So you have a website, nicely designed and filled with information about your business. The next step is ensuring people find your brand online. If you’re struggling to be found by existing and potential customers, and online sales or enquiries just aren’t happening, SEO (or search engine optimisation), could provide the solution.
The purpose of your website is not just to showcase your products or services, but to increase revenue for your business. The right people need to find your website for you to achieve the conversions you are looking for. Conversions can be a telephone enquiry, contact form submission or an online sale. By targeting the right audience and improving your website’s visibility, SEO can help more people discover your business, increase conversions and, in turn, boost your revenue.
SEO focuses on traffic from the organic search engine results pages (or SERPs), which are the results that you don’t have to pay for. Instead, you can improve where your website ranks in the SERPs by optimising your website and ensuring it meets the quality standards set out by Google.
The process of SEO increases both the quality and quantity of traffic to your website. Quality traffic are visits from people who are interested in the products and services your brand offers, and the more of these people find your website in the SERPs, the more traffic you will receive.
SEO can help your business target exactly the right kind of customer, so when people are searching for a product or service that you offer, they will land on your website.
For example, imagine you are an electrical safety inspector offering electrical inspections. It won’t be useful if your website appears in search results for those looking for electrical safety inspector courses and qualifications. SEO can help you refine your target audience and appear only in searches that are relevant to your business.
There are many parts of your website, both visible and behind the scenes, which can be optimised to improve its performance in the search engine result pages. Optimisation can include making updates to your website, as well as monitoring its performance and making adjustments based on data.
Optimisation can generally be split into three categories: technical SEO, on-page SEO and off-page SEO.
Technical SEO ensures that your website can be crawled and indexed by the search engines, which in turn allows it to rank in the SERPs. Technical SEO considerations include;
On-page SEO consists of optimising the content of individual web pages to help them rank higher in the search results. On-page SEO considers factors like;
Off-page SEO focuses on generating traffic to your website. Elements that can be optimised off-page to improve your website’s performance in the search results include;
Before optimising your website, it’s important to consider what you want to achieve by having an online presence for your business.
Having a good idea of what you want to achieve will inform the strategy you use to optimise your website.
SEO focuses on optimising your website so it appears in the organic search results based on the keywords or queries that users enter into the search bar. Paid advertising, or pay per click (PPC) results also appear in the SERPs, clearly marked as ads.
To maximise online visibility and brand awareness, many businesses choose to invest in both organic and paid marketing, making it even easier for customers to find your website when searching online. Paid advertising can also be utilised when your website is in the process of being optimised. This can increase quality traffic to your site before it begins ranking organically.
Despite what some in the SEO industry might suggest, SEO is neither rocket science nor one of the dark arts. Anyone can optimise a website and achieve an improvement in search engine rankings. SEO is ever-changing though, with new quality standards introduced regularly and new technology to consider. Combined with understanding how customers and search engines view your website, SEO can soon become a full-time job.
That’s why many businesses choose to work with an SEO specialist to increase brand awareness, online visibility, traffic and revenue. We have a whole SEO department dedicated to achieving our clients’ business goals. Our team has over 40 years of experience between them, and a diverse range of skills and qualifications which allow them to fully support your business.
If you’d like to have an informal chat about our search marketing services, we’d be happy to arrange a call to discuss your business and what you’re looking to achieve. Get in touch and let our experts answer any questions you have and explore which of our services might benefit your business.