SEO what now?
What is SEO and do you really need it?
You’ve set up your website and launched it onto the world wide web eagerly waiting for it to show up on Google. A couple of months roll by and it’s still not appearing in the search results where you want to – on the top results on Google...
Here’s the thing with the digital world, it’s fickle - but very intelligent.
As search engines like Bing and Google become more intuitive to our needs, the more work we, as webmasters, will need to put into our websites to keep up with best practices and trends.
Here’s where SEO steps in.
Search Engine Optimisation is like the irritating but good-hearted cousin to the website. You sigh with a quiet frustration when you hear their name, but know they have the best of intention for you.
Search Engine Optimisation (SEO) is a popular marketing strategy among digital marketing agencies and for good reason, but recently the Australian Small business ombudsman Kate Carnell has called for the Australian Competition and Consumer Commission (ACCC) to action against dodgy so-called SEO experts.
Upon the hearing news, it prompted a need to write an article about SEO with the intention to help inform the community, as it's a matter where the few dodgy marketers are ruining it for the genuine SEO consultants.
So, what exactly is SEO? And do you even need it?
The simple answer is YES! You do need to incorporate it into your marketing strategy.
SEO is defined by the Australian Government as
a set of web best practice techniques that allows the information you publish on your website (web content) to be discovered and understood. It is then ranked against similar websites on search engines like Google, Bing etc.
SEO is about understanding how people use search engines so that your website is front and centre when they search for your product or service. It's also about understanding how search engines interact with your website and what they look for when ranking websites.
Ever wondered why your website just isn't showing up in the Search Engine Results Pages (SERPs)?
Your SEO (or lack of SEO) probably has something to do with it.
Before we dive any deeper into SEO, let's just be clear about SEO's purpose. SEO gives search engines information that will help leads (users) find you organically. In other words, SEO helps drive traffic to your site naturally.
Imagine your business was a book in a huge library, you'd want to ensure your book contained relevant contextual information to help the librarian categorise it so your eager fan could find you quickly and easily before they find your competition.
This is SEO. SEO is the contextual information or information about information. It provides the path to your website. And how does this happen? A few ways.
Let me highlight two points:
SEO work is time consuming so it's not surprising that many businesses haven't invested time or budget into it.
Search algorithms are updated regularly, so the 'rules' and best practices are constantly evolving.
If you would like some more information about SEO, contact one of our consultants.
In other words, yes, you need to optimise your site for better visibility online.
Optimising your website for better search engine results is time consuming as trends and process constantly change as algorithms are updated, which is why a lot of smaller organisations miss out on the opportunities a fully optimised site can bring to their business.
Although best practices and trends evolve, there are still some fundamental SEO techniques that remain the same, can really help kickstart your online profile, and are imperative to the health of your website.
SEO best practice techniques you need to use now
3. Meta descriptions
You're probably familiar with keywords on your site. Keywords are a set of targeted words or phrases that your leads are likely to use when searching for your services, products or business. Google and other organisations offer keyword planning tools to help find relevant keywords.
Alternatively, we can offer you an SEO package to help you get found online.
Links are another great way to boost your online credibility. Basically, it's 'word of mouth' in the digital word. If other sites are linking to your site as a source of authority or simply mentioning you, then your reputation grows. Although there are a few different ways to get links on other sites, the discussion would take us too far away from this one, so we'll save that chat for another time - however one way is to link to other sites as a kind of 'paying it forward' technique. Links should be relevant to your site and have purpose to either validate what you are saying or provide value. Warning: Although it can help with their SEO and, in turn, get you seen by them - it can have the opposite effect and harm your reputation, so be selective with who you align yourself with.
3. Meta description
Take advantage of meta descriptions. Meta description is the HTML attribute summarising a webpage. It's the snippet of content you see in SERPs.
Search engine bots sift through your meta data for relevant keywords users are searching for and display your page based on its relevancy, which is why it's important to take the time to write accurate and keyword rich meta descriptions.
The user comes first always
Content is always the priority for any website. A popular way to increase chances of visibility is to create and deliver original, relevant and informative content via multiple mediums such as videos, interactive imagery and well-written keyword rich content that engages and gives the user what they need. Regular website updates with fresh content help to boost your website value and increase your online presence.
For example, imagine you owned a beauty salon - one way to optimise your site would be to create image gallery of your work with high-quality images and videos. This way you can regularly update your gallery with fresh content increasing your chances of visibility.
Another way would be to incorporate a blog and post it to weekly, and share it across your social media channels (exactly the same way we do it!).
Marketing guru, Neil Patel, suggests doing one major SEO experiment per month to test out what is and isn't working with your SEO strategy.
Creating original and fresh content that will capture your audience is time consuming because it's a an involved process, which is why we can help. Our content creation team loves storytelling and assist with copywriting, blogs and visual content to help boost your online presence.
In 2018, Google announced they would be indexing mobile sites. This comes from a continued increase of mobile device usage. Although they haven't separated how they rank and index sites (yet), having a mobile site increases your chance of reaching mobile users. Website builders including Wix converts your website automatically and enables you to build a mobile-first design.
What happens now?
As mentioned earlier, best practices and rules for SEO evolve so it's important to utilise the tools and techniques available. SEO is time consuming but very rewarding if done right, which is where we can step. We can help boost your business' visibility online with tailored and affordable SEO packages, plus we can also help train you and your staff how to manage your SEO strategy.
Want to find out more?
Awesome! Contact us and one of our consultants will get back in touch with you soon.