What is SEO?

What is SEO?

Good question!

SEO (Search Engine Optimisation) is a process where a website is optimised in order to help it achieve a higher ranking position in search engines such as Google, Yahoo and Bing

SEO, if carried out correctly, can dramatically improve a websites visibility in the organic Search Engine Results Pages (SERPs) for specific keyword phrases that people are searching for. Organic results are those shown in the main body of the SERPs underneath paid for ads. Most searchers trust these results over the paid for results so getting your website listed here is vital if you want to be found online.

It’s important to remember that SEO is not a solution to a websites problems. It’s part of a strategy which has been carefully thought out and then implemented over a period of time in order to achieve the desired results. Good SEO is time consuming and requires some knowledge of the search engines complex algorithms and requirements to really be effective.

The problem is that most search engines, especially Google, change their algorithms frequently meaning what may have been good SEO practice last week may not necessarily be the case today. Many websites have seen their rankings drop substantially as a result of changes to Google’s algorithms in the past. Many will see the same happen in the future.


One of the biggest algorithm changes on Google occurred in February 2011 with the roll-out of the Panda update. This impacted between 6-12% of English-language queries with many finding their website had disappeared from the SERPs entirely. The reason for this was because Google filtered out websites that had low quality content on their sites or were stuffing their pages with keywords in order to boost their rankings. This content was considered ‘spammy’ and there for one reason: to attract more traffic. The results of this algorithm update caused shockwaves across the SEO industry as low quality SEOers suddenly found their work had been obliterated and many had clients jamming their phone lines demanding answers.


In April 2012 Google released another update known in the industry as Penguin. The purpose of this update was to demote websites that had large numbers of dubiously acquired links into their websites. A common strategy of black hat SEO in the past was to purchase thousands of links from ‘link farms’ – websites set-up purely to provide links to websites to help increase page rank and SERP rankings. This time Google also introduced manual penalties for websites it said were in violation of its terms and conditions with many finding their website had been ‘blacklisted’ by the search engine giant. The only way for these sites to recover was to carry out a manual link detox which involved contacting websites with links to their website and manually asking for the link to be removed. For those sites with hundreds of thousands of links this proved to be very expensive and extremely time intensive.

Since 2000 we’ve worked with hundreds of businesses and have successfully optimised their websites ethically. We don’t try to trick Google, Yahoo, Bing or any other search engine. We rely on honesty, integrity and providing good advice to our clients to ensure they are protected against any detrimental effects of algorithm changes in the future. SEO is perfectly legitimate. In fact, most search engines encourage good SEO as it shows the website owner is committed to providing a rich experience for their visitors.

Good SEO is encouraged

Good SEO starts with a well built, search engine friendly website. It is then carried out by providing fresh, relevant and original content that visitors will appreciate. Writing content for your visitors rather than for the search engines is a key component of good SEO. At UK SEO Agency we provide advice to clients to ensure the content they have on their websites is acceptable to both visitors and search engines.

Ask us about our SEO services and then take a close look at your existing website. If you feel it might need some work take a look at our sister site for more details on our range of web design services: Elite-Websites.com.

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