SEO stands for Search Engine Optimisation, and is the process carried out in order to improve a website’s search engine rankings and/or search engine visibility.
For a site to appear strongly within the first page of Google’s search results (also known as organic listings) it must meet a number of requirements, of which there are hundreds. This roughly relates to the on-page quality of the web pages within any given website – based on the quality and uniqueness of the content, the keyword density level, internal linking, correct use of header tags (H1, H2, H3 and so on) – as well as the off-site strength and authority that these pages, and the domain in general, have.
Once your pages are meeting these requirements more effectively than the other sites that appear above yours within the organic search results, you will begin to notice a rise in your search engine rankings over a period of time. However, failure to focus on your SEO levels for a continued period of time will result in your rankings most likely decreasing once again, with some of your competitor sites regaining their positions ahead of you, especially if they are undertaking a continued SEO campaign themselves.
Of course, SEO is never as straightforward as this, as there are many elements that need to be covered successfully, but this is a simple way of explaining SEO to anyone that is new to the process.
So, for example, if you are aiming to improve your organic ranking for a specific set of keyword searches you will need to optimise your website for them. This would include ensuring that your website contains quality, unique content that is relevant to these keywords, gaining a higher volume of quality, authoritative backlinks into your site and/or specific page, as well as covering all of the other SEO essentials.
As you would expect though, we cannot give out all of our secrets on the SEO process, but it is safe to say that SEO is fairly simple to understand once you get it. The only problem is that to many people outside of the SEO world, it is still considered something out a “dark art” and, as a result, many webmasters or business owners are deciding not to run an search engine optimisation campaign and, instead, choosing to pay per click via a Google’s Adwords campaign, which tends to be more costly and produces a lower conversion rate when compared to organic search.