More than 70% of B2B researchers start their buying process with a generic search. (Search Engine Journal)
89% of shoppers conduct online research before making big purchases. (Retailing Today)
93% of online experiences begin with a search engine. (Techjury).
The way we buy things has changed dramatically over the last few years, and even more so with the COVID pandemic changing our normal patterns of life.
Imagine that just ten years ago if you wanted a new TV for your home, or a new machine for your business your generally bought it from your local store or from a salesperson that cold called you.
SEO is a combination of many skills, but we can place them into three silos:
The following elements are looked at when doing on-page SEO:
The following elements are looked at when doing off-page SEO:
But by far, the most important element is backlinks. Backlinks take on many different forms but the three most relevant are:
1. Natural links: Someone links to your a page on your site because they think it's an appropriate resource.
2. Manually built links: Link-building activities can include things getting customers to link to your site or asking influencers to share your content.
3. Self-created links: Adding an online directory listing, forum post, blog comment with a link back to your website. (PS. These can get dodgy so use carefully.)
Keywords and keyword research are at the heart of great content that performs well with SEO. Every region has different keywords and phrases that searchers use to describe what they are searching for. If you want your SEO to rank, you need to find out what those keywords and phrases are.
Next step is to create great content for that keyword/term that is better than the current ranking websites.
This is easier said than done, as great content takes a long time to write. In addition, getting a copywriter to write it is not always the best solution because you know your business best. Copywriters often just regurgitate existing content on the web. It's not really plagiarised, but it's not really original either.
Google knows original content from regurgitated content. Their AI is getting incredibly smart. Write original content for SEO. Get subject matter experts in your business to write it. Get a copywriter to clean it up.
89% of shoppers conduct online research before making big purchases. (Retailing Today)
93% of online experiences begin with a search engine. (Techjury).
The way we buy things has changed dramatically over the last few years, and even more so with the COVID pandemic changing our normal patterns of life.
Imagine that just ten years ago if you wanted a new TV for your home, or a new machine for your business your generally bought it from your local store or from a salesperson that cold called you.
SEO is a combination of many skills, but we can place them into three silos:
- On-page SEO
- Off-page SEO
- Content
1. On-page SEO
Moz defines on-page SEO as the practice of optimizing elements on a website (as opposed to links elsewhere on the internet and other external signals collectively known as "off-page SEO") to improve search engine ranking and visibility.The following elements are looked at when doing on-page SEO:
- Title Tag
- Meta Description
- Image Alt Text
- Internal Linking
- Duplicate Content
- Page Speed
- Conversion Rate Optimisation
- Domains
- URL's
- Redirects
2. Off-page SEO
Moz defines off-page SEO as actions taken outside of your own website to impact your rankings within search engine results pages (SERPs). Optimising for off-site ranking factors involves improving search engine and user perception of a site's popularity, relevance, trustworthiness, and authority.The following elements are looked at when doing off-page SEO:
- Backlinks
- Social Media Marketing
- Guest Blogging
- Linked and unlinked brand mentions
- Influencer Marketing
But by far, the most important element is backlinks. Backlinks take on many different forms but the three most relevant are:
1. Natural links: Someone links to your a page on your site because they think it's an appropriate resource.
2. Manually built links: Link-building activities can include things getting customers to link to your site or asking influencers to share your content.
3. Self-created links: Adding an online directory listing, forum post, blog comment with a link back to your website. (PS. These can get dodgy so use carefully.)
3. Content
Google has become incredibly efficient at deciphering what high-quality original content is, and what's just fluff. Unfortunately, most content on the web is just fluff. And that's why it does not rank.Keywords and keyword research are at the heart of great content that performs well with SEO. Every region has different keywords and phrases that searchers use to describe what they are searching for. If you want your SEO to rank, you need to find out what those keywords and phrases are.
Next step is to create great content for that keyword/term that is better than the current ranking websites.
This is easier said than done, as great content takes a long time to write. In addition, getting a copywriter to write it is not always the best solution because you know your business best. Copywriters often just regurgitate existing content on the web. It's not really plagiarised, but it's not really original either.
Google knows original content from regurgitated content. Their AI is getting incredibly smart. Write original content for SEO. Get subject matter experts in your business to write it. Get a copywriter to clean it up.
Benefits of performing SEO on your website
So now that you know what SEO is, do you really need it? Can't you just do SEM (Paid ads)?Below are some of the benefits of performing Search Engine Optimisation on your website and keeping up consistent SEO maintenance.
1. SEO is low cost when compared to paid ads
Organic SEO is relatively low cost. It only costs a regular investment of time in great content, and a healthy dose of patience on your part. When you find yourself on the top of organic search engine results, you can sit back and watch the traffic come in. This is without the need for a monthly budget on PPC (pay-per-click) advertising like Google Ads.The problem with paid ads or PPC (pay-per-click) advertising like Google Ads is that as soon as you budget runs out, your traffic stops.
