Search engine optimisation has traditionally been a technical discipline. Tech wizards would mark up code, keywords and a few links would be stuffed into a page, and magically that page would start making its way up the search rankings. While some of this still holds true today, SEO has become much more focused on marketing recently. Simply carrying out the technical aspects of SEO will get you nowhere.

Search engines like Google have become much more sophisticated in analysing the behaviour of users, and using that information to determine the quality of pages. So, now when someone searches for something, Google delivers results based on what it believes the user’s intent and activity are. In other words, it wants to deliver the best possible user experience. In this changing world, understanding the user and presenting something unique and engaging to them have therefore become the new lynchpin of successful SEO. This means that when you’re writing pages for SEO, they need to be interesting, relevant and trustworthy, not just stuffed with keywords and obviously written with the search engines, and not the user, in mind.

By creating a website with content so fantastic that your audience begins to view you as the authority within your area, you won’t only see your search engine rankings improve. You’ll also reap the benefits of loyal customers and users, who actively choose to visit your site over your competitors’.

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