SEO, or Search Engine Optimisation, is a long-term strategy that requires effort and the ability to be on your toes. It is the reason that certain businesses dominate their market and get the lion’s share of customers. Long-term, it is cost effective and provides all businesses with an opportunity to grow.
But what is SEO? And how can it work for your business?
Before you can understand SEO, you need to understand how search engines such as Google work. Considering that Google takes up about 80% of the market share when it comes to searches online, we’ll be using them as the main example throughout this article.
But what is the main objective of Google? Simple – they strive to provide the most relevant, accurate and timely content to their users. For example, if you want to know the live scores for your favourite footy team, you don’t want to have to sift through a bunch of sites about gardening.
In order to provide the user with the most relevant websites to their search query, Google spends millions of dollars every year hiring the most talented programming nerds from all over the world to create super-smart algorithms.
These algorithms are so smart they are able to distinguish a gardening website from a sports scoreboard page just like a normal human can. Hint: it even knows how to read your mind and show you what it expects you’ll be searching for next.
Just kidding about the reading your mind thing, you can put your tin foil hat back now…
So let’s get back to our original question – What is SEO? Now that we know about the Google algorithm, we can look at how to work with it. Our job as the search engine optimiser is to take your website and make it extremely easy for Google’s algorithm to understand what it is about.
Once Google better understands that your website is about plumbing, for example, then we use different strategies to tell the same algorithm that “Hey, we’re not just a plumbing company– we’re THE best plumbing company for your users”.
This is accomplished through a variety of different strategies. Those strategies include:
Website content – This is the first area that we address. Would you expect to be taken seriously if you arrive at a business meeting dressed in your PJs? A similar approach goes for your website material. Professional companies need to present themselves with professionally written content.
Brand Mentions – People engage, share and talk about good businesses that they have had a great experience with. Google is well aware of this. So we use different white-hat ethical tactics to increase your brand mentions via blogs, Australian directory listings and social media. This process is also known as “link building”.
Website Optimisation – There are certain technical changes you can make on your website to help Google algorithms better understand your website. By making these tweaks in the code of your website, you can tell Google exactly what keywords you want your website to rank for. This process is also known as “on-page optimisation”.
Social Media – With the evolving digital-era, social media has become an integral part of our lives. Smart business owners are taking advantage of this and Google values smart businesses. Make your business stand out by having a voice on social media.
One of the most important factors when it comes to maximising the potential of your SEO is to work on the “On-Page” side. If you master your On-Page SEO, you will improve organic traffic, convert more leads into sales and improve your rankings on Google. However, we do understand that there a lot of factors there to consider and you can be overwhelmed by all of it. This is why we recommend that you read our On-Page SEO Checklist:
Check Your Content:
Content is one of the tricky ones that you have to manage. The best way to go about it is this: make sure that it is not duplicated across your own site, as well as other sites. Secondly, ensure that the readability for your clients is simple, and finally, the quality of the content itself. You want the best for your website and while it can be hard to get, you can follow this guide to help you ensure that your content is up to standard:
Make sure that your content is 100% completely unique and fresh
Have a transparent and structured flow
Use headings, sub-headings, use bullets (like, right now!) and highlight key points
Don’t overkill it with the keywords. You don’t want the problem of keyword stuffing
Have a call to action sign to get users to act on your page (this can be a form, contact details, a checkout service or a sign up)
Keep your content thick (with large paragraphs and such) as this will keep your clients on your site longer
Keyword Your Website:
We are not only talking about keywords in your content. We are also talking about all the little bits that make up the big picture. Make sure that you add your keywords to titles, URLs, meta-tags, descriptions, anchor texts, images and videos and so forth. Optimise this all and you will get a larger range of traffic coming in.
User Engagement Is Vital:
This means not only having high-quality content on your web pages but also having Web 2.0 features to keep users engaged on your site. Videos, images, graphics. These are all vital to ensure that your users are staying on your website longer. The longer your users stay on, the more Google recognises there is something to stay on for and therefore, the higher rankings you’ll get. Get active to keep your users on your website.
The Social Media Factor:
Google loves social media. More so, it loves social media engagement. Getting a high amount of “shares” and “retweets” is all good and fine, but it won’t help your SEO. Google wants customers to get engaged with your content. That is why, we recommend including social share buttons on your website (especially for your blogs), so your clients can engage with your content – and engage with others in the process.
