05 Aug SEO Explained! Make it work for your business

Search engines are the primary method of internet navigation for almost every business – from service providers to products and information.

Social media and other marketing techniques can be successful for generating traffic, however websites such as Google, Yahoo! and Bing are the major drivers in this area with the majority of visits to your site deriving from these engines.

Search engines are unique in that they provide TARGETED traffic — people looking for what you offer. Search engines are middle-man in this process which make things happen. If search engines cannot find your site, or add your content to their databases, you will miss out on incredible opportunities to drive traffic to your website.

SEO can be complex however there’s a vast amount of literature available online which allows people to pick up and easily understand the basics.

This knowledge paired with practice will allow you to make a big difference to your website.

Below we have listed our top three tips for managing your own SEO.

  1.   Know your audience and what they’re looking for…

SEO and online marketing is about CONNECTING with customers. In order to target your customers you need to know who would buy your products or services and what they are looking for when they type in their search criteria.

Understanding who your customers is key to any marketing activity. Your initial assumptions may be accurate in regards to who your audience are, but you may also be missing things that could drive extra traffic to your website. You could also be missing out on potential messaging opportunities, or new market segments, which is why this step is one of the most important aspects of a strong marketing campaign.

Research is invaluable for saving you time and money –  and it is critical that it is completed before you start the SEO process.

Keywords, topics and phrases that are being used in your industry should be mapped to your audience – it’s beneficial to reflect these words and topics within your own content so that you can advertise with the right search engines and measure which content performs best on each channel. An analytics provider (like Google Analytics) is a good place to start.

After you’ve identified who you are writing for, figure out WHY they might search for your content. This will help you refine your thinking, write something that CONNECTS with your target audience, and select the appropriate words for your audience.

  1.   Track your progress…

It’s important that you monitor the keywords and content that you are creating on a regular basis so that you can keep up to date with what’s working and whats not.

It’s also important that you keep an eye on what the COMPETITION are doing. Any change to the keywords that your competitors are using could mean many things such as an increase their marketing efforts or that they are going to introduce a new product into the market to compete with yours.

One of the best ways to monitor your SEO is to use a RANK TRACKING tool such as Google Analytics. The right kind of analysis can create tools that make it easier for you to understand who you are working with.

It will show you how well you’re performing as you can track and rank all items (such as keyword performance) and it will provide you with updates relating to how you design your website and the language that you use in your copywriting. This will allow you to understand how your traffic and revenue is affected by your CONTENT.

  1.  Make time for adjustments & optimisations…

Once you have successfully implemented your SEO and tracked your progress you will start to notice what has been working well for your audience and what has not. At this point it is important to make time for ADJUSTMENTS so that you can make your SEO even more successful.

From this point you can start to get even more specific about the keywords you have identified for your audience group and start to narrow down your marketing efforts based on what your audience likes. For example, if you have a young audience that are more active on Facebook and Instagram look at what topics and keywords they are searching for and match your content on these sites to those.

If you have an older audience that prefer search engines like Google, find out what their needs are and specifically target them on their chosen site.

Don’t forget to take MOBILE content into consideration during this process. People often use different language and ask different questions on a mobile device compared to what they would ask on a desktop computer.

Feel free to drop us a message if you have any questions about your SEO strategy.

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