As we navigate the digital landscape, search engines have become integral parts of our daily lives. From looking for information to buying products, search engines such as Google has become the gatekeeper of information online. But how do they determine which websites to show on the first page of their search results?
Enter search engine optimisation (SEO), a complicated and ever-evolving set of strategies that allows websites to rank higher on search engine result pages (SERPs). SEO is a vital tool for businesses and website owners who want to drive more traffic to their websites and increase their online visibility.
Let’s dive into the mystery of SEO and discover how it works.
What is SEO?
SEO is the process of optimising a website to increase its visibility and ranking on SERPs. The goal of SEO is to improve the relevance and authority of a website by optimising its content, structure, and relevance to specific keywords and phrases that people search for.
There are two types of SEO: On-Page and Off-Page. On-Page SEO refers to the optimisation of the content within a website, including keyword research, meta tags, and headings, while Off-Page SEO refers to external factors such as backlinks, social media signals, and online directories.
Why is SEO important?
Search engines are the primary way people find products and services online. According to Google, there are over 3.5 billion searches every day, and 75% of people never scroll past the first page of search results. This means that if your website isn’t ranking well for relevant search queries, you’re missing out on potential customers and sales.
SEO allows businesses to reach their target audience effectively. By targeting specific keywords and phrases that users are searching for, businesses can increase their visibility and attract more traffic to their website.
How Search Engines Work
Search engines use complex algorithms to determine which websites to show on their SERPs. While the algorithms used by each search engine can be different, they all follow a relatively similar process.
1. Crawling and Indexing
Search engines use software called crawlers or spiders to scour the web and collect information about websites. These crawlers follow links on websites and collect information about the content, structure, and keywords used.
Once the crawlers have collected this information, they index it in a massive database. This database is used to generate search results for specific queries.
2. Ranking
When a user enters a search query, the search engine uses a ranking algorithm to determine which websites to show on the SERP. This algorithm considers several factors, including relevancy, authority, and user experience.
Search engines rank websites based on a combination of On-Page and Off-Page SEO factors. The better optimised a website is, the higher it will rank on the SERP.
3. Displaying Results
Finally, the search engine displays the results for the user. The results are usually displayed in order of relevance and authority, with the most relevant and authoritative websites at the top.
SEO is a complex and ever-changing field, with search engines constantly updating their algorithms to deliver the best results to users. Understanding the basics of SEO can help you optimise your website(s) for better visibility and ranking on SERPs.
SEO takes time, effort, and expertise to be effective, but the benefits are well worth it. By optimising your website, you can attract more traffic, increase your online visibility, and ultimately drive more sales and revenue for your business.
