Gavin Willis, Managing Director, Search Seven

What does SEO mean to you?

SEO, or Search Engine Optimisation to those who are not familiar with the acronym, is all about relevancy, trust and authority.
Relevancy, in terms of ensuring your site is closely aligned to your audience and the content is optimised based on their search behaviour and intent, with authority refering to the authority of the 3rd party site that is linking back to your website. Trust signals also play a vital role in telling Google that the website is reputable and from a trusted source.

Improving your on-site relevancy can be achieved by researching and listening to your audience, and this can then be reflected by updating your meta data to align yourself with their needs, as well as creating new content that answers their questions. Google rewards sites that aim to create a better experience for their users, and fresh content that is topical and compelling plays an important part in this.

Off-site relevancy can be achieved via your off-site SEO/ PR strategy which aims to build great relationships with 3rd party sites to publish compelling, relevant content that has been created for their users on sites, that is also closely aligned to your brand. Google looks as both relevancy, trust and authority when judging who to rank highly for a particular search term.

The higher the site authority and trust signals are, the increased likelihood of your site ranking higher, and if the content is relevant once the user arrives, then the chances of the user carrying out a meaningful action, such as making an enquiry, sale, download and so on, becomes far greater.

SEO is always evolving, with constant algorithm updates throughout the year on an almost daily basis. However, Google’s ultimate aim is to provide relevant search results and a great user experience, so as long as your strategy is authentic and your objective mirrors Google’s then you are on the right track.