The Importance of Search Engine Optimisation (SEO)

The Importance of Search Engine Optimisation (SEO)

In the past few years, SEO or search engine optimisation has exploded in popularity. Website owners have realised how important it is to have a good SEO strategy in place to boost their website’s visibility. If you’re new to SEO, or if you just want to brush up on your current knowledge, this short, comprehensive guide can help you. You’ll be well on your way to optimising your website by the end of this post.


Defining SEO

SEO is short for search engine optimisation. It’s a marketing tactic individuals and companies use to help grow their website’s non-paid search visibility. There are creative and technical elements that come into play when you optimise your website, and the desired outcome is to increase the website’s traffic, increase search engine awareness, and improve the site’s rankings. Your other goal with building an SEO-focused website is to build a consumer-friendly website. These dual concepts generally go hand in hand.


What are the Other Benefits of SEO?

Aside from the obvious benefits, optimising your website is essential to your website’s success for several key reasons.

  • Increased Traffic – According to a study, the first page of any Google search gets around 33% of clicks, and almost 75% of users never go past the first page of results. This is huge because if your website is on the second page, they only see an average of 17% of all of the clicks, and this is almost half of the first page. The farther back your site is, the less traffic it’ll generate.
  • Builds Trust – In general, people who use search engines trust their results. So, whatever sites fill the top five positions in relation to a specific keyword are more likely to gain the user’s trust. This can make them more likely to return to that specific website if they need something related to the original search.
  • Promotional Tool – Platforms like Facebook, Twitter, Pinterest, Google+ and other social media platforms make it easy for your customers to promote your brand. If they find your company through a search and have a good experience, they’re likely to promote it on one of these social media platforms. This is great for your site because studies show that around 81% of people make their buying decisions based on what their friends recommend.
  • Competitive Edge – If you have competition that is selling the exact same products or services as your website, the website that has an SEO plan in place and that is using it is more likely to get the traffic and make more sales because it can rank higher than the competitor’s site.

How to Optimise Your Website for SEO

While Google admits to having over 200 different ranking factors, there are some that seem to be more important to have right now instead of waiting for a few weeks from now or a month from now. Now that you know what SEO is and the various benefits it can bring to your website, we’ll give you several powerful but simple things you can do to start optimising your website right now.


  1. Content is King 

Although website content has been an SEO factor for a while, it’s evolving into something more. You want to have comprehensive and naturally-written content displayed on your website. This means that you concentrate on targeting and thinning out your content, become an authoritative site on your content’s topic, and cover fewer topics on a more in-depth basis.


  1. Targeting Specific Keywords

Keyword importance is where your SEO focus gets very critical and narrows down. You want to pick several keywords that your customers search for when they look for your website or the products you sell. You want your website to come up in the top few search rankings when they input these targeted keywords, so your traffic increases. Using Google Keyword Planner is a great way to start this process.


  1. Monitor and Track Your Keywords

Unfortunately, in marketing, keywords are constantly changing. This means that your website’s rankings could fluctuate from month to month as the keywords change. It’s important that you know how your targeted keywords rank so you can change them out as need be. Tiny Ranker can help you monitor and track your specific keywords.


4, Mobile-First Optimisation

Google’s Mobile-First Index took off in late 2016 and early 2017. Google now looks at websites that have a mobile-friendly design before they look at ones that have desktop optimisation elements. There are several quick things to can do to see how your website stands up to Google’s mobile-first test including:

  • Test your page’s loading speed with PageSpeed Insights. You can see and fix any errors using the page’s auditing function.
  • Use Google Search Console to verify that your website’s mobile-first version is registering with Google.


  1. To the Point Anchor Text

Your anchor text is a hyperlink’s clickable text, and it’ll usually have underlined text or be blue. You want to ensure that any anchor text you use for your website is to the point and relevant to the page to which it links. It gives your customers and search engines a small preview of your website’s content. You also want to ensure that the anchor text has a low amount of keywords.

SEO is a critically important factor when it comes to your specific website’s visibility. Now that you know what SEO is, why it’s important, and how you can improve it for your website, you can take advantage of these tips and tools and optimise your website today.


Matt Williamson is the Company Director of Digital Marketing Adelaide. He keeps busy doing what he enjoys most – talking. He has a passion for social media and all things digital marketing.

Matt is an internet entrepreneur, social media expert, multiple business owner and digital marketer who specialises in assisting businesses to generate more revenue via the power of online advertising and digital marketing. Matt regularly speaks at events as a keynote speaker focusing on digital marketing & social media.

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