What is Search Engine Optimisation?
Search Engine Optimisation (SEO) is making sure your website is found when someone searches for specific phrases on search engines like Google.
Why is it important?
Important? It’s HUGE. H.U.G.E.
If you want to be found when people search Google – and you do – then you need to do some SEO. Unless you’re a bit nuts.
Because we don’t just do SEO. We don’t just optimise your website to be found at the point of sale. We view SEO as a foundation to ensuring you know what content to create across all your online strategies. (And this approach is HUGE too)
A little more on what Search Engine Optimisation is…
Search Engine Optimisation (SEO) is geared towards ensuring your prospective customers are directed to your website when they search for related products and services on the web. (Importantly this is attracting traffic at ‘the point of sale’.)
Let’s say you’re an Accountant in Melbourne. Then you may want to be found for phrases like; Accountant Melbourne, Find Accountants Melbourne and TAX Accountants Melbourne.
If that’s the case then we need to ensure that the content on your website is ‘optimised’ to be found when someone searches for those phrases.
It’s actually very complex to do it the right way.
Getting SEO done the right way
There are many questions that need to be answered before choosing what to optimise for. For some, the decision is based on ‘search volume’ – the amount of times people search for a phrase – but you also need to look at other factors:
- What phrases are people actually searching for?
- How competitive is the online market-place for those phrases?
- Does your website currently stand a chance of ‘ranking’ for those phrases?
- How much work would it be to get you to rank for those phrases?
- Should we choose other phrases that are more specific?
- Are there phrases that are more relevant for your business?
- Should we choose more geographically specific phrases?
You need to look at things from a more strategic point of view. For example, iformat would look at your current situation:
- Say you’re an accountant who needs a brand-spanking new website for your new business
- Trying to rank for competitive terms or phrases like ‘accountant Melbourne’ may be unrealistic for you in the short term. It’s just not something you can rank for in a snap
- To get there you will need to invest in a long-term strategy
- Short-term, we may suggest that you go for lower-competition phrases or more niche terms that are specifically suited to your business
- After all, five leads from a niche phrase that is only searched 20 times is better than zero leads from a competitive phrase searched 1,000 times
What should we optimise for?
Knowing what to optimise for is not just a case of creating a list of words you’re hoping to rank for and then looking at the data. To analyse the right keywords for you, we need to first understand your business.
Often when we’re working with a client, they’ll choose their keywords in two minutes flat, but we need to look at it carefully: sure, there are the obvious keywords, but then there are always some that you mightn’t have thought about!
Having a fresh set of experienced eyes helps a lot. But then nothing works like some close careful consultation. This is where iformat are in their element: working with you to understand your business and help define the right strategy. We’ll drag it out of you if we have to. Politely of course.
Understanding SEO in simple terms:
- Your website is like a shop
- You want your shop to be found by prospective clients browsing the stores
- They may not be walking past your street so you need to drag them in your direction
- Search Engine Optimisation points them towards your strategic location via the signs directing them to your shop and the advertising of your products
- It should tell your clients who you are, where you are, and what you sell
- The end result is traffic of qualified prospective clients and customers