Glossary Term: SEO
What is SEO?
SEO (or Search Engine Optimisation) is most commonly known as the process of helping businesses get discovered on search engines such as Google and Bing.
For example, if you are opening a new burger restaurant in New Farm, SEO can help your restaurant get discovered online whenever someone searches “burger restaurant New Farm”.
Nowadays, SEO is much more powerful than that. It can also have a part in all aspects of the online sales process and can help you determine things such as the products you sell, your tagline and what to include in your promotions.
SEO is also designed to help you accomplish more long term, ‘organic’ results that enable you to potentially depend less on paid advertising in the future.
The essentially Google-driven industry of SEO is driven primarily by Google Analytics. Google’s search engine structure and algorithms are set up in a way that it acts as a massive cataloguer of online information. Google’s advanced search algorithms scan web pages looking for key sets of criteria that will allow Google to rank the websites in a way most relevant to the interests of the consumer. This criteria then sets the playing field for marketers to go to work on the product to compete with one another who who’s website will have the greatest exposure to its target market.
As a marketer, the search criteria that Google dictates determine whether your page/content will be seen or not. While the weighting of search criteria can constantly change and differs from day to day, the general consistent criteria are the words, titles, links, words in links and reputation of the host site.
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