The Fundamentals of Search Engine Optimisation

The Fundamentals of Search Engine Optimisation
21/06/2017 Wyze
search engine optimisation

The Fundamentals of Search Engine Optimisation

Search Engine Optimisation is the process of enhancing and improving the visibility of a website through organic – natural or unpaid – means on SERP’s (search engine result pages), by assimilating elements, which are search engine friendly, on to your website.

Search engine optimisation only affects organic search results, not paid results through Google AdWords. A page which has been effectively improved by search engine optimisation will possess an accurate description of the content of the page, it will have unique title tags for each page, and the titles used will be brief and descriptive.

A page which is rampant with poor qualities of search engine optimisation is easy to identify as it may have single tags across all pages on a website, a title that has no relation to the content or is awkwardly worded, or both.

Moreover, search engine optimisation is divided into two main areas: On-page and off-page optimisation. On-page optimisation involves optimising individual web pages in an attempt to gain relevant traffic from search engines and rank higher on SERP’s. When you are dealing with on-page optimisation, it is important to note that it encapsulates optimising the content on the page and the HTML source code of the page.

However, Off-page optimisation refers to all the measures that can be taken outside of the web page itself, which primarily include creating numerous high-quality backlinks which point to the website that is being optimised.

The Importance of Search Engine Optimisation:

Search engine optimisation is essential in helping your business grow if you have a website, a blog or an e-commerce store, as SEO techniques allow you to obtain search results on a page through organic means.

Search Engine Optimisation practices include link building, optimisation of the source code of your website, and SEO content development through the research of appropriate keywords related to the type of content you want to push. Let’s go through each one of these and break down how these techniques help you rank higher and convert more.

Link Building:

The new concept of effective link building has left old-school tactics in the dust. Old-school tactics of link building include submitting your website to web directories, contacting other websites and exchanging links or paying an influential blogger who has experience writing in your scope of work to write a piece for you.

You should know that these tactics have become old and they may not only be ineffective, but they may also cause your website to incur penalties from Google. This can create great problems for you, in the long run, so my advice for link building? Stick to the newer methods which are much more effective.

The new methods of link-building include publishing high-quality content, which answers the query of your searcher and expands upon it. There are numerous types of content that can be included in the sphere of “high-quality” content. The types of content that generate high-quality links are:

·         Posts that answer trendy and popular questions

·         Content that is long in length (1000+ words)

·         Listicles (List Posts)

·         Content that is backed by research

·         Opinion forming journalism

Besides focusing on a particular type of content, you can also resort other methods of promoting your content such as through social media. Promoting through social media is becoming an increasingly effective strategy for not only building inbound links to your website but also for reaching a new audience.

The main concept of sharing through social media platforms such as Facebook, Twitter and Instagram is that the likes, shares, followers and retweets that you rack up when you post content on these platforms act as links that redirect visitors to your website and content. However, Google has stated that it does not take these “social signals” into account when it explores the web, as the information stream coming from social media platforms is continuously changing.

However, social media pages are crawled by Google like any other page on the web. What this means is that, much like any other page, if the excellent content on a social media platform is getting a lot of attention from people who are browsing the website; likes, comments, shares and retweets; Google recognises this attention and gives these posts higher authority.

Moreover, a higher number of interactions on a post can lead to a larger amount of inbound links to your content and website.

Another important technique through which you can amplify your return on investment with safety and security is by enlisting the help of guest bloggers. These bloggers are at times industry experts, who can help you create inbound links to your website and content. Links created from bigger and more credible websites have greater weight, so it is important for you to focus on enlisting well-known publishers who are authorities on the subject you wish to create content for.

Further benefits of making use of guest blogging include increasing the awareness of your brand, creating new leads and traffic from social media platforms and extending the audience of your brand.

Code Optimisation:

Code optimisation is a service which involves a complete renewal of your website HTML. This kind of service can be expected at the greatest degree of search engine optimisation services.

The optimisation of your HTML can impact the rankings on your search engine result pages. Optimisations can help present your content in an easy-to-understand manner for the Google search engine crawler and add it to the search engine algorithm.

Moreover, it can also help reduce the load time of your website pages so that search engine spiders do not have to wait large amounts of time to add your website to their index.

Search Engine Optimisation Content Development:

Before we get into strategies for the development of SEO (Search Engine Optimisation) content, we need to first understand what is meant by the phrase itself. SEO content is any text that is live on the internet and has been properly screened by search engine optimizers so that it can easily be discovered by the millions of people browsing the internet.

Now, what are the different types of SEO content, you ask? SEO content can range from web pages that are heavy in text such as blog posts, articles and lists, to web pages that are more focused around visual media, such as videos, infographics and slideshows. Your web page can also feature a combination of quality text and images such as guides. These are just a few of the different and varied types of SEO content that you can focus on.

Your website can include a variety of these different types of content, but the major rules of search engine optimisation stay the same. What exactly does this mean? This means that the content that has been put up on your website should not only be friendly to engine crawlers, which are scanning your website and updating their index, but it should also be user-friendly; your content should always seek to add additional value to the search engine user. Try not to produce content that is chocked full of unnecessary keywords, as this content may allow you to rank higher on search engine result pages, but it will proceed to turn away potential customers and buyers who are overwhelmed by the excessive use of keywords and dull content.

You can ensure that you have great content by enlisting the help of search engine optimisation content writers and by conducting keyword research and building links, all the while optimising your website code.

Keyword Optimisation:

This can be considered one of the most important aspects of search engine optimisation research in general and it is also considered extremely time-consuming, yet rewarding, all the same. You can make effective use of keyword research tools, which are paid (FreshKey) or free (Google Keyword Planner, you will need a Google AdWords account for this to unearth a list of keywords that are increasingly relevant to your business offerings.

Moreover, you can make use of your website analytics to research which keywords are already generating sales on your products and services. You can use these keywords to find new and related keywords that may also help you extend your reach. You can also take a look at your competitor’s web pages and determine which keywords they are targeting and making use of.

The end result is to rank at the top on SERP’s (Search Engine Result Pages) when people search for products or services that are being offered by your business.


One thing that I would like to reiterate in the final words of this article is that search engine optimisation should not only be centralised on making your website Google search engine crawler-friendly.

You should also be focused on providing an easy and accessible experience for the consumer who is browsing your website and performing conversions, as they are your primary source of revenue from which you are able to capitalise on your business.

What do you think are the most important elements to a successful Search Engine Optimisation campaign? Do you need help improving your website’s search ranking on Google? Contact us at or leave a comment below!

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