If you’re relatively new to Search Engine Optimisation (SEO), it can be quite overwhelming as there is much to learn. As the Marketing Manager for Search Factory, I have decided to put together the ‘SEO Beginners Guide’, for all the future online marketing gurus out there, which will incorporate a number of different sections over the coming weeks.

The purpose behind this beginners guide is to teach all aspects of SEO from the initial search engines, unique keywords to generate traffic, integration of engaging content, link building purposes and how all of this will contribute to the overall effectiveness from developing or operating a user-friendly website.

So what is SEO?

From a consumer perspective, they simply want to find the most relevant site for a product or service based off their search. From an online marketer’s perspective, it is so much more!

SEO is the process of promoting a respected website or preferred landing page in aims to increase the total amount of traffic generated from search engines in the unpaid or ‘organic’ listings. All search engines generate results, where web pages and relative content listings are ranked based on what the search engine considers most relevant to users. Therefore you must ensure your website is well structured and contains the information necessary for search engines to identify and retrieve in their organic listings.

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Why is SEO required?

There are many aspects of SEO, however it is simply a matter of ensuring your website is structured in a way that search engines understand.

Search engines are a navigational platform which account for every word on the web. This allows them to narrow down the results containing specific content that has been searched by an individual user. It is a form of optimising your website with appropriate content to rank highly in search engines, in aims to generate visitor traffic. The better optimised your website is, the higher and more frequently it will rank in search listings, ultimately increasing the amount of traffic generated from initial searches.

The words, titles and links published on a website matter. These are all forms of content. Search engines pay a lot of attention to these because they often summarise the page. This will all be covered throughout the different sections of the Beginners Guide.

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To provide some insight on the importance of quality and understanding SEO, Google’s ranking algorithm is updated up to 600 times per year, in order to display the most relevant and up-to-date content to users. There are currently over 200 factors that make up the algorithm, so as you can understand, it’s important to tick as many of these boxes as you can when optimising your website.

In conclusion, effective SEO results in ensuring your website has fresh, unique and engaging content that is supported by the fundamentals that search engines require to retrieve.

NEXT: Part 1 – search engine operation