WHAT IS SEO?

SEO IN A NUTSHELL

SEO is the process of optimising your website’s content with carefully selected keywords and phrases. The goal is to improve your website’s SERP (search engine results page) ranking, taking it to the first page of results, and in some cases, even making it the very first entry.

SEARCH ENGINE OPTIMISATION

When determining SERP rankings, search engines look at both on-site and off-site factors. On-site refers to facets of webpage design that include internal content links, on-page content and title tags. Off-site factors include backlinks from blogs, product or service reviews, social media profiles, and citations on other, unaffiliated websites such as online directory listings.

Search engine results are based on mathematical algorithms that balance and compare the qualities of competing sites. These formulas determine how well a site ranks based on the relevancy of keywords and phrases that has been entered. The aim of SEO is to make your website appear as the best search match and bring potential clients to your website. The result of this is increased leads, conversions and sales.

SEO IN ACTION

Search engines are continually refining their algorithms. These updates, designed to improve the user experience, make optimisation a continual process of refinement. However, the basic principles remain the same:

ON-SITE


  • Website structure and sitemap – a cohesive structure will enable search engine bots to crawl your site accurately and effectively.
  • On-page content – optimised and keyword-rich content, featuring relevant and accurate information.
  • Internal content links – a sufficient number of internally linked pages to give credibility and authority to your website.
  • Title tags – comprehensive and relevant title tags, enriched with relevant keywords.
  • Canonicalisation – ensuring bots are able to read the website as intended and without errors.

OFF-SITE


  • Website structure and sitemap – a cohesive structure will enable search engine bots to crawl your site accurately and effectively.
  • Backlinks – high quality backlinks to direct users from external sites and give your website credibility.
  • Social media – an active social media presence to enhance your business’s authority.
  • Off-site citations – references to your website, which are not backlinks, such as directory listings.

The changing face of search marketing

An effective SEO strategy requires using the right techniques, however certain aspects are out of your control. Search engines make a huge number of adjustments to their algorithms every year and take into account hundreds of considerations when crawling a site. This makes SEO a dynamic process and one that needs continual tweaking and refinement to ensure continued success.

Researching keywords

Choosing the right keywords and phrases is critically important. These need to be relevant to your business, but also chosen to generate plenty of website traffic, and therefore more sales and a better ROI.

Every day, 25% of all search terms are new, making it essential to carry out thorough research and discover which terms are generating the most traffic. A common tactic is to create keyword clusters based around core phrases. For example, window cleaning will be surrounded by related phrases such as professional window cleaning, window cleaning company and window cleaning Melbourne.

CODING

Out of user sight, but not out of mind for the search engine bots. It is important that the back end of a website is treated with the same diligence as the front end. Pages need to be indexed correctly and canonicalisation issues rectified. The sitemap needs to be structured logically and easy to understand, as it acts like a series of road signs and directs the search engine bots around your website. This attention to detail will ensure a search engine can read the details of your site effectively and efficiently, improving its ranking.

BACKLINKS

Backlinks are important for giving your website authority. If a search engine sees your site is being talked about, it considers it relevant, informative and worth visiting. These distinctions are vital to put the site high in the SERP rankings.

Back links

THE QUALITY OF YOUR WEBSITE’S BACKLINKS IS VITAL AND THEY MUST BE:

  • On reputable and authoritative sites
  • On sites that are industry relevant
  • Inserted using natural anchor text – i.e. ‘click here’ rather than ‘window cleaner Melbourne’

SOCIAL MEDIA

SOCIAL MEDIA IS ANOTHER VITAL ASPECT OF SEO

Related and active profiles on Twitter, LinkedIn, Facebook and other social networks will ensure search engines view your website as up-to-date and dynamic. This in turn boosts relevancy and authority, which will improve its SERP ranking.

A SUCCESSFUL ONLINE MARKETING CAMPAIGN
WILL RESULT IN AN EXCELLENT ROI.

By simply having high quality SEO, a business is utilising one of the most cost effective and important aspects of maintaining a useful web presence, one which will benefit your brand awareness and bottom line.

“My experience so far has been great I really like the fact that I can actually talk to real people in regards to my campaign and any issues I may have . I am also very happy with the quick response to any questions or answers that I might seek.
A Happy Client”
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