Whether you’re the founder of a fresh new start-up or are the marketing director for a global enterprise, SEO will always remain a crucial part of your business growth strategy. With more business interactions than ever now happening online, there’s never been a better time to grow your business with SEO, and we at HESK, an experienced SEO agency in Sydney, are here to help you.
The basics of SEO
You probably already know that SEO is an acronym for Search Engine Optimization, but what does it really mean? In essence, SEO can be defined as “the practice of increasing both the quality and quantity of your web-traffic through organic search engine results”. When we talk about a search being ‘organic’, we are referring to it being non-paid, i.e. not a sponsored advertisement, and so, therefore, SEO is essentially the practice of increasing the number of visitors that you get to your website for free.
How SEO can help you to grow your business
Regardless of your industry, your website and your web content are some of the most valuable assets in your marketing and sales strategy. A well-designed website will be set up to provide information to your target audience at each stage of their customer journey; from awareness to interest, purchase to retention and all the way through to advocacy. Where SEO comes in, is that it ensures that the right people are able to find you at each stage of the customer journey, pulling them into your sales funnel and growing the amount of quality organic inbound leads that you receive.
As well as ensuring that your website and its content are appearing to the right audience, SEO is also responsible for improving your SERP (Search Engine Ranking Page) position. It’s a well-known fact that people will rarely scroll past the top three organic results on Google without clicking, with just 5% of people ever looking past the first page. For this reason, it is vital that your website and its content are appearing as high up on the first page of the search engine as possible, and when you are competing with hundreds, if not thousands, of other businesses and their related content, the efficacy of your SEO has a big role to play in your SERP ranking.
How does SEO work?
To understand how SEO can help to grow your business, you first need to understand how a search engine works. Search engines, such as Google or Bing, don’t recommend websites by chance but ensure that you only see the most relevant results to your query by scouring every piece of content on the internet in a process called ‘crawling’ or ‘indexing’. When a search engine crawls your website, it runs through every single page, looks at every single link and assesses the quality and relevance of your content to determine where it should rank.
But, there’s a catch. Not all websites are set up in ways that make it easy for crawlers to index them potentially causing some of their web-pages to be missed from search results. Some of the most common errors that can lead to missed indexing include not using a site map, hiding content behind login forms and not setting up navigation menus properly.
Knowing how a search engine works, you can now see how optimizing your web content for a search engine’s crawlers can help to ensure that your site is properly indexed and ranked.
How to improve your SEO and grow your business
Now that you understand how a search engine operates and that it will crawl your website in order to determine your ranking, it’s time to ensure that your web-pages are optimized so that they are giving off all the right messages to the search engine crawlers. Here are just six of the things that you need to consider when creating SEO optimized content.
- How quickly the page loads
No-one wants to spend too long waiting for a page to load and so both Google and Bing take page load speed into consideration when determining your web-ranking.
- The quality of your content
When ranking your web-pages, both Google and Bing’s Webmaster also take into consideration the quality of the content you are producing – is it relevant? Is it going to help answer a question?
- How easy your content is to read
Readability is another very important aspect of SEO. The correct use of titles and headers is viewed favourably by crawlers and helps them to understand what your content is trying to achieve.
- How you use outbound links
The internet is like a spider’s web, and crawlers like to see both inbound and outbound links within the body of your content, directing readers to other relevant sources of information. It’s important to only use quality links that bring value to your page, as bad backlinks can have the opposite effect and negatively impact your SEO and web ranking.
- Your keyword placement
Keywords tell crawlers what search terms you want to be appearing under. Conducting thorough keyword research will help you to appear in front of the right audience, and correct keyword placement will ensure that your content is read favourably by search engine crawlers. Although keywords are a very important part of SEO, it’s important not to overuse them, as keyword stuffing within your content can look automated and is frowned upon.
- Whether your content is optimised for mobile
Lastly, with more than 40% of business-related searches now being conducted on mobile devices, search engines view mobile-optimised content very favourably.
Using an SEO agency to improve your web ranking
SEO may not be rocket science, but it is somewhat of an art form and is also constantly changing, which is why many businesses choose to use an SEO agency to help them achieve better web rankings and to grow their business.
HESK – the leading SEO agency in Sydney
Here at HESK, we are a leading SEO agency in Sydney and have a team of SEO experts ready and waiting to transform your business. To find out more about what we do and how we can help to grow your business with SEO, get in touch with us today by emailing us at firstname.lastname@example.org or by calling us at 1300 088 544.