What Is SEO and What Do I Actually Do

Hello there, I'm Eugene. With over 20,000 hours dedicated to mastering SEO, running campaigns, and building and ranking websites, I've delved deep into the art and science of making Google favour my sites over the competition. Today, I want to share my journey and insights into SEO, blending my experiences with key points from authoritative sources on the topic.

What Exactly is SEO?

In essence, SEO is the process of optimising your website to rank higher on search engine results pages (SERPs). It's about understanding and implementing strategies that make your site more attractive to search engines like Google. But it's more than just technical tweaks; it's about creating a user experience that resonates with your audience.

A Day in the Life

My typical day might involve a deep dive into the arborist industry, analysing the top-ranking sites for "emergency tree removal" or discovering a surge in searches for "possum barriers." This constant research and adaptation are crucial. SEO isn't static; it's a dynamic field that requires you to stay on top of trends, algorithm changes, and new techniques.

The Core of My SEO Strategy

Understanding Google's Decision-Making

At its heart, my approach to SEO is about understanding how Google evaluates websites. It's akin to figuring out what the local council looks for in house plans before giving approval. Google has its own set of criteria, or "ranking factors," that determine whether your site deserves a top spot on its SERPs.

The Importance of Content and Keywords

One key insight I've gleaned over the years is the critical role of content. Not just any content, but high-quality, relevant content that addresses the needs and questions of your audience. Keywords are a big part of this. Identifying the right keywords—those terms and phrases your potential customers are searching for—is essential.

Technical SEO: Pleasing the Googlebot

Another aspect I focus on is technical SEO. This includes optimising title tags, meta descriptions and ensuring your site's structure is easy for Google's bots to navigate. It's about making sure the "robot" that crawls your site finds exactly what it's looking for, without stumbling upon broken links or slow-loading pages.

Building Trust Through Backlinks

Backlinks, or links from other websites to yours, are like votes of confidence in the eyes of search engines. They signal that your site is a credible source of information. But not all backlinks are created equal. Quality over quantity is the mantra here, as getting links from reputable, high-authority sites is far more valuable.

The Ever-Evolving Game of SEO

SEO is not a set-it-and-forget-it kind of deal. It's an ongoing process of analysis, adaptation, and implementation. It's about constantly studying the top-ranking sites, understanding why they're at the top, and applying those insights to your own site.

The Cost of Competing

Competing for top spots, especially for highly sought-after keywords, can be costly. It's a conversation I often have with clients, explaining the need for a robust strategy that includes quality content, strategic keyword use, technical optimisation, and authoritative backlinks.

Wrapping Up

My journey in SEO has been one of constant learning and adaptation. It's a field that demands both creativity and analytical skills, a willingness to experiment, and the patience to see those experiments through. By focusing on creating valuable, high-quality content, optimising for both users and search engines, and building a trustworthy online presence, I've been able to help my clients—and my own sites—achieve remarkable success in the digital space.

SEO is more than just a job for me; it's a passion. And as I continue to navigate its complexities, I'm always excited to discover what new challenges and opportunities lie ahead.

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