Ella looks after all things digital at FINALLY, but has a keen eye for SEO.
In this podcast, Ella discusses why SEO is essential to your marketing strategy and the tools you can use to get started today.
Listen to the episode or read the summary below!
SEO (Search Engine Optimisation) is the process of optimising and improving your website to be more visible in search engines for relevant searches.
SEO is important because, typically, organic traffic will be the highest driving source of traffic for a website.
Putting working into optimising your website will mean your business will be more visible, which is essential for attracting new customers. SEO is a long-term strategy and requires persistence and patience, but it undoubtedly reaps long-term benefits.
Is there another way to rank on search engines?
As marketers and website owners, you want to rank your site in top positions on a Google search for the search terms most relevant to your business.
If you’re willing to use paid advertising, such as PPC search ads, you can bid on appearing in the top spots on search engines, but investing in SEO can minimise the spending needed on online advertising.
If you’re not organically ranking that well, paid advertising can be beneficial whilst working on SEO in the background.
What content can you add to your website that will improve your SEO?
A whole host of topics are relevant to your business and the products and services you provide. When optimising your site, you need to understand your audience and what they are searching for online. Understanding this will help dictate the content you should be creating.
By targeting relevant keywords, the quality of traffic to your website will be much higher as they have found you through searching for something they are genuinely interested in.
Search engines have evolved so much that they can truly understand what we mean these days. They even understand intent and misspellings. The search engine will pull up the website pages that it understands and answers the searcher’s question in the most efficient way.
Ella recommends creating content optimised for each stage of the buyer journey. Different customers making different decisions will be discovering you online, so you should be answering key questions that help they make the most informed decision.
You can use these tools to help you discover what content is most relevant to your audience.
Getting started with SEO?
You need to benchmark where you are before you can begin to improve.
Google Analytics gives you all the information about the users that come to the website and what pages they interact with.
This allows you to benchmark your current performance and then see the difference when you begin to implement SEO.
Google Search Console
Google Search Console allows you to view every query people have searched to simply see your website in the results pages of a search engine, as well as which queries lead people to visit your website.
Using these tools can be overwhelming, as there are so many different aspects to SEO, and you could work on many things to improve your website's visibility on search engines. The most important thing to remember if you’re just starting with SEO, focus on one thing at a time.
If you have a limited SEO budget, identify what the most critical aspect of your business is right now. This might be a specific product or service. Then you can direct your efforts to this area.
- Don’t spread yourself too thin.
- Work hard on what is most important to you.
- Be realistic about what can be achieved.
How long until you see results with SEO?
Typically, it can take 3-9 months to see the impacts of SEO.
Look at your website. Read your website from your ideal customer's shoes. Does it give the information you need? Is it clear, understandable, and free from technical jargon? You might find some apparent gaps, such as an FAQ page or expanded details on your product pages.
Make sure the content on your website is answering the common questions, objections and issues your customers have. You can utilise your sales team to find out what these are, as these people have the most face-time with your audience.
Implementing these tactics will improve your site if your site is fundamentally functional and technically sound.
To find out more about SEO, read our blogs online and connect with Ella on LinkedIn!