What is SEO?
SEO stands for Search Engine Optimisation. SEO is all about taking advantage of the algorithms behind a search engine. The most popular search engine being Google, holding over 85% of the market share.
SEO drives organic traffic, which is when a user lands on your site through searching on Google. If your website is well optimised, it will have well considered keywords and phrases in the content. If your keywords match the users search, your website will come up as a result on the SERP (search engine results page).
For paid advertising on the SERP, Google Ads is the way to go.
What can help with SEO?
We know what SEO is. But what do you actually need to do?
A good start point would be identifying your keywords. We mentioned keywords above, they are the key terms and phrases that potential customers will be putting into Google to find you, so you need your website to mention these.
For example, here at PRG Marketing Communications, some of our keywords we mention on our webpages are terms like ‘marketing agency’ or ‘digital marketing’. You can also have location specific keywords like ‘Eastbourne’ or ‘East Sussex’ to register these. So, putting these together, if a business owner goes on Google and searches ‘marketing agency in Eastbourne’ we back ourselves to appear on the SERP. The trick is to mention these keywords enough across your website, but not too much that your content becomes stilted. Google is clever and will pick up on keyword stuffing and penalise you for it.
These keywords should be ever-present on your website’s relevant pages. Go to our homepage and count the times we mention the word marketing!
Now you’ve got your keywords, this flows nicely into your website’s content. The content you display on your website is key. Google is going to crawl your pages, picking up on what your content is talking about, so you want to make it as clear as possible what your products or services are.
Blogs are also a great way to get keywords into your website. Before you start on writing a blog, list out the keywords you’re trying to target. If you own a sports shop and want to write a blog about the history of football, ensure you mention words like ‘football boots’ or ‘football kit’ to help Google pick up your key ranking terms. Identify what you want users to find you for and drip feed it into what you are writing about.
You should also have keywords in your meta descriptions. Every webpage that can be found on Google should have a meta description. A meta description is the little bit of text you see below a search result, it gives you a brief description of what the company or webpage is about. Keep these short! Between 155 to 160 characters is the optimal length for a meta description.
Lastly, we recommend linking as much as you can, internally and externally. By building links throughout your website, you are making it easier for Google to crawl to, through and from your website. Unlike a user, Google can’t just search for your website, it has to be able to crawl through it to index your pages. If a website links to you, that is a referring domain, these are very valuable to your website. Not only is it creating a path for Google to go down and find your site, but it can also direct users straight to your website.
Why should I care about SEO?
So, you know what SEO is and you know what can help optimise your website. But why bother? Why should you invest in SEO?
As we said in the intro, why buy a car but not put fuel into it? You have spent the money on the car (website in this case) so why not keep it topped up with fuel so it can perform at its best. SEO = website fuel! (Unlike the constantly rising fuel prices, our SEO package prices are set as standard).
It is all well and good having a well-designed, clean, functional website. But if no one can find it, how will you generate leads and gain customers or sales online? A well optimised website can attract the right customers. Through location specific or industry specific keywords, you can target the search terms that you want to appear for.
How PRG can help
SEO is always changing and is tricky to keep on top of. If you need help with SEO or building a new website, get in touch with us and a member of our expert team will get back to you.