SEO. Answer questions to win the web

Thursday, 9 June 2016  |  Posted in: Articles  |  4min read

Heard of the dark web? It’s that vague mystical area of the internet where drug dealing and gun runners ply their trade. Unfortunately for many legitimate businesses with shiny new websites, their online presence can be similarly hard to find.

Launching a new website is an exciting milestone in the life of your company. It can also be an expensive one. Good websites take time, effort and money to get off the ground, so it’s important to do everything you can to ensure your investment is rewarded with sales leads you can pursue. The problem is that having a website doesn’t guarantee people are going to find it.

This is where Search Engine Optimisation (SEO) comes in, and doing it well is the difference between your investment paying off, or going down the drain. The key to understanding SEO is understanding what people are looking for, and how they are looking for it.


How does Google work?

The first step in understanding SEO is understanding Google.

What’s to understand, you might ask. You type a word or phrase into Google and it gives you answers, right? Unfortunately, it’s a little more complicated than that, but this creates an opportunity digital marketing experts can exploit.

In order to sell all that ad space, Google provides answers to questions people type into their search field. To keep their searchers happy and coming back for more searching, Google does everything they can to make the information they return as relevant as possible. The task for website owners is to prove to Google they have quality content searchers want to see.


Keep it relevant, unique and current

Google uses a complex algorithm to ensure that content they present to searchers is relevant, unique and current. To ensure your website is relevant, it’s important that you know what keywords your potential customers are using in their searching and ensure these keywords are weaved through the content of your website. Load your website too heavily with keywords in an unnatural way, however, and Google will punish you.

An SEO expert will be able to find out the best keywords for your industry and incorporate them in the copy of your webpages. It’s also a good idea to consider some questions you are usually asked by customers, and seek to answer those questions. Blogging is a great way to do this, and will also help keep your website current and addressing new trends in your industry. It’s also important site users can very quickly learn about who you are and what you do as soon as they land on your site. In terms of words, less is usually more.

Google also highly rates unique content. Cutting and pasting content from other sites is website suicide. Even using someone else’s content as a guide is risky. If your site doesn’t meet Google’s threshold for unique content, you will drop down their page results. Ensure the person writing your copy knows this. Creative, unique copywriting is extremely valuable for SEO.

Google is also continually updating and tweaking their algorithm. For example, a recent change to Google’s algorithm means they now rate mobile optimised websites higher, and punish websites that aren’t optimised. An SEO expert will be across these updates and what you need to do to stay ahead of the game.

Google currently assesses over 200 factors with its algorithm when it ranks a website. Getting the SEO mix right should not be underestimated. It’s all about getting on that first page of search results. At The Digital Embassy we can get you there, get more users to your website, and, ultimately, get more sales for your business. Contact us today to learn about what our SEO and digital marketing experts can do for your business.

Ready to talk about your requirements?

Phone us on 1300 375 368 for an obligation-free chat with a digital specialist about how we can help to scale up your business online.

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