SEO, what does that term mean to you? It's very likely you've heard of it, but do you know what it can do for your business in a tangible, bottom line capacity? Search Engine Optimisation is no longer about stuffing keywords into your website and thinking it will be a quick road to page one on a Google search. Google is a finely-tuned (search)engine that is incredibly clever and intuitive (reading your website like a human would... and can tell when it's being duped). It relies on legitimate website content efforts to match the right information (your business’s website) to the right audience (your customer).
We are experts in SEO Newcastle, Central Coast and beyond. We know how to ensure your website is in front of the right eyes at the right time, and on the first page of the search engine results page for applicable search terms. This creates quality traffic, that then turns to real life customers. We know that your customers aren't just conversion, they're real-life people, living and working in our local area with a genuine interest in your product or service. We're here to play match-maker, really.
We use SEO strategy to peel back the layers of Google’s algorithm, using SEO marketing to walk your customers from search to website, contact to conversion and then in your hands to create loyal customers thrilled with their entire experience.
SEO stands for search engine optimisation, which is the process of optimising your website to drive organic traffic (unpaid traffic) to it from the search engine results page (SERP).
It is not merely about one particular area of your website, it's optimising all the facets of your site so that it better aligns with Google's ever-changing algorithm for ranking priority. The technique is adapted to have your website essentially 'talk' to Google about what you're delivering, and Google decides (using a process called 'crawling') how well this matches up with a user's search query. The closer you are to answering the questions and needs of your customers, the higher up you can potentially go.
If your content, imagery and design are all created with the sole intent to fulfil the needs of the user, then you're well on your way to having a well-ranking website. This means; don't cramp your site with keywords and duplicate copy, ensure your image sizes are appropriate to page speed requirements, and that you have a clean, user-centric website that gives your customers and positive experience.
By prioritising an SEO service you are prioritising the infinite volume of potential customers in the digital space that you have at their (literal) fingertips.
This can be done in a variety of ways, including:
SEO improves your business's digital presence in a way that no other service can, if conducted by the right people who are highly skilled to do so. Attempting SEO in a way that does not include considered strategy can be detrimental to your intended outcome. Done right, SEO ensures your website is going to be the first website your quality future clients will click on, above your competitors, when they want your product or service.
However, you may or may not have noticed that not all ratings are created equally. There are two kinds of SEO: paid and organic. While they're aiming to achieve the same thing, they work in very different ways.
Organic SEO refers to the longer, deeper process of ensuring your website is aligned with the 'crawling' (see above) algorithm expectations Google seeks. It takes time, energy and great understanding of how all the cogs in a website are contributing the your ranking, and it takes time for Google to recognise it as eligible for a page one ranking.
Paid SEO, on the other hand, is a much quicker process (although requires just as much strategy, just delivered differently). You can potentially see your paid result within a 24 hour period. These are the SERP listings that generally appear at the very top, with the small 'ad' icon beside it. Users are getting much more savvy about the fact ads are a paid way of reaching the top of the list and it isn't always going to be the information they're looking for, and so they will scroll (there is plenty of evidence to show that organic still wins for clicks). However, if your paid search is done cleverly and with strategy for reaching actual customers is top of mind, it can be a great way of bridging the waiting gap for your organic SEO work to show its results. The trick is to ensure that the search terms you're paying to result under are applicable to your product, service and service region. Knowing what your customers are searching for and their intent, is all part of the SEO Newcastle and Hunter service we provide.
The words, the imagery and the videos (if applicable) are all part of the tapestry of content, and Google is reading/watching it all. Words, however, make up a large percentage of what you need to show Google you are a legitimate source of answers for users. Once upon a time, SEO content was a bunch of keywords stuffed onto a page, even if the content as a whole either made no sense or gave no real value to users. It was all about shoving them in and not considering the eventual importance of a user-centric experience. Today, keywords certainly still matter, but they shouldn't be the focus of your content. And they're not the only thing to consider.
If you are aiming to reach your genuine, legitimate audience, the keywords will occur organically while you think of them and the questions they want answered. Where they can be useful, however, is knowing what actual terms are resonating with your intended client base. Google, as mentioned, is very intuitive and can differentiate intent. For example, writing 'home' or 'house' will make little to no difference as far as Google is concerned. However, 'abode' is probably used a lot less (despite being a prettier word) and you're better off going simple. Skilled content professionals are able to extract the terms your future customers are seeking and seamlessly integrate them into content via website copy and blog posts in a way that delivers on the needs of your audience while also aligning with the most common search terms in your industry. There are ways to know if your content is or isn't working. Via analytics and heat map technology, we are able to see the movements of users on your website. This includes:
If you aren't using keywords in a way that thinks of the user first, you will find that people are 'bouncing' away from your website quickly and moving on to a competitor, aren't navigating to other areas of your website and aren't continuing to engage with your business. Used right, however, and you will see a big difference in the activity on your website and some real, tangible bottom-line positive outcomes.
It's simple, if you think of the user first and foremost. Use the expertise of experts in content to filter out exactly what your intended audience wants, and use this as your compass for how all content is created. Nothing should exist on your website that isn't customer-centric. From your About page to your enquiry form, and from your blog posts to your product/service descriptions, everything that is written on your website should align with the tone, intentions and responses that your ideal, intended audience is wanting to read. If you don't know what that is, we carry out our content SEO Newcastle and Hunter work with you to find out who currently engages with your site, who you want to engage with your site, how to better pivot to that intended user and how to get them across the line in a way that makes them feel like they've had a positive purchase experience.
The avenues of content also matter when creating good content. Added bonuses such as downloadables and quizzes also count to good SEO content and give your audience some amazing added value that will put your business top of mind.