Understanding SEO Jargon
Starting with the basics, SEO stands for Search Engine Optimisation. It’s the practice of optimising your website to get more organic (non-paid) traffic from search engines like Google. When you type something into Google, the results you see are ranked based on numerous factors. SEO is all about tweaking your website to appear higher in those search results.
SEO is crucial as higher visibility in search results leads to more traffic, which means more potential customers or readers. It’s the digital equivalent of setting up shop in a busy downtown area versus a quiet back alley. The better your SEO, the more likely people are to find you.
Keywords
Keywords are the words and phrases people type into search engines. Think of them as the bridge between what people are searching for and the content you provide. For example, if you run a bakery in New York, keywords might include "best bakery in New York" or "NYC cupcakes."
Types of Keywords
Keywords can be categorised by length:
Short-tail keywords: Typically one or two words long and are very general. For example, "laptop" or "shoes." Because they are so broad, short-tail keywords can be difficult to rank for and may not generate very targeted traffic.
Mid-tail keywords: Are three to four words long and are more specific than short-tail keywords. For example, "best gaming laptop" or "women's running shoes." Mid-tail keywords are a good balance between search volume and competition.
Long-tail keywords: Are four or more words long and are very specific. For example, "best gaming laptop for students under $1000" or "women's running shoes for wide feet." Long-tail keywords have a lower search volume than short-tail or mid-tail keywords, but they are also much less competitive and can be a good way to target a niche audience.
Keywords can also be categorised by search intent:
Informational: Used by people who are looking for information on a particular topic. For example, someone might search for "best laptops for students" or "how to change a tyre."
Navigational: Used by people who are looking for a specific website. For example, someone might search for "Facebook login"
Commercial: Used by people who are researching products or services before making a purchase. For example, someone might search for "reviews of Sony headphones" or "compare iPhone 13 vs. Samsung Galaxy S22."
Transactional: Used by people who are ready to buy something. For example, someone might search for "buy Nike Air Force 1" or "order pizza online."
On-Page SEO
On-page SEO is all about optimising the elements within your webpage to improve its search ranking. This helps search engines understand what your content is all about. This means you'll attract users who are genuinely interested in what you offer, leading to better engagement and higher conversions. So, not only do you get more visitors, but you also get the right ones. I’ve listed some key terms that fall under on-page SEO.
Title Tags and Meta Descriptions
Title tags and meta descriptions are your first impression in the search results. The title tag is the clickable headline, and the meta description is the summary below it. Both should be compelling and include your primary keywords.
Header Tags (H1, H2, H3, etc.)
Header tags help structure your content. The H1 tag is usually the title of your page or post and should include your main keyword. Subheadings (H2, H3, etc.) break up your content and make it easier to read while signalling to search engines what’s important.
Alt Text
Alt text is used to describe images on your site. It’s crucial for SEO because search engines can’t "see" images but can read the alt text. Make sure to include relevant keywords here as well.
Internal and External Links
Internal links connect different pages on your website, helping visitors and search engines navigate your site. External links point to other reputable sites and can boost your credibility.
It’s all well and good to understand these small intricacies, but you cannot overlook the content on your site. High-quality, informative content that resonates with your audience is the foundation of all SEO.
Off-Page SEO
Off-page SEO is all about building your website's reputation and credibility online. Imagine it like building backlinks as bridges connecting your website to other trusted websites. The more prominent and well-connected you are, the more likely search engines are to view your site as valuable. Here are some general terms:
Backlinks
Backlinks are links from other websites to yours. They are like votes of confidence from the internet, signalling to search engines that your site is trustworthy and authoritative. The more high-quality backlinks you have, the better. Please note that fewer high-authority website backlinks are more valuable than many backlinks from low-quality websites.
Guest Blogging
Guest blogging involves writing articles for other websites. It’s a great way to get backlinks and reach a broader audience. Make sure the sites you’re writing for are reputable and relevant to your business.
Technical SEO
Technical SEO involves optimising the behind-the-scenes aspects of your website, like code and structure, to help search engines crawl, understand, and index your content effectively. This improves your website's health and increases its chances of ranking well in search results. The following terms fall under technical SEO:
Site Speed
Site speed is critical. Slow websites frustrate users and can hurt your rankings. Use tools like Google PageSpeed Insights to check your site’s speed and find ways to improve it.
Mobile-Friendliness
More people are browsing the internet on their phones than ever before. Google’s algorithms prioritise mobile-friendly sites, so make sure your site looks and works great on mobile devices.
Website Structure
A well-organised website with a clear hierarchy makes it easier for search engines (and users!), to navigate and understand your content.
Schema Markup
Think of it as extra information you give search engines about your content, like product details or event dates. This helps them display richer snippets (this means it might display a star rating or an image, making it stand out from plain text) in search results, making your listing stand out.
Local SEO
Local SEO is the art of optimising your online presence to attract customers searching for products or services in your local area. It's all about increasing your visibility in local search results, like Google Maps. You should also utilise your keywords by including your location.
Google My Business
If you have a local business, claiming and optimising your Google Business Profile is a must. It helps you appear in local search results and on Google Maps, making it easier for local customers to find you.
NAP Consistency
NAP stands for Name, Address, and Phone number. Consistency is key. Make sure your NAP information is the same across all online platforms, including your website, social media, and local directories.
Analytics and Reporting
Google Analytics
Google Analytics is a free tool that tracks and reports website traffic. It provides insights into how visitors find and interact with your site, helping you make data-driven decisions.
Google Search Console
Google Search Console helps you monitor and troubleshoot your site’s presence in Google Search results. It provides data on search performance, indexing status, and any issues that need fixing.
Key Metrics
Organic Traffic: The number of visitors coming from search engines.
Bounce Rate: The percentage of visitors who leave your site after viewing only one page.
Conversion Rate: The percentage of visitors who complete a desired action, such as making a purchase or filling out a form.
Conclusion
SEO jargon might seem overwhelming at first, but once you break it down, it’s not so scary. Understanding these terms and concepts is the first step to mastering SEO and making your website shine. Keep learning, stay curious, and don’t be afraid to dive deeper into the ever-evolving world of SEO.
Be sure to follow MJH Digital on Facebook & Instagram for more SEO tips.
