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How Does SEO Work?

SEO is a key element of equestrian marketing, but how does SEO work? This is a question we are often asked, so we have written this article complete with relatable horsey examples.

This Article Covers:

What is SEO?

Firstly, we need to establish what SEO is. SEO stands for Search Engine Optimisation - so when we carry out SEO, we are optimising your website to perform well in search engines. Essentially, SEO is what helps your website appear in the search engine results.


An e-commerce brand sells their own brand of riding tights and base layers. They would probably want their website to appear in the search engine results when people search for “riding tights” and “equestrian base layers” for example.

Now, this is unlikely to happen unless SEO is carried out on the website. This is especially important in the more crowded areas of the equestrian market, such as rider wear, horse wear, feed and supplements, etc.

So How Does SEO Work?

SEO works in the first instance by telling Google (or any search engine - we just use Google as our primary example) which keywords to rank the website for. In the example above, we would want Google to know that the website contains relevant information for people who are searching for “riding tights” and “equestrian base layers”.

The Google Algorithm

If you have explored social media marketing, then you will probably have heard of algorithms. Algorithms are what social media platforms and search engines use to decide which content to display to users. In Google’s case, the Google Search algorithm decides A) which websites / pages to rank for a search query and B) where to rank them.

Every time you Google something, the algorithm sifts through all the website pages that mention the keywords you have used, and chooses which ones to present to you.

There are a number of factors the Google algorithm uses to determine how to rank website pages. All you need to know is that it is based on the likely value of that website page to the user.

How Do I Get My Website Onto Page One of Google?

This is another question we hear a lot. Before we answer, it is first important to know that:

  1. There is no single “Page One of Google” - Page one depends on an array of factors such as the search query, user location, user search history and online habits. Two people can Google exactly the same thing and be presented with different results.

  2. Ideally, you want your website to be at the top of page one for relevant keywords and search queries. There is no point being at the top of page one for queries relating to “short riding boots” if you don’t even sell them.

So, the question we should be asking is: How Do I Get My Website to Rank Well for Relevant Keywords?

This is where an effective SEO campaign comes in. We go into more detail about how to create an SEO strategy in another article, so for now we will look at the fundamentals you need to consider when it comes to SEO for your equine business.

Keywords: Your website needs to mention your keywords, so Google knows what your website is about. Keyword research and strategy is vital.

Relevance: Your website’s content needs to match the keywords you use. Google’s algorithm will learn very quickly if you are optimising for “riding boots” when you only sell base layers. Ultimately, this is counter-productive. Be very careful about optimising your website by using your competitors’ brand names. The algorithm will soon catch on and you could land yourself in trouble with those companies.

User-Friendliness: So, you have spent ages planning and implementing an amazing SEO strategy. People are discovering your website only to be met with outdated information, clunky checkouts and links that don’t work. User experience is really important to SEO for two main reasons. Firstly, Google’s algorithm can detect website issues such as broken links and slow load speed, and this will damage your SEO. Secondly, there is no point in getting people to visit your website if they then can’t buy, sign up or enquire.

User-friendliness and relevance are becoming more and more important when it comes to SEO. Google wants to give its users the best possible experience, and that means presenting them with the most useful and relevant websites.

Speak to Our Equestrian SEO Specialists

Purple Horse Marketing are specialists in equestrian SEO. Established in 2020, our equestrian marketing agency work with equine businesses who want to get seen in search engines. Whether you have an equine vet practice that needs to get the word out locally, or an equine e-commerce company that wants to compete with the major brands, we want to hear from you. Contact us today or book your free, no-obligation equine marketing consultation.

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