring you the most relevant information possible. The actual results you get depend on a number of other pieces of information it has about you i.e. your sharing habits, location and even the device you are searching from. It tries to figure out more exactly what you might be looking for, and takes into account these other factors as it does so.

So, for example, you could be sitting on a train using your mobile, sat next to your companion who is using a laptop, both searching for the same information. The results you both get can be very different as the search engine anticipates that a search from a mobile might not need to be as in depth as that from a laptop.

From a mobile you could be searching for a quick fix of information such as a postcode, whereas from a laptop it thinks you are probably looking for more detailed information and reacts accordingly.

It’s also delved into your previous sharing habits and even considers the places and people you have shared information with and from, before it decides what sites to provide you with.

So how does all of this matter to your own website? Search engine optimisation matters because an SEO consultant knows how to maximise your website, taking into consideration all the previously mentioned factors, and has a range of ‘tools’ and techniques available to them that puts your website way ahead of the competition.

Keyword optimisation, backlinks and other techniques are used to get your site ranking way up on the search engine results pages and lets you stay there. That’s why it is so vital to a business to have good SEO provision in place. From getting those keywords right and linking your site to others that have excellent rankings, SEO works to make sure search engine processes like Google Algorithms recognise and promote your business when a relevant search is made.

There is obviously a lot more to SEO than you have read here, but I hope by reading this it can give you some idea of the complexities of online marketing, put in a simpler way, to help even people like me begin to understand it.

If your interested in an expert to help you through this minefield, I can certainly recommend a good friend of mine at Akasha SEO based in Scarborough

Good luck


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