A lot of business owners would say that there now facing more competition than ever before.
Whether that’s because you run a global business, or perhaps you run a local business, yet you simply may have more competitors than ever.
What’s for sure is that most businesses now need to invest in a form of marketing that helps them to generate more business.
This is where SEO can help. SEO simply stands for search engine optimisation, which is the process of improving where your company website ranks.
So, if your website is languishing on page 10 of Google, well this blog post should be of interest to your business.
We are now going to describe a bit about this form of marketing, so you can work out whether SEO will be useful for your business.
Crawling and Indexing
You may have paid a small fortune to have your website designed, yet if cannot be crawled and indexed, well it’s pretty useless from an seo perspective.
To rectify could be as something as simple as correcting a “no-index” tab. Yet it can also be more complicated as well.
In a nutshell, its really important that Google can crawl and index your website. This basically means can Google read your website.
Google uses something called “Googlebot” to read your website. If Googlebot can read your company website easily, then it can then inform the algorithm how important your website is.
How important your website is depends on how strong your websites “ranking signals” are.
There are thought to be over 200 ranking signals, and these are calculated to work out how strong they are.
So, let’s say someone is searching for a hotel in an area like London, the websites that are most relevant for that query, and have the strongest ranking signals will rank at the top.
Seo agencies therefore spend their time optimising these signals.
To make it easier for Googlebot to read your company’s website, most seo companies should create a site map.
Also, sometimes your seo company may implement a lot of seo work, sometimes this is when some marketing agencies request a “recrawl”.
This is basically a request that is sent to Google, the request asks if Google’s algorithm can notice the changes that you have made to the website.
Sometimes, if the seo work that has been implemented is good quality, what we call “white hat”, then the website may improve in terms of where it ranks.
Google’s algorithm is really clever, what we mean by this is that it’s algorithm has been perfected so that it returns the best answers.
It’s therefore an seo companies job to optimise a businesses ranking signals, yet make the website more relevant for the type of queries that people will make when looking for that business sector.
So, for instance, a family law practice wont just want to be optimised for “family lawyers”, often they will want the website to appear for questions asked about the divorce process.
So, it’s a marketing agencies job to work out what terms they want the business to appear for.
You can make a website more relevant by adding helpful blog posts, and offering first-class information.
Do not however think that old seo methods still work, as they do not. In the past rubbish seo companies would try and optimise a website by repeatedly stating the same terms they wanted the business to rank for.
So, for example, a skip-hire company may place an article on their blog post section, and keep repeating “skip-hire + area name” over and over again- this is not a good way of doing seo.
In matter of fact, if you use rubbish seo methods like this the website is likely to incur a penalty.
A penalty can mean that the website drops in terms of where it ranks.
Google have made so many improvements to their algorithm it can sometimes be difficult to keep up.
However, a really important update was the “Google Knowledge Graph update”, this basically improved Google’s understanding of questions that are asked to it.
Google hates spam
SEO sure is a lot of work, that’s whether you run a large insurance business, or you are a sole-trader.
So, this inevitably leads to some marketing agencies wanting to cut corners, in essence try and fool Google’s algorithm.
However, trying to fools Google’s algorithm into thinking your business is more important, well that’s going to end up one way, and that’s a penalty being implemented.
A penalty can mean that a website drops, that’s in terms of where the business ranks. Also, a penalty can mean that the website is removed altogether.
It’s also worth mentioning that recovering from an algorithmic or manual penalty can take a long time, and sometimes be really expensive.
Expensive because sometimes some agencies will need to do a lot of work to correct the problems.
Therefore, cheap seo, and low quality seo can often be a false economy.
This is why its always worth investing in white hat seo. Yet, some agencies state they offer white hat seo, when in matter of fact they do not.
Does your business need help with its SEO?
If your business wishes to invest in online marketing, then why not talk to us? We offer affordable prices, plus we have some real marketing experts working for us, so why not give us a ring?