What's SEO?
The results of the Google Search Engine contain paid and unpaid areas. At the top of the results is an 'Ad' box, which contains paid advertisements. The lower part consists of free organic search results and is not affected by advertiser payments.
The aim of SEO (Search Engine Optimisation) is to improve the ranking of a website in organic search results. Strategies for improving SEO generally have four directions:
On-Page SEO:
This involves building a website with an optimised keyword structure for search engines to crawl and understand, providing the most relevant search results for users.
Off-Page SEO:
Off-page factors refer to ranking actions that occur outside of the website itself. These actions include backlinks and mentions by other websites, which are signals of a website's trustworthiness and authority.
Technical SEO:
To ensure that the search engine can crawl and index all pages of a website, a well-planned website architecture is necessary. Technical improvements also include optimising the load speed of pages.
User Interaction SEO:
How users interact with a website determines the accuracy of search results for users' queries. One important metric for user interaction is the 'bounce rate', which measures the percentage of visitors who navigate away from a website after viewing only one page without any further interaction. The bounce rate is a key factor in ranking.