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Search Engine Optimisation (SEO) (Variables that affect how a page ranks…
Search Engine Optimisation (SEO)
SEO is all about impacting how visible your website is in a search engine's results
You'll need to be making changes to your website set up as well as content to improve your SEO
How SEO works
Companies like google will have a 'bot' or 'webcrawler' which browses the internet by following links, can be from your website to your blog, or your blog to other websites
The crawler arrives at your website and stores the code, that's called the 'index'
The initial goal is to get 'indexed' this means you'll be 'ranked' in search results.
Rank: which position you appear on google search results for a particular search query
When you enter a search term, google will do it's best to give you the most relevant search results and rank them from best to worst
Rank: determined by importance and relevance
A complex algorithm churns through hundreds of variables (if not more) to decide where your page lands.
Variables that affect how a page ranks in google
Topics covered
Page links
Website programming
Whether it's mobile friendly or not
Quality of page
On-brand, relevant and popular
uncontrolled variables
Where a user is searching from
Trending topics
Current events
Essential SEO techniques
Make sure every page on your website is accessible to crawlers
Search engines love text and respond to it well (SEO-wise) pages that are very javascript/flash/image heavy will struggle more being recognised by google/crawler bots
Ensure you have at least one regular text-based hyperlink on every page of your site (linking to a source/article/blog/social media page etc)
Build a flat hierarchy vs a deep site hierarchy
Use natural language in URLs
Good URL: www.clothingsite.com/mens/pants/denim
Bad URL: www.clothingsite.com/productid=123
Create unique title tags for each page
Include a clear topic
Give each page a unique meta description (short text visible in search results)
Give every image on the website a name and alt tag description
Site hierarchies
Flat hierarchy
A hierarchy of pages on your site which typically all source from a main home page and without complication all link to a sub page, with sub pages within those pages
Example: Home page > contact > locations/maps/email contact etc
Typically two layers of sub pages (home page > sub page > sub sub page)
Deep site hierarchy
Links are buried deep within the site, users have to click more times to arrive at content, too many subpages
Sub sub pages have sub pages
Make your site easy to navigate
Mark important content clearly and prominently