When developing any website, it is important to consider where it will appear in search results. After all, who would visit a website they cannot find? Search engine optimisation (SEO) is the practice of improving your website's standing in search engine results in order to get more visitors. However, it is very easy to get confused by the terminology the industry uses and knowing what techniques to use can be very daunting.
In this article, we will explain:
How it works
The major search engines use automated software called crawlers to find and index web pages. Once a page is indexed, it is passed through various algorithms to determine its relevancy to certain search terms and then ranked appropriately. These crawlers will revisit a web page frequently to assess any recent changes and rerank the page accordingly.
The algorithms used are updated on a frequent basis and the criteria used are changed at the whim of the search engine, so it is important to keep an eye on any announcements relating to such changes.
The major factor when determining any web page's search rank is content. Simply put, if your web page is entitled "Uniform" but contains no content relevant to that title then it won't rank very well, if at all for the search term "uniform". In the past it was possible to trick search engines to rank pages with no content relevant to the search term but today such a trick will have the reverse effect.
Other criteria include:
These criteria can and will be changed over time so it is important to know what practices are and aren't relevant in modern SEO. Search engines will constantly make smaller changes to their criteria without warning but major changes are usually announced.
Improving SEO on a web page
Taking a school website as an example, the main functions of such a website should be:
With that in mind, an easy way of improving SEO on any website is making sure that each page includes the following:
If you have any questions about SEO on your school website, give us a call on 01933 303520 - we'll be happy to help.