Implementation of a robust SEO strategy will see your business skyrocket in terms of its visible placement on Search Engine Result Pages (SERPs), thereby increasing the Click Through Rate (CTR) to your website and in turn drive sales. An Search Engine Optimisation company primarily focuses on achieving higher rankings from an organic perspective. In order to achieve this, it is dependent on your understanding of the most important SEO ranking factors. The top 3 are keyword/content based metrics, domain-level and page-level link authority. In addition, it can be accomplished through a variety of on-page and off-page techniques.
Keyword research
Firstly, you must determine for what keywords you want your business to appear for. It is advised to be business-related and around two to four words. Complete your keywords research prior to content writing and compile a list. Below are some examples of search terms you can target of which will impact the value of your business position on SERPs.
Winner Takes All (WTA) Internet searches
There is a difference between search terms regarding their CTR. WTA searches are even more skewed toward users clicking on the more highly ranked positions and neglecting lower PR pages.
Branded
These include user searches that mention the name of a brand or company.
Informational
This occurs when the user seeks to find information on a given topic. Informational searches have little commercial intent.
Navigational
This is utilised when the user hopes to locate a specific website or one whose URL they cannot remember.
Long-tail keywords
These are keyword phrases that contain at least three words. Long-tail keywords are used to target more niche psychographics rather than mass audiences and are less competitive in the world of SEO.
Level Playing Field (LPF) Internet searches
LPF searches have a more even distribution of CTR amongst rankings.
Competitive markets
Specific terms or phrases in saturated markets such as users looking for the cheapest product, will click through more websites on the result page to find the best deal.
Transactional
Users performing transactional searches have strong commercial intent and indicate a desire to make a purchase. Searches with commercial intent face competition from paid ads.
Keyword density
After your keyword research and selecting the most suitable few for your business in a list, it is time to begin writing. Your SEO keywords need to repeatedly appear in your content. However do not overdo it, otherwise you will be at risk of keyword stuffing and Google’s algorithm will flag you as spam content. You should place keywords in page titles, descriptions, sub-headings, content, images, URL, link anchor text and on your business social media.
On-page vs off-page
On-page SEO refers to the best practices website owners can follow to ensure their content is as visible to customers as possible. Key activities include keywords in relevant headings and sub-headings, creation of metadata for each page and its images and unique URLs.
Different to on-page SEO, off-page refers to strategies that affect the website as a whole. These include link building to enhance domain and page authority, social media and content marketing.
SEO consultancies
Formulating a strategy and implementing SEO for your business can be really difficult. And sometimes it’s best to let the experts handle it. There is a multitude of SEO specialist consultancies that have strong industry knowledge and practices that can help you make your business even better. Many will provide a premium SEO and digital marketing service that produces results within a matter of weeks. A keyword position report can be produced for you as frequently as you desire to help you monitor the results. So take the plunge and boost your business with SEO.