It’s not rocket science
SEO (Search Engine Optimisation) is too often perceived as being a dark art of the internet world which requires the mastery of experts and gurus who are likely to command high prices. SEO itself is one of the many acronyms associated with Search Engine Optimisation and belongs in the category of the IT (“Information Technology”) jargon used to help shroud the subject in a veil of mysticism. One cannot deny that are there some unknowns when delving into SEO, however, one should also recognise that there are also many knowns.
The great ‘unknown‘
How exactly a search engine algorithm works remains one of the great unknowns of the digital age. While search engine providers such as Google offer some insights into how a webpage is ranked in their results (“ranking factors”)— relevance, keywords and user experience—the precise mechanics are a highly kept secret. One of the key objectives of these algorithms is to ensure that the user is presented with the most helpful information available, another is to ensure that websites which offer a good user experience (easily accessible, work well on mobile phones, fast-loading webpages and good navigation etc.) are rewarded.
SEO algorithms are constantly evolving, more recently even using AI (“Artificial Intelligence”) and machine learning to refine results, combat spam, and personalise searches. Hundreds, if not thousands, of factors influence rankings, meaning that even SEO experts can only make educated guesses as to how these algorithms work, therefore, hopefully, ensuring fair competition and preventing manipulation.
One of the key ‘knowns’
When you type a phrase into a search engine on your browser, one assumes that you only want to be presented with a list of the most helpful, or relevant, websites. The relevancy of content on the webpage adds to its authority, therefore the more relevant the content is, the more authority the webpage has. That’s just common sense, isn’t it. If you’re looking for a guidebook on puppies, then one assumes you only want to be presented with a list of the most helpful and probably most popular guidebooks available.
Essential elements of SEO
Well-built website
A well-built website is a combination of functionality, design, and user experience. Its various webpages load quickly, it is mobile-friendly (works well on mobile phones) and follows a clear structure with intuitive navigation. Good websites prioritise accessibility, ensuring that all users, including those with disabilities, can interact with the content. Strong SEO practices, which are well documented, such as proper metadata and clean URLs, will help improve visibility on search engines. Ultimately, a well-built website balances aesthetics and performance to serve both its users and its purpose effectively.
Is this something you could do yourself? If you’re technically minded, of course. Is this the best use of your valuable time i.e. learning how to build a website and then how to make it SEO relevant? Possibly not.
Highly relevant content
Being a subject matter expert doesn’t automatically mean that you’re best suited to design and write content for a website that is structured in such a way to ensure key words and phrases relevant to the search engines are optimally placed – it’s a balancing act between quantity and quality. In this area you may need some help in the creation of compelling content, words and images.
Conclusion
It is our belief that a well-built website containing highly relevant content of a high quality will rank well in search engines. Sounds easy doesn’t it. Well, it may be for some, others may need a little help.
Either way, hopefully this article has helped to demystify SEO to some extent. It is a broad subject but by following well documented guidelines and the application of some common sense, excellent results are achievable without spending huge sums of money.
