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What is SEO? A brief introduction

Newcastle SEO experts Rocket Media give an overview of what you need to think about when it comes to SEO.

You most likely have heard of the term Search Engine Optimisation (SEO) and you may even have done some basic research into it. In simple terms, SEO is the process of bringing in customers to your business through online searches, mostly through Google. These are the BEST quality leads for any business as they are ‘Inbound leads’ of people who are actively looking for your products. 

The seo process itself however is very complicated and thorough and you will need to become an expert in SEO in order to get the best out of your efforts.

A quick look at the Wikipedia definition for the term tells us that SEO is “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results”.

The word that jumps out in the previous sentence is ‘unpaid’. The beauty of SEO is that all of the traffic that comes from Google searches is free, hence why so many companies spend a small fortune initially to boost their rankings and get on page one. Whilst the Wikipedia definition gives a very general overview, it doesn’t help in answering the important questions for your business, such as:

  • How do you get your website to rank higher on the search engines?
  • How much time should you be spending on SEO?
  • How do you measure the Return-On-Investment (ROI)?

Here at Rocket Media, we’ve been doing SEO for some of Newcastle’s biggest companies and we understand how to play the SEO game. This article will take a look into each one of the above sections and try to explain it in simple terms that a layman will be able to understand.

How do you get your website to rank higher on the search engines?

There’s no simple answer to this one. The easiest way to answer this question is to say that there are numerous different strategies and tactics that you can apply to get your website appearing higher up in the search results. There is something called ‘On-site SEO’ which involves optimising your website to make sure that it ranks highly in the eyes of Google.

However, if there is one thing that will perhaps make the biggest difference to how high you rank on Google then it would be the quality and quantity of back-links to your website. Back links are a signal to Google confirming the authority of your website and whilst back-links are certainly not the only metric to be tracked for successful SEO, it is the cornerstone of any successful SEO campaign.

The saying within the industry is that ‘Content is King’. However, is Content really is King, then Engagement is Queen. Things like how long a person spends on your website, whether they click on more than one page all have an effect on SEO and have become increasingly important in showing your website as a high authority entity. 

How much time should you be spending on SEO?

A considerable amount of time! That’s the simple answer. Regardless of what business your in, SEO has become more important in 2020 than it has ever been. Gone are the days when you can consistently get a tonne of leads by cold-calling them or sending out mass emails. This is interruption-marketing and the ROI from this is getting smaller by the day. People just don’t want to be interrupted during their day from salespeople promoting products they don’t need!

We have seen a huge increase in the amount of social media companies popping up as businesses become aware of the importance of having a social media presence. However, there still seems a lack of knowledge generally when it comes to SEO and this can be absolutely critical to the success of a business. 

With SEO, you are gaining HIGH-QUALITY leads who are actively searching for your product and are most likely in the final phase of the buying cycle. Your unlikely to be searching for “Taxis in Newcastle” unless you were looking to order a taxi. The company who ranks at the top will have a massive competitive advantage. That’s why you should always actively be maintaining and implementing your SEO strategy as it’s a long haul game. It normally takes 6 months + to see a significant improvement in your SEO results but as the old adage goes, “Good things come to those who wait”. Once your ranking on the top of Google searches (which is free remember), you’ll be getting new relevant leads coming to your door on a daily basis!

How do you measure the ROI?

There are various tools available for this. The simplest one which is also free is Google Analytics. It’s fairly straightforward to install this on to your website and it then gives you access to detailed information about how many people are visiting your website. The Google Analytics tool also gives you specific data on what sources your traffic are originating from (Google, Facebook etc.) and also what times, locations.

In terms of other tools, we highly recommend using SEM rush as it gives you access to much deeper data that you can use to help you improve your SEO even more. Things like your positional movement on certain keywords along with tools to help you find keywords with less competition are hugely valuable for SEO and can make all the difference for your SEO campaign.

In conclusion, it’s better to be honest and admit the reality of SEO. It’s hard work and requires you to be on top of a number of things. What we’ve discussed in this article is only the tip of the iceberg in terms of SEO knowledge and we’ll be writing a lot more articles on the subject in the near future.

 

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