SEO

SEO

Search Engine Optimisation

 

What is SEO?

SEO (Search Engine Optimisation) is a huge topic. Its successful implementation will be responsible for determining the quantity and quality of visits to your website and much more. Search engine friendliness, audience targeting, engagement, assurance, trustworthiness, site structure and goal conversion are just some of the areas it covers. Get it wrong, and you can look forward to rotting on the lower pages of the SERP’S (search engine results pages).

 

The Power of Google

To the naked or uninformed eye, a website can look the bee’s knees but looks can be deceiving. The Googlebot (Google algorithm robot) scans your website before indexing pages to be served up in response to search queries. The higher quality SEO, the higher the pages will rank. If you don’t play the rules, you don’t get to win the game. Google commands around 86% of the search engine market, so ignoring its influence would be marketing suicide.

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Google dominates the search engine market with around 86% of global searches

The importance of Page Ranking

Setting up your website and content within Google guidelines is absolutely crucial and that’s where expertise and knowledge is required. The stakes are high with the graph below showing the number of clicks that organic rankings receive depending on their position:

  • Google SERP Position 1 28.5% 28.5%
  • Pos. 2 15.7% 15.7%
  • Pos. 3 8.0% 8.0%
  • Pos. 4 8.0% 8.0%
  • Pos. 5 7.2% 7.2%
  • Pos. 6 5.1% 5.1%
  • Pos. 7 4.0% 4.0%
  • Pos. 8 3.2% 3.2%
  • Pos. 9 2.8% 2.8%
  • Pos. 10 2.5% 2.5%

Studies suggest that around 90% of searchers do not venture beyond page one so understanding how SEO works is vital.

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Only 10% of searchers use page 2 of SERP's

Will my pages rank Highly if I Employ SEO Correctly?

There are no guarantees because there are other factors you don’t control, such as the performance and history of other websites in your industry. They may have a bigger web footprint than you because they have been playing by the rules longer. But you can start to exert an influence by driving traffic towards the site by using a mixture of marketing channels such as emailing, social media, content marketing and blogging. You can also start to target long-tail keyword phrases where the competition is less.

Keyword Research

Keyword research is an area which is remarkably neglected by so many sites causing all sorts of issues. There’s no room for gut feelings or strong suspicions when it comes to identifying the words you need to build your content around. You need Google data to confirm what people are actually searching for or you risk creating pages which will be of no interest to anyone. Research will also help filter out the type of traffic you don’t want to attract which can skew your data and take up valuable time dealing with enquiries that go nowhere.

The even Bigger Picture

There are many parts to SEO which aren’t so evident, but crucial nevertheless. The more emphasis you pay, the more chance you have to get those pages up the rankings. To cover all bases, you really need to pay attention to On-page, Off-page, Technical and Local SEO.  These will all have a bearing on ranking in addition to the quality of the user experience and subsequent user behaviour.

There are many reasons why website page languish in the dark depths of Google’s SERP’s but you can bet your life that poor SEO is one of the chief culprits.

On-page SEO

This area of SEO is the most visible and the most obvious to the observer as it primarily deals with individual pages. Title and header tags, meta descriptions, headlines, content, image optimisation and keyword research all play important parts. The acronym EAT is used to explain how websites should seek to engender expertise, authoritativeness and trustworthiness throughout the site.

Includes:

Keyword Research

Page Titles

Header Tags

Meta Descriptions

Headlines

Content

User Engagement

Alt Tags

Anchor Linking

Voice Search

UX Experience

Strong Calls to Action

Off-page SEO

Off-page SEO concerns itself with anything that influences outside of the website environment and is something that you don’t have 100% control over. Link building, reviews, social signals and blogs all have a say in how your pages perform on the SERP’s. This area needs careful consideration and the necessary time investment.

Includes:

Linking

Reviews

Social Signals

Blogs & Forums

Commenting

Guest Blogging

Influencers

Networking

Technical SEO

As it suggests, technical SEO deals with the more technical side of search engine optimisation. XML maps, embed tracking codes, crawl errors, site load speed and friendly web design are areas which are critical to getting Google to rank your pages highly. An area where expertise is needed and not for the feint-hearted amateur.

 

Includes:

 

Robot Optimisation

XML Map

Add domain to Google Search Console

Embed Google Anlaytics Code

Fix Crawl Errors

Site Load Speed

Site Structure

Friendly Web Design

Local SEO

This is an area which has been given more importance recently as Google seeks to show local search results for queries. A vital strategy if you are seeking customers closer to home. Google My Business, directory listings, reviews, local keyword research and maps will help your pages show strongly locally once you have implementd the necessary tactics.

Includes:

Google My Business

Directory Listings

Reviews

Google 3 Pack

Local Keyword Research

NAP (Company name, address, phone number) Consistency

Maps

Schema

Partnerships

Summing it all Up

Without the  implementation of SEO, your website will effectively turn invisible, no matter how good you think it looks. Your competitors will pick off your prospective customers as their websites get stronger and yours gets weaker. SEO is the logic, technical integration, substance and glue that binds a website together so it attracts and converts. You cannot compete with high ranking website and pages without a  search engine optimisation strategy.

 

db Digital Marketing Solutions

If you have a website which is not performing or you would like to discuss an SEO strategy for a new website, get in touch! You should now be more aware about what you’re dealing with so get some questions together and let’s get together for a coffee. Hundred’s of thousands of websites fall off Google’s short radar because of poor SEO – don’t let that happen to you. SEO is a necessity, not a luxury and you will need to do it correctly or risk losing one of the most potent weapons in your digital marketing armoury.

Get in Touch

Serious about getting your business to move up a gear, but not sure how to make it happen? Then please drop me a line.

But don't leave it for another day, that day has a strange knack of never arriving!