If you’re hesitant about the effectiveness of SEO, it’s safe to assume you don’t have much technical experience with website development or programming -- and that the prospect of technical SEO intimidates you. Basic SEO can kick start your marketing and push your website in the right direction but It’s easy to become bamboozled. In the digital era, simple SEO just doesn’t cut it anymore and with the current competitive market you need an omni-channel approach. Search Engine Optimisation - SEO - Is the art of getting search engines to discover and rank the content on your website. When someone types a query into search engines they run through all the websites they have indexed to give the most relevant ones in the search result. The cornerstone of a successful organic search campaign has always been technical SEO.

What have you tried that doesn’t work?

Make sure every page of your site contains at least several hundred words of helpful, well-written, relevant content; and optimize all your title tags and meta descriptions while you're at it. When searching on mobile, there is a huge difference with desktop: Google knows exactly where you are and the results you get are customized according to your physical location. Google does not always show the title tags as you intend it to to show. It might not take the title tags from their beginning if a query best matches words from the middle or end of a title tag. There’s no point in creating new content if it’s not authentic enough to stand out. Even if you come up with an idea from a different source, it’s still up to you to offer your unique perspective that will add value to the particular topic.

Establish intuitive information architecture principles

Keyword usage on a page is much more complicated these days. SEO professionals used to go as far as calculating the number of times a keyword appeared on a page to try to be in some kind of ideal percentage. That’s simply not applicable anymore and search engines are much smarter at deciphering what a page is about beyond seeing the same keyword used a bunch of times. It used to be that buying backlinks as you could was a successful means of boosting your organic search results. But today, it’s definitely not good to buy them in big packages. Google has declared that if you buy bulk backlinks to improve your rankings, you're breaching their guidelines. Measure and monitor what is working and update your strategy on the fly. You need to utilise all aspects of digital marketing to form a full SEO strategy. This will put your business on the map and really increase those website hits.

Reporting and analytics

If a person goes looking for a company or product by name, Google will steer them towards what they’re looking for. Do follow links are defined as links, passing link juice to achieve a better page rank in search engines as it tells the search engine spiders to follow the particular link. These follow links are links that counts as ‘votes’, forcing SEO link juice and increasing the page rank of the linked to sites. Make sure you are doing your best to have diversity in your Anchor Text when building backlinks. As far as ranking factors go, Anchor Text which had the search keyword in it tended to rank higher in Google for exact match searches and phrase match searches.​ We asked an SEO Specialist, Gaz Hall, for his thoughts on the matter: "In today’s SEO world, search engines often evaluate content to determine the search rankings of a website. It is a common misconception that content marketing doesn’t work as well for e-commerce websites."

Build authority to enhance search visibility

The absence of a hard and fast definition of content allows for cross-genre experiments. Infographics, explainer videos, vlogs are products of such experiments. Visual images entertain users whereas written content provide them with new information. Infographics, which is the cross between the two, do both. The same applies to explainer videos. 80% of traffic to a website begins with a search query and 60% of clicks (to a site) are generated by the top 3 search results (on the search engine result page). Back Links go hand in hand with Link Building and act as advertisements for your website on other websites, rather than the links on your own website, which give more traffic to other websites. Organic traffic is free, which is why it is best if you focus on attaining it for your web page.