When it comes to digital marketing, you’ve probably heard the term SEO being thrown around.
Whilst You might know that SEO has something to do with search engines and it’s important to be found on Google or Bing, you may not realize how important a role it plays in a successful digital marketing strategy.
In this article, we go back to the basics and explain what SEO is, and the key benefits it can offer your business.
What is SEO?
SEO stands for Search Engine Optimisation, it’s a set of practices designed to improve your website’s online visibility.
The more people that see your website, the more online traffic you receive, and in turn, there is a greater chance of securing a lead or a sale.
How does SEO work?
Search engines like Google and Bing use bots, or crawlers to gather data from websites and store them in their index.
When a user types in the relevant keyword or phrase, Google uses its algorithm to pull up a list of what it believes to be the most accurate and relevant results for that query.
On a single Google search page, there are only 10 results shown.
The majority of users select to visit a website from the first or second pages displayed.
It is very rare for a user to search further than this, as the very first few pages should contain the information you requested in your search query.
It’s important to note, algorithms are constantly evolving to keep up with changing user behaviour and advances in machine learning.
Why is SEO important?
Visibility and ranking
One of the most important functions of SEO is increasing your website’s visibility. Making it easier for people to find you when they search for a product or service you provide.
The higher you rank on the SERP (Search Engine Result Page), the more likely you are to attract visitors to your website.
The more effective your SEO efforts, the higher you’re ranking and the better your visibility.
Web Traffic
Increased website traffic is another important function of SEO. As you increase your visibility and your ranking in search, naturally the traffic to your website will also increase.
The number 1 spot on a Google search results page gains 32% of all clicks, whilst the organic click-through rate for positions 7-10 is virtually the same.
A featured snippet is often ranked before the first organic URL and is often referred to by many marketers as “the holy grail”.
These snippets usually feature content taken from a landing page that answers a frequently asked question that users are searching for.
Authority
Page Authority has become increasingly important.
Earning authority means that your website is trustworthy, credible, relevant, and provides users with information or content of value.
Your page authority has a score range of 1-100.
The more authority your website has, the better your chances when it comes to competing for more difficult and desirable keywords.
Your page authority is determined by the quality of your link profile, including outbound and backlinks.
SEO Strategies: Black Hat Vs. White Hat
There are two main ways to approach an SEO strategy, White Hat and Black Hat.
White Hat SEO refers to the correct and ethical way to optimise a site.
This strategy includes:
- Following search engine guidelines
- Focusing content on a human audience
- Approaching with a long-term plan of action
Black Hat SEO is essentially the opposite:
- It violates search engine guidelines
- It relies on manipulative tactics
- It focuses on “quick wins”
Those who implement Black Hat SEO techniques tend to use tactics such as keyword stuffing and backlink scraping to rank higher quickly.
Although it may work in the short term, Google WILL penalise you and can even blacklist your website, so you’ll never rank again.
All our SEO strategies follow White Hat best practices to ensure your SEO strategy is future-proofed.
Did you know that Local search is powerful for small businesses?
46% of all Google searches are looking for local information. If you haven’t got a Local SEO strategy in place, speak to one of our digital marketing experts today to find out how we can help you gain visibility locally.
Local SEO Agency in Essex
As a leading local SEO agency based in Leigh-on-Sea, Essex, we’re always looking at ways to help our clients improve their online presence, that’s why our campaigns evolve over time around you.
Search Engine Optimisation is a great long-term marketing strategy that can zig and zag with your business and its needs. We take into account your visions and combine them with best practices to deliver real results.
If you’re looking for a local SEO company to improve your visibility and climb to the top of those all-important search engine result pages, speak to our team of local SEO experts today.
