Search Engine Optimisation

Search Engine Optimisation or SEO is the practice of improving the visibility of a webpage within the organic results returned by a search engine when a searcher enters a relevant keyword or search term.

By improving the visibility of a webpage for keywords and search terms relevant to the page’s topic, the page will usually generate a higher CTR (click-through-rate) and benefit from better quality traffic.

As the algorithms used by search engines are highly complex & ever-evolving, and it’s not in the best interest of major search providers like Google & Bing to disclose all of the ranking factors and variables considered in providing their results, search engine optimisation can seem a daunting subject.

However, by combining each of the knowns with experience and testing, it becomes possible to separate search engine optimisation into four clearly defined categories: 

These categories form the four pillars of SEO. In turn, each category or pillar can be further sub-divided into subsets referred to as ranking factors.

By following the correct process and optimising a webpage with each of the known ranking factors in mind, the cumulative effect of each optimisation will improve the page’s performance within organic search.

Further to the four pillars of SEO is the ability to measure the progress and ROI generated from an SEO campaign. With each of the major search providers offering a website analytics package that provides in-depth insights into visitor acquisition, behaviour, and much more, when correctly configured, analytics can provide invaluable insights into website performance.