SEO (Search Engine Optimisation)
Why does SEO (Search Engine Optimisation) Matter?
SEO (Search Engine Optimisation) has become one of the most important aspects of digital marketing over the past decade.
Google gets approximately 67,898 searches a second. This means that, on any given day, Google could receive around 578 Million searches.
That number is only increasing. No wonder so many businesses are seeking out SEO services.
A large portion of those searches are customers looking to buy products. Search Engine Optimisation provides you with the opportunity to make sure that those customers are guided towards your websites and your products, creating a lead or sale, passively.
What Are The Benefits of SEO?
Having a well-designed website is good. Being able to navigate your website and having some beautiful imagery is fantastic. However, no-one can appreciate your website if it’s impossible to find. That’s why SEO matters.
Instead of using the hard-sell and having to call people up, SEO allows you to have people approach you for sales. It’s much easier to sell to someone that wants to be sold too, and SEO allows you to do that, en masse.
If you perform effective keyword research, users that visit your website will not be simple prospects. They will likely come in as a lead. Think about, for example, if you were a bicycle company that specialised in road bikes. The if a customer found you using the keyword ‘bike’ you would have a chance of a sale. However, if a customer found you searching “Road bikes for men”, and you’d targeted this keyword, you would have a customer already looking for what you specialise in.
Using Google Analytics and Google Search Console will allow you to see the direct impact of any SEO strategies you implement. You can use these insights to further improve your website or even find untapped markets.
How to get the most out of Search Engine Optimisation
- Be Strategic
It’s not just enough to create good SEO content. You must first make sure you know the purpose of the SEO keywords you are targeting. What kind of customer are you looking to attract? Do you want to raise awareness or push sales? Think of what your ideal customer would be searching for, and gear your content towards that.
- Use the Right Tools
There are a plethora of SEO tools out there. Some of the best ones are free and made by Google themselves: Google Analytics and Google AdWords allow you to view information about traffic on your website, and researched keywords, respectively. Search engine optimisation is all about researching and tracking results. Backlinko compiled a fantastic list of tools.
- Create Genuinely Readable Content
Ok, so you’ve planned a piece of content to reach a certain goal, and you’ve identified the correct keywords to target. You still must make it a genuinely readable piece of content! You must think, ‘Would I read this?’ If users do not enjoy or read your content, it is unlikely they will travel to the rest of the website or follow your call-to-action. Additionally, when Google sees people quickly leaving your page, (increasing your bounce rate), they will recognise this and stop directing users towards you.
SEO at Formation Media
At Formation we use search engine optimisation as a part of our digital marketing strategy.
For more information, contact us.