What is SEO?

Written by David Faichney

November 27, 2020

What is SEO?

SEO (Search Engine Optimisation) refers to the techniques and strategies which can be applied in respect of a website to help it do the following:

  • Rank is the SERPs (Search Engine Results Pages), such as Google, Bing, Yahoo and Duck Duck Go
  • Attract relevant web traffic to the website
  • Achieve Conversions, such as Sales (Income)


SEO comprises a number of different factors (I have summarised 8 key headings), which the website owner much do better than their competition, in order to rank higher.

These are:


Identifying the right keywords which potential customers may type into a Search Engine (like Google), to find your business.

Keywords can be short-tail and long-tail and can fit into different stages of the buying cycle, for example, informational keywords, transactional keywords

Keyword Research should be performed to identify the search volume and Keyword difficulty (competition) of particular keywords so an assessment can be made as to how easy or not they are to rank for.

Keyword Research should be done before the content is created, to ensure that people are interested in the subject.


Website content should be created based on your keyword research.

Content should be engaging, well written and keyword-optimised but not keyword-stuffed so the text reads unnaturally.

It is important to focus on describing the service as clearly and simply as possible and writing informational articles that answer potential customers’ queries. This will help build trust.

Do not use duplicate content. Google’s AI crawlers can tell if you are using duplicate content and if you are, you’ll be penalised in the search engine rankings.

Regular content should be published to keep the website fresh and your blog articles should have categories, recent posts, related posts, a search feature and social sharing buttons.



Websites should provide a great user experience. This means providing the user with what they are looking for as quickly and efficiently as possible.

This will include providing:

  • Clear and well-structured website design that is not confusing to the visitor and where the target audience has been considered.
  • Excellent Navigation, menus and internal links to other relevant pages and posts
  • Pages like: About Us, Contact Us, Services, Blog, FAQs, Gallary (where appropriate), Testimonials, Privacy and Terms & Conditions.
  • Fast page speeds
  • Mobile-optimised site
  • Appropriate Calls to Action (what you want the visitor to do) in the right places and designed to make conversions. Conversions can mean phone for a quote or anything else the website owner defines.
  • Connecting Social Media Profiles to your website
  • Including your embedded Google Map from GMB is embedded on your Contact Us page.

WordPress is a perfect website creation tool for User Experience and SEO.



On-Page SEO is for ensuring that your pages are set up correctly and ensure optimization of:

  • Meta Titles
  • Meta Descriptions
  • Tile Tags (H1, H2, H3, etc)
  • URLs
  • Alt Image Tags

Other items that will need to be checked are:

  • Page Word Counts
  • Keyword Optimisation on page
  • Grammar and spelling on page
  • Duplicate Content (internal and external)
  • Broken Links
  • Other Page-Optimisation factors



Technical SEO involves setting your website at the back end (dashboard) and also allowing the Google Crawlers easy access to your website.

Technical SEO includes:

  • Ensuring the right plugins are loaded and correctly configured and correct settings are made.
  • Set up of Google Search Console and Bing Webmaster Tools
  • Creating XML Sitemap and submitting to Google and Bing
  • Creating HTML Sitemap
  • Creating Robots.txt file
  • Ensuring Pages are Indexed in Google and Bing
  • Canonicals
  • Other technical factors



Backlinks occur when another website links to your website. Backlinks demonstrate authority and demonstrate that your content is worth linking to.

For Local SEO, basic links are from Google My Business, Social Profiles and Local Business Directories (Citations), for example, Bing Places for Business, Yelp, Yellow Pages and True Local.

Other backlinks can come from a variety of sources, like Press Releases, Guest Posting and sometimes just occur organically as the content is so good.


Rich Snippets are defined by schema.org and allow the website pages to be marked up in a structured way. This enables Google crawlers to better understand what the site is about and display website data in different formats.

This can be very valuable as it can increase the amount of digital real estate (space) a business has on the Google Search Engine Results Pages (SERPs).


As a business makes improvements to SEO, it must be able to measure whether it improves performance.

The following should be tracked:

  • Keyword Rankings (AHrefs tool)
  • Website Search Traffic (Google Analytics)
  • Website Conversions (Google Analytics)
  • Number of Impressions you are getting from Google (Google Search Console)
  • Number of Backlinks (Ahrefs tool)
  • How many content articles you are producing per week or month?
  • Number of Indexed Pages (Google Search Console)

It is also important to check:

  • Your own website (Website Audit)
  • Competitor Website Analysis



SEO is about helping people find exactly what they want online as quickly and efficiently as possible.

The businesses that rank the highest on Google are the ones who apply these SEO techniques correctly.

The benefits of getting this right are huge in terms of the value of your website and its ability to enhance the business brand, attract relevant traffic and generate sales.

If you would like help with increasing your Search Engine Rankings and making more money, please call us at Rank Perth SEO.

We’d be delighted to help.

Written By David Faichney

David Faichney is Founder of Rank Perth SEO. I am happy to answer any questions you may have about SEO and how to improve your website's rankings and how to make you more money. Get your free Website Checklist here: https://rankperthseo.com/free-seo-checklist/ and feel free to call me on 08 6204 7394

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