SEO, or Search Engine Optimisation, is a strategy used to improve the volume and quality of traffic you receive through the organic search results. These are the listings of results that search engines such as Google and Bing show their users when they search online. Ranking well in these searches is important because it can bring in a large volume of web traffic for free.
For example, websites that occupy the top position in the search rankings tend to get a clickthrough rate (CTR) that approaches 30%. This means that for every three people searching that term, approximately one of them will click through to the website. In contrast, websites that occupy the 9th or 10th position may get a CTR of only 2%; just one in fifty searchers click to visit their website. CTR rates can reduce even further if your business is on the second or third page (or lower).
By investing in SEO, businesses can increase their ranking and significantly increase the number of visitors to their website – and that means more leads, more customers, and more revenue. For this reason, many businesses invest in paid professional help.
How Does SEO Work?
Search engines like Google use sophisticated algorithms to rank the content they show in the search results. Their objective is to show their users the best and most useful content for their search query so that that user has a great experience and uses the search engine again. This is important for them because they rely on selling advertising space to make money; the more money people use their search engine, the more money they make.
SEO involves a variety of activities that improve a website both creatively and technically with the aim of optimizing a website so that it appears higher in the rankings for the right searches. The creative tasks, such as content creation, ensure the website provides the value necessary to achieve this. The technical tasks, such as keyword optimisation, help communicate that value to the algorithm in a way it understands.
What Does SEO Involve?
SEO involves many different tasks which we can group under three broad headings:
- Content Creation – Search engines love great content because users love great content. It’s important to create pages and posts that are genuinely useful to the end-user.
- On-Page Technical SEO – Optimising the website and its content to increase its visibility and value. This can include keyword research, optimisation of the site’s structure and navigation, improvements to the user experience, and improving the speed of the website.
- Offsite SEO – These are activities that take place off the website that improve the site’s trust, visibility, popularity, and relevance. Typically, this involves building links from other reputable websites through directory listings, guest posts, and PR.
Does Your Business Need Help With SEO?
We’ve generated more than $100m worth of leads for local Australian businesses, and we can help you too. Our success stems from our focus on delivering real, high-quality leads to our clients so that every $1 they spend on SEO and digital marketing double, triple, or even quadruple that value in new business.