Optimising Search Results
Search Engine Optimisation (SEO) is fundamental and essential.
The aim of Search Engine Optimisation is to gain best possible “organic” or “natural” search ranking positions for all important pages of your website.
The most important factor in marketing a website is a high rank in search engines.
High positions in search results leads consumers to assume your business as a trustworthy choice.
SEO considers your marketplace & competition to optimise your website for search and requires experience, ethical techniques and approaches.
Our experience & understanding of search engine optimisation and what makes our clients unique gives them an edge over the competition in a search for their services.
If your website doesn’t appear on the first page in a Google search for your products or services, you are certainly missing out & should look at what SEO can do for you..
Types of Web Traffic
The 4 Main Types of Web Traffic
1: Organic Traffic
Organic traffic is any traffic that visits your website by searching a keyword or key phrase using a search engine. More than two-thirds of all online searches are through Google.
2: Referral Traffic
Traffic from people who find your website through links outside of your website. These are commonly called “backlinks” or “external links” from other websites located throughout the Web.
3: Direct Traffic
Direct traffic consists of people who enter your website directly into their web browser or clicked a bookmarked favourite in order to visit.
4: Paid Traffic
Paid traffic refers to users who enter your website through paid internet advertising. This includes paid advertising with Google AdWords, Yahoo, Bing, Facebook and various other social media sites..
Why Optimise for Organic Results
Two ways to get your business noticed in Search
Two ways to get your website noticed, that matter.
- Organic results or
- Paid results.
There are other (mostly ineffective) ways to get visitors, but visitors are not enough, you need targeted visitors.
Targeted visitors are not people who have been ad spammed to visit your website.
Targeted visitors are people who are looking for your products or services.
Organic search engine optimisation targets these searchers.
Organic search engine optimisation should be considered a long term goal, with the aim of achieving better results over time by adding more relevant content. Without good organic results, the people looking for your services probably won’t find you.
Initially time needs to be put in, but over time, less is required to maintain rankings.
Organic optimisation expense is nothing compared to what you risk losing without it. Organic position results will stabalise, presenting much better value than paid ads.
Organic Results are Best
The clear champion of website traffic is organic search
Getting traffic from paid advertising and social sites is great, but not if it results in the neglect of your organic results.
1. Organic Results Simply Deliver Relevant Traffic.
Traffic from organic search is more likely to convert into customers simply because they are looking to use your products or services.
Organic matches keywords to user intent & that means you may be present in many searches. The user may find you consistently, and once they get to your site, they are more likely to stay.
Over time, organic results will stabilise and a position for your keyword produces a steady rank. Pushing it up further will ensure your high rank becomes “authoritive” and harder for competition to overcome.
Organic users are still your best long-term customers. In my experience, they have lower bounce rates, more pages visited and higher possibility of returning.
2. Social Media Sends a Lot of Useless Traffic.
The value of social media advertising can be hard to pin down.
Eight-nine percent of small business owners use Facebook to promote their business, according to a survey by Weebly, but a lot of them are having trouble with their ads.
Sixty-two percent described their Facebook ads as missing the target and providing poor-quality leads or low conversion.
When you use social media platforms to gain site traffic, you are at the mercy of that platform and you will have to pay.
Using social media for advertising is not unlike crop dusting your website over people as a marketing plan..
When you don’t have control over the environment that’s driving your revenue, you may wind up with a hefty advertising bill. Generating traffic that is lost when the company changes how the platform surfaces your content will be difficult. Generally these changes happen overnight.
Social media paid ads might be traffic generators, but they are not long-term customer creators. The bounce rates are high and the number of pages visited is often low.
Big numbers are thrown around by “social advertising experts”. There is little point paying advertisers to send gazillions of people to your website that aren’t really interested (ie: most social users have a low attention span & just want to be entertained!)
3. Paying for traffic can be hit & miss, not to mention expensive!
There is no doubt paid advertising can boost business, but at what cost?
Using auction type systems, advertisers build bidding structures. They use what they learn about what you want to incrementally increase the cost of reaching your goal.
As a long term strategy, paid advertising will cost you a small fortune to keep traffic flowing to your website and the cost of ANY advertising goes onto the final price!
By the time you work out how to generate an ROI from the over complex systems designed to suck the money direct from your bank account, your already on the back foot because advertising is not about YOU making money.
Paid ads might be traffic generators and bring some business, but they are not long-term customer creators.
Optimising for organic lessens the burden on long term advertising costs while taking advantage of free search results.
Of all SEO variables, keywords are the most important
Keywords can be powerful or irrelevant, how do you choose the right keywords?
Keyword searches with high commercial intent, meaning, keywords where a searcher is looking to buy a product or service (for example: “buy ladies wool jumper”) – are worth far more to businesses than your basic informational keyword for searches such as “wool jumper”.
Our Rank Reporting software can show search volumes for local searchers to find the best keywords to target.
people looking for products or services use search engines.
There are about 25 major search engines indexing websites and information from around the globe.
You can find just about anything using a search engine.
Social is not a replacement for search. Social media is about manipulation, a psychological barrier & battle for your consumer habits & headspace. As a result, many have turned away and will never use social media as a decision making platform. How will you reach those real people?
Do some research and see if your business is coming up in a search using different search engines.
For a list of search engines visit: https://en.wikipedia.org/wiki/List_of_search_engines