How does search engine optimisation work? - Search engine optimisation and its basics

Search engine optimisation or SEO and its basics

Competition for search engine results is fiercer than ever, which is why it's important to optimise your website for search engine bots to make it easy to navigate. Search engine optimisation, or SEO, may sound like a daunting task, but with a few small tips anyone can make their website a little more visible in search engines. Professional search engine optimisation is well planned, and when done right, it can significantly increase your company's sales. In this article, we'll tell you a few things you can do to increase the visibility of your website in search engines!

Why search engine optimisation pays off?

It's easy to understand the importance of search engine optimisation through an example, so let's imagine the following situation: you and your friends are on your way to a foreign place to do a business deal, but you don't know where to have lunch yet. The first idea is to search your favourite search engine for the name of the place and "restaurants". The search engine will bring up a list of local restaurants, and in less than a minute you're likely to have found the best restaurants in the area. If you can't find information about a potentially good restaurant in a search engine, you may not be able to find it. It is therefore of paramount importance to take good care that the information is correct and can be found in search engine results.

How does a modern search engine robot work?

The search engine robot will visit your website, read all the texts, click on all the links and draw its own conclusions. If the page is easy for the robot to read and it gets all the information it needs, it will be rewarded with better search results. So it's important that you build your page logically from the start. Think carefully about how your pages link to each other and which page contains which information. The front page should be the nerve centre where both the potential customer and the search engine robot can find the right and necessary information immediately. So draw a good page map on paper and build your pages on that basis.

Headlines, subheadings and breadcrumbs

Search engine robots have gotten a lot smarter over the years and are now hard to fool. Some search engine robots even prefer well-written and unique texts. So it's good practice to write all your content so that if the theme of your page is stripped away, the page is still easy to read. So use clear headings and subheadings so that the customer and the search engine robot can find the information they need.

Keywords and key phrases

Page metadata usually includes keywords related to the page. They make it easier for the search engine robot to identify what the page is about. It is therefore important that keywords are also used in the text itself, and not just in the keyword list. Try to include in your text questions that the customer might ask, and answer them clearly. However, try to write your text in a way that serves your customer first and the search engine robot second. But robots are learning to read more and more as if they were reading texts. Search engines can also penalise sites that try to push their pages with several different keywords that have nothing to do with the real content of the page.

Did you know that good security also increases search engine visibility?

If your website address starts with "https", your pages will be more visible in Google. It is therefore very important that you activate an SSL certificate for your website. Read more about this in our previous blog post.

You should also optimise Loading speed your website, as Google's search engine, for example, favours pages that load quickly. The biggest influencing factor is the images on the website. If you have a lot of large images on your website, use an image editing program to reduce the size of the images without compromising the quality of the image. Read more about the importance of website loading speeds in our previous blog post.

If you need help with search engine optimisation of your website, contact us and we'll help!

Written by Tuomas
Yrittäjä @ Tuonetti
Strong Finnish Internet Partner
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