What Is SEO And Why Does It Matter?

SEO Glasgow

Look around when you next take a walk or travel on public transport. Everyone, from the smallest child to the oldest grandparent, has their nose pointed downward at a screen of some form or other. Mobile devices have fast become integral to our way of life. This has drastically changed the way we interact with both each other and with businesses. This makes SEO glasgow an important centrepiece to any successful business strategy today. Without a proper digital marketing strategy, smaller businesses will fail and larger businesses will find themselves struggling against more up to date competitors.

SEO Glasgow – What Is It?

So what is SEO Glasgow and what does it do? SEO is short for Search Engine Optimisation, the act of optimising a specific domain or page with a domain to rank higher for what are known as “keywords”. Keywords are search terms that users enter into a search engine (let’s be honest, Google) to find relevant results for their needs. An example may be “cheap trainers”. Google will search it’s database of pages and return results that match “cheap trainers”, ranked depending on their relevancy for that term.

It sounds simple, but in reality SEO is a painstaking and often excruciatingly slow process to pull off. It does, however, have it’s benefits; over time, the nature increase in organic traffic draws more business through a company’s website, inherently increasing business.

What Is SEO And Why Does It Matter?Link Building for SEO

Link building is the first half of SEO Glasgow, and is exactly what it sounds like. The idea is to get links back to the page or domain you wish to rank higher from trusted domains. Think BBC or the Guardian, anything with a high domain authority. Links essentially act as a stamp of approval from one site to another. By linking to another site, a trusted website passes on some of it’s credibility, known as “link juice” in the industry, to the target site. This is turn pushes up the rankings for the site.

It’s not simply a link though. The content of the page the link is coming from must be relevant to the target page, otherwise Google will mark it down. Google is look for relevant links, so if there is no link between the content and the link, it won’t be worth as much to the target website.

On Page Optimisation for SEO

On page optimisation is the act of ensuring that the target keyword is contained within a number of different places. This allows Google to determine it’s category and relevance to any keywords it may have contained within it’s content. Some of the areas that Google looks at for keywords are the following:

  • Page title. A short description (60-70 characters) of the pages content. This allows Google to understand the overall theme.
  • Meta description. A longer description (~160 characters) that is intended for human consumption. Displayed alongside results on the SERP (Search Engine Results Page).
  • H1. The main title of the page. Should always contain the keyword.
  • H2. The dividing headers for a page. Splits up content.