Guide To What Is SEO & How It Works

The Complete Guide To Search Engine Optimisation (SEO)

Search engine optimisation (SEO) is a powerful marketing tool that can help your website rank higher in search engine results pages (SERPs). With the right SEO strategies, you can increase your website’s visibility and drive more traffic to your website. In this guide, we’ll walk you through everything you need to know about SEO, including the benefits, statistics, strategies, and tips for getting started.

What is SEO?

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Search engine optimisation (SEO) is the process of optimizing a website to ensure that it is easily found and ranked highly in search engine results pages (SERPs). SEO involves both on-page and off-page techniques, such as content optimization, link building, keyword research, and more. Optimising your website for search engines can improve its visibility and drive more organic traffic to your website.

How Does SEO Work?

Search engine optimization (SEO) algorithm system focuses on E-E-A-T, which stands for experience, expertise, authority, and trustworthiness. First, webpages need to include keywords related to a business’s particular industry and create quality content that provides readers with accurate information about the topic at hand.

This combination of relevant keywords and high-quality content helps search engines better understand the website’s purpose and effectively rank it higher in SERPs.

Additionally, search engines encourage businesses to foster a sense of trust amongst their target audience through ethical link-building practices and consistent engagement with users across various online platforms. By doing this, businesses can create an authoritative presence in their industry and establish themselves as experts in their field.

Ultimately, SEO aims to create online website visibility while building positive brand recognition that transcends digital boundaries.

The Four Pillars

SEO is a complex process that requires technical knowledge and experience. However, it can be broken down into a few simple steps.

There are four pillars of SEO;

  1. On-page SEO: On-page optimisation helps to make sure all content on the website conforms to search engine protocols, and that the most relevant keywords are being used in titles, meta descriptions and header tags. The first step to on page SEO is creating a list of keywords relevant to your website. Once you have a list of keywords, you can then optimize your website’s content and structure to ensure that it is optimized for those keywords.
  2. Technical: Technical optimisation ensures page speed and other technical elements are effective, providing an optimal user experience. Check out our guide to schema markup.
  3. Off-page SEO: Off-page activity leverages link building, social media engagement and PR – important for ranking authority and reputation with search engines. You can also use link-building strategies to increase your website’s authority and relevance in search engine results pages (SERPs).
  4. Content: Last but not least is content which needs to adequately answer customer queries with high-value, detailed pieces that keep visitors coming back for more information.

With each pillar working harmoniously, businesses can ensure their content reaches the widest possible audience.

Benefits of SEO

There are many benefits to optimizing your website for search engines. By optimizing your website, you can increase your website’s visibility and drive more organic traffic to your website.

Additionally, SEO can help you rank higher in search engine results pages (SERPs), which increases the chances of your website being seen by potential customers.

SEO can also help you build a more substantial online presence.

As your website ranks higher in SERPs, more people will be exposed to your website. This can help you build a stronger brand and establish trust with potential customers. Additionally, SEO can help you build relationships with other websites and organizations, leading to more collaboration and promotion opportunities.

The SEO Statistics – Learn The Facts

1. The Top Organic Page Enjoys A CTR Of 31.7 Percent On Average

According to Backlinko, who analyzed CTR data across 1,312,881 pages and 12,166,560 search queries. The number 1 result in Google gets all 27.6% of all clicks.

2. Just Over 70% of all clicks on SERPs occur on the first page of results

According to a study by Moz, just over 70% of all clicks on SERPs occur on the first page of results. Additionally, the first five results on the first page of SERPs receive 67.60% of all clicks. These numbers demonstrate the importance of SEO and its impact on your website’s visibility.

3. SEO Leads Enjoy A Very High Success Rate Of 14.6 Percent.

According to Hubspot, SEO leads enjoy a very high success rate of 14.6 percent.

4. 68% of online experiences begin with a search engine.

According to BrightEdge 68% of online experiences begin with a search engine.

5. 92.96% of global traffic comes from Google Search, Google Images, and Google Maps. 

According to Sparktoro 92.96% of global traffic comes from Google Search, Google Images, and Google Maps.

6. SEO drives 1,000%+ more traffic than organic social media.

According to BrightEdge SEO drives 1,000%+ more traffic than organic social media.

7. 60% of marketers say that inbound is their highest quality source of leads.

According to Hubspot, 60% of marketers say that inbound (SEO, blog content, etc.) is their highest quality source of leads.

Key SEO Strategies

There are many different SEO strategies that you can use to optimize your website for search engines. The most effective strategies include content optimization, link building, keyword research, and more.

