SEO or Search Engine Optimisation is the process of tapping and driving qualified web traffic to your website with the help of the search engines. 

It entails making a series of deliberate changes to your website to improve its visibility to the search engines and propel it to the top of the search results.

While SEO has a lot to do with search engines, thriving SEO campaigns centre around the needs of your customers. You must provide value and uncover user search intent to unlock its full potential. 

Google processes more than 40,000 searches per second as people search for products and services on the internet.  

Search Engine Optimisation helps to drives a significant portion of this qualified organic or unpaid traffic to your website at no additional cost. 

How Does SEO Work?

Much of the SEO work revolves around the Google search engine because it handles more than 70% of the search traffic. 

When a person uses Google to search for a product or service, the search engine sifts through millions of relevant websites before presenting the results. The search engine evaluates hundreds of variables and ranks web pages on three broad criteria – Authority, Relevance, and Trust.  

Naturally, only the sites that pass this litmus test earn a place at the top of the search engine results pages. 

SEO is the wholesome process of adding content, improving site structure, and building a formidable online presence, so the search engines rank your site high on the SERPs.  

The process is wholesome because it needs to strike the delicate balance between search engine requirements and search intent. 

You must help bots find the right information as they crawl your pages to compel Google to rank your website at the top of the search results.

Three Pillars of Search Engine Optimisation

While Google uses hundreds of variables to rank websites, you can group them into three core pillars – content marketing, On-page, and Off-page SEO. 

Content Marketing 

Content marketing involves forging a strong relationship with your customers through web content spread between text and rich-media. 

It entails having an in-depth understanding of your target audience and filling your website with super helpful information. 

Presenting web visitors with useful and relevant content demonstrates that you understand their needs, problems, and desires. That forms the basis of a fruitful relationship based on mutual trust and respect.  

A successful SEO strategy demand superior web content spread between landing pages, sales funnels, product descriptions, buyer’s guides, and more. These could be articles, videos, infographics, social media content, podcasts, or eBooks.   

On-page SEO

Google bots crawl each page on a website, ranking them on both merits and search intent. On-page SEO entails optimising the elements on each page to improve crawlability in exchange for higher ranking on the search results. 

The key here is to help Google understand the content of each page on the site, a crucial ingredient when ranking and offering it in the search results. 

Basic On-Page SEO revolves around optimising the URLs, title tags, internal links, subheading, image alt text, and meta descriptions. While this is good practice, it’s not enough to earn you the coveted top SERP position. 

The best on-page SEO practices go beyond addressing the needs of the search engine to focus on the web user. They include:

  • Improving User Experience. You must ensure visitors can quickly navigate to and engage with your content quickly and efficiently. 
  • Improving Page Speed. Not only is page speed a Google ranking factor, but it also determines the bounce rates. Anything slower than 3 seconds will have visitors closing the page, costing you the sale. 
  • Optimising Search Intent. Evaluating search intent lets you optimise the content of each page to ensure that it meets the needs of the person looking for the information. 

Off-page SEO

Websites don’t operate in isolation.

Your site needs to link to other websites and get them to link back to you as well. Incoming and outgoing links count a great deal to establishing your site’s ART – Authority, Relevance, and Trust. 

Off-page SEO is the effort to grow your site’s interconnectedness with other websites on the internet. 

Link-building is the heart of any off-page SEO strategy and a major Google ranking factor. 

Each backlink to your site acts as a vote of confidence. A high number of strong votes attests to your site’s authority, trustworthiness, popularity, and relevance. 

Off-page SEO is the most challenging part of any SEO strategy. It entails reaching out to other webmasters in search of a backlink. Without a solid link-building plan, off-page SEO can be an unrewarding herculean task. 

A trust-worthy contact list and superior and relevant content is crucial to successful off-page SEO efforts. 

What Are the Benefits of a Successful SEO Strategy?

You can sum up the benefits into three major points: 

  • Improved web traffic. More web visitors translate to increased sales, conversion rates, and a massive email list.  
  • High-quality traffic. Your web site attracts people with a genuine interest in the products and services that you offer to boosts your conversion rates and lead generation efforts. 
  • Organic traffic. Search engines direct lucrative free web traffic to your website with any additional costs, lowering the cost of customer acquisition. 

SEO or Search Engine Optimisation is an incredible way to grow your business sales and overcome stiff competition with the help of the search engines.