SEO is essentially the gift that keeps on giving.
As your online website content matures, it is indexed by search engines like Google, and you create backlinks to your website pages. People also link to your content and your website gains authority on the specific theme or focus topic.
The net effect of this is more organic website traffic. This is brought through better keyword rankings for your website.
Google filters web content based on strict content guidelines enhanced by regular algorithm updates. The algorithm updates define when and where the search engine shows a top-ranking site. This means users receive the most relevant content when they conduct searches. This is why users trust Google’s top-ranking results. And why these sites demonstrate much higher credibility than lower ranking sites.
By getting to the first page of search engine results, you are guaranteeing yourself a continuous stream of organic website visitors.
By moving to the top of the first page, you start to establish you brand as a leader in your field.
All websites have gaps in their content, and if you can provide that content to your potential clients before your competitors, the leads will come to you.
This type of customer data is very valuable and is easy to access with tools like Google Analytics and Google Search Console. Using this data to your advantage is so beneficial in the long term for your website.
Unless you use what we call Black-hat SEO practices, where you use frowned upon SEO techniques, your SEO results will be long-lasting. Black-hat techniques could wipe your website off Google at the next Google algorithm update. So keeping up-to-date with the latest information from Google and SEO experts and professionals is important.
There is, of course, some upkeep when it comes to maintaining SEO and keeping top rankings on search engine results. Content needs to be updated and technical website and SEO fixes need to be done periodically.
However, it will be difficult for competitors to best you when you keep consistently practising good SEO.
So, if your competitors are ranking on Google, you need to play catch-up and be certain that you are optimizing website content for the correct keywords. If they aren't take advantage of SEO, capitalize on their lack of focus and use the time to move well out of their reach online.
Focus on long-tail keyword opportunities that attract modest volumes of website traffic and work your way from there. For example, target 'Best legal consulting services in Johannesburg', rather than 'legal consulting services'.
As your online website content matures, it is indexed by search engines like Google, and you create backlinks to your website pages. People also link to your content and your website gains authority on the specific theme or focus topic.
The net effect of this is more organic website traffic. This is brought through better keyword rankings for your website.
2. SEO builds higher brand credibility & authority
In reality, many people trust the first search result they see for a keyword or search term when they punch it into search engines like Google. They see companies that rank well on search engines like Google as reputable. So by doing SEO your website becomes a brand that can be trusted.Google filters web content based on strict content guidelines enhanced by regular algorithm updates. The algorithm updates define when and where the search engine shows a top-ranking site. This means users receive the most relevant content when they conduct searches. This is why users trust Google’s top-ranking results. And why these sites demonstrate much higher credibility than lower ranking sites.
3. Your website needs to be on the first page of Google organically
Most people never scroll past the first page of search engines. When last did you go to page 2 of the search results? This means that if your website is not ranking on the first page of Google, or other search engines, you are missing out on potential clicks and overall organic brand awareness.By getting to the first page of search engine results, you are guaranteeing yourself a continuous stream of organic website visitors.
By moving to the top of the first page, you start to establish you brand as a leader in your field.
4. Access to data allows you to leverage content for organic lead generation at no cost
By looking at your website analytics, you can see what products and services visitors are looking at on your website. You can also see the search terms and queries they are using to find your website via search engines. This exercise will show you where the gaps in your content are.All websites have gaps in their content, and if you can provide that content to your potential clients before your competitors, the leads will come to you.
This type of customer data is very valuable and is easy to access with tools like Google Analytics and Google Search Console. Using this data to your advantage is so beneficial in the long term for your website.
5. Good results require minimal upkeep when it comes to SEO and long-term benefits
When compared to PPC paid advertising like Google Ads, the effects of SEO are long-lasting and do not suddenly stop paying off when budget runs out.Unless you use what we call Black-hat SEO practices, where you use frowned upon SEO techniques, your SEO results will be long-lasting. Black-hat techniques could wipe your website off Google at the next Google algorithm update. So keeping up-to-date with the latest information from Google and SEO experts and professionals is important.
There is, of course, some upkeep when it comes to maintaining SEO and keeping top rankings on search engine results. Content needs to be updated and technical website and SEO fixes need to be done periodically.
However, it will be difficult for competitors to best you when you keep consistently practising good SEO.
6. Your competitors may already be committed to SEO and understand its benefits.
Now that you have realised the benefits of SEO and that it is extremely valuable, you need to know that some of your competitors are already on the SEO train and are taking full advantage of it to their benefit.So, if your competitors are ranking on Google, you need to play catch-up and be certain that you are optimizing website content for the correct keywords. If they aren't take advantage of SEO, capitalize on their lack of focus and use the time to move well out of their reach online.
Focus on long-tail keyword opportunities that attract modest volumes of website traffic and work your way from there. For example, target 'Best legal consulting services in Johannesburg', rather than 'legal consulting services'.
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