There is no doubt that SEO (search engine optimisation) is becoming a major part in not just online marketing but marketing in general, it changes how websites work, how they are ranked on the search engines, and therefore how many people will find (and ultimately, use) your company. But how does it work?
Successful SEO boils down to 3 things:
Relevancy, trust and awareness
Despite its size and status, when it comes down to it, Google is a business that provides a service and it wants to provide the best service it can. People go on Google to look for something, so it is Google's task to find it, therefore it will serve the most website with the most relevance for the phrase that the user supplied. With this is mind, a shoe shop that specialises in running shoes should not optimise their page for dance shoes thinking that dance shoes would get them a lot of visits, these visitors will 'bounce' off the site feeling like they have been cheated. Google rewards relevant websites with better rankings, and so will reward this shoe shop with a good ranking position for phrases relating to running shoes.
To build trust with Google, it is beneficial to have links to the running shoes website from other sites that are relevant, for example: fitness and sports pages, and the more trust that that website has from Google, the more authority that link will have, this also builds Google's awareness of your site, along with higher levels of traffic and a low 'bounce rate'. Trust also grows over time, so it helps to have a website that has been running for a longer period of time and has always kept the same themes and subjects.
With these 3 elements in place and a well thought out SEO strategy, your website will start to appeal to Google even more. Here at LexisClick we deal with SEO all day, every day so if you need any more help, then do get in touch. We are the SEO experts in Bournemouth and Dorset.