March 22

What Is SEO?

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SEO stands for Search Engine Optimisation. It's the practice of optimising websites and website pages to show up in search engines for the most relevant keywords and topics.

Search engines are constantly developing their algorithms to be able to give their users the most relevant and valuable information that fits their search intent. The better the search engines are at finding the most useful content, the longer the user will use that platform.

SEO has changed rapidly over the last 20 years, as technology and algorithms have become increasingly complex and better at analyzing and categorizing information.

Tactics that may have worked in the year 2000 stopped working in 2010, and definitely won't work today. Every year, every month, every day, there are new changes that affect SEO performance and how users interact with websites and content online.

Why Is SEO So Important?

There are two ways that a website can get exposure: through paid advertising, or through organic, natural means.

The great advantage about paid advertising is that it's fast and scalable, at a moments notice. Simply turning the traffic "tap" on, your business can have instant exposure to millions of eyes worldwide. The downside is that people are becoming more resistant to adverts and are much less likely to click on or trust a sponsored link, than one that has been naturally recommended by, say, Google's natural search engine results pages (SERPs).

The premise is that if a website is ranking high enough in the SERPs, it means that the search engine itself, has quality-checked the content so that it's deemed relevant, valuable, and worth consuming.

The goal is to become trusted in the "eyes" of the search engine algorithms so that the website pages show up highest in as many SERPs for as many keyword phrases as possible, thereby increasing the overall organic traffic to the site.

Why Is SEO So Important?

There are two types of SEO practices that have been used in the industry for decades. White Hat SEO refers to SEO practices that are aligned with the best interests of the search engines and their terms of use. These so called 'best practices' lead to long-term SEO success and results where everybody wins: the search engine, the users, and the businesses.

Black Hat SEO on the other hand, are SEO practices that are designed to manipulate the search engine algorithms and usually break their terms of use and go against best practices. They may work quickly in the short term but are never a sustainable and reliable strategy for long-term success, and can more often than not lead to negative to severe consequences, such as penalties even bans.

Ultimately, there is no quick and easy shortcut to the top. What is required is that websites strive to create content for the users first and machines second, all the while following the White Hat best practices of the search engines.

SEO services which focus on user experience and engagement will ultimately overtake competitors who solely focus on creating information for the sake of the machines.


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