Search engine optimisation, or SEO, is the marketing method which aims to increase rankings in search engines such as Google. This is done through three main approaches – content, backlinks and technical. Technical SEO is essentially a rudimentary offshoot of web development. It’s all about ensuring you have a good site speed, you’re using a secure sockets layer (SSL), implementing schema and using the correct metatags along with many others.
Content with regards to SEO is about creating good landing pages featuring the keywords you want to rank for alongside high-quality blog content which is used to support your landing pages with blog content discussing the services you offer.
Backlinks refer to links from other websites back to your website. There’s a whole discipline dedicated to link generation which can take on various forms such as outreaching your content for the purpose of link-building and guest posting.
SEO isn’t just about ranking for the most obvious keyword related to your business. SEO is about trying to find keywords with a low competition and a high search volume whilst also having a high intent related to your business. Through blog content SEO also looks at creating blog content that either answers questions or has a title that someone is likely to search for to get information. That will create engagement and awareness for your brand. It also creates traffic that’s great for re-marketing through platforms such as a Facebook pixel or Google Ads. Whilst SEO is focused on rankings most good SEO agencies will also focus on the layout of your website and how likely it is for your search traffic to translate into a lead or sale.
Local SEO is the approach to SEO that focuses on traffic from your local area. This is particularly useful if you run a business which requires people to visit a physical location in order to conduct business such as a mechanic, hairdresser or building services. Whilst most of the procedures from regular SEO needs to be incorporated in local SEO, there should also be a focus on creating a well-developed Google My Business page and ensuring you have a high number of reviews in Google maps. Creating several of what is known as a citation which includes your name, address and phone number in local directories is also highly beneficial to local SEO. Finally, another tactic to local SEO is simply targeting localised keywords.
Given the advantages of SEO, it’s hardly surprising that many business offers to help companies like yours manage their SEO. Take note, though, as managed SEO services can be quite expensive. We wouldn’t suggest that anyone takes on an agency or freelancer if they aren’t prepared to wait a considerable length of time before they start noticing traffic come through. As a rule of thumb, most websites don’t notice considerable levels of traffic for up to six months after taking on SEO services. Don’t take on an SEO agency unless you’re willing to wait this amount of time and money. Instead, we would recommend going down the PPC (pay-per-click) route. This can cost you from £200 to £5,000 per month depending on the size of your business, the reach of your campaign and how much competition you face.
SEO is great for businesses that are already creating a high volume of content are receiving links naturally and have a website that has been developed in an SEO-ready capacity. However, SEO requires software costing upwards of £100 per month along with years of experience and to execute accurately and in a timely fashion. For those wishing to go at it alone, your best at looking at SEO as an extra benefit to what you are already doing. Listing your website in directories, ensuring you have good reviews on Google My Business, creating high-quality content and building links naturally through promoting your content will have a direct benefit on your business outside of SEO. After a while, you’ll notice traffic coming through Google Analytics and Search Console and can make adjustments accordingly. When you have the budget for an SEO consult with an expert to see if it’s right for you.