The internet is lead by three main search engines: Google, Yahoo and Bing. These search engines allow you to search keywords, queries and websites into the engine and they will provide results it believes are suitable and match the search. For example, if you search ‘basketballs to buy’ it will provide results where you can buy basketballs.

Smart Search Engines

The search engines are extremely smart in the ways they decide what websites are appropriate to be displayed as a result, all of which happens in a matter of nanoseconds. They essentially send little robots called crawlers to ‘crawl’ sites (hence the name) in order to see if their content is high quality, accurate and applicable to answer the searchers’ query. However, you cannot simply make your website live and expect to appear on results.

Algorithm aka a rulebook

Each search engine has their own algorithm (think of this as a unique rule book to follow), this means you will have to use specific, unique and strategic techniques in order to best show on this competitive algorithm. With Google dominating most of the monthly internet usage, it is advised to mainly follow their rule book in order to reach the most success.

Search engine optimisation is essentially the process of you following the rule book. By completing processes outlined in the rulebook, you will better your chances are organically appearing on search results.

Examples of optimisation techniques include:

• • Quick page load time

• • Use keywords naturally

• • Engaging content

• • Quality content

• • Good website functionality

• • Optimised to display on all devices

• • Links on other high quality websites that are related

• • No/low bounce rates

• Low use of redirected links

However, there is not an exact ‘rulebook’ that can be found and used. Google highlights certain techniques that they prefer, but nothing is explicitly outlined. Therefore, it is important that you are keeping up to date with algorithm updates to ensure your website has its best possible chance at appearing high on search results.

Estuary Digital is a Marketing Agency specialising in Paid Search, with offices in Southend-On-Sea, Essex. We have a combined experience of over 17 years, providing expert marketing services to a range of clients with individual specifications!

If you would like to know more about Search Engine Optimisation, please do not hesitate to contact us- Give us a call on 01702 904876 or email us at info@estuarydigital.co.uk today