Search Engine Optimisation in Birkenhead

In simple terms, search engine optimisation means tailoring content to appear in search engines.

In times gone by, SEO was often performed in crude ways, such as stuffing content with the same irrelevant keywords and even typing content in the same colour as the website’s background, meaning human visitors were unlikely to notice the text, but search engines were able to detect it.

Thankfully, more sophisticated algorithms introduced by Google and other search engines have largely led to these practices being phased out. Keyword research and usage remain important, but SEO is becoming increasingly about natural and high-quality writing. The algorithms are always changing and improving, so it’s vital to “future-proof” your content and ensure that you are not simply catering to the latest trends. In the long term, the most important aim is to write in a way that interests and informs your reader, while at the same time sending clear signals to search engines regarding what the content is all about.

While SEO is usually thought of as a content matter, some aspects of how a website is built can tie in with it as well, with search engines tending to dislike sites that show, for example, poor mobile usability or slow loading speeds. Such sites are unlikely to perform well in the rankings even if their content is excellent.