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Search Engine Optimisation (SEO)

What is SEO?

When your prospective customers are looking for your products and services, using specific search keyword terms, you need to be found on page one of Google. This is the ‘holy grail’ of search engine marketing and optimisation as page one receives 33% of traffic while page two receives 17% and the figures rapidly diminish after this (Page 5 receives only 6%).

If you have a user-friendly website but you still don’t see much engagement, improving SEO is designed to reach page one.

Contrary to the belief of many in the marketing world, SEO is not difficult. It does take time though and needs constant updates.

The four pillars of SEO

There are four main pillars we consider for SEO:

Relevance

Each page of your site should be relevant to your target client and provide content which is useful. This includes target keywords but doesn’t mean stuffing paragraphs with keywords to make it unreadable (one of the differences between white-hat and black-hat SEO).

Crawlability

We need to make it easy for Google to scan and inspect the site pages to rank them. This means formatting the page using correct code (html, CSS and Javascript), adding alt-tag titles to images and creating meaningful headers utilising tags amongst others.

Engagement

Google analyses when customers engage with content, remain on the page and navigate the site. Examples of improving engagement include improving page-load speeds by minimising image sizes and creating an overall sound User-Experience (UX) and adding new content on a regular basis.

Authority

This is where some of the painstaking work takes place in developing links to your site that provide authority. One area of authority is your site needs to be trustworthy and attract links from other ‘authority’ sites. This could be from external professional industry associations or industry articles (PR for example). It is one of the areas that Google reviews over time pushing your site up the rankings. If Google sees a massive spike in link-following, then it may mark it down as an attempt to artificially inflate (black-hat SEO) the authority of a site and be penalised as a result. 

Another, more straightforward method for creating authority for a site is to create great content. This includes new material, ‘curated’ or re-purposed and social media content all linking to your website.

How long does it take?

A common question is why does it take so long?

The changes you make are never instantaneous. Let’s take Google as an example. Google takes time to find the changes you make, as do customers. As your customers increasingly visit your site, Google recognises this and increases your relevance and authority scores, pushing you slowly up the rankings.

However, SEO is a zero-sum game, meaning there can be only one winner. While you are optimising your SEO, other companies in your field are doing the same. Keeping your customers engaged with new content or copy is critical to improving your rankings.

We develop solutions to improve rankings for various engineering and technology websites, providing a clear return on investment due to an increase in visitors resulting in increased sales. For an informal discussion on how we can help, contact us.   

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