Search Engine Optimisation (SEO)

Did you know, over 96% of people won’t scroll past the first page of search results on Google and Bing? When we search for answers to our queries, we often don’t have the time or patience to scroll through pages of information before we find the right answer. Regardless of what we’re searching for, we expect to find answers at the top of page one. 

That’s where SEO comes in. If you want your website to be discovered by the right people, you’ll need a robust SEO strategy to make sure you’re one of the first results they see when they plug their search terms into Google or Bing. 

At Whitewall, we have a team of SEO experts in Glasgow that can help to position your website in front of the right customers, at the right point in the customer lifecycle. Read on for some common frequently asked SEO questions, or talk to us about how we can help with your SEO. 

What is SEO? 

Search Engine Optimisation (SEO) is the process of optimising your website to make sure it can be understood by search engines like Google and Bing, as well as the people who are searching for answers. It’s easy to get bogged down in Google algorithms and forget that you need to provide content that’s helpful and easy to understand for the human beings behind the search terms. 

Why is SEO important? 

SEO is a long-term game. While paid search campaigns and display advertising play an important role in digital marketing, strategic SEO can help you reap the rewards of free organic traffic direct to your website. With SEO, you can avoid the dramatic peaks and troughs that come with paid campaign budgets and invest in a long-term strategy to engage your audience at different stages of the customer journey. SEO and PPC can also work hand in hand and complement each other nicely. 

How do search engines work? 

Search engines like Google tend to keep their cards close to their chest when it comes to algorithm specifics – otherwise everyone would be ranking number one! But we do know that search engines use crawlers (also known as spiders) to download all text, images and videos found on the internet.  

The automated crawlers pull all this data into a large database that’s used to return search results based on relevance to the search query, website security, accessibility, authority, and a list of other attributes. 

The goal of SEO is to tell Google that your website is safe to use, is easy to read, provides value to the people reading your content and is run by experts who know what they’re talking about. If Google and Bing think your website is trustworthy and relevant, they’ll include it in the search results.  

Now, if the human beings that land on your website via search engines don’t immediately bounce off your site, or they click through to different pages, add products to their cart or sign up to mailing lists, this tells Google that it’s serving the right content. Result – your website will move up the rankings as more and more people engage and like what they see. 

If Google registers that lots of users immediately leave your site and click on another search result, this indicates that something isn’t right – and it will start to rank other websites above yours to offer a better experience to its users. SEO is an ever-changing discipline, with search results changing by the second, so search engine optimisation is an ongoing process. 

Want to get the most out of your website? Talk to us about our SEO services. 

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Have a look at how we use SEO in our projects…

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