What is Search Engine Optimisation?

One of the most commonly used terms when it comes to online marketing is Search Engine Optimisation or SEO. With numerous entities claiming to offer the best of this service, it has become a rather amorphous tool that is widely misunderstood or misused. Before we get into the definition of SEO, it is of utmost importance to grasp the concept of web content. When a user opens a webpage, they expect to find something that they were searching for, or something that they would be interested in. All websites rely on content to drive traffic and this can be achieved in one of three ways. On social networks for example, it is the users who create the content by posting updates. In other cases, owners of the website actively create and update the content on their websites and in other cases, web content suppliers are hired to take up the task.

SEO comes in during the creation process of the content and is implemented with the purpose of increasing the visibility of said content during web searches. The use of Key words within the content is key, and before this can be done, one needs to do research on what people commonly search for. For instance, if one is trying to market an events website, they need to do research on what kind of events people often search for at certain times. These search phrases then form the basis of key words to be placed in the content.

It is also important to understand how search engines rank web pages. In most cases, over and above key word usage, the relevance, originality and descriptive parameters used for a particular page, play a big role in their ranking on search engine result pages (SERP), this kind of optimization can be termed as Organic SEO, and relies on the quality of content for favourable rankings. It is also possible to pay directly for favourable ranking on the result pages; this is referred to as Paid SEO. Use of either strategy must be with utmost care and tact but above all else, it is the overall user experience and authoritativeness of your web pages that matter most.

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