Plenty of businesses know by now they should be doing search engine optimisation.
Although, if you’re one of the few who are not and have no idea what SEO is, you’ve visited the right blog.

What is search engine optimisation?

Search engine optimisation (SEO) is the process of improving your website by increasing the quality and quantity of visitors using organic search engine results. 

When users search for products related to your business, your site will appear on the first page of the search engine if you have good SEO. The higher the ranking of the website, the more likely you are to gain visibility and traffic to your site.

Unlike paid advertising, you don’t pay to get a higher ranking in search engines. SEO involves organic ranking, meaning SEO experts have to put in the work to optimise search engines. 

It is important to first get to grips with how SEO works and its importance in order to understand how to rank your content higher in search engines.

HubSpot reports 75% of users do not crawl past the first page of a search result. This high figure shows that if it’s not on the first page, it’s not worth your time.

All the key elements addressed in this blog are vital for achieving those high rankings in Google.

How does SEO work?

Many search engines use bots to crawl the pages of websites to collect information about those sites. They then build an index using this data. The index is used to judge the sites by relevance to your search to provide the best answer to your query.

Good SEO is often judged by user experience on a website. If a consumer has a positive user experience on a site and they complete their tasks without any interruptions. This may lead to a purchase or company recommendation.

However, when users have a bad user experience, they are more likely to leave the website without completing the action they intended to do. This includes:

  • Optimising your homepage and website’s load speed – According to Google’s Developer Programs Tech Lead, the threshold for an e-commerce website load time is 2 seconds.
  • Quality content – This includes providing useful and trustworthy content. According to Google, content should demonstrate expertise, authority and trustworthiness.
  • Easy site navigation – This includes removing any pop ups that appear on the site and ensuring a user knows how to navigate the site.

SEO Marketing

SEO is not something you can make changes to and see immediate results. To have long-term success, it takes daily actions to optimise your website.

Below are 4 factors to consider when achieving good SEO marketing.


Keyword research is an important factor of SEO marketing. The goal is to discover what your audience is searching for to use those keywords when optimising your content. 

Constant keyword research is vital. People often make the mistake of stopping once they create a new website or may have done plenty of keyword research. The key is to constantly research keywords that are relevant to your content to keep ranking high on Google.

If you don’t know what keywords you should be using, how will you target words for link building or optimise your website?


Utilising HTML tags in your SEO process is an important part of the puzzle. The HTML elements underline parts of your content and website that are relevant to the keywords searched for by the user. HTML tags also describe these elements for search crawlers.

If a website or piece of content lacks headings, titles, tags and descriptions, Google can’t work out what your content entails and why it should rank higher than your competition. 

Elements of HTML include:
  • Title – This tag is displayed in the browser title bar and shows when your page appears on Google.
  • Subheadings – These headings tell Google what the content is about. They refer to what’s written inside of code, known as H1, H2, H3.
  • Meta description – This is where you tell the searcher what your content entails. It usually appears below the headline in search engine results.
  • Alt text – Provides a detailed description of what an image shows. Then informs search crawlers, allowing them to index the image correctly based on the search.

Duplicate content:

Many people assume duplicating content on your site is harmful to your search engine ranking. Google will not penalise for duplicate content. Reposting your content on other websites or reposting on your website does not hurt unless you’re spamming it.

Content syndication is where you can have duplicate content on two different domains. It allows you to repost original content elsewhere as long as it is done with permission.

If you repost your content to a large brand’s website, it may damage your rankings. Google indexes your article on the large brands website first as it’s on a more authoritative domain.

Mobile Friendliness:

Tailoring your website to being mobile friendly is popular with Google, as it indexes sites that perform well on mobiles first. This is important for when Google determines how user friendly your website is. Google may judge the mobile friendliness of your website by:

  • Page load speed – Google may penalise you if your site loads too slowly.
  • HTTPS – Google considers safety as an important ranking factor. Without SSL certificates, it suspects your site could be spam and it could rank low.

Why is SEO important?

According to Search Engine Land, Google handles at least 2 trillion searches a year. 

This is often to find products and services that best suit their needs. 

Web traffic:

A large goal of SEO is to increase traffic to your site. This can be achieved by ranking high on search engines, as searchers are more likely to see your page if it is at the top of the search engine. Zero Limit Web reported that 71.33% of searches resulted in a page 1 organic click on Google. 5.59% of clicks were on page 2 and 3. 

Search is a large source of digital traffic for businesses. Ranking higher and having greater visibility than your competitors has a positive impact on your company. Search results have been developing over time to give searchers more specific information and answers to their searches. This is to prevent users from going to other websites and keeping them on the results page.

SEO can help your business grow by driving traffic to your website, improving the user experience, increasing conversions, building relationships with your audience and appearing at the top of search engine results.

If you have a website that has not been search engine optimised, get in touch today for your free consultation.

Give us a call on 01642 130340 or email and we will be happy to help with your SEO questions and concerns.

Get advice from our experts, free of charge.
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