These days no matter what business you are in, people are searching for you online for your type of business. The latest research result is about 90% of business in Australia are searching online and using Google to do it. That’s why every business now is a digital business.
So in a recent Marketing Strategy Show Podcast we've interviewed a 15-year "Search Veteran" Louie Ramos to understand the fundamentals.
Fundamentals of SEO
In a digital world, people access Google and type any keywords or phrase that match the products or services they research and Google return pages of search research (or SERPs) of what your website needs to show or "rank" in these SERPs or you could be missing out on business.
1. Getting the Website right
Everyone should start with a website to make sure it's "SEO ready". It needs to be responsive and mobile friendly. It must be structured correctly and quickly load its content so that your visitors have a great experience that Google can track.
2. Structure the Content
If you’ve clearly identified what services you offer, what industries or customer you serve and when problems you solve structure content around this.
3. Keyword/Phase Optimisation
This will initially involve some work looking at:
- Competitor sites
- Google Search Console
- Google Keyword Planning
Once you have identified "target" keywords phrases that:
- You can provide content for
- Have significant enough volume
You can start to optimise pages on your website for these keywords/phrase.
The best way to do this is to create content and these keyword phrases and then optimise search page for a specific keyword. This is called keyword mapping. On this page you will optimise Headers, Content, Videos, "Meta Tags" and even image description and file names for those keywords.
4. Build Internal Link
Google crawls your website as well as the links on your website, so if you have a proper internal linking strategy then Google will easily find the other pages of your website and will be able to identify them accordingly so that they can display that in the search results, based on what the page is all about, what keywords are in there and based on what people are searching for.
Take note that Google will come back on some sort of regular schedule to your website. They won’t get crawled if the content are outdated. If the competitors are updating their website content, Google will rank them higher and higher.
5. Build External Link
In terms of links, you need to focus on high authority directories that are regulated (which means that not all links will be approved – they need to be high quality/relevant links). Don’t just focus on relevancy - you also need to spread your keywords evenly across those links that you build not just put all keywords into one link. Not just on directories but building more links beyond the directories.
They still need to look natural for Google to love them. Make sure not to link only to your homepage but spread them out. You need to spread them out to your blog posts, to your services page, or your Contact Us page because when people are linking from other sites, they’re not always referring to the home page.
If you get listed in your local business chamber or a local networking group, that’s a good back link to your business. Another way of acquiring back links is what we call guest posting, so you outreach to people that own blogs or websites that are relevant to your niche and then you ask them how you can get back links from the website. Either in a form of article, or to be a sponsor of your website so forth and so on. That's another good way of acquiring high authority back links.
Another way is by sponsoring a school, a charity or community organisations and asking them if they could put your logo on their website and that logo might link straight back to yours. For example, because .edu has a really high authority because it’s a trusted website and you can get a lot of SEO value.
If you are a lawyer or a chiro, who can write guest articles, ask them can you have a link back to that article on your website or think about what you can offer them at the end of the article, "Here's my article, if you want 10 tips or a guide you can click and get the guide here and take them back to that." So think about natural things that will actually work to do that.
6. Adding more content
Content is one of the most important elements of effective Search Marketing. But where do you start?
If you have a pdf guide in your in your business, take that PDF guide and put in on your website. When you create a new guide, also put that on your website by providing this new content to your web developer. This creates extra content on your website without a whole lot of extra work involved.
If you’ve done a Podcast, or presented a talk, get it transcribed and create another page on your website. This is another easy way to increase the content on your website without a lot of effort.
Please note that the content of your web pages needs to be matched to the keywords. AI don't copy other website content, it won't rank.
We'd love to help your business with more effective marketing and sales results.
So If you need help Developing or Integrating Marketing Strategy, Websites, SEO, Lead Generation, Content, Social, Analytics and Sales process together to get more leads converting into long-term clients contact us. or pick up the phone and give us a call on (02) 9125 0520.