Search Engine Optimisation

 

What is SEO?

organic-listings-mockupSearch engine optimisation (SEO) is the art of improving a website so that it answers customers’ needs and can easily be found in search engines (like Google, Bing and Yahoo). To achieve maximum results, areas to address are:

 

Target Audience – In order to bring customers to the site through search engines, it is essential that your website provides a solution to a query. Using keyword analysis, our SEO specialists will find relevant search terms that your target customers regularly search for, and then incorporate these into the website.

 

Technical Setup –¬†Websites can be beautifully designed, with useful information and great products, but if they aren’t set up correctly they could be prevented from performing well in search engines – reducing the amount of traffic they receive.

Why Do SEO?

If you search for “Cheap cat food”, on Google or Bing, you would expect to see a list of websites selling cheap cat food.

 

What we aim to do is match your website to a relevant customer base. A highly optimised website will mean customers, searching for the keywords you use, will land on your site and find exactly what they were looking for, resulting in a greater chance of conversion.

 

SEO helps align the website with your target audience, allowing you to the reach the top spot in Google for specific keywords. The higher your website ranks, the more chance you have of being seen and thus more chance to bring in customers.

 

All this will:

  • Bring more customers to the site ( increased traffic)
  • Bring more relevant customers
  • Increased revenue through higher conversions

 

See What Happens When SEO Fails

Organic Ranking and Keywords

The higher your website is in organic search engine listings, the more likely it is that customers will see your site when they enter a search query. As your website is seen more in organic listings there is an increased chance customers will enter your website. An organic listing is also free – unlike pay-per-click advertising, you don’t pay a thing when someone clicks an organic link to your website.

 

Search queries (keywords or keyphrases) can be roughly separated into two groups:

 

Core keywords – These are short search queries (1-2 words, e.g. “cats”) that tend to have a high traffic volume (number of searches) but are more competitive and can be less relevant to your website. For example, someone could search for “cats” while looking to get a new pet but might end up on a cat food website.

 

Long-tail keywords – Longer search queries (3-4 + words, e.g. “local pet shop cat prices”¬†) tend to have lower traffic volumes but benefit from lower competition and are usually more specific, meaning customers are closer to performing an action (buying, signing up, etc). This time, if someone were to search for “local pet shop cat prices”, they would be more likely to find what they were looking for and could (potentially) make a purchase.