• Emma Pratt

SEO Services - What is SEO?

Updated: Oct 5, 2020

SEO Services are a crucial element to your digital marketing presence. Without SEO management your website is like a brochure (beautifully designed and printed) but left in a draw or cupboard for no one to see.

For anyone looking to create a website or doesn't understand why their website isn't driving leads, it could be due to a number of factors, one of which might be a lack of SEO strategy. So in layman's terms let's look at what SEO is and how it can help your website rank in the SERPS (Search Engines).

Basically, what is SEO?

Search Engine Optimisation is optimising your website content for keywords (words or phrases that people place in the search field of internet browsers, to search for services and products).

Let's take someone looking for a pair of red shoes. Online retailers who have a pair of red shoes to sell will want that product page to be optimised for red shoes, so it drives traffic to their website. It sounds so simple but potentially hard to achieve for those with little knowledge of SEO and how to implement it.

In order to achieve good rankings, there are a few things you should know:

Keyword research - You need to know which keywords people are searching for that relate to your products and services. Keyword research will tell you how much search volume is for that keyword or phrase.

Tools on the market will also help you to identify semantic search terms, and it the kinds of keywords that your competitors use. This will help you when working up an SEO Strategy and SEO campaigns.

Content - Your website needs content. Not content that is copied and pasted from other website- be aware the search engines hate this. Your content needs to have the correct balance of your chosen keywords, and your content still needs to make sense.

Your content marketing strategy will also come into pay here as regular, blogs, case studies, online referrals, articles and social media activity will all play an integral part in your SEO strategy.

Local SEO - Local SEO is a must for any business with a physical presence. It helps the search engines to present your site in local searches. Google my business and third-party directories are one of best ways to support your local SEO. If you sign up to a lot of online free directories this is a time-consuming activity but there are paid for services that can do this for you.

User Experience - Google has put a lot more emphasis on the importance of user experience. Poor user experience will impact negatively on the ranking of a website. User experience is ensuring that:

  • Your website content is correctly optimised so that it ranks

  • When a user clicks on your website for that chosen search term the page acutely reflects the users search

  • The page is easy to read and inbound and outbound links of that page are relevant to the original search term

  • Good content that reflects a user’s search will decrease your bounce rate and call to actions (CTA) will encourage the user to stay on the website for as long as possible. All things Google and the other search engines like.

Text Length -This is where a lot of people get struck as they often feel they can not pad out content to the recommenced length. This article for instance if over 1300 words. In order for this page to rank it needs to be that long and as I have mentioned earlier in the article the correct number of keywords.

If you are struggling to write content choose subjects that are not only relevant to your target audience and client base, but give you something to say. Write about what you know - it will become a lot easier if you do.

Backlinks - These are links from one website to another. Ideally I should have backlinks from other websites to this article. If I promote this post on social media like I have then the post itself will not be considered by the search engines as a backlink but the link I provide in my post that users click on, from any of my chosen social accounts, may be.

High authority backlinks are links from sites that have a good ranking. Try to get quality, relevant backlinks - again this comes down to user experience. There is no point having a backlink to your website or an article on your website from McDonalds when you sell red shoes. Think of the relevancy.

Technical SEO - Is all the above and more. This is understanding how your website is crawled and indexed and ranked. All of the above will help with this, but it also involves structured content, URL structure, meta descriptions, H1 tags and applying this to your website, so the search engines know how and what to rank and in what order. Here are some additional resources:

Google Webmaster Guidelines

Structured Coding

White Hat SEO - What is it?

You might read that marketing agencies, SEO consultants and SEO agencies will practice White Hat SEO. Anyone assisting you with your SEO should practice White Hat SEO techniques. This is because White Hat SEO is a term used to describe any action that improves your sites ranking on search engines, whilst adhering to the search engine terms of service and maintaining the integrity of your website.

SEO Marketing TIPS

  • There is a wealth of digital platforms like (Rank Ranger, Moz, and SEM Rush) to help you manage your SEO strategy. I would recommend you speak to SEO experts before embarking on this journey.

  • SEO is not a one-time activity. You can't just optimise your website one day and then leave it alone. This a daily, weekly and monthly activity which requires content creation, and monitoring so you can work out what you are doing, is working.

  • It takes time for your website to rank - there is a lot of competition out there and if you are clever about it and do your keyword research correctly - you may just find a golden nugget that your competitors haven't yet stumbled on.

  • Do your own research when looking at SEO Companies and work with someone who will get to understand your business and your industry.

  • Remember your internal descriptions for products and services might not be what your online audience is actually searching for - think outside the box when doing your research - but keep it relevant.

  • Plan 'focus time' in your diary to work on website content - create a content plan so you know what you need to write when.

  • Think about how you are going to promote your website content. Will you use social media, email marketing.

If you would like any help or support with your SEO strategy and management or need to understand how your website is ranking get a free web page audit today using the form below. if you found this blog useful please share.

I can also make introductions to other SEO Experts in Ipswich, help you with your marketing training and coaching, content creation and your social media management. Get in contact with me today.

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