(Slow) Speed Kills:
The longer your page takes to load, the longer your users have to wait, the more likely they won’t come back to your site. You have to keep your loading speed at its peak at all times. How do you do that? Simple really:
Reduce the server response time
Reduce redirects & plugin counts
Reduce the browser caching
Compress image sizes
Use Internal Links (And Fix Them):
When it comes to internal links, make sure that you use it to link to prominent pages on your website to help boost its relevance. There are always pages that are worth more than others, so it vital that you provide that to your users (as well as Google itself). More importantly, broken links (both internal and off-site) can be damaging for your website. Make sure you take the time to repair them so you get a perfect flow. This leads to…
You want to keep users happy on your site when it comes to finding out what they want to know. How do you go about that? Making navigation simple and easy. Use menus, search engines on your website and create a user sitemap, so if your clients want to find something, they can. This works well in tandem with the user experience point above.
Be Accessible and Indexed:
If your website is not indexed on Google, you won’t get any rankings whatsoever! So before anything else, make sure that you check your robots.txt file, XML sitemap and HTTP status codes. From there, look to guarantee that search engine crawlers are indexing all of your website’s pages. Without it, don’t expect to be found on Google soon!
Want Google to know that you’re a legitimate business? Simple – be personal and provide your users with contact information, even if it’s just an email. Make sure that your users can see that you’re real and that Google knows that you’re here to make business.
Be Optimised For Mobiles:
Remember that this is 2017 – people use their mobile phones for searching more than their computers. You have to ensure that your website is optimised for mobiles (as well as tablets) and ensure it is a seamless responsive transition. Plus, you open up a new market by reaching out to people whenever and wherever.
How To Successfully Manage Long-Term SEO
SEO is a marketing strategy important for every business looking to improve their online visibility. The world of SEO changes continuously and to get success in the long term, it is very important to stay updated on all the changes happening in the field. SEO involves making use of the right keywords, carrying out on-page and off-page optimisation and publishing relevant content. More and more businesses in Melbourne are now adopting this marketing strategy for long-term business success.
But how do you manage to deliver and use SEO effectively?
SEO is a continuous process. Some techniques used today, may not be relevant tomorrow, but there are some processes which always stay relevant and effective. Here are some tips to successfully manage your long term SEO strategy for business in Melbourne:
Make a good website. It will deliver a high-quality experience to your audience – and that’s key. Search engines always focus on delivering a high-quality experience to the users. Their main purpose is to promote sites that user will enjoy being on. To successfully manage your long term SEO strategy, it is important to build a website which can give an idea to the visitor about your business. Make your pages easy to find and let your brand be visible on all the main pages. Link your pages strategically for easy navigation. Don’t do keyword stuffing and focus on creating simple and accurate metadata for your pages.
Having a solid blog post can make the positive impact on your brand. Content is very important for long-term SEO success. Starting a blog with relevant categories will help in developing a brand. To reap long-term SEO benefits, focus on creating quality material regularly. Post at least 2 posts per week with a catchy and relevant title and informative article body and add images and videos. Search engines analyse search queries semantically and your site is likely to come up if your posts answer questions which customer searches.
What is a business with social media? Get on the networks and establish your brand. Having active social media profiles on various platforms will send a ranking signal to search engines. Share your blog content on platforms like Facebook, Twitter and LinkedIn. Actively engage with your followers and reply to their comments. Create a strong social media following to reap SEO benefits.
Get inbound links. They will ensure that your website is an authority online. Getting inbound links and brand mentions from outside your own site is important to build a site’s authority. Guest blogging and Info-graphics are the most effective ways to acquire such links. It will help in creating credibility and brand awareness.
Nothing spells success like customers telling you so. Getting reviews are essential. They can help in building a good brand name for a business and attract new customers. Positive reviews make a powerful tool to boost your visibility on the search engines. The search views and clicks can convert into new leads.
Adopting white hat techniques are very important for the long-term success of your Melbourne business’s SEO strategy. Remaining consistent with the above points will help you gain more visibility gradually.
By nailing these SEO techniques you will be able to successfully establish your website as a leader in your industry – and on Google. This will help make the difference for you and your Melbourne enterprise.
What Does This Mean For Businesses Likes Yours?
There was a time when businesses would get a majority of their sales by marketing in print media, TV commercials, radio, etc. Do you remember the Yellow Pages?
But today, your target audience is on the Internet browsing social media and using search engines for all of their information needs.
If your business is not online yet, OR if it is, but it’s hidden in the deep dark depths of Google’s page 2 – 10, then no one will ever know about you (no matter how well you serve your customers.)
Businesses need to adapt to the changing landscape and take on a different approach to getting in front of their target customers. So that’s where SEO can help YOUR business.
Your competitors are already taking the lead and it’s a first come, first serve sort of game. So if you’re ready to take your business to the next level, then get in touch with our team. We’ll go through your business and draft a complete strategy on how to dominate YOUR industry.