Search Engine Optimisation (SEO): an Introduction

Search engines work by ‘crawling the web’: consulting databases and identifying terms specified by users. In its entry for search engine optimisation (SEO), the Oxford Dictionaries website defines the term as 'The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine'. This article explores the ways in which SEO is used to boost a company’s online presence, and offers guidance on the associated terminology.

SEO in practice. Designed by Freepik

Think about how we use search engines in our everyday lives. If we’re looking for gifts, we investigate products, reviews and prices, and then often purchase items online. If we’re hungry, we search for restaurants and make bookings. If our children ask fundamental questions before bedtime, we no longer have to invent plausible-sounding responses. We can find instant answers on our phones, tablets and cars. The web is the go-to tool for our decisions – and a huge opportunity for businesses to reach customers. 

What was the last word or phrase that you entered into a search engine? Let’s say it was ‘autumn recipes’. This term is a keyword. Now, if we make our search more specific, it becomes a long-tail keyword. An example might be ‘quick autumn recipes for vegetarians’. Once the user has entered their keyword, they will access a search engine result page (SERP).

If a company wishes to boost their position in search rankings, they can use on-page optimisation to do so. Methods include using a relevant URL, or relevant titles for pages and images. An organic search strategy is a customer-focused plan to improve a website’s ranking by the use of SEO techniques.

To measure a website’s performance, experts analyse:

• Keyword usage: by identifying relevant terms and evaluating them, SEO experts can prioritise keywords to target user needs and achieve business goals.
• Click rate or click-through rate: the proportion of visitors who follow a link to a particular site.
• Field data: a historical report based on current URL performance (whereas lab data is simulated).
• Core web vitals: the specific metrics used to measure performance. They are based on factors such as response time, loading time and visual stability.

Examples of common tools used for these analyses include:

• Google Analytics (which tracks and reports on website traffic and user behaviour).
• Ahrefs, Moz and SEMrush, which are all platforms for keyword research, link analysis and site audits.
• Screaming Frog’s SEO Spider, which identifies technical issues related to links, titles and metadata.

Finally, common measures for improving SEO performance include:

• SEO-driven content creation: the use of prioritised keywords in copywriting to boost engagement.
• Website optimisation: refining web content by improving loading speed, navigation and font size.
• Backlinks: links to your website from another site and viewed as endorsements – especially if they come from reputable sources.
• XML sitemaps: organised lists of links to your essential pages, which make it easier for search engines to crawl your web content.
• Schema or structured data: standardised code on a web page that explains meaning and context to a search engine.

 

Recommended viewing:

• David Booth's LinkedInLearning course SEO Foundations provides useful background information and demonstrates SEO in practice.

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