Discover the importance of search engine optimisation and how your website presence can be improved
SEO – three little letters that can lead to a big change in how your website is seen online. But just how much can the process of search engine optimisation improve your website’s performance? In this article, we explore 10 key benefits of SEO and suggest ways in which they can be incorporated into your wider marketing strategy. Read on to find out more…
What is SEO?
SEO stands for Search Engine Optimisation, but don’t let the term overwhelm you – think of SEO as a means of making your website user friendly and easy for people to find. This is achieved by ensuring every page on your website communicates the most sought-after information in searches, by incorporating keywords and terms.
Of course, it is not quite as simple as that; there are many other SEO processes and best practices that come together to ensure a website is appearing in search results and positioned above your competitors. Four key pillars are in place to identify the different areas of SEO, which we explain below…
The 4 pillars of SEO
SEO is split into four key categories known as ‘pillars’, these are; Content SEO, Off-page SEO, On-page SEO, and Technical SEO. Each is focused on a different area within the realms of search engine optimisation, so read on to find out a little bit more about each one:
For a website to perform well, it must contain good content. From the homepage to the contact page, product pages, blog pages, and everything in between, the quality of your website’s content is vital when it comes to performing well. Content SEO is designed to help your website rank well in search engines and there are a number of ways this can be done; blog writing, implementing a keyword strategy, and improving the quality of your page content are just three of the ways to do this.
Off-page SEO is activity focused away from your website in order to build quality backlinks to help boost rankings. Tactics include a focus on social media as well as exploring the opportunity to create guest blogs on other websites. The main aim of off-page SEO is to increase the number of websites that link back to yours, as this ultimately endorses your brand online.
As the name suggests, on-page SEO does just that – activity is concentrated on the website itself and accompanying core pages. There are a considerable number of ways to boost your search engine presence which form part of a wider on-page SEO strategy. What’s important to understand here is that the content can and should be tweaked regularly; headers, title tags, and keywords are just some of the ways that your on-page content can be optimised.
Where off-page SEO and on-page SEO tends to focus more on content, technical SEO concentrates on the search engine side of things. How the likes of Google crawl and index your website is hugely important and there are many factors that can impact this. For example, site speed can have an effect, as can lost pages which direct to the dreaded ‘404 not found’ screen. Ultimately, technical SEO is all about providing the best user experience possible.
Why is SEO important?
Implementing an effective SEO strategy is absolutely crucial in the overall success and performance of your website. The ultimate goal is for your brand to become more visible online which in turn will encourage more visitors to your website.
It’s all about trying to appear at the top of search engine results pages (known as SERPs) as the higher you rank on the likes of Google, the more likely that people will click through to your website. This goes hand-in-hand with increasing the amount of traffic to your website; data shows that being in position 1 on Google increases your CTR (click-through rate) by over 30%.
If you hit the holy grail of being what’s classed in ‘position zero’ as a Google Featured Snippet, then you can expect to achieve at least 35% more clicks than any other website featured on page 1.
The 10 key benefits of SEO
Now you’ve discovered more about the different types of SEO, let’s look at the 10 key benefits to your website:
What is the value to your business of appearing on page 1 of SERPs? We can pretty much guarantee the value will be high, yet the cost to you for this form of advertising is relatively low by return. Whether you have a marketing team in-house, or want to work with an agency like ourselves to provide SEO expertise, the cost is relatively inexpensive compared to the overall reward.
Being visible on page 1 of search engines like Google is a great advertising opportunity that shouldn’t be overlooked. Page 1 presence can get you seen by the right people – these are people who want to invest in what you offer and have the potential to become life-long customers.
Increased engagement and traffic is statistically likely to equate to more conversions. Be sure to identify what you consider to be ‘conversions’ as this can vary between businesses depending on your wider marketing strategy. Is it more enquiries you want? Or more people buying from you? Or perhaps you might want customers to spend more time on your website. Be sure to identify your goals.
SEO is a long-term strategy and while it is possible to achieve some ‘quick wins’, the process will take time but its impact will last for years to come.
When you put time and effort into something, it’s only fair to want a return on investment. This is where SEO comes into its own as it is a quantifiable measure, which means you can track performance and review the analytics at each stage of the process.
SEO can increase page authority (PA) on your website which will mean that search engines like Google view your site as more trustworthy than others. Producing high quality content that is specific to your brand will also help search engines to understand its relevance among the competition too.
Being on page 1 of Google is desirable, but being at number one on Google is the ultimate goal. Consider this; a quarter of all web users won’t actually click beyond page 1 of SERPs (search engine results pages) so if your website doesn’t appear until pages 2 or 3, then you may not be seen.
Once you’ve got all your ducks in a row, the process will enhance the overall user experience on your website. Points to consider are how responsive your website is, what the load time is per page, the bounce rate and ease of navigation.
Appearing on page 1 in SERPs is most likely to get you seen by the right people. It’s all about turning those browsers into buyers and hitting the conversion rates you’ve previously dreamed of.
Increased website traffic is a big tick in the box and highly achievable with an SEO strategy in place. Greater exposure comes with appearing on page 1 of Google, which in turn will attract more potential customers to your website – it’s win win!
How to improve your website SEO
Having understood the benefits of SEO to your business, it’s now time to take the steps to improve SERPs for your website. To get you started, here’s five ways in which you can make a noticeable difference:
- Update your existing content. Identify how old your website content is and check its relevance – if the content is over a year old, it’s well worth rewriting. Make sure page content isn’t too thin and includes at least 500 words per page.
- Identify keywords to include in your content. We know it sounds obvious, but it’s so important to include the keywords most associated with your business and align them with what people are searching for online.
- Tweak page titles and headings. Do the headings on your pages effectively communicate with customers? Page titles should be clear and structured. Make sure you include subheadings to promote different areas of the business and break up text into digestible chunks.
- Write good blog content. Creating regular well-written blog content is a great way of improving SEO. It also tells search engines that you keep the website up-to-date, while helping build trust and authority too.
- Invest in link-building tactics. Start by focussing on an internal linking structure to create a user journey around the website, while incorporating an outbound link strategy to associate your brand with complementing businesses.
How to incorporate SEO into your wider marketing strategy
By now we’re sure you’re wondering why you hadn’t implemented an SEO strategy sooner! Truth is, many companies see SEO as a ‘nice-to-have’ which while we appreciate there is a cost attached, is simply not the case – it is a vital addition to your online marketing.
Using the five steps listed above, begin by making a plan of what you’d like to achieve and the ultimate goal(s) for your website. From this, you can then identify what’s important to the business and list your priorities from there.
Step up your SEO presence with 67 Degrees
Done properly, SEO is a great addition to your wider marketing strategy and can prove dividends. If you’ve not yet invested in search engine optimisation, then now is the time to step on the accelerator. Our expert team here at 67 Degrees has a huge amount of automotive-based SEO knowledge under their belts and can help you reach even more potential customers.
Discover how we can work with you to create an SEO strategy that complements your wider marketing strategy. Get in touch with us and let’s have a chat about how we can help.