Most business owners are familiar with the term “SEO” or Search Engine Optimisation and recognize that is a key marketing activity that they need to engage in, but because of the technical jargon and lack of transparency surrounding this key business activity, many shy away from exploring SEO further. |
In this article we endeavor to explain to you in plain English what SEO is, why it matters for your business and how to get the highest return on investment from it, so that it delivers a stream of targeted enquiries to your business.
WHY SEARCH ENGINE OPTIMISATION MATTERS FOR YOUR BUSINESS
With hundreds of millions of searches being done on the Internet each day, it should be no surprise that having your website ranked on the 1st or 2nd page of the search engines is one of the most powerful marketing activities that your business can engage in.
If executed correctly by a professional that understands your business AND the way search engines work, search engine optimisation can guarantee a consistent stream of targeted enquiries for your business.
As you may be aware, simply having a website for your business does not guarantee that prospective clients will visit your website. It is how high your site ranks for certain search terms in Google (The world’s largest search engine) that increases the visibility of your business – and the chance to convert visitors to your website into customers.
The process of getting a website indexed by Google and a high ranking for various search terms (e.g Law Firm London) is referred to as search engine optimisation (SEO) and is a key marketing activity which should follow the development of a uniquely branded and business driven website.
WHAT IS A KEYWORD?
A keyword or keyphrase at its simplest level is anything that a user enters into Google (or any other search engine) to locate information about a business, product of service that is of interest to them.
HOW DO I CHOOSE THE RIGHTKEYWORDS FOR MY BUSINESS?
Choosing the right keywords is pivotal to the success of a search engine marketing campaign. The crux of the exercise is to identify search terms (also called keywords) which are relevant to your business and transactional – which will result in sales and are not purely information based searches.
The search phrases chosen for a search engine marketing campaign should have a relatively high number of weekly searches and a low level of competition to facilitate the acquisition of high rankings within a short time frame, around 3 months – and to ensure that visitors to your website convert into sales leads.
Be warned that if you decide to optimise for a general industry keyword or one that carries much competition, you may be waiting for months if not years before being achieving a page one ranking and being able to monetize on that specific term
HOW THE SEARCH ENGINE OPTIMISATION PROCESS WORKS
Once a target set of keywords have been selected, your site's ranking for those keywords can be enhanced through the deployment of various search engine optimization strategies that will ensure that Google views your website favorably in relation to your chosen keywords and other companies competing for them.
USEFUL & UNIQUE WEBSITE CONTENT
Before we talk about the two key elements of SEO, it’s important to talk about the foundation of SEO – your website content. Regardless of how well optimized your site is, if your content isn’t high quality (meaning well written, and unique to your site), you will never rank highly in the search engines, at least not in the long term.
ON PAGE SEARCH ENGINE OPTIMISATION
The process of search engine optimization is two fold and encompasses On Page Optimisation – manipulating various factors in the content, design and architecture of your website so that Google looks upon it favorably for your chosen keywords. On page search engine optimization typically accounts for about 30% of Google’s consideration of your website ranking.
In sectors where the competition for page one rankings is weak, often on page SEO will be all it needs to secure favourable rankings for the keywords that you have chosen for your business.
OFF PAGE SEARCH ENGINE OPTIMISATION
The second part of the search engine optimisation process is referred to as Off Page optimization and involves building links from external websites back to yours using a variety of approaches. These are commonly referred to as “Back Links” as they link back to your website.
Google looks upon these “Back Links” as votes for your website and the higher the number of backlinks your website has from relevant websites of high authority, the higher your site will rank compared to your competitors, who are targeting the same search phrases.
Back links are typically built through Article Submissions, Press Release submissions, Blog Posts, Social Bookmaking sites and increasingly through posts on Social Media channels.
SEO is certainly not rocket science but it is a structured, analytical, multi disciplinary and time consuming activity that requires an expert working hand in hand with your business to get it right.
The best SEO results are seen when a client is willing to be a part of the SEO process and help create the content which the search engines need to see ON your website and pointing TO your website. If you wash your hands of the process once you sign that SEO contract and are not willing to work WITH your chosen SEO professional, you are short circuiting the results that you could see from your SEO campaign.
Above all, ask yourself, ‘what can I do to ensure the most valuable experience for my website visitors? Create the best possible user experience and you might just be surprised at how some of your SEO work happens all by itself!
Futura Internet Services is a specialist Web Design Agency London. Our Web Design London team have been satisfying clients for over 10 years and have yielded business driven results. For more information on Futura Web Designing London please visit our website.
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