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What you need to know about SEO
Find out why other search engine consultants won’t always tell you the truth when it comes to website-ranking.
What is SEO?
In its simplest form, SEO can be described as an organised, strategic attempt to improve a website’s ranking on search engines for the purpose of achieving a stronger online presence.
The term, known as Search Engine Optimisation, involves a variety of techniques such as keyword research, conversion rate analysis, social media blogging, and creating new content for landing pages.
The most important is making sure that your content is useful and informative, as this goes a long way in developing customer trust.
First thing is first – SEO is not a ‘get rich quick scheme’
The process takes some time – there is no ‘get rich quick scheme’ in SEO, even if people tell you they can put your website on the top of Google overnight.
Building an authoritative website that ranks highly and converts well takes patience. Because it takes a lot of time and effort to compete against hundreds or thousands of competitors and outrank them.
Serious search engine consultants will tell you the hard truth so you can improve your rankings organically
Responsible, skilled SEOs will give you the benefit of the doubt. For example, if your website has dozens of broken links, content that neither informs nor engages, and keyword-overload or no keywords at all, they will be honest.
This may mean it will take much longer for you to get your website on the coveted page one position on Google. But in the long term it really won’t be that much of a wait.
Think of your business like a supermarket
When customers go on a daily or weekly shop, they’ll normally have a good idea of what they want and need until their next shop. Supermarkets are designed so that they can find everything they need quickly and easily, and that means enabling them to navigate through the supermarket efficiently.
So, for example, that’s why you’ll always find dairy products in the same place, herbs and spices in the same isle, fresh fruits and vegetables in one area, and canned fruits and vegetables in another.
The supermarket that gives people the best experience, and enables them to find everything they need in the shortest amount of time, wins.
This is not just about how supermarkets direct customers to find the products they need: it’s also about customer feedback, and there’s a great saying that the customer is always right.
A reputable SEO expert will keep you, the customer, in the loop, because your input in their campaign is just as important as their input in your business. They’re the experts when it comes to ranking websites.
But no one else knows your business back to front better than you do, so it would be foolish for any SEO not to value your input.
SEO is not rocket science, but don’t expect miracles at rocket speed!
It’s not extremely difficult to transform a poorly optimised website into a top-ranking one, but as we have discussed earlier, there is no miracle solution.
This process requires some patience, but the merits of organic SEO in the long term can be tremendous.
About the Author
Danielle Haley is the co-founder of Freelance SEO Suffolk, which provides digital marketing services to SMBs in and around the Suffolk area.
License: Image author-owned