Search engines like Google, Bing and others want to present information to a search query that an end user has searched for, in a way that answers the user’s question perfectly. This is the basis on which SEO is based.

Search Engine Optimisation is a route to which content on a website is ranked on a search engine, and presented to the user as a meaningful result to a query they have submitted.

How is Search Engine Optimisation implemented?

How do search engines work?

Search engines have site crawling ‘bots’ that scan the content of your website on a regular basis, and make use of a variety of algorithms that review that content.

These algorithms assess the content and keyword relevance, the use of imagery and video, and meta information to rank it in relevance, based on an end user’s search request. This is referred to as on-page SEO.

Other websites that link to your site, as well as the stricture of internal links on your website, also play an important role in how your site is ranked. Other equally important rank variables include domain age, page speed and mobile responsiveness. This is referred to as off-page SEO.

It is important to keep in mind that these algorithms change regularly, and to stay on top of these updates to continue to manage your ranked pages.

 There are only two ways to get to the top of the Search Engine Results Page (SERP) – organically and through pay-per-click (PPC) marketing. The latter is campaign and budget driven.

Until this point, we have been describing Search Engine Optimisation for organic ranking results. These take a process of structured content added on a regular basis, based around keywords and phrases you want to rank for. Once that is achieved, the results tends to last longer.


Organic ranking results

This is accomplished by presenting the content on your website in an SEO-friendly way that is relevant, concise, easy to consume, and easy to share. It is important that the page structure makes use of meta information and heading structure correctly, in order to present your idea or concept in a way that is meaningful for Google to understand, and still be informative and pleasant to read by the end user.

Ranking through Pay-Per-Click marketing

PPC stands for pay per click, and is a paid marketing option. Pay-per-click marketing allows you to essentially bid for marketing space at the very top of the search engine page, with a view of being on one of the top three spots of a search request that your content may be relevant for. Each time a person clicks on your advert, a fee is deducted from your budget until the budget is spent. You can top the budget up at any time, ensuring you have a sustained presence at the top of the search engine results page.

You can find out more about PPC by clicking here.