The Backpackers Guide To Search Engine Optimisation
Your business may have invested in an incredible website but if nobody knows how to find it, you may struggle to capitalise on your investment. Search engine optimisation (SEO) is the practice of gaining higher rankings with search engine results pages (SERPs) such as Google and Bing. It relies upon a number of techniques including boosting keywords, backlinking, accessibility, creating quality content, and utilising a structure that can be easily understood by search engines. Organic SEO is an "unpaid" method of boosting rankings. It is unpaid in the sense that its success does not rely upon paid adverts such as Google AdWords, a form of pay per click (PPC) advertising. The ultimate goal is to organically improve how your website ranks with search engines and to drive traffic to your site.
The practice of SEO is a vast topic, but it relies upon four major principles:
The aim of search engine optimisation is to earn the trust of Google. The vast majority of people who use Google will not look any further than the first page of results. The most relevant results to a search are always displayed at the top, that's why so many people put their trust in Google to find relevant and accurate information easily. Getting your page to the top of Google's results is a competitive business; websites reaching for the top need to be relevant and deliver real value to web users. A value added approach to your online strategy will build the trust of Google more quickly. There are also a number of pitfalls that your online strategy should steer clear from in order not to be penalised.