Search Engine Optimisation
What is Search Engine Optimisation?
Search engine optimisation is also known as SEO. It is the most universal of all the digital marketing methods. Every business that has a web presence would be well-advised to think about an SEO strategy in order to maintain or increase its position within the SERPS (search engine results page). Other forms of advertising like Pay-Per-Click (PPC) can be thought of as optional or rather, they may not suit every single business.
Search engine optimisation though really is the bread and butter for many websites and will stay that way for some time to come. So with that in mind, what is it and how can it help?
Using the example from our Pay-Per-Click (PPC) page, we can see where the SEO results appear on the SERPS.
The light orange area is where the SEO results appear, although there are many different sections which make up the SEO results and it is worth identifying them as different techniques are employed to maximise these.
In the SEO section in the screenshot above, you can see news results, image search results and normal organic search results. These make up a SERPS page that is known as a “blended results” page. The results of a search are not limited to these types of SEO presentation. There are far more than these. One of the leading authorities on search engine optimisation called Moz.com put together something they called the “Mega-Serps”. Have a look to see how “Mega” this is!
Phew! This example isn’t a typical result but is just an explanation on the different pieces of the jigsaw that go into a SERPS as well as the different SEO elements, all which require different techniques to modify. To read about this example in more detail, head to Moz here.
How Does Search Engine Optimisation Work?
There are many different areas that influence your ranking within the search engines. Most of the techniques that will work for Google will work for Bing etc so don’t worry about catering for different search engines. Search engine optimisation can be basically broken down into two basic areas; On-page and off-page.
There are further areas such as usability, social interactions and even reporting but all these can be thought of as extensions to on/off page SEO.
On-Page Search Engine Optimisation
Off-Page Search Engine Optimisation
This is a small section of the areas that can go into creating an SEO ranking. There is much more than this but covering these off will go a long way to giving you a firm foundation to work from.
Unlike Pay-Per-Click or other forms of Paid Advertising, search engine optimisation in itself is free. There are of course costs that need to be met, perhaps agency costs or media creation costs but there is no cost for the click on your SEO listing.
Search engine optimisation strategies vary depending on your business goals. Perhaps you are a local hotel looking to improve your ranking against behemoths like Booking.com. Or perhaps you are a large B2B organisation that would like to broaden your brand awareness across multiple countries.
Whatever your business objectives are, Adherence Digital can help you. We have experience in multi-lingual SEO, covering many countries as well as local businesses wanting to improve their rankings. Send us a message from the form below or call us on 0800 689 1285 to discuss your needs.