There are over two million searches per day in the Google search engine for the term “SEO”.
Search Engine Optimisation (SEO) is needed to increase a company’s website position in the organic search results.
Several factors enable a website to rank high in the search engines, with the main ones being: unique content, site speed, optimised for mobile use, site security, relevant and authoritative backlinks, social business citations and many more.
On page 1 of the Google search engine, there are typically ten websites that show up in the organic search results.
For one reason or another, many people pass the paid ads at the top of the page and head straight to the organic search results.
The top 3 websites in the organic search results received the most clicks from people searching, with the number 1 position getting between 35% and 40% of the clicks.
The websites in positions four and below (on the 1st page) will only get dribbles of clicks, while websites on pages 2 and lower don’t receive any clicks at all.
The difference between the websites that are in the top 3 positions compared to the websites that are mid to bottom of page 1, or further back, isn’t based on the quality of the company’s work but is based on the quality of how search engine optimised their website is for their target keywords.
So you need your website high on page 1 (in positions 1 to 3) for search terms, typed into the search engines, relevant to your product or service. The way to achieve this is to carry out Search Engine Optimisation.
By having your company website in the top 3 positions in the organic search results for search terms relevant to your product and services, means that you will get more potential buyers searching and clicking on your website in the Google search engine, increasing targeted visitors to your website.
The more targeted visitors that go to your website, that are searching for your products or services, means the more potential buyers will enquire through your website.
The more potential buyers that enquire through your website means more leads and enquiries to your sales team that can close deals to increase your profits and grow your company.
One of the essential factors is increasing high-quality content on your website.
The content required betrays your business as a specialist or an authority, tells people a detailed overview of your products or services and encourages the website visitors to enquire to your company.
Other useful information is having a blog full of relevant tips, tricks and information that could potentially help your potential buyers solve a problem before they’re ready to make a purchase.
Careful optimisation needs to be carried out to the content throughout your website for the relevant keywords on the related pages.
This task could mean de-optimising other pages that are not relevant but contain the same keywords.
For the next stage, your website needs links from other trustworthy sites in your industry to your website, called backlinks.
Backlinks can be achieved several ways, such as with press releases, social and business citations and creating interesting, engaging, informative articles for placement on other blogs.
Website content is a way to educate and inform potential customers of your company’s products and services, along demonstrating your expertise and knowledge.
Website content is also a way of understanding the specific needs of your potential customers and encouraging them to contact you.
The job of the search engine is to show the highest quality, relevant and the most up-to-date information to the keyword typed into the search engine.
Keyword research is an essential part of effective SEO, yet too many companies still underestimate the importance.
By understanding what keywords (search terms) a searcher types into a search engine to look for your products or services, means that you can optimise your website for the right keywords that are going to send potential buyers to your website.
As soon as you have identified the most relevant keywords to your business, the keywords need to be ‘naturally’ placed in the most relevant places within your website content, meta titles, website page URLs and internal link anchor text.
Another essential part of effective SEO is having backlinks from other authoritative and relevant websites, linking to your website.
The more authoritative and relevant links that point to your website, the more relevant and authoritative your website becomes, increasing its popularity in Google’s eyes, and therefore increasing its organic search engine ranking positions.
The links ‘anchor text’ (the clickable part on the linking website) need to be diverse yet relevant.
Obtaining high-quality links back to your website can require a considerable amount of time and cost, but is a critical factor in effective SEO.
Links from poor quality websites can cause an adverse effect, potentially degrading the quality of your website, and therefore affecting your website’s ability to increase its organic search engine ranking positions.
By increasing the position (or ranking) of your website in the search engines, can significantly increase your company’s profits. However, to do this requires a significant amount of skill and experience.
An expert agency can take care of all your company’s SEO requirements, providing a completely hands-off solution.
The Return on Investment (RoI) of a company website, positioned at the top of Google’s organic search engine listings, for relevant competitive keywords (search terms), can be enormous.