Search Engine Optimisation (SEO) is the practice of increasing the number and quality of visitors to a website by improving rankings in the algorithmic search engine results
Research shows that websites on the first page of Google receive almost 95% of clicks, and studies show that results that appear higher up the page receive an increased click through rate (CTR), and more traffic.
The algorithmic (‘natural’, ‘organic’, or ‘free’) search results are those that appear directly below the top pay-per-click adverts in Google, as highlighted below.
How Does SEO Work?
Google (and Bing, which also power Yahoo search results) score their search results largely based upon relevancy and authority of pages it has crawled and included in its web index, to a users query to provide the best answer.
Google uses over 200 signals in scoring their search results and SEO encompasses technical and creative activities to influence and improve some of those known signals. It’s often useful to not focus too much on individual ranking signals and look at the wider goal of Google, to provide the best answers for its users.
SEO, therefore, involves making sure a website is accessible, technically sound, uses words that people type into the search engines, and provides an excellent user experience, with useful and high quality, expert content that helps answers the user’s query.