What is Search Engine Optimisation? || SEO Series

Imagine for a minute that you’re a librarian. But not a normal one. You’re a librarian for every book in the world. People depend on you every day to find the exact book they need – how do you do it?



You need a system. You need to know what’s inside every book and how books relate to each other. Your system needs to take in a lot of information and spit out the best answers… it’s not an easy job.



Search engines, like Google and Bing are the librarians of the internet. Their systems collect information about every page on the web so they can help people find exactly what they are looking for. And every search engine has a secret recipe called an algorithm for turning all that information into useful search results.



Now, if you own a website, search results matter. When your pages have higher rankings they help more people fine you. The key to higher rankings is making sure your website has the ingredients search engines need for their recipes. This is called search engine optimisation or SEO.



As it turns out, most of the big ingredients are known.



#1 Words Matter

#2 Titles Matter

#3 Links Matter

#4 Words In Links Matter

#5 Reputation



First, words matter. Search engines account for every word on the web. This way when someone searches for shoe repair, the search engine can narrow results to only the pages that are about those words



Second, titles matter. Each page on the web has an official title, but you may never see it because it is in the code. Search engines pay a lot of attention to page titles because they often summarise the page like a book’s title.



Third, links between websites matter. When one page links to another, it’s usually a recommendation telling readers this site has good information. A web page with a lot of links coming to it can look good to search engines, but some people try to fool the search engines by buying or creating bogus links all over the web to point back to their own website. Usually, search engines can detect this and will penalise offending sites and giving greater weight to links from more trustworthy sites.



Fourth, the words used in links matter. If your website says ‘Amazon has lots of books’ and the word ‘books’ is linked, search engines can establish that Amazon.com is related to the word books. This way, when someone searches for ‘books’, that site will rank well.



Lastly, search engines care about reputation. Sites with a consistent record of fresh, engaging, content and growing numbers of quality links may be considered rising stars and do well in search rankings.




These are just the basics and the recipes are refined and changed all the time. Good SEO is about making sure your website has great content that’s supported by the ingredients search engines need for their recipes.


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I own a digital marketing and branding agency called Osito Media, which helps businesses build social presence through creative content, social ads & lead generation.

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If you liked this blog post you may like my blog post on the 'Top 5 Digital Marketing Skills to Smash Business in 2020':

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