What Is Search Engine Optimisation, and Why Does It Matter?

These days, you are likely to hear terms like SEO, or search engine optimisation, bandied about quite a bit, as businesses move from traditional brick and mortar concerns into the online arena. If you still think they sound like Greek, then read on for a quick explanation about what search engine optimisation is, and how it can affect your business.

The first thing you need to understand about search engine optimisation is that it is designed to make your website more visible to search engines.

All of the search engines out there have certain criteria that they use to rank websites when internet users search for specific terms, and since research has shown that only the first few pages of results for any search term will get any significant type of traffic from search results, it is important that your page have a high rank.

Each search engine has a slightly different search algorithm that they apply, but all of them use complex automated systems to rank the millions of sites out there, and SEO is a group of disciplines that help to make your site as visible as possible, using a few different methods.

The first is content. Search engines like Google have software that they use to ‘crawl’ websites. This software ‘reads’ and analyses the content that you have on your site, and it uses the information that it gathers in this way to categorise your site. The software will look for specific keywords, and words that relate to it. For instance, if you have a site about coffee, you are likely to mention the word coffee fairly often. You will also mention words like espresso, cappuccino, coffee cups, and caffeine. By analysing these related keywords, the search engines’ crawlers can determine that your site is about coffee, and they know that when someone searches for coffee, your site should be among the results.

Another important factor in SEO is the age of your site. Sites that have been around for longer tend to do better in search results, because they are seen as more stable and likely to be around for longer. However, if your site is older, but you never update the content, it is likely to be bumped down the search engine rankings by a newer, more up to date site that has fresh content added daily. That is why keeping your site’s content fresh is an important part of search engine optimisation.

Some search engines also take your site’s description, and the metatags that are included in each page’s code into account, although this is becoming less important, as search engines realise that site owners sometimes use false information to gain traffic.

Then there are links to your site. Search engines also take note of links to your site, and where they come from. A site that has lots of links from high ranking, reputable sites is likely to be legitimate, and a valuable source of information, and that site is likely to have a better rank as a result of that. That is why building links on forums, article directories and other platforms is another important factor in search engine optimisation.

Even something as simple as submitting your site and your site map to search engines can have an impact on the page rank of a new site, and it is one of the first steps in search engine optimisation.

The truth is, there are dozens of methods of improving your search engine optimisation, and it has been said that it is more of an art form than a science. That is particularly true because search engines regularly change their search criteria, to combat fraudulent practices by web site owners.

Search engine optimisation is a long term, ongoing process that takes a fair amount of time and effort. However, unlike paid advertising methods on the internet, when SEO is done correctly, you get long term results, that should see your site climb the page rankings, and get lots of organic traffic over time. It is cost effective, but it is usually best to employ an expert if you are unsure of what you are doing, even if it is only to devise your online marketing plan for you.

Small business owners can certainly benefit from understanding search engine optimisation, and even a few simple actions every day to boost your site’s page rank can have a market impact on your business. After all, advertising is a numbers game, and the better optimised your site, the more people are likely to see your marketing and advertising messages.

Without a doubt, however, the long term dividends that search engine optimisation will have for your site far outweigh the short term learning curve you might face, and it’s well worth investing time, effort, and a little money in making sure your site is optimised. After all, what is the point of having a fantastic site for your business, when no one ever sees it?