seo basics

The Basics Of SEO


SEO, or search engine optimisation, is the process of optimising your website for search engines. It’s a highly effective way to get more traffic from search engines and increase awareness of your brand.

What Is SEO?

SEO stands for Search Engine Optimisation. It is the process of improving the visibility of a website or web page on search engine result pages. When a user searches for something using a search engine, like Google or Bing, the results are ranked based on their relevance to those keywords. The websites that appear at the top of the list get more clicks and thus have better chances at having their website visitors subscribe to their newsletter or buy their products.

To optimise your website content, meta tags and page titles so that it appears higher in organic (non-paid) listings on search engines is known as Search Engine Optimization (SEO).

Organic Search

Organic search is the free ‘natural’ result of a search engine’s algorithm. The higher you rank in organic search results, the more traffic your website will usually get. Organic searches are based on relevance to your content and how many clicks each page receives.

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Paid Search

Paid Search is a form of online advertising where you pay to have your ad appear on search results pages.

Paid Search ads are often called “sponsored links” or “paid listings.” These ads usually include a heading and text that describe the product or service being promoted, as well as a small image that links to the advertiser’s website. Paid Search ads are usually shown at the top and right hand side of the search results page; however, this can vary depending on what type of paid search campaign you create and what search engine you are advertising on.

On-Page SEO

On-page SEO refers to the elements of your website that are searchable by Google, including:

  • Content – including the quality and relevance of content
  • Title tags – the words that appear in blue at the top of Google’s results page
  • Meta descriptions – short descriptions that appear alongside your site when it appears in search results

These factors are important because they help you rank higher in Google’s SERP. The more relevant and high quality your content is, the easier it will be for users to find you. This means more people will click on your site from their searches, which drives up traffic for free!

Off-Page SEO


Building quality links to your website is a great way to improve the search engine rankings of your site. This can be done by earning links from other sites, as well as creating your own links that point back towards you. These links are known as inbound and outbound links, respectively. It’s important to note that there are two types of link building: natural and unnatural or black hat techniques. You should always aim for the former over the latter since it’s more ethical, but both have their place in an SEO campaign.

Social Media

The use of social media platforms is another excellent way for marketers to reach customers online—and with them comes increased visibility across all search engines. If you’re looking for ways to boost awareness about your brand online then consider starting a Facebook page or Twitter account. Not only will this increase traffic but also expose potential customers who aren’t yet familiar with what it offers them personally – which could result in some new leads down the line too.

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Top Tips And Considerations For Effective SEO Strategies

SEO has many components, but there are a few key areas of focus that will help you find the right balance:

  • Keywords in content – Keywords are words or phrases that describe what your business does. When someone searches Google for those terms, they should find your website on page one.
  • Links to relevant websites – Linking out to other sites helps build trust and shows that your site is part of a larger community and often, it gives you an opportunity to promote yourself on another site.
  • Use a sitemap – A sitemap is a tool that tells search engines about all of the pages on your website in an easy way so they can crawl them efficiently and index them quickly. It also allows users who are visually impaired access by using special software called screen readers which read titles, headings and links aloud so people can navigate around without seeing anything visually at all!

Local vs. National/Global SEO

Every business has a local and national/global presence. When it comes to SEO, they are very different in scope. Local businesses are trying to be found by people searching for their city or town, while national companies are looking to appear in search results for the general location of their business (national), as well as for specific regions or cities within that area (local).

National and global businesses are also quite different from one another. National-level searches tend to be broader than global ones; Google may show several listings from across the country when someone is searching for something like “Chinese food near me” but not if they type “Chinese food near Liverpool.”

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The Changing Face of Search Engine Optimisation for 2023 and Beyond

The search landscape is constantly changing, so it’s important to be aware of the latest developments in SEO.

Here are some tips for staying ahead of the game:

The Importance Of Mobile-First Indexing

Google has announced that mobile-first indexing is now in full swing. This means that websites that don’t have a good mobile experience will likely not rank well on Google or other search engines. You should make sure your website is optimised for both desktop and mobile devices with responsive design so you don’t lose traffic or rankings as a result of this change.

The Importance Of Voice Search

Smart speakers like Amazon Echo and Google Home/Assistant devices like smartphones with voice assistants like Siri or Alexa are creating an opportunity for businesses to reach more customers who would otherwise not use computers.


This blog post has provided you with some insight into the basics of SEO. If you are looking to improve your rankings and get more traffic from search engines, consider contacting us today for a free consultation. We offer SEO services in Wirral, Liverpool, Chester, Cheshire and North Wales.