Your website has launched and you’re waiting for the onslaught of traffic. But it’s not coming and you’re frustrated.
We get it.
When it comes to creating a brilliant website for your business, content is key, but do you know what is king? Search engine optimisation (SEO). But what is SEO, and why do you need it to make your website appear on those search engine results pages (SERPS)?
Keep reading and you’ll discover what is SEO and how it works to get your website ranking on Google.
What Is SEO Marketing?
Search engine optimisation is how to make your website and your content shine to search engines. If you have a solid SEO strategy, it will improve both the quality and quantity of traffic to your website. This will lead to a better user experience and higher ranking on Google.
SEO is an art. Get it right and your website will rank highly in the unpaid section of search engines – also known as organic listings. Also known as the dream!
From the domain name, keyword research, optimised images, link building, meta tags, and meta description, there are loads of simple things you can do to improve the SEO of your website.
Do I Need an SEO Strategy?
With SEO there are 3 components: Your website, the search engine, and the person searching.
In order to have a successful digital marketing strategy, you need to have a successful SEO strategy.
If you create content on dog groomers, then the aim of SEO is to get you ranked highly for your content. Why? So that people searching for dog groomers will find your website and your content first.
Let’s be honest, when you Google something, how likely are you to click on the second or third results page? Not very. That’s because the most relevant stuff is always on the first page. Having a great SEO strategy can get you there.
SEO Guide for Ranking Highly on Google
What is SEO marketing? This is how you implement SEO into your digital marketing strategy, to get you onto those sweet SERPs.
It can be complex, especially as Google’s algorithm is ever-changing. But understanding the basics remains constant, and knowing how to apply them will make a big difference to your site’s performance.
Get these right and you can improve the quality and the quantity of traffic to your website.
Apply these ranking factors to your strategy:
What Are Your Customers Searching For?
Before you start implementing the technicalities of SEO, you need to answer one important question. What are your customers searching for?
Figuring out what they are searching for and why will help you build useful high-quality content. This alone will make Google very happy, as consistent quality content that answers user’s questions is the first part of a successful strategy. Keyword research will help with this.
Do Your Keyword Research
A keyword is not a single word, but a phrase – something that people plug into Google when they are looking for something. By putting these keywords into your copy, you are telling Google that the user can find the information they are looking for in your content.
If you wanted to find a recipe for ravioli, you might Google best ravioli recipes. Right there is your keyword.
Research using a good keyword research tool all the keywords that your ideal customer is searching for. This will help build your optimised content.
Don’t Keyword Stuff
Now you have your keywords, you need to implement them.
It is SO important not to keyword stuff. This is an old school SEO trick that doesn’t work anymore.
Include them organically, naturally, and not too much, just right. Maybe Goldilocks used to work at Google. Here’s how we recommend using them:
- In the page URL
- In the page title
- In the meta description
- In H tags
- Once in the H1
- A couple of times in H2 or H3 tags
- In the URL
- In the alt tag of images
Learn the art of incorporating keywords into your copy.
Check Your URL and Metadata
These little areas have a big impact when it comes to click-through rate.
Your meta description is the chunk of text under the name of your website in the SERPs. Although it doesn’t influence your position in the search results, it can influence clicks, because it is the first (and possibly your last) chance to market to your customers.
Create an enticing draw that keeps your reader in mind. Make sure you include your primary keyword.
Your URL is the address of your site. Every page will have its own unique URL. Optimising these is very important, both for SEO and for user experience.
Include a keyword, keep it simple, make them concise and descriptive:
Can you spot the keyword in our URL example?
Linking to other (relevant) quality content in your copy can really boost your SEO efforts.
It lets Google know that your copy is answering the same questions as the linked copy, which will help boost your rankings.
Add external links to high-authority sites that are related to your content. This will help Google understand how you fit within your industry.
Formatting Your Content
One main aspect of understanding what is SEO and how it works is consistent content. It is very important to have ongoing content uploaded to your site. This content should always focus on the reader, ensuring it answers their questions.
Use these guidelines:
- Keep your sentences snappy
- Make paragraphs short (no more than 1 – 3 sentences)
- Use bullet points and numbered lists to break up the text
- Use H (header) tags to format your copy into sections
- Implement quotes, bold and italics
- Add optimised images
- Use your keywords in the appropriate places
- Add internal and external links
- End with a call to action
Remember, formatting content correctly is vital. It needs to be easily readable and scannable.
Make sure your site is technically up to code. Google ranks sites higher when they are performing well, as they give a better user experience.
This means ensuring it is optimised for mobile devices, has fast loading times, a safe connection, and good site architecture.
Now that you have a better understanding of what is SEO and how it works, you can start implementing a solid SEO strategy.
Always remember that creating consistent, quality content will boost your SEO efforts, helping you rank highly on those search engine results pages.
The world of SEO is constantly changing. If you feel like you still need a little extra help in understanding what is SEO marketing, and how to help your site rank, then get in touch! We can help you with your SEO and digital marketing strategy needs.