SEO Audits

SEO audits comprehensively analyse a website’s current search engine optimization performance. The primary goal of an SEO audit is to identify any technical or content-related issues that may negatively affect a website’s visibility and ranking on search engines. By conducting an SEO audit, website owners can clearly understand how their website is performing and identify areas for improvement.

The SEO audit process includes analysing website traffic, website structure, and website content. It also involves examining backlinks, metadata, page speed, mobile responsiveness, and other on-page and off-page optimization factors. SEO audits are typically conducted using a combination of manual analysis and automated tools. The results of the audit are usually presented in a detailed report that includes recommendations for improving the website’s SEO performance.

SEO audits are crucial for any website that wants to improve its search engine visibility and attract more organic traffic. They help website owners identify issues that may be preventing their website from ranking higher in search results and provide actionable recommendations for fixing those issues.

By conducting regular SEO audits, website owners can stay on top of their website’s SEO performance and continuously improve their website’s search engine visibility.

Local SEO

Local SEO is an important strategy for businesses aiming to increase their online visibility and reach a larger audience. By optimizing content and using targeted keywords relevant to the business’s location, businesses can appear at the top of search engine results when users conduct searches related to their products or services.

The ‘keyword + near me’ plays a big role in local SEO. In fact, users have more trust in products and services within there local area.

Google my business also forms part of this strategy and is a great platform to build reviews and showcase your products and services. Users can immediately take action on google maps by getting directions to their physical location or calling you.

Content

This is a core SEO strategy.  A website with fresh and original content will have a better chance at ranking higher on search engine results pages than a website filled with the same content that can be found elsewhere. Unique content provides useful information for users, and helps to keep them coming back to the website again and again. For websites hoping to boost their SEO, publishing truly distinctive content should be their number one priority.

Content optimisation involves creating content relevant to your website’s target audience and optimizing it for users. This includes optimising titles, headings, images, and more. Additionally, you can use keyword research to identify keywords that are relevant to your website and optimize your content for those keywords.

Search engines want to see you prove that you are an expert in your niche. You can do this by creating content in the form of hubs and clusters.

For example, your industry might be law. You can start creating blog posts with one mega article called guide to law in Ireland, then this article will link to cluster types of law in Ireland, such as property law or employment law. Read this article to learn how to rank articles.

Video content marketing

Video content marketing is quickly becoming a major factor in driving brand loyalty. With more than 1 billion hours of YouTube videos being watched each day, it’s an ideal platform for brands to reach audiences of all ages and interests. Check out our guide to optimising youtube.

This kind of content offers a range of benefits including increased engagement with potential customers, enhanced credibility for the brand and increased visibility across social media platforms.

By creating consistent video strategies, companies can deliver relevant content to their target market that adds value and entertains while raising their online profile and building customer relationships.

Often video content marketing is overlooked by SEO agencies in Ireland. That’s why we have created a guide for video marketing you shouldn’t ignore.

Link Building & Authority

Link building is another important SEO strategy. Link building involves creating links from other websites to your website to increase your website’s authority and relevance in SERPs. You can do this by guest blogging, creating infographics, and more.

E-commerce SEO

To achieve successful e-commerce SEO, it is essential that your website contain the relevant keywords and phrases that your target audience would use to search for products and services related to your business.

Optimising product pages, having original content, promoting internal links across all your product categories and creating accurate metadata can improve visibility in search engines.

An effective e-commerce SEO strategy requires the combination of these various tactics and should also include regular analysis of search engine results pages (SERPs) to ensure you are improving website visibility and user engagement on a consistent basis.

With dedication and a commitment to following best practices in web design, content creation, keyword research and optimization, any business can become an e-commerce success story.

Before you start optimising your eCommerce website we recommend you check out these e-commerce SEO mistakes you must avoid.

Creating Your SEO Plan

Creating an SEO plan is essential in optimizing your website for search engines. An SEO plan outlines the strategies that you will use to optimize your website for search engines.

Your SEO plan should include a list of keywords that you want to target, an outline of the content optimization strategies that you will use, and a list of link-building strategies that you will use.

When creating your SEO plan, it is important to set realistic goals. Set deadlines for each goal and make sure that they are achievable. Additionally, you should set milestones to track your progress and adjust your strategies as necessary.

