SEO in a nutshell

SEO stands for Search Engine Optimisation (optimization if you’re an American reader) and is basically what one does to one’s website to try and make it appear higher in the Organic (Natural) Search Listings.

Before we go any further, do you know the difference between Organic and Paid listings?  I’m going to assume you don’t and give you a brief explanation.

Organic listing are the search results that occupy the majority of the search engine results pages (serps) while paid listings are the search results that appear to the right and sometimes to the top two positions of the serps (they’re usually labelled “Sponsored Listings”).

Google et al accept money from sites who wish to appear in their paid listings,  they do so based on a pay per click model otherwise known as PPC.  

The majority of Search Engines  generally do not accept money for sites to appear in their organic listsings.  The sites that appear in the organic listings do so becasue they are -according to the search engine of choice- the most relevent sites for the user’s search query, this is where SEO fits in, read on…

The basics components of SEO are:

1- OnsiteOptimisation

  • Optimisating code behind a website
  • Optimising content of website
  • Optimisaing the internal linking of a website 

2- Offsite Optimisation (also refered to as link building)

  • Gatehring as many relevant links pointing towards your website this can be achieved through:
    • Natural Linking (People link to your site becasue it offers unique content not found elsewhere on the net) 
    • Link Swapping (People link to your site becasue you linked to theirs)
    • Link Buying (People link to your site becasue you paid them to do so)
    • Directory Listings (Some paid and some free)
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Omar Kattan is Chief Strategy Officer at Sandstorm Digital, the MENA region's first specialist content marketing agency headquartered in Dubai. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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