In my last blog post, I introduced the basic elements of search engine optimisation.
We covered white hat vs black hat SEO and the meaning of those terms.
The next thing I’d like to cover is Google’s algorithms.
It’s all Panda’s, Penguins and Hummingbirds.
There are three main algorithms that Google has created.
Panda is a search filter algorithm that was launched in 2011 in a bid to filter out poor quality content.
Penguin was launched in 2012 and was created to further help eliminate poor content, irrelevant backlinks and general spam.
Hummingbird is the latest Google search platform released in 2013, it’s an improved search algorithm that intelligently pays more attention to each word in a search making sure all the words can be searched in context rather than individually.
Quality street not Spam alley
As you can see the main things Google are looking for are common sense good practice, they want quality content that is optimised and never “spammy”.
What do I mean by “spammy”?
Spam content much like spam email is unwanted, unnecessary content that more often than not is there to try and hard sell you or in this case trick Googles algorithms into displaying your page higher in the SERPs.
As I discussed in part one of this blog, anything that can be seen by the search engines as underhand “black hat” techniques will ultimately end in lower page ranking and penalties from Google.
So what do you need to do in order to stay on the right side of the rules and also be able to rank higher on the SERPs?
It all comes down to one thing, hard work. If you put the effort into creating good quality content, tagging and describing that content, sharing it online and ultimately making sure the content provides value to the end user, in the form of relative information, entertainment, then you will, in turn, capture their interest and eventually rank higher.
It’s time to tag
One important thing to do on your website is meta tags.
Meta tags are small pieces of text within the HTML code of your site, meta tags basically explain to the browser what the page is about.
Other tags to think about are image tags, adding titles and alt attributes (alt tags) to your images increase their visibility.
All your images should contain alt attributes as these are used to describe what is on the page to people with visual impairments. They are also used by the search engines spiders to determine the relevance of the images on the page.
For instance instead of a file name being img20695.jpeg, it oils be better to name the picture describing what it is i.e red-car.jpeg and the alt tag would be something like a picture of a red car.
Here is a look at what the HTML would look like : <img src=”red-car.jpg” alt=”picture of a small red car” title=”red car”/>
Meta description tags create the info that the search engines spiders can see and also what shows on the SERPs.
So giving the page a relevant title is important, for instance:
Trend Differently | Digital Marketing | Glasgow
And then the (meta) description could be something like:
Glasgow based Digital Marketing Specialists working with you to create an online marketing solution for your business.
Doing this for each page greatly increases your visibility on the SERPs and your ability to rank well for relevant search terms.
That’s all for Part 2 on our next instalment we will be looking at optimising on-page content, keywords and also off page optimisation.