Here are the steps involved in creating a comprehensive SEO plan:

  1. Define Your Goals: Start by defining your business objectives and determine what you want to achieve through SEO. Your goals could be to increase traffic, improve search engine rankings, or increase sales.
  2. Perform a Website Audit: Conduct a comprehensive website audit to identify any technical issues, such as broken links, slow loading pages, or duplicate content.
  3. Keyword Research: Identify the keywords that your target audience is using to search for your products or services. Use keyword research tools to determine the search volume, competition, and relevance of each keyword.
  4. Create a Content Strategy: Develop a content strategy that aligns with your business goals and target keywords. This could involve creating blog posts, videos, infographics, or other types of content.
  5. Optimize On-Page Elements: Ensure that your website’s on-page elements, such as meta tags, header tags, and image alt tags, are optimized for your target keywords.
  6. Build Quality Backlinks: Build quality backlinks to your website from other high-authority websites to improve your search engine rankings.
  7. Track Your Progress: Use analytics tools to track your progress and monitor the success of your SEO plan. Make adjustments as necessary to improve your results.

Best SEO Tools To Help Plan & Execute Successfully

There are many SEO tools available that can help you optimize your website for search engines.

Some of the best SEO tools include:

  • SEMrush
  • Ahrefs
  • Moz
  • Search Console
  • Analytics

These platforms offer a variety of tools and features to help you optimize your website for search engines.

For example, SEMrush offers keyword research tools, content optimization tools, link-building tools, and more. Ahrefs offers keyword research tools, link-building tools, and more. Moz also offers keyword research tools, content optimization tools, and more.

To get started, ensure you are set up with Analytics and Search Console. Check out our guide on important measures to analyse in analytics.

Courses To Learn SEO

If you are new to SEO, many courses can help you learn the basics. Courses range from beginner to advanced and cover keyword research, content optimization, link building, and more. Some courses for learning SEO include Ahrefs Academy, Moz Academy, and SEMrush Academy. Lost are free. But if you really want to learn hands-on SEO, then 1 to 1 workshops are the answer. Check out these SEO training courses.

6 Key SEO Tips If Going Solo

Here are some tips to help you optimize your website for search engines:

  1. Identify and target the right keywords: Identifying and targeting the right keywords is an important step in optimizing your website. Make sure to choose keywords that are relevant to your website and are being searched for by your target audience.
  2. Create high-quality content: Creating high-quality content is essential for optimizing your website for search engines. Make sure to create content that is relevant to your website’s target audience and optimized for search engines.
  3. Optimise your website’s structure: Optimizing your website’s structure is an important step in optimizing your website for search engines. Make sure to optimize titles, headings, images, and more.
  4. Build high-quality links: Link building is an important SEO strategy. Make sure to build high-quality links from relevant and authoritative websites.
  5. Monitor your progress: It is important to monitor your progress in order to adjust your SEO strategies as necessary. Use analytics tools to track your website’s performance and identify areas for improvement.
  6. Get good hosting. Good web hosting means a faster website. Check our guide to web hosting in Ireland.

Hiring SEO Services

If you don’t have the time or expertise to optimise your website for search engines, many SEO companies can help. Riordan SEO provides SEO services in Cork, Dublin and Ireland that can help you optimise your website for users, build high-quality links, and monitor your website’s performance.

Are There Any Grants To Help Offset Costs Associated With Hiring SEO services?

Not all businesses may have the budget to invest in SEO services. Or simply not ready. This is where the website trading voucher comes in handy.

The Irish Government offers the website trading voucher to help small businesses enhance their online presence. The voucher offers a grant of up to €2,500, which can be used to cover SEO strategy.

To avail of the voucher, the business must meet certain criteria, such as having 10 or fewer employees and a turnover of less than €2 million. Once eligibility is confirmed, the business can apply for the voucher through their Local Enterprise Office.

Overall, the website trading voucher is a great opportunity for businesses to invest in their online presence and benefit from the long-term advantages of SEO. Check out our guide to website grants & trading vouchers.

Conclusion

Search engine optimization (SEO) is a powerful marketing tool that can help your website rank higher in search engine results pages (SERPs). SEO involves optimizing your website’s content and structure for search engines and link building to increase your website’s visibility and rankings. SEO has many benefits, including increased visibility, more organic traffic, and a stronger online presence.

Additionally, many SEO strategies and platforms are available to help you optimize your website for search engines. If you don’t have the time or expertise to optimize your website for search engines, many SEO services can help.

If you’re new to SEO, we recommend starting with the basics and taking an SEO course or two with us to learn the ins and outs of search engine optimization. With the right SEO strategies and a bit of hard work, you can optimize your website for search engines and increase your website’s visibility and rankings in SERPs.

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