According to a recent Forbes article, Google dominates the search engine market share at 80%, way above Bing and Yahoo. With search engines directing millions of website traffic daily, it is no wonder businesses want their websites to rank well on Google. Search Engine Optimisation (SEO) a key factor in gaining good results, so it’s no wonder everybody is talking about it!
So what is SEO?
SEO stands for Search Engine Optimisation. In a nutshell it is preparing a website to ensure it is indexed and ranks well on a search engine by adhering to a set of rules or ‘algorithms’. In the case of Google this is their artificial intelligence system called RankBrain.
RankBrain is part of the overall Hummingbird algorithm which processes and interprets billions of searches every day. It decides the web pages / sites that are relevant to a particular search query. The following are some of the items that it uses to determine search results:
- Page quality
- Mobile friendly / responsive
- Page links
SEO is vital for sales:
There are millions of users online every day searching for solutions on Google. Every business should therefore be vying for a minimum first page ranking to increase click through rates and sales opportunities.
Google’s business model is of course the paid ads, i.e. AdWords but interestingly a good proportion of users prefer to skip over these in favour of organic or natural results.
How to improve a website’s SEO:
Blogging: it is time consuming and some may ask the question is it worth it? Frankly, yes! In the battle for 1st page organic ranking, it is essential to gain a competitive advantage over other businesses in the industry. Regular blogging also provides an opportunity for a business to build customer loyalty e.g. through information and advice.
Other fresh content: The term blog can put people off but getting fresh content onto a website regularly is vital. If blogging doesn’t suit, updating with new product info, a case study or portfolio page can work very well. As long as it is a new page and doesn’t contain copied content already published!
Keywords: There is a lot of information online about keywords and the necessity to identify what the ‘right’ words are. The key (excuse the pun) to using keywords effectively is knowing what the target customer is searching for when looking for a business’s product.
Mobile friendly: It is essential that a website is mobile responsive i.e. it shrinks to fit mobile devices. Good user experience (UX) is important to RankBrain and an old website that isn’t responsive may be penalised.
Relevance: Web pages that contain good quality content will benefit. RankBrain is capable of not just understanding the words of a search but also the meaning behind it. Therefore, the better a website’s content, the easier it will be for Google to determine its relevance to the search query.
Do you need an SEO overhaul for your website?
While it’s good practice to update content on a website at least once a month we understand is is not always possible! The negative side of this is that a website that has out of date or irrelevant content could result in visitors leaving the site in favour of a competitor. Up-to-date content provides good UX to web visitors.
If you feel that your website is not visible online, we can help. Through our website maintenance experience, we’ll identify areas that require work including keywords, blogging and improving the UX. Why not call us today and we’ll be happy to discuss our friendly and flexible approach to better SEO!