Search Engine Optimization (SEO) - A basic explanation

A basic explanation of Search Engine Optimization

Introduction
80% of all online sessions begin with a search
The majority of searches take place via Google
Google is seen as an independent information guide by users
“We trust search engine results”

How it works

The “searcher” journey
Results
Search enquiry
Choice made
1
2
3
Options
Final Destination
The “searcher’ has a need (information) and the search engine adds value to this process by narrowing down results, providing the most relevant and useful options it is aware of

Classifying relevant and useful
Competition
Site DNA
‘On-page’ Keywords
Google classifies the relevancy of web content based on a number of criteria – Search Engine Optimization simply involves making single web pages ‘pass’ as many of these criteria as possible.

An example
The best way to illustrate how SEO works is to take a close look at the search results you are given when you try different combinations on Google.
Let’s assume we’re looking for a PR and social media agency in London (remember to keep our three criteria areas in mind).
You might start your search with:
“PR and social media agency”
If you want to get more specific, you might try:
“Creative PR and social media agency in London”
(Results screen grab follows)
Competition
Site DNA
On-page

Returned results

How did we get there?
Competition
Site DNA
On-page
Conducted an audit to see where the opportunities were e.g. ‘Social media agency’ is very competitive, but adding a word like ‘creative’ makes the field much smaller.
Take it a step further by including a location.
Note: The best place to feature your desired keyword phrase is in the title of your site / blog.
The way each page is constructed is important too. Headings, subtitles, image references, and specific page URLs are all valued very highly by Google – this is where you want to feature your designated keywords.
Your site DNA is made up of how easy you make it for Google to ‘crawl’ your pages and how popular it is considered by other websites.
This is why having a blog is so important. The more relevant and useful content you produce, the more likely people will link to your content, pushing you up the rankings.

Illustrated
Hover your mouse above the title tab of the page you are looking at – does it have a description? If it doesn’t. you are making it harder for Google to understand what your site is about.

Illustrated
Is your blog content relevant, useful and popular?
If you can regularly provide information that ticks these boxes, Google will recognise you as an authority and rank you higher in search results.

More information

For further information:
You’ve just experienced a very basic summary of how SEO works.
If you’re like to know more, please contact:
Adam Vincenzini
M / +44 7932 082 124
E / adam@paratuscommunications.com
Twitter / @AdamVincenzini

Search Engine Optimization (SEO) - A basic explanation

by Adam Vincenzini on Jun 30, 2011

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