SEO (Search Engine Optimisation) can feel like a confusing maze of terms, algorithms, and strategies. It might seem overwhelming with so many moving parts, but don’t worry, I’ll try to simplify it for you. By the end of this blog, you’ll clearly understand the essential SEO concepts and how to apply them to your business.
1. Create High-Quality Content
SEO comes down to two main things: creating high-quality content that people want to view and ‘building topical authority’ through backlinks, i.e. those people want to link their website to yours. Think of your content as the heart of your website—it should be engaging, informative, and valuable to your audience. Backlinks, however, are like votes of confidence from other websites. When reputable sites link back to your content, it signals to search engines that your site is trustworthy and authoritative. This involves networking with other businesses, bloggers, and influencers in your industry. The more genuine relationships you build, the more likely others will share your content and link to your site. It’s like word-of-mouth marketing but in the digital realm.
2. It’s always about the Customer
Your SEO strategy should revolve around your ideal customer. Understand their needs, questions, and pain points. When you optimise your content to address these aspects, you’ll rank higher in search results and provide real value to your audience. Think about the terms your customers might use when searching for your products or services, and incorporate those keywords naturally into your content. Keep a log of those important things that matter to your customer, or use Keyword research tools to help you compile an invaluable list of content ideas. AHREFS and SEMRUSH are two popular examples of such tools.
3. Stay Up to Date
SEO isn’t static; it’s an ever-changing field. New tools, trends, and strategies are constantly emerging. To stay relevant, you need to be open to learning and adapting. This means continuously educating yourself and staying on top of industry developments. Search Engine Land is an excellent source for this. One of my favourite resources that I highly recommend is Keywords People Use. They have an excellent tool you can use yourself if you want to DIY it, or you can follow their BLOGs and Podcasts, which are always great value and easy to follow.
Google’s algorithm is also constantly evolving, and staying up-to-date with its best practices is key. This means regularly checking Google’s updates and guidelines to ensure your website remains compliant and optimised. While it may seem challenging, numerous resources and communities can help you stay informed. Seems like a lot of work? Not going to lie it is.
4. Optimise for Conversions
Conversion Rate Optimisation (CRO) turns your SEO-driven traffic into leads and customers. In other words – make your website visitors do something!
It involves optimising your website to encourage visitors to take specific actions, such as purchasing or signing up for a newsletter. Without CRO, all your SEO efforts could be wasted if visitors don’t convert. How do you do this? Constantly analysing your visitors’ behaviour on your website, tracking how they use your website, where they click, and which CTA (Calls to Action) attract more actions, i.e., an invitation to do something in forms, buttons, etc—testing different versions of your content and structure. You get the picture. You can go as deep as you desire. The businesses that go further usually win.
5. Be Consistent, Be Patient
Regularly update your content and continue building backlinks. Be Patient, set realistic expectations, and understand that SEO takes time to show results.
Consistency is key in SEO. Regularly creating and optimising content is crucial for long-term success. This means being organised with publishing blog posts, updating existing content, and continuously building backlinks. The more consistent you are, the more likely you’ll see sustained growth.
Patience is key with SEO strategies. Unlike paid advertising, SEO results take 3-6 months or more. It’s a long-term investment that pays off gradually. The key is to remain consistent and not get discouraged if you don’t see immediate results.
Oli’s Take!
A successful SEO strategy is balanced and comprehensive. It includes a content strategy, keyword research, on-page optimisation, and backlink building. Ignoring any of these elements can weaken your overall SEO efforts. Think of it as a puzzle where every piece matters.
However, SEO doesn’t have to be a daunting task. You can significantly improve your website’s visibility by focusing on high-quality content and backlinks, understanding your customers, staying updated with Google’s best practices, and being patient. Remember, SEO is a long-term game that requires consistency and a hOLIstic approach. (Sorry couldn’t resist!)