What is Search Engine Optimization?
Search Engine Optimization, which is also known as SEO, is the process of increasing the volume and quality of traffic to a website from search engines via organic or search results through the help also with a freelance SEO consultant Sydney. The higher your company’s website ranks on Search Engine Result Page (SERP), the more searchers will visit your site.
As a marketing strategy for increasing site’s
relevance, SEO consultants consider how search algorithms work and what
people search for. A SEO process may involve a site’s coding and
structure, content and copywriting, site presentation, as well as fixing
other problems that will prevent search engines from indexing your
company website. If your company’s website is not indexed by search
engines, there will be no chance at all for your site to get high
visibility rankings on search engines. Therefore, it is extremely
important for businesses to take note of SEO and make sure that their
websites are properly indexed by search engines.
The term “SEO”
can also refer to “Search Engine Optimizer”. This is an industry term
that refers to agencies and consultants that carry out search engine
optimization process on behalf of their clients, and by employees who
perform SEO services in-house. Every agency and consultant has their own
SEO methodology; therefore they may use different methods to achieve
high organic rankings for websites. In most cases, in order to have
effective SEO, it may require changes to the HTML source code of a site,
SEO tactics will be incorporated into website development and design.
That is why almost all credible SEO agencies and consultants will first
look at the design and back-end architecture of a website before
starting any SEO process. This will ensure that SEO is carried out
effectively.
Search Engine Optimization as a Marketing Strategy for Businesses
So
how should businesses use SEO as a marketing strategy? The primary
objective of implementing SEO to a company’s website is to drive
targeted traffic to it. Eye tracking studies have shown that searchers
scan a search result from top to bottom and left to right, looking for
relevant results. Therefore, if your site is near the top of organic
listings rankings (organic listings refer to the web results that are
listed on the left hand side of the SERP), it will most likely increases
the number of searchers who will visit your site.
A successful
online marketing campaign may usually involve SEO, but it also consists
of the use of paid advertising on search engines, building high quality
websites to engage and persuade site visitors take action either through
enquiries or online sales, setting up analytic programs to allow site
owners to measure their successes and improving a site’s conversion
rate.
Benefits of SEO for Businesses
Businesses can
benefit from SEO in a lot of ways, be it to increase brand awareness,
get sales leads or increase sales revenue. The following is a list of
benefits that businesses can get from SEO:
o Get more targeted
traffic. SEO can increase the number of visitors to your site who are
actively searching for your product or service.
o Increase brand
awareness. SEO can give your brand a high international profile. You can
also use SEO to create brand awareness for any new service or product
by optimizing related product/service key phrases to rank higher on
search engines.
o Marketing your brand 24/7. With SEO, your website will get exposure 24 hours a day, 7 days a week – without stopping.
o Higher sales. As SEO brings you targeted traffic, it can mean increased sales of your product or service.
o
Long term positioning. Once a properly optimized & designed site is
in place, rankings on organic listings should be consistent whereas the
cost for Pay-Per-Click (PPC) Advertising is ongoing.
o More value
for dollars. Once your company’s website has achieved high organic
rankings for various key phrases, you will not have to pay for each
visit. Whereas for PPC Advertising, to enjoy high ranking visibility on
search engines, you need to pay for each click or visit to your site.
However,
to make sure that you have a successful SEO implementation, you need to
make sure that your dedicated SEO agency abides to the guidelines of
search engine when optimizing your site…
White Hat SEO VS Black Hat SEO
When
it comes to SEO, there are 2 schools of thoughts – White Hat SEO vs
Black Hat SEO. White hat SEO is techniques that search engines recommend
as good practice and black hat SEO is those techniques that search
engines do not approve of. For SEO consultants who practise white hat
SEO, they tend to produce results that last a long time. Black hat SEO
techniques may get a website to rank well initially, but the site will
eventually be banned either temporary or permanently once search engines
discover what they are doing.
So it is very important for you to
know the best practices in the SEO industry and make sure that the SEO
agency that is handling your account uses techniques that conform to the
search engines’ guidelines and involves no deception.
White hat
technique is generally summed up as creating content for users, not the
search engines. The content that is created should be easily accessible
to search engine spiders, rather than intending to trick the algorithms
from its intended purpose. So, the general rule of thumb is to stay on
the safe side by creating content that is relevant to your target
audience. Search engines value relevancy – they will definitely want to
rank a site higher their organic listings if the content on the site is
what searchers are looking for.
