As you know, Search Engine Optimisation (SEO) is one of the services we offer here at AX Digital. Many people think they know what SEO means, but there is often at least a little bit of confusion. That’s why we thought we would write this SEO Refresher Course – a quick blog post where we explain the 3 key factors of SEO and what they mean when you are designing your website and working towards ensuring that it gets found in the Search Engines when prospective clients are looking for your product or service.
Each of these factors is important. There’s often speculation and debate about which factor is most important and it’s likely that Google ranks them differently from time to time. Hence we make the decision as a company to focus on all these factors to give our clients the best results possible
On Page SEO
On Page SEO refers to what’s happening on your website. It includes your content, keywords and how the content is laid out, but can also include things like schema and meta tags.
Google crawls your website and their bots are very good at picking out content that is well structured to answer your prospective clients questions. Google knows what your clients are looking for and works hard to ensure that the client they display is that content your client wants. For this reason, you should structure your website according to site visitors, not to try and game any search engines. Avoid low value content and tactics. This may give you short term results but won’t deliver long term sustainability.
Off Page SEO
The second factor we’d like to cover is off-page SEO. As the name suggests, this action can influence your position away from your website to improve your ranking in the search engine results. The reason off page SEO is important is that it gives Google, and other Search Engines, indicators of how popular a website is, hence influencing what sites these Search Engines decide to rank first.
The main off-page SEO indicator is other websites linking to your website. If other reputable websites link to your business website, this works similarly to Public Relations. To Search Engines, this indicates that these other sites are vouching for your site and the content within it – hence the search engines will consider your website content of higher authority and rank it in the search engine results accordingly.
Quality, Original Content
As we mentioned in point 1, quality content is vital. It’s also important that you use original content on your website. Whilst technically you could argue that Google does not penalise duplicate content, if you are copying content from another website (even if you have approval to do so) it’s highly likely that your web pages won’t be seen in the search engine results. Google, and other Search Engines, filters out duplicate content and their algorithms are good at identifying who is the original owner of this content.
There you have it – a quick SEO refresher so you understand the 3 key factors we focus on when implementing SEO practices on your website. If you would like a no obligation discussion and quote on how we can support you, please get in touch today.