What is SEO and Why Do I Need It?

The web is always changing and as such, websites are moving up and down in the Google listings for certain search terms. While you might not think this is down to anything specific, it is all down to the algorithm in place at the search engine giants and the site’s position in the listings is as a result of a number of technical issues and how the aforementioned algorithm views them.

The way that sites can be placed in the best possible location in the rankings is via a process known as search engine optimization, or as it is commonly abbreviated, SEO. This is the structuring of a web page or site so that it is found, read and indexed by the search engines meeting all of the necessary requirements, which are, on the whole, a big secret – making the process really challenging for those in the profession.

Due to it being such a secret it can be difficult for those looking at SEO services today to do it themselves or even to choose which specialist firm to work with. But what makes it so important? Obviously you want your site to be as high up in the rankings as possible, particularly if you have something to sell, otherwise your customers will go to the ones with the better rankings and the most visibility while you lose out. Think of it as opening a store, doing all the flyers to announce your grand opening, only to realise that you didn’t include your address or contact details so nobody can find you.

The common mistake made by site owners is that purely because you have a webpage all about, using an example, motorbike clothing, you’ll be in the first few results when people type those words into a search engine and hit return. Unfortunately it isn’t that simple, and that is where SEO comes in.

The search engine ‘crawlers’ will browse the site and go through its contents, indexing the pages and adding them to a huge database. Then it’s down to the search engine operators to release the odd piece of information, coupled with substantial research by SEO professionals, in sorting out what techniques should be put in place to help move a site up the rankings, optimizing it for the search engines – SEO.

These techniques can involve a number of things. From updating the content displayed on the site itself, to the backlinks – the sites linking to your page – and the meta.

The problems arise when “SEO professionals” implement strategies which go against the preferences of the search engines. These can include ‘stuffing’ the page with keywords, hidden links and other treachery aimed at reaching the top of the rankings. All of which are known as ‘black hat’ techniques and the site can actually be penalized by the engines, moving them further down as opposed to up where you want it to be. So getting SEO right is essential in the success of your online campaign, whether it’s in making sales, converting leads into customers or just increasing traffic to your blog.