We’ve all sat in meetings, and the question of SEO is brought up. Unless this is what you live and breathe, no one quite understands its ‘magic’ and why every marketer stresses its importance.
A common misconception about SEO is that it’s purely down to the search engines. However, when we dig deeper into it, it is as much about people as it is about mechanics.
At its core, Google’s aim is to best serve its users and that is done by understanding the needs and wants of the people. So, if you want to get your website recognised and rewarded by Google you truly need to understand how their rankings work. In this article, we’ll talk you through the important element of H2H (Human to Human) Marketing and why you should keep the “searchers” at the core of your search engine marketing.
Understanding The People
Search engine optimisation is about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. With the knowledge of what the answers to their needs could be, you will connect with these people without them even knowing and as a result direct them to your website.
How to Optimise your Website
In order for Google to know which content is best to give the searcher, they use ‘spiders’ (not the creepy crawly ones, don’t worry). These spiders crawl each page of your website and scans for keywords, tags, links and website speed. Google then determines how important your website content may be to the searcher, which if you’re lucky, places you on the first page. With roughly 5.6 billion searches per day it’s important to have content that is quick and easy for the spiders to find as that increases the chances of your content being shown. We call this being SEO friendly.
How can you make your content SEO friendly? Here are six steps to follow:
- Crawl accessibility so engines can read your website
- Interesting content that answers the searcher’s query
- Keyword optimization to attract searchers and engines
- Great user experience including a fast load speed
- Share-worthy content that earns links, citations, and amplification
- Title, URL, and description to draw high click throughs
While these are the basic steps to follow, it is a constant effort of creating relevant content, updating keywords and titles, and building links in the correct places.
How Do You know It’s Working?
Your SEO score is great for tracking the ROI of the work being done, but there are other ways where you can see if your SEO is working. These include: Time spent on your website, bounce rate, pages per visit and overall changes to organic traffic.
As you can see, there is a reason your marketing resource always brings up SEO as it involves many techniques and tactics that are constantly evolving with new technologies and user behaviour.
If you need help to understand and optimise your SEO strategy, we’re happy to chat. Talk to us about your SEO requirements and let’s see how we can let the spiders work their magic on your website.