SEO is the strategic process of creating websites and webpages around specific keywords or search terms with the aim to increase website visibility through online search engines like Google and Bing.
A successful SEO strategy will ultimately increase relevant traffic to your website and strike a balance between the SEO techniques employed and User Experience (UX).
I’ll execute the following 5 steps to help you achieve your business goals in the area of Search Engine Optimisation.
Want to learn more? Get in touch and let me know how I can help.
White Hat SEO refers to strategies that play within the given rules and algorithms of online search engines (i.e. Google and Bing). This approach is low risk, but may also result in low reward.
Grey Hat SEO pushes the boundaries of the established rules, usually in the area of acquiring back links. The aim is to strike a balance between risk and reward.
Black Hat SEO often employs practices that are blatantly outside of the established rules of online search engines, with the aim to gain an advantage over other websites. This approach often doesn’t have longevity in mind and may lead to penalties that can cripple a websites ranking potential for a prolonged period of time.
It’s often not one or the other, it’s more about how Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) work together to produce better outcomes. It’s near impossible to have a strong SEM strategy without also having a good SEO strategy. This is because the same keywords you target for SEO are often very similar to the keywords you target for SEM. This means the specific website pages you build for the purposes of SEO can also act as the best landing pages for your SEM ads. Ultimately, strong SEO can lead to higher quality scores, lower cost per click and higher conversions for SEM.
In terms of tracking keywords and making recommendations on your website pages, I would recommend www.moz.com, which describes itself as ‘SEO software and data to help you increase traffic, rankings, and visibility in search results’.
You will be penalised by Google for not having an SSL certificate, namely by Google warning users that your website is not secure. Penalty or no penalty, having an SSL certificate should be a forgone conclusion for any website. Need help with SSL certificates? Setting up an SSL certificate constitutes part of my Website Development service.
As of writing this frequently asked question, BERT is the latest algorithm update from Google. For more on BERT and a complete history of algorithm updates from Google, visit the Search Engine Journal website.
There are a host of Black Hat SEO techniques business should avoid. Some of the more obvious ones include invisible text, cloaking and spam comments.
© 2024 Caleb Terpstra.
