The average website receives a significant proportion of its traffic from search engines, highlighting the importance of SEO.
There are two types of search results:
- Organic or natural results
- Paid results.
SEO aims to improve a website’s ranking in the organic results. Search engine optimisation is a fairly technical practice but it can easily be broken down into five main areas:
- A search engine friendly website structure
- A well-researched list of keywords
- Content optimised to target those keywords
- Link popularity
- User insights.
Growing trends in SEO include the influence of social content on search results, mobile SEO and local search. Google is placing more and more emphasis on a mobile-first approach.