Search engines have used two main factors in their algorithm to determine which results will best answer people’s searches. These are RELEVANCE and AUTHORITY (a mixture of popularity and trust). Nowadays they are also putting increased focus on USABILITY. So these 3 factors are the focus of a good SEO strategy.


How relevant is your page content to the keyword query of your visitor? Your content should be optimised based on the keywords that you choose to target. There’s a lot more to it, but basically this means answering relevant questions and using the keywords within the content. However in doing so you must ensure that your content is written naturally. Never stuff your content with your keywords for the sake of it, as this will annoy your visitors (preventing you from generating leads) and it will also annoy the search engines, causing them to penalize your site.


Authority is a measure of the popularity and trust of your website. Search engines determine the authority of your site by evaluating it based on the companies and people that talk about you. Which sites link to yours? Who shares your links on social media? These are indicators to the search engines that your content is a trusted source of information. It’s also why getting high rankings doesn’t happen overnight. Like in the real world, building authority takes time and hard work.

A link from one website to another is considered a vote of approval to the search engines. So of course a vote of approval from a trusted source is worth a lot more than a non-trusted source.

In SEO there is a term we use called “link juice”. Link Juice is a very important aspect taken into consideration by search engines for ranking a website. Every web page passes on “link juice” to any pages or websites that they link too.

Link juice is basically the amount of ranking power that is passed on through a link. High authority sites like government websites, big news websites, and popular blogs which have higher authority and trust pass on much more link juice per link than a new website that nobody knows of. If you want to learn more about this (it can be quite confusing), visit

Basically, you want to get as many links as possible from the highest authority sites possible.


Usability is often the more technical side of the equation, some of which needs to be left to the web developers who can ensure that your website is coded properly. It is very important that your site structure and navigation is set up in a way that people can find the information, goods or services they’re looking as easily as possible. There’s no point getting people to your website if they can’t quickly find what they’re looking for, because they’ll leave as quickly as they arrived. This means optimising menus and interlinking your content in a way that makes it easy to navigate your site.

It also means ensuring that your website is set up in a way that Google can read and interpret your content, making sure it loads quickly, having URLs, and menu names that reflect the content within that page, and ensuring that you have no broken links on your website.