Black hat technique usually
involves techniques that attempt to improve rankings that are
disapproved by search engines, or involve deception. One common black
hat technique is to use hidden text, either as text coloured similar to
the background of the website, or positioned off-screen. Another common
technique known as cloaking is to load a different page depending on
whether the page is accessed by a human or a search engine spider.
Search
engines will penalize sites which use black hat techniques, either by
reducing their organic rankings or even eliminating them from their
database completely. This is a very costly mistake on the business point
of view as you will lose out a lot of grounds as your competitors are
enjoying free organic traffic from search engines due to their high
rankings for major key phrases. One infamous example was in February
2006, whereby Google removed BMW Germany from its database for use of
black hat methods. However, the company has quickly apologised and
cleaned up the offending pages and were eventually restored to Google’s
database.
Therefore, it is very important to make sure that your
SEO agency is moving away from black hat methods. You will not want to
be blacklisted by search engines which will translate into loss in sales
and profits.
Keyword Research – The Key Factor to Successful SEO Implementation
Major
search engines like Google, Yahoo, MSN Live and AOL get a lot of
searches every day. Before you implement SEO to your website, you must
know what key phrases or keywords your target audience is using to
search for the product or service that you offer.
Whether you like
it or not, there is a good chance that many people have never heard of
your company. These people might be your customers, if only they can
find you on search engines and buying from you. It is well accepted that
building awareness is the first step to land a new customer. For
example, when someone sees a TV advertisement about that new car, you
hope that he or she is in the market for a car at the moment. However,
relatively few people are in that situation at any one time. Majority of
people who saw the TV advertisement have no interest in buying a car at
the moment. But someday they will. So advertisers know that the
messages – the model of the car and company name in their commercials
will stick in viewers’ minds, who might remember the message later when
they are ready to buy a car. It is the same for SEO.
Searchers
might not know that your company offers a particular product or service
unless they see your site listed on the Search Engine Result Page
(SERP). Unless they see your listings, they will not think of you. Most
of the time, searchers looking for a product or service for the first
time might not be aware of any specific company or brand name as they
are just gathering information. However, according to a research done by
search marketing consultancy iProspect, more than 55 percent of
searchers expect to see big brands listed at the top of search results.
The same study also shows that over 66 percent of searchers believe that
sites that are listed at the top of search results are the top
companies in their field. So can you imagine how this affects your
company’s brand awareness? If your company’s website is not listed at
the top of search results, they will not see your company as a “big
brand” in their mind. Therefore, it is extremely important for you to
optimize keywords or key phrases that your target prospects will use to
find the product or service that you are offering.
So what types
of keywords or key phrases should you choose? Businesses should target
keywords that are relevant to the content of their websites. Basically,
keywords can be categorized into 3 types, which are: “Too Hot Keywords”,
“Just Right Keywords”, and “Too Cold Keywords”. Too Hot keywords are
single word search terms like “Aircon” and “Translation” which do not
seem to be targeted enough to get conversions. These keywords usually
bring in high search volume (which is naturally tempting to optimize)
but the conversion may not be as ideal as targeting keywords which falls
into the “Just Right” category. (For examples: Aircon Servicing,
Translation Agency Singapore”) By optimizing those “Just Right”
keywords, businesses can get more targeted traffic to their websites and
increase the chance of conversions.
Choosing the right keywords
is the real beginning of any SEO effort. After you have determined the
right set of keywords to target, you can start the work of search engine
optimization.
Why do you need to outsource SEO?
SEO
is a very time-consuming process as continual fine-tuning and monitoring
need to be done. Therefore, it is advisable for you to hire a search
engine optimization agency to plan out the optimization plan for your
company.
A professional SEO agency will look at your site and make
recommendations to increase your search engine ranking and website
traffic. Once they start to optimize your website, they will provide
recommendations and monitoring reports for you to know the progress of
it.
Last but not least, in order to achieve successful optimization results, it is very important for your SEO agency to work closely with your website designer if you have your own IT department. This is because your company website needs to be both visually appealing and search engine friendly in order to achieve high organic rankings, as well as conversions.
Cheow Yu Yuan is the co-founder of OOm, an online marketing agency that provides SEO Singapore services.
Check out more about SEO at http://www.optimalonlinemarketing.com
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