Search engine optimisation basics: how to get to the top of Google results

Search Engine Optimization (SEO) is the activity of improving your ranking in keyword search engine results. After building a website, you need quality visitors to achieve your goals. The well-known and deservedly popular Google search engine brings targeted visitors to our website, where we can convert them into customers through effective online marketing.

Search engine optimisation is the activity of improving your ranking in keyword search engine results. By improving your ranking, you can increase the number of visitors to your website. The number of clicks depends on two main factors: how many people search for a keyword and how high your website ranks. More people search for a known term, but there are also more websites searching for it. Competition will increase and more difficult and time-consuming tools will have to be used to improve rankings.

From an online marketing perspective, search engine optimisation is particularly beneficial

These people are already open to the message of the website because they want to find answers to their questions themselves – that’s why they use the search engine. These types of visitors are the most valuable. They are receptive and open, and therefore easier, faster and more likely to achieve your goals.

By improving conversion rates, you can increase the number of purchases, subscriptions and likes many times over. Many people forget that search engine optimisation alone can only increase the number of targeted visitors. But it is much easier to improve the effectiveness of search marketing. Which is also good for rankings – especially if you want to improve your ranking in Google search.

Google search engine optimisation is all about creating high-quality content that gives users an experience. This is called content building. Each topic has its own specific terms. Words that are specific to a particular topic – but not commonly used in other or general topics. These are called semantic keywords. It is essential that a good article does not include at least 5 to 10 semantic keywords next to the keyword. Simple example: anyone writing a good article on SEO will most certainly mention these words: Google, relevance, ranking algorithm, content building, link building. These words are semantic keywords related to the SEO keyword.

The authority and credibility of your website is determined by the number and quality of links on other websites

Google’s ranking algorithm has to distinguish in some way between the writings of popular, trusted and unknown authors. It has a very good system for doing this: the network of links.

Everyone knows that a link is usually blue and underlined to distinguish it from the rest of the text. Navigation between web pages is done through links. Clicking depends on the anchor text and the attractiveness of the immediate environment of the link. Through links, information and visitors flow from one website to another. This is important trust capital that Google recognised and patented at the outset. It reflects the opinion of the internet community, and therefore the trustworthiness of a website, if relevant websites link to it.

The effectiveness of link building is enhanced by increasing the strength of the links that refer to it. This method is called tiered link building. It is a brilliant SEO technique because it can increase link strength exponentially. You can place a link directly referring to the website on the first level. These are the most valuable links: they come from well-known websites, professionally written PR articles or guest blogs. Then comes the second level: collecting links to articles in the first level. At the second level, you can reduce the quality and increase the quantity. Smaller blogs, news portals, microblogs are good sources of second level links. Finally, the third level: collecting links to second level links in industrial quantities. At the third level, quality doesn’t really matter, only quantity.

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