What is SEO ?

SEO stands for ‘Search Engine Optimization’. It’s the practice of optimizing websites to make them reach a high position in Google’s – or other search engines’ – search results. SEO focuses on rankings in the organic (non-paid) search results.

Google’s algorithm

In order for web pages to appear in a prominent position in search results, SEO practices attempt to make a website conform to Google’s algorithm. Although Google’s algorithm remains secret, over a decade of practical experience in SEO means that we have a pretty good idea about the most important factors.
We’ve found that the factors in Google’s algorithm can be divided into two main categories, which together determine the ranking of your website:

1 On-page SEO factors

On-page SEO factors are all those things you can influence from within your actual website. All manner of technical aspects of your website are important to improve the likelihood of your website ranking well in the search engines. WordPress is actually a pretty SEO-friendly platform.
The structure of your website, your site speed and the content of your site are all crucial on-page SEO factors. To find out about these all-important on-page ranking factors, have a look through the various categories of our SEO blog.

2 Off-page SEO factors

As well as on-page SEO factors, there are the off-page SEO factors. These off-page SEO factors are rather more difficult to influence, though. The most important of these off-page factors is the number and quality of links pointing towards your site. The more quality, relevant sites that link to your website, the higher your position in Google will be.
Another off-page factor is your competition relating to the niche of your particular business. In some niches it is much harder to rank than in others. The competitiveness of your market therefore also has a major influence on your chances of ranking.