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1st December 2021

What is SEO?

Search Engine Optimisation (SEO) is where content is honed on a webpage to meet search criteria to rank higher on the search engine results page (SERP) organically, which in return would bring more traffic. Where the web page will rank is determined by a number of factors...

Optimised images

Image names need to accurately describe the photo whilst including the following:

  • Keywords
  • All lowercase
  • Using hyphens between the words


ALT tags provide context to what an image is displaying, which informs search engine crawlers. ALT tags need to be:

  • Descriptive of the photo
  • All lowercase
  • Kept to 120 characters


Also factor in image sizes; if an image is too large it will adversely affect site load time. If they are too small, they will be low quality.

Accurate Meta Data

Page titles and descriptions help google determine which content is relevant to the search query.

  • Titles need to be catchy and kept to 60 characters otherwise it gets truncated by google.
  • Descriptions need to be interesting and kept to 160 characters for the same reason.


Meta data needs to be related to what is on the page and include an appropriate use of keywords.

Links

Inbound links are links which come from another website to your website. Google uses these links to help determine how relevant the content is. Writing blogs and showing thought leadership is a good way to get inbound links.

Internal links are links to your own content in a page. This will help visitors navigate easier and make the page more valuable, improving UX.

Content length

Content over 600 words is the optimal amount. It provides opportunities for keywords and links whilst also giving more valuable information to the visitor.

User experience

When making your content, think about how people will perceive it and what their first impression would be like. Google uses signals to help rank your website.

  • Click-through rate: the percentage of people who click to visit your site after you appear on the SERP. You want a high CTR.
  • Bounce rate: the number of people who click on your page and quickly go back to the search results. You want a low bounce rate.
  • Dwell time: how long visitors stay on your site after they’ve arrived. You want a high dwell time.


For example, a high bounce rate would indicate to Google that the content which is being shown for that search query is not relevant because people are immediately not interested.

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