SEO is one of those things where if you aren’t the one doing it, you have no idea what it is. It’s tricky, intangible, and hard to see in action if you don’t know what you’re looking for. This can also make it difficult to invest in for your business, because it can be hard to understand what you’ll get out of it.
So what then, is SEO?
In basic terms, search engine optimisation (commonly referred to as SEO) is the process of optimising your website for search engines. Which is all well and good, but doesn’t actually tell you anything.
In basic terms, we work on getting your businesses’ website recognised by the various search engines, such as Google or Bing, through building a relationship. The main goal of getting recognised is so that more customers will click on your website and call, book, or contact you. And more customers calling means more jobs booked, which means making more money.
This is all sounding pretty straightforward so far, right? Get found, get calls, make money – easy.
The tricky part about SEO that a lot of people have trouble with is the how.
To get a website ranking well on a search engine to achieve these goals, we have to continually make lots of small adjustments to your strategy, often in ways that you don’t see. SEO is both a science, using the data given to us by keyword research, and an art, knowing what content to add when, or what links to build.
There are a couple of factors to this strategy, starting with keyword research, where we look at the types of things that people type into search engines when looking for businesses like yours. We also look at your competitors, and see what terms they’re using. For example, if you’re an air conditioning company, bets are you want to come up when people look for ‘air conditioner installation’ or ‘air conditioner repairs’. Your competition might then also be trying to come up in the search for ‘air conditioner maintenance’ – which we can then target as well.
Another part of a SEO strategy is content. This is informed by our extensive keyword research and is what helps facilitate this relationship with the search engines. When good quality, relevant content is added to your website that answers questions customers have, Google pays attention. When it happens a second, or third, or umpteenth time, Google knows to expect good quality content and recommends your website accordingly.
We also do a lot of work external to your website, building links from other sites back to yours. This helps build your brand name and build authority to your website. Authority just means that other websites think you’re an authority on the subject, so Google should pay even more attention to you.
Why should I invest in SEO?
That’s a big discussion, and one that we’ve already touched on a little bit. However, to answer the question, over 5 billion searches happen on search engines like Google every day. Of those searches, 88% of people who searched for businesses or products call or visit the store within 24 hours.
Yet, less than 25% of businesses actually stand a chance of showing up for those searches.
The combination of the art and science of SEO places an emphasis on return on investment – and you can get it in spades if you get the combination right. So contact us today for a personalised chat to learn more about exactly what we can do for you and your website.