The SEO Fundamentals you NEED to know!

Search Engine Optimization (SEO) is the method of manipulating the online visibility of a website or webpage with ‘organic’ or earned ‘growth’. When beginning to enter the sphere of SEO, it can be frightening with the large volume of components it includes. SEO experts have been in the game for over a decade, continually innovating and learning new ways to best optimise your website following all of Googles updates and changes.

Before you get overwhelmed with the complexity of SEO, read these SEO fundamentals to help you get a better idea of how to best optimise your website.

The Big Picture

The overall objective of SEO is optimising your site so that it ranks higher on Google Searches relevant to the industry you operate within. Your significance is a measure of how relevant your site’s content is for incoming traffic, and your authority is a measure of how trustworthy Google views your site to be (which is maximised with brand mentions, inbound links, solid UI metrics and High-Quality Content.)

Domain authority and page authority

Following on from this is domain and page authority, and how they forecast your site’s search rankings. A site’s domain authority is a proprietary score, provided by MOZ, AHREFS, and SEM RUSH of how “trustworthy” your domain is. This score is calculated from the quantity and quality of inbound links to your site. The higher the score, the higher your domain is likely to rank in organic search results. Similarly, page authority is more page-specific, and you can implement it to engineer a link architecture that strategically favours some of your pages over others. Authority depends on the authority and volume of inbound links.

General on-site optimisation

On-site optimisation is an assortment of strategies most sites would utilise to increase site visibility and ranking for search engines. These include optimising your site titles and meta descriptions to add some of your target keywords, ensuring your site’s code is clean and minimal and providing ample relevant content on every page.

The necessities of content marketing

Content marketing is an essential element of the SEO process. Only through developing high-quality content over time will your site be able to optimise for your target keywords, build your site’s authority, and curate a loyal recurring audience. You should know the basics, at the very least, before proceeding with other components of SEO.

Link building

Link building describes actions aimed at increasing the number and quality of inbound links to a webpage with the goal of growing the search engine rankings of that page or website. A common tactic to build links is content marketing to external publishers. The goal is to create content on external websites, growing your brand and company brand at the same time, and creating opportunities to link back to your site.

Measurement and Analysis

Measuring and analysing your SEO campaign is crucial to the success of your site’s ranking and traffic. The best tool for this is Google Analytics, especially if you’re new to the game. Spend some time experimenting with different metrics and reports and read up on Analytics knowledge base articles.

Keyword Research

SEO success is no longer derived from specific target keywords, now that semantic and contextual understandings drive Google search, but you should still be able to identify both head keyword (short, high-volume keywords) and long-tail keyword (longer, conversational, low-volume keywords) targets to guide the direction of your campaign.

Technical SEO

The technicalities of SEO are essential for maximum optimisation. These are easy to learn regardless of your knowledge of programming and website development. For example, you can easily learn how to update and replace your site’s robots.txt file, and with the help of an online template, you should be able to put together your sitemap efficiently.

Troubleshooting and Adjustment

It is likely after the first few years of your campaign your rankings will plateau, and you’ll find duplicate content on your site. You’ll need to learn how to diagnose these issues and integrate viable solutions to continue growth.

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