3 Nov 2016
So you’ve realised that building a website isn’t all you need to do to get customers online. It’s very easy to sit back and think that the customers are going to find it and the sales will start flowing in.
Unfortunately, that’s never the case.
What you need to do is firstly think about your competitors. Does it seem like they’re likely to be spending much on marketing? Does their website show up near the top of Google search? Are you seeing lots of mentions of their service or product on other websites? If the answer to these questions is “Yes”, then it’s likely that they’re getting help from an SEO company in the area.
Search Engine Optimisation is a difficult subject to master – mainly because there are so many different variables which come into play for each and every website on the internet.
There’s also very different ways of getting your website seen – just on Google’s search alone. For instance, at the top of every page there are the paid ads. If you’re using a blocker such as Ad-Block, you might not ever see these, but for the rest of us, they’re definitely there. These spots are reserved for companies that want to pay Google for each and every click that takes a visitor through to their webpage. The costs can vary – low competition terms only require a few pence per click, whereas more competitive niches can cost tens or even hundreds of pounds PER CLICK!
While that might sound scary, it can sometimes be the best way to go – as it delivers customers to your site without you having to wait. As long as you do your maths correctly, and the profits from customers outweigh the advertising spend, then it may be worth doing.
The next section is often, but not always, the map listings. At present, one of these listings is usually also a paid advert, but the other two are there because they’re seen as a reliable bet for the search engine to show. Often they have many positive reviews, and a fully completed profile. This alone can sometimes be enough for the search engine to show a listing. They also generally need to be within a certain area specified by the person searching.
For instance, if we look at “Macclesfield accountants” as a search term, the algorithm usually gives preference to those who are closer to the town centre rather than those on the outskirts.
The next part of the results are the real organic results. These are the ones that haven’t paid any money – they’re there on merit. And these are the ones that most people trust. To get your website into one of these positions can be very simple, but for some terms with higher competition it is a much more difficult prospect.
What helps in this situation is to follow all of the guidelines are published online. Google themselves have published a pdf with all of the quality hallmarks listed. This is one of the best ways to familiarise yourself with what’s involved. However, they don’t tell you everything, and this is where expert help is needed. Don’t rely on a blog post or a youtube video to find out what works and what is penalised. Instead, talk to a professional about it.
There are a number of great companies around providing a wealth of knowledge. Remember that search engine optimisation needs to be carried out carefully to adhere to the rules. Companies which offer overnight page 1 rankings are to be avoided. Their results will be temporary, as search engines learn to trust sites over time, rather than in the short term.
Before choosing any company to help with this, make sure you get some recommendations or demonstrable results. They should obviously be showing up in the search engines themselves too for related terms – so check them out first before believing what they tell you.
Some of the basics are covered in the video embedded below.
By following these tips, you can make a good start on boosting your own website. Take it slowly, stick to what is instructed, and you’ll have a great foundation for a website that ranks.