SEO, or Search Engine Optimisation, is the term used to describe the process of influencing the visibility of websites and web pages in unpaid online search engine results. The traffic gained through this is often referred to as ‘organic’ traffic.
Organic searches are crucially important, as the searchers are actively seeking specific terms, so if you can rank highly for the correct search terms, your website will gain more traffic.
SEO has evolved in recent years, with updates to algorithms used by popular search engines meaning that a much wider variety of factors contribute to the ranking of a website or page within a search engine results page (SERP).
Gone are the days when great content, descriptive tags, and relevant links would have your website ranking highly in searches; nowadays, page loading speed, quality of backlinks and mobile optimisation are all additional factors Google considers when determining the ranking of your page.
Writing to optimise your placement with relevant search terms and keywords will increase your chances of being ranked higher and, ultimately, gaining more website traffic, but all affecting factors must be considered to ensure as high a ranking as possible.
If you have great content but are not optimised for mobile viewing, mobile users won’t stick around on your pages for long. In an age where more and more sales are being made through mobile devices, this factor should be embraced.
You must also keep in mind that whilst your key recipient will be humans, search engines will also ‘read’ the content. Therefore, it must be adjusted appropriately for the search engines to understand.