Google Search & Search Engine Optimisation

This page sets out to inform the reader about Search Engine Optimisation (SEO) and why it is important for the success of your website.
Search engine optimisation - The importance of Google Search Information

Search Engine Optimisation is key to the success of your website.  Research data shows that in 2015 89% of customers begin their buying process with a search engine. Of all searches in the UK, 88% on desktop / laptop computers & 94% on mobile devices were conducted using Google's search engine. Therefore this page focuses on Google search.

Google's aims to provide its users with the most relevant results to their search. To achieve this aim Google use PageRank, a set of step-by-step checks and calculations, to determine the ranking of any webpage for any particular web search term. 

Content is King

Google search is driven primarily by the content of your website pages. Its web software catalogues the content of each page on a website. When a search engine user types their search term, Google compares the search term to its database, looking for keyword matches (the more exact the better, to deliver the search results. If your content does not contain the words that the search contains, your page will not appear in the search results.

Mobile First Design

Before smartphones and tablets & iPad became commonplace, website design with fixed layouts for desktop and laptop screens were the norm. As mobile devices grew in popularity, Designers moved to Responsive Design, where pages adapted to smaller screens automatically but with all elements of the page. The disadvantage of responsive design is slow page loading on small devices. Mobile First design removes pictures and fancy effects, resulting in near instant page delivery. All Sussex Business Websites are Mobile First compliant.

Page Ranking

Ultimately what Google is most concerned with is the User Experience. Google's PageRank system weights 200+ factors. This weighting determines where your page will appear.  The most important are: Responsive design, Keywords (within context and structure), Backlinks, Internal page links, Navigation, Page load speed, Content length & readability.  These all add up to the User Experience - easy to access, relevant & fresh information.