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Learn what SEO is, how it works and why it’s important

February 15, 2022

For many business owners, SEO sounds like something that they just don’t have time for. And for some, they might be right. Building a website’s SEO isn’t as simple as it used to be. SEO has transformed over the last decade into an art form that combines branding, IT, content creation, and content promotion that drives high-qualified visitors to your website. It’s a discipline that takes commitment but is so important for businesses that want a strong online presence.

What is SEO?

Search engine optimisation is the process of improving your site to organically increase visibility in search engine result pages (SERPs). The better visibility your website pages have in search results, the more likely you are to receive traffic.

How does SEO work?

Search engines use bots to crawl website pages. These bots go from site to site, collecting data and putting them in an index, adding all the information to their giant library. Next, algorithms analyse the indexed pages and consider hundreds of ranking factors to determine the order the pages should appear in for certain keywords.

Why is SEO important?

SEO is a fundamental part of digital marketing in 2022. People conduct approximately two trillion searches every year. Many of these searches are consumers searching for a specific product or service. From these results, 75% of users never scroll past the first page. The closer to the top your website appears, the more traffic it gains, resulting in more leads and conversions.

In short, SEO drives higher ROI than other marketing strategies. According to Terakeet’s SEO Statistics and Facts for 2022, SEO ROI can be as high as 12.2x the marketing expenditure. This report also noted that SEO can reduce the cost of customer acquisitions by 87.41%.

4 Types of SEO

Technical SEO deals with the backend of your website. Optimising the infrastructure of your site helps search engine bots crawl and index your site easily.

Technical SEO includes:

  • Site structure
  • Adding sitemaps
  • Implementing structured data and schema markup
  • Website and page speed
  • URL structure and URL redirects
  • Mobile friendliness
  • Website security (SSL and HTTPS)

Keyword research is the strategy of discovering what your target audience is searching for, how much traffic those words and phrases create and how difficult it is to rank for them. The keyword research results are then used in content creation strategies. There are many tools available that enable you to conduct this research.

On-Page SEO requires you to create content that searchers and search engines are looking for. This is valuable content that is informative and answers a user’s query. It also utilises your keyword research and once implemented it helps to improve search visibility based on those keywords.

On-Page SEO includes:

  • Title tags
  • Content formatting and headers
  • Meta descriptions
  • URLs
  • External and internal links

Off-Page SEO refers to the efforts made outside of your website to improve its ranking. Websites that link to your content, as well as the context in which they refer to your brand, reflect a lot back onto your website.

Off-Page SEO includes:

  • Link building
  • Guest posting
  • Social media awareness

How long does it take to see results?

Many SEO firms will tell you it takes an average of four to six months to start seeing results. This all depends on the how competitive your keywords are, so results can vary. Some highly competitive phrases may not see significant results for up to a year.

How often should I make fresh content?

Search engines love frequent updates. These can be anything you add to your site such as new articles, fresh web pages, downloads, etc. This convinces bots to review your website far more often, giving you the opportunity to achieve higher rankings based on the content you create. It is important to remember that there is a general sweet spot when it comes to posting frequency. Most experts agree that posting new content two to four times a week to your website is the best way to see an increase in traction as a direct result of your content. However, every industry is different, and you should create content calendars that work for your business.

SEO is non-negotiable if you want to grow your online presence and see ROI from your efforts. The tasks we’ve outlined in this article will take plenty of time and effort to carry out properly. For some with existing marketing and digital skills, this is something they need to juggle along with running a small business. But for large-scale businesses with dreams of even larger-scale growth, it takes a team to execute this level of SEO. If you’re struggling to find the time to implement an SEO strategy for your business, contact us today. Our fully integrated team can put together a plan that implements the four types of SEO and create content plans for regular posting.

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