What is SEO and why is it important?
SEO stands for Search Engine Optimisation. It is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. In other words it is the activity that a search engine (SE) like Google, Yahoo or Bing uses to crawl the internet for content (words and phrases) on your web pages, then indexes the pages it finds and lastly ranks your pages according to how well it matches the words and phrases that someone is searching for.
Optimisation is the marketing activity that focusses on growing your visibility in organic search. It encompasses the technical and creative elements like images and words that are required to improve your rankings and drive organic traffic to your site.
In search results, Google™ and other engines display links to pages it considers relevant and authoritative. For example, if someone is looking for “Accommodation in Noordhoek” then the content on your website must match those keywords and phrases.
If you have accommodation in Noordhoek but the words “Place to stay in Noordhoek” is on your homepage, your page will not be ranked as high as another page that has the exact phrase on their homepage as the search engine only matched “in Noordhoek” on your page.
Search engines crawl through every word on your site. The more you have content relevant to what people are searching for the better your ranking. If you have very little copy on your site the SE finds it more difficult to find the right information. Images need to be alt-tagged with the same keywords and phrases to strengthen the ability to be found. You also need to link certain pages within your site.
Authority is greatly enhanced when other pages and sites refer back to your site, for example, a review about your property on Facebook or a 3rd party blog can link back to your site, strengthening your credibility. Social media and whether your site is mobile responsive are also integral tools to drive traffic to your website, in fact, Google™ crawls mobile responsive sites first.
In a nutshell: If you want to get better Search results then write words & phrases on your website that is relevant and useful to people who search for products and services like yours. Secondly, make it easy for people to share and link to your website especially on a mobile device.
By Liezel van der Merwe 2018 – Digital Manager