What is SEO?
SEO (Search Engine Optimisation) is the practice of improving your natural ranking in search engines (as opposed to advertising to appear at the top of search results). Because of the inequity in the percentage of clicks each position in search results gets, improving your ranking can lead to a big increase in traffic. More on this below.
Search engines’ algorithms are based on a combination of Relevancy and Popularity. Relevancy is about whether the words someone searched for appear on your page, how many times, how early on in the content, whether they appear in headings, alt tags etc. But Popularity is about whether your business is considered to be “well-known” by the search engines and this has little to do with your website and more to do with what they find about your business elsewhere on the internet. Your directory listings, online reviews, social profiles, and the number of other sites that link to you are all factors that make up your online popularity score.
By firstly deciding what keywords you want to rank for, and then optimising your site for these target keywords and building the external reputation of your business online we can achieve significant increases in your Google and Bing rankings.
Why is Google ranking so important?
Just take a look at the chart. What this shows is that, if you rank top on Google, then you’ll get about one third of all the clicks. If 1,000 people per month search that keyword you’ll get 330 people per month coming to your site from that one keyword.
If you rank second then you’ll get about half that traffic. Third, and it almost halves again. If you’re beyond page 1 (the first 10 positions) then you’ll get less than 1% of the clicks. It’s not a fair system but it is what it is; and we can’t change it.
Ranking well in Google search for the right keywords will bring you traffic for free without having to advertise. If people are searching for what you do then improving your google rankings will always give you a big win.
How do we do it?
It isn’t magic, it’s about consistently following a proven process. There are 5 components to an SEO campaign…
First we need to figure out what keywords people use to search for your products/services; and the relative popularity of each keyword. We want to target keywords that are highly relevant to your business and have good popularity; but avoid keywords where competition is so high that we’re unlikely to achieve page 1 ranking.
This is where we decide which keywords we will target to each page on your site. It’s not possible to get a single page to rank well for everything so dividing your site into pages that are each strongly about one topic, and one topic alone is key.
Using the keyword mapping strategy we then optimise each page for its own set of target keywords, including optimising page titles, descriptions, headings and body content. It goes without saying that if you want to rank top for a particular word then that word has to appear in these important places.
What your website looks like underneath the hood is very important to Google. This is where we improve the website in terms of usability and accessibility issues, load speed of the site, heading markup and other issues that most humans don’t see but Google does. These are all important factors in search ranking.
Search algorithms are based on “popularity” as much as relevancy. This means that the most well-known business (in Google’s eyes) will tend to rank top. Being “well-known” means appearing everywhere on the internet including all major online business directories, most social media platforms, blog and video sharing sites. We build your online reputation in accelerated time for the benefit of search engines.
After 6 months Earthproof Protein are ranking on the first page of Google for most of their target keywords
Google vs other search engines
Clients often ask us whether they should be concerned about other search engines in addition to Google. It’s true that Google still dominates the search market, with over a 90% share of all searches, however Bing and Yahoo are both gaining market share; currently with market shares of 5.4% and 1.8% respectively. Our advice is always to give some attention to Bing ranking too. In some cases lower competition on Bing can lead to a better position and therefore a bigger share of that smaller market.
Another thing to consider is what geographical market you want to get good search ranking in. Google shows different results depending on what country you are searching in. Your most lucrative market might not be your home market and if necessary we can focus on improving your ranking in the US, Australia, UK or other regions.