Search Engine Optimisation (SEO) is a crucial part of ensuring your business is visible and customers easily find you. These days, building a website then leaving it or relying only on a social media presence is not enough.
Search engines, especially Google, need to be able to see you.
Did you know? When searching on Google, 75% of users never click past the first page of search results. When customers go searching for a business offering the products you sell or service you provide, if your business is not easily visible, they will give their business to a competitor, who is more visible, instead. The top 3 spots on page 1 get 75% of the traffic that land on that page as a result of a search term entered into Google.
Want to ensure your business is receiving its full potential from SEO? Read on to learn more including
- What is SEO?
- The advantage of SEO to your business
- Focus on keywords
- Learn from your competitors
- The importance of quality and relevant content
- Organic V Paid Traffic
What is SEO?
SEO (Search Engine Optimisation) is the process of increasing traffic to your website. You could have a website with all the ‘bells and whistles’, however if your SEO is not done correctly, your website (or business) won’t reach its full potential. SEO refines the actual search term that is typed into Google to improve the quality of a website and rank it higher on Google. Paying for an SEO service is a great investment for most businesses as lifting your ranking in a search engine means you will attract more customers online. The more customers you attract, the bigger your business. It is an investment that will pay for itself.
The advantage of SEO to your business
SEO is the most effective way to maximise traffic, targeted to your business, to your website. Obtaining first page positions on search engine result will significantly increase your business growth. As SEO has advanced, it has created more opportunities for smaller businesses to have their websites noticed. Many businesses believe SEO is about ranking as high as possible for broad key phrases however, this is not always the case. Reaching locals is far more valuable in today’s congested digital space.
Focus on keywords
To ensure your businesses SEO is working to it full potential, you must determine the best key words for your business and website to compete on. When it comes to keywords, the more specific the better. Ensure each page of your website is optimised to focus on 1 keyword and supporting keywords of that 1 keyword; while still being user friendly to read. Each page of your website needs to be addressed with a single focus keyword and this keyword needs to be includes in the page title, meta description, Heading 1 and Heading 2 Title text, a bolded keyword in its content plus every image needs it in the title where relevant and appropriate.
Learn from your competitors
When your business is operating in a smaller more defined area, understanding how and why certain companies are dominating the search results is important. Knowing the competitiveness of certain key phrases can help you plan your approach more clearly, whether that means implementing a higher budget PPC (Pay Per Click / AdWords) strategy or looking for content gaps your competition has left in the market. You might find that a big box brand dominates many keywords, which might lead to your business not aiming for those or you may spot a niche that they have missed. SEO can put you ahead of the competition. If 2 web sites are selling the same thing, the search engine optimised website is more likely to have more customers and make more sales.
The importance of quality and relevant content
Quality and relevant content is a key factor in any good SEO strategy. It is important your website has content that your potential customers will be searching for. When publishing content on your website, think of what questions your potential customers would be asking Google. Have a broad range of topics and include general plus specific, targeted and relevant content about your industry.
If your local audience is your primary target, then piggybacking local news stories and events can be a powerful way of showcasing your business. Write about events happening in the neighbourhood, talk about local parks, streets and landmarks, and demonstrate that you are a local authority and a part of the community. Writing a blog about the importance of your industry is great but making it relevant to the people who live in your neighbourhood is even better.
The first questions you should ask according to Bob Burg, the author of the Go Giver Book Series, is “Does it serve?”and “Does it add value to others?”
These simple content ideas to ensure your website audience remains engaged is to ask them questions, provide how to’s and have an option for them to choose.
Organic V Paid Traffic
Organic traffic is the number of people who see your content without paid distribution. While paid reach is the number of people who see your content as a result of paid promotions.
For example, when conducting a google search, you will often see the first few listings at the top of page 1 will have ‘Ad’ written next to them. This is an example of paid traffic. Beneath these will then be the listings who have ranked first in organic traffic. To ensure you are attracting an abundance of customers through Google searches, your SEO goal for organic traffic should be to rank on the first page and the higher your spot the better.
Did you know the top 3 organic results get 75% of clicks? Even moving up a single position in Google increases relevant click through rates by 30.8% (source https://backlinko.com/google-ctr-stats)
For the most part, organic traffic is driven by SEO. Consistently providing useful and interesting content to your target audience, will increase organic traffic to your website. 51 percent of all website traffic comes from organic search, 10 percent from paid search, 5 percent for social, and 34 percent from all other sources (source https://www.brightedge.com/resources/research-reports/content-optimization). The more traffic that you get the better your SEO will work for your business.
Cathy at CATCO Enterprises is your local website and digital marketing expert
Cathy Smith has run the same Marketing Agency for more than 18 years and has helped hundreds of local Bunbury business owners achieve their marketing goals through their online presence.
Understanding all aspects of SEO can be overwhelming and often leaves many business owners feeling confused. CATCO Enterprises can help. Cathy will work with you to optimise your website and create a SEO strategy that works for you and attracts your dream customers online.
If you want to build your social media channels, increase traffic to your website or develop a digital marketing strategy for your business, call Cathy today on 0409 489 464.