My thoughts on Search Engine Optimisation (SEO)
SEO (Search Engine Optimisation) is the process of optimising your content so that it will rank highly in search engines like Google, Bing, Yahoo etc. In my opinion it is the the back bone of online marketing. If you do it successfully you will essentially be getting FREE unpaid traffic and consequently sales or leads!
There are essentially two ways to optimise your website, on-site and off site SEO. The on-page SEO factors are those elements that happen on your website. These are the things that you have complete control over, meaning that you can work to improve these factors over time by following best practices for SEO. This goes beyond just your content marketing to the deeper levels of your site’s HTML.
In addition to the on-page SEO elements that your company has control over, there are also off-page SEO factors that can impact your ranking. Though you do not have direct control over these off-page factors, there are ways that you can improve your chances of having these factors work out in your favour.
10 years ago it was a lot easier to rank for certain keywords, there was much less competition and Google in particular was not as sophisticated with it’s algorithms. I just want to tell you a quick story of the power of SEO.
Recently I came across a website that was started as a hobby back in the year 2000. The site was all about traditional music and the owner developed it over years and years out of pleasure adding words to songs, audio clips etc. He was not particularly developing the site with SEO in mind but because of the age of the site and the length of time it has been online it is a super power in it’s field. Fast forward 20 years to 2020 and the site has 200,000 pages, gets 50 million hits per year and earns the owner a passive income of 27k per year in advertising.
You see, among other things, time is a factor when it comes to SEO. With time comes backlinks which after keyword research are arguably the most important ranking factor.
If you get the basics right with SEO and give your website enough time to naturally acquire backlinks then you will eventually reap the rewards of free traffic to your website.