What is SEO and why is it important for my business?

Google now processes around 40,000 search queries per second, and with so many businesses popping up across the internet, how do you make sure yours is the one that gets seen?

The short answer is by using Search Engine Optimisation (SEO), which by definition is ‘the process of affecting the online visibility of a website or a web page in a web search engine’s results’. Effectively, a search engine such as Google ‘optimises’ the most relevant website results to a user’s search, ranking them in order of best to worst on the page, and the higher your website appears, the more likely it is to be visited.

Using SEO for business is a long and ongoing process that needs to be carefully considered to achieve the best results. For our latest blog post, we’ve created a fictional tailoring business based in Liverpool to explain the basics of how a business can achieve ‘Search Engine Success’.

The first step in creating an SEO campaign is research. If a potential customer isn’t searching for your business by name, then what are they looking for? A business needs to pick the search terms or phrases its clients are searching for, for example, for our fictitious business, these may be: ‘Liverpool, Tailoring, Men’s Suit, Bespoke Suit, Handmade Suit, Wedding Suit, Alterations’.

From here, it’s good practice to investigate your competition. Using your keywords and phrases, head to Google (or any other search engine) and enter them in – the top results are your competition. Take a look at the key words they’re using and the content on their websites to see what they’re doing that you aren’t.

Now you’ve researched a little into SEO and what it can do for your business – how do you put these tools (keywords, phrases) in to practise to boost your business’ online presence? Content!

Step two is content creation, also referred to as content marketing, which can manifest in a number of formats. Content is by far the most important step when it comes to becoming ‘Search Engine Successful’ – the copy on your site needs to be engaging, informative and coherent while ticking as many of your keyword boxes as possible. Starting with re-wording your existing web copy to include all of your keywords, there are a number of ways you can begin to encourage a search engine to correlate your website with your search terms.

Search engines favour websites whose content is regularly updated, and the best, most SEO efficient way to implement this is by blogging. Uploading regular blogs to your website enables you to not only utilise more of your keywords and encourage more SEO, they also allow you to talk directly to your target customers and promote your messaging such as company news while profiling your business as an expert within its field. For example, our tailor may blog about ‘Top Tips for Choosing a Wedding Suit’, ‘A Day in The Life of a Tailor’ or ‘Six Suit Styles to ‘Suit’ Every Man’. Not only are these informative and interesting to the reader, they’re ticking a lot of boxes when it comes to keywords and phrases.

From here, it’s good practice to shout about the fantastic content you are creating, and the best tool for this is through social media platforms such as Facebook, Twitter and Instagram. Websites with analytics tools can also view where its traffic is coming from, and it’s always interesting to reflect on just how many visitors come to your website by finding its links on social media.

The finally puzzle piece in our beginner’s guide to SEO is link-building. Creating fantastic content is all good and well, but what about making sure other people see it? For example, linking to your other web-pages within your posts – if you’re blogging about your ‘Top Tips when choosing a wedding suit’, link to website pages of your past work, other relevant blogs about the topic and of course, your ‘Wedding Suits’ page.

Pink Media’s extra tips and tricks:

Whilst content marketing is undoubtedly the most important factor when it comes to boosting your search engine rankings, take a look below for our extra tips to help you sneak in a few extra keywords and work your way up the Google results.

  • Hide your keywords in the back-ends of your website – If your website or blog posts contain images, name them! Rather than using the generic image name you have on file, such as ‘IMG2018’, rename the files things like ‘Bespoke Wedding Suit’ or ‘Handmade Tailored Fitted Blazer’. Your website visitors won’t notice these – but Google certainly will.
  • Use keywords in the URL as well as the post – For example, naming your blog post’s latest URL pinkmediasliverpooltailor.com/latest-blog will significantly underperform in comparison to www.pinkmediasliverpooltailor.com/importance-of-tailoring-your-wedding-suit

If you’re keen to find out more about Search Engine Optimisation or the digital-marketing strategies we use to boost website engagement, get in touch with a member of our team or call us to arrange a coffee.

We’ll also be at Suites Hotel & Spa on Wednesday 16th May hosting our very own Online Marketing Masterclass with Knowsley Chamber. From blog writing to social media and, of course, SEO, we’ll be talking tips and tricks for online success and answering questions from attendees. Find out more or sign-up to the event by visiting Knowsley Chamber’s website

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