Ben Hawkshaw-Burn one of the co-founders of Geeky Tech explains What is SEO and How SEO Works.
Geeky Tech is an SEO Agency who help world-changing technology companies Attract new customers using Google
we know first-hand how hard it can be working out who to listen to and what to do when it comes to Search engine optimization.
So much of the SEO advice You see online is just complete b******
We started our journey as humble marketers on the hunt for more leads. And Like most, we'd heard of the “Holy Grail'' known as page one of Google.
We very quickly realised it was an absolute minefield, even if you make page one you need to be able to stay there, as well as convert the traffic you receive! Even just trying to work out who the hell to listen to was a nightmare!
On our journey we’ve built and ranked hundreds of sites with millions of pounds in revenue, we’ve also killed sites, we’ve been penalised by Google we’ve even been negative SEO’d by our own outsourcers!I should probably mention we don't outsource anymore.
SO WHAT IS SEO....
SEO stands for ‘Search Engine Optimization’, but what is search engine optimization and how can you use it?
Well SEO really isn't it's own thing!
Now don’t get me wrong it's a massive “growing“ industry and it's how we make our money.
According to Wikipedia...Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results.
Essentially it's the signals that Google uses in its algorithm to determine where a website should rank in the organic results.
What makes Google's results so Good?
Most people think it’s highly complex, top secret formulas only understood by Google's Geekiest genius.
But it's actually not as complicated as you might think, To quote Google "You want the answer, not billions of web pages"
Google's ranking systems sort through the hundreds of billions of sites in their Search index to give you useful and relevant results in a fraction of a second.
These ranking systems are made up of a whole series of algorithms that look at multiple factors,
including the words of your query,
relevance and usability of pages,
The expertise of sources and your location and settings.
So in order to rank in Google you need your site to have an impact on those ranking algorithms, essentially manipulating them.
How SEO works
Google claim they uses over 200 different ranking factors in their algorithm
"Each year, Google changes its search algorithm around 500–600 times. While most of these changes are minor, Google occasionally rolls out a ""major"" algorithmic update that can have a significant effect on the search results.
How does search engine optimization work?
This can all seem a bit complex and…. well ….quite overwhelming
Putting all of the evil manipulation and hundreds of ranking factors to one side, let's try to take a common-sense approach to understand exactly what Google wants.
They make their money from having lots of people using their search engine to find results.
Google capitalise on this by serving searchers ads,
But ultimately it’s the quality of the Organic results in Google that Drive this huge volume of people that Google has been able to monetise using paid ads.
So let’s break down the 3 Fundamentals of SEO
Keyword Research
On page Optimisation
Off page Optimisation
The first area keyword research is basically your strategy, it's all about understanding
Who your customers are
The terminology that they use to search within Google
Who the competitors for those terms then are
Can your website compete with them for those terms
Followed by a strategy on how to rank your website for those terms.
The second Fundamentals is “On page Optimisation”
Once you have worked out exactly what you want to rank for in Google you will need to optimise your website for that search term. In it's most basic form it's making sure you've got the right word on the right part of your site for Google to want to be able to rank you.
The final Fundamental is "Off Page Optimisation" also referred to "Off Site SEO"
Now you've worked out exactly what you want to rank your site for,
You’ve created loads of Incredible content that Google will love …...
The third element Is essentially making sure that you have enough external signals outside of your own website to justify or validate that claim you're making in your content.
To summarize there are three main areas.
Work out what it is your customer is searching for,
Make sure that you have the right words on the page
Finally, make sure you have enough authority or external signals in Google's eyes to want to rank you for that term.
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