- Adding relevant and engaging meta data. Meta data that is relevant to search engines includes the page title and page description which are often used by Google to display information in the listings you see when search results are displayed.
- Having logical URLs and URL structure. URL is an acronym for ‘uniform resource locator’. In English it is simply the web address you see in your browser bar i.e. www.star-digital.co.uk/about-us
- Providing rich and useful website content. This is a technique often referred to as ‘content marketing’.
- Creating and maintaining an engaged audience. This can be done through social media and a good content marketing strategy.
- Implementation of ‘structured data’. Implementing structured data allows search engines to crawl, understand and display your website information in the most efficient manner. Examples of structured data in action in an organic listing can be seen below:
SEO, also known as Search Engine Optimisation, is the process of making a website more visible in the free/natural/organic part of search engine results pages (SERPs). For the purposes of this article we are going to focus on the UK’s most popular search engine, google.co.uk. The area highlighted in the image below shows where the natural/organic listings are: You are not charged when people click on your website listing if it sits in this ‘natural’ part of the page. As you are not charged, the competition to occupy this space is fierce. A more recent development introduced by Google, as part of its mission to deliver the most relevant results to its users, is ‘local SEO’ which is about appearing in the natural space for searches related to an area or region: How does Google choose which websites to list first? Search engines use algorithms (which are essentially formulas) to work out which order to present websites in to deliver the best user experience for searchers. In order for a website to appear in the search engines’ free space a website must be optimised and completely relevant to a searcher’s keyword or phrase. The site must also be recognised as a good source of content and user engagement by search engines. The website optimisations and techniques frequently implemented include: