What is SEO? | Koozai

SEO represents Search Engine Optimisation, and is planned to get your site in front of more users and increase your web traffic. This is done mainly through enhancing rankings in online search engine for your crucial keyword terms.

It likewise collaborates with PR and other marketing activities to drive traffic to your website, however for this blog site we’ll stick to the more standard meaning.

How does it work?

By enhancing various elements of your website, you are considered more appropriate for particular terms – providing greater rankings for various terms. For example, the number 1 position for the search terms ‘shoes’ is thought about the most appropriate for that search.

There are distinctions results depending upon your online search engine, search history, place, language, etc. Hundreds of ranking aspects are considered too. These are then integrated to offer you the very best outcomes.

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Why is it essential?

With trillions of searches taking place every day, you wish to ensure that you are at what individuals see when they are browsing online.

The number 1 position on SERPs is so desired due to the fact that it gets the large bulk of clicks. The chart listed below programs the click-through-rate for natural outcomes, and we can plainly see the value of position 1.

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By page 2, the click-through-rate is down to simply 2-3%. There is still traffic to be acquired here, however eventually you wish to enhance your SEO to get you to the greater positions and after that acquire increased traffic.

Statistics over current years demonstrate how much is invested online. The chart listed below demonstrate how lots of billions of pounds have actually been invested online over current years.

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Although 2020 information isn’t assembled yet, we currently understand that it will be another record-breaking year, especially due to lockdowns and a more switch from in-person shopping to online.

Looking at simply the UK once again, we saw a big shift towards online shopping, with almost a 3rd of all retail purchases being made online in May 2020.

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SERPs Explained

Here is a screenshot of a normal outcomes page:

We can see a big part of the screen is used up by paid listings, and there are many ‘other’ listings – which belong to SEO, however we’ll return to this later on.

N.B: ‘Other SEO’ Isn’t an utilized term, I’ve simply put it here to reveal that these aren’t primary/organic search engine result.

The bottom line is the area significant ‘Organic SEO’, which is the desired number 1 area. You’ll see the term ‘organic’ a lot in regards to SEO, and it generally suggests the primary outcomes listings which aren’t spent for.

This is what an online search engine ( in this case) believe is the most essential outcome, and for that reason the most worthwhile of your click, providing you the very best user experience.

The remainder of the page will note the staying natural search engine result and most likely some more areas at the bottom of the page. These might consist of even more paid outcomes, associated searches etc.

SEO described

SEO is a varied subject, and it has actually blurred edges as discussed formerly. For now we’ll stay with a few of the most typical aspects that impact your SEO rankings. So, what aspects are very important to SEO?

Page Content

This is the most essential element from a user point of view, and probably the most essential from an SEO point of view.

The material of a page determines what the page will be discovered for. It must be useful and assist users in their search. This can be in the kind of responses to concerns in blog site pages (like this), info about items as individuals look for particular products, or anything ese that you wish to discover online.

The more a page responds to the concern (search term), the much better it will carry out in rankings. This likewise shows how basic or specific niche a page is, with more customized material reaching a smaller sized audience, however with a far better opportunity at that number 1 position.

Title Tag

Title tags are the name of the page. You may not see them on every page you go to, as they are typically obscured in your internet browser – however you will see them in online search engine rankings.

This is what it appears like in search engine result:

And how you can see it in an internet browser:

As this is what the page has to do with, it is a big ranking element and among the primary modifications made to advance your SEO.

Meta Description

Shown simply listed below your title tag in search engine result, the meta description is a quick description of what you anticipate to discover on the page.

Although these don’t have a direct impact on rankings, making a pertinent and fascinating meta description can be the choosing element on a click.

As you can see above, when a keyword exists in a meta description you get the advantage of vibrant text in some online search engine, assisting draw the eye and offer a much better click-through-rate.


The URL of a website is necessary for the structure of a website and likewise offers a more circumstances of keywords for a page.

Going back to the fictional shoe buy example, an item would be better off on a well formed URL which describes to the user and web spiders what the page has to do with:

Good URL Example –

Rather than a URL which doesn’t offer any indicator of what the page has to do with:

Bad URL Example –

There are likewise a couple of indicate beware about when producing your URL structure. You must keep them alpha-numeric and you can overlook punctuation as this will lead to weird looking URLs. Also, different words with hyphens, not highlights.

H1 Tags

Similar to title tags, this is likewise the title of the page, however the title that users see.

This is the existing H1 tag on the Koozai homepage. As you can see it is various to the title tag above, as it is intended more at users.

You can inform when a website has “too much SEO” in mind when this title tag doesn’t strictly make good sense. Again, the focus is to make pages for users initially, however so that bots and spiders can read them too.

Below is an overstated (and phony) example of the Koozai homepage if it was over-optimised for the digital marketing company London & Southampton terms:

This doesn’t look excellent and to a user it doesn’t actually make much sense, or assist you comprehend what the page has to do with. This is a simple trap to fall under, so keep in mind to compose for users initially.

Keywords in the page copy

If you are blogging about a specific subject, the opportunities are quite high that you will point out stated subject a couple of times in your copy.

This appears relatively apparent, however even on a basic level websites can still get this incorrect.

This will be connected to keyword research study too, so if it ends up a great deal of individuals are searching for searching for item evaluations, you can consist of ‘review’ associated keywords. Similarly, if you wish to target a specific kind of item, then you can consist of the words – whatever they might be.

Internal Links

This typically isn’t as though about as it must be, however you require to ensure that users and bots can browse your website to get to all of your pages.

Bots will primarily utilize sitemaps to browse, however they will likewise follow on page links. Users will seldom utilize sitemaps, so you require to be sure that they can get to the ideal pages – either through menus, on-page connecting or excellent search functions.

Linking internally offers signals about how essential you believe particular material or pages are. Your primary pages must remain in navigation and quickly available from many pages. If you have a page which is deep in your website with couple of links indicating it, the opportunities are this will not be ranked extremely.

This is likewise associated with your website structure, URLs and hierarchy, so ensure that this is thought about throughout website production.


Once the essential component of SEO, backlinks often get a bad representative nowadays. You might develop link after link in the past and be as spammy as you desired, however this is a really out-of-date practice.

Backlinks are still appropriate to your SEO efficiency, however you need to be far more critical when connecting for links and link structure. Quality over amount is the order of business.

A best backlink isn’t actually a thing and there are great deals of aspects at play, however you must think about importance, user experience and authority. With these consider mind you can assist drive recommendation traffic in addition to assisting reinforce your online search engine rankings.

Social Signals

This doesn’t suggest that you need to tweet 20 times a day, or post updates on Facebook nonstop. It suggests that your social networks must be genuine and active with your users.

You’ll see when you look for brand names, you’ll see links to their social channels in the understanding chart or in other places on the outcomes page. This is progressively essential to contribute to the authenticity of online business personalities as it is all too simple to produce a brand name which doesn’t actually exist in reality.

Make sure that your website links to your social channels, which you send them onto your Google My Business listing so that every thing is connected together.

User Experience

Site speed and mobile friendly

User experience (UX) covers a great deal of various aspects of your website, however eventually it must offer an user-friendly and smooth experience for users. Easy right?

Well, not so simple when you need to consider a selection of aspects:

  • Site speeds
  • Responsiveness throughout gadgets
  • Integrations with payment entrances and other 3rd celebration tools
  • Navigation
  • Language (both in regards to readability and place targeting)
  • Content structure (H tags, bullet points, etc)

This is a relatively little sample of aspects which assist with UX. Many sites embrace requirements (such as hamburger menus on mobile, homepage links on top left, etc.), however if we didn’t have these, sites might be extremely counterproductive.

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Do I require SEO?

Without utilizing your brand, look for your primary service offering and see if you appear.

Depending on the intricacy of your search term, your market, existing positioning, etc. you may not appear.

If you are a regional only service, you most likely aren’t going to outrank Amazon. Try putting in place terms to see where you are instead of thinking about the entire world.

Likewise, you require to have reasonable expectations around what you can rank for. Going back to the ‘shoes’ example, a little ecommerce website most likely won’t take on the huge names like Office, Deichmann & Schuh (what I presently see in positions 1-3). Instead, if you’re more particular on your search terms, you can contend.

The term ‘shoes’ returns 5,130,000,000 outcomes for me (Feb ’21), however the term ‘brown leather men’s shoes’ returns 117,000,000 outcomes and rather honestly just around 20 pages of these work.

This decrease to around 2% of the initial term offers you a much higher opportunity to contend. Combined with these statistics with brand name terms and less competitive markets and you can have success at getting to number 1.

That being stated, the response is most likely yes. It’s uncommon for a website to reach all of it’s possible without expert aid.

The future of SEO

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The basic agreement is that user experience and significance will be the most essential things to get to the number 1 position. The newest algorithm updates from Google have actually concentrated on this, in addition to enhancing hidden semantic indexing:

“Latent semantic indexing is a concept that search engines like Google use to discover how a keyword and content work together to mean the same thing. It is based on a series of mathematical equations and can be quite complex to fully understand.”

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As well as this, our leading forecasts consist of:

  • Increased dependence on voice search
  • Increased mobile shopping
  • Augmented truth for sneak peeks and fitting
  • Further usage of structured information for combinations throughout websites

Of course, these are all different subjects in themselves, however it will be intriguing to see what can assist enhance SEO next.

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News and digital media editor, writer, and communications specialist. Passionate about social justice, equity, and wellness. Covering the news, viewing it differently.

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