SEO is the practice of improving and promoting a website in order to increase the number of visitors it receives through search engines such as Google, Bing and Yahoo. When a visitor searches for a website on Google, they type keywords that best describe the website they are looking for. The websites that Google shows at the top of the list have been fully optimised to show up for those specific keywords. For example, if someone searches for a ‘hairdresser in London’ Google will list all websites in London relating to hairdressers. But how does Google know that a website relates to a ‘hairdresser in London’ and in what order to rank them?
Creating keyword-rich content and producing fresh content regularly is a key factor in SEO. Optimising images for best quality while reducing file size also plays a role. Behind the scenes, your website will contain meta tags, meta keywords, meta descriptions, ALT tags, title tags, optimised naming conventions and site-maps. Google utilises all of this information to best target traffic to your website by people looking for what you offer.
Ensuring your website loads quickly and works efficiently is another key factor in SEO optimisation.
User experience describes how visitors interact with your website and what impression they are left with. Ease of navigation, legible text, rich content and a brand identity they can trust all contribute towards a positive user experience. As previously mentioned, more than a quarter of all Google searches are now taking place from mobile devices. Google not only recommends responsive layouts but also favours websites with responsive layouts. This is especially true when a user searches for local services using a mobile device.