seo-melbourne

Search Engine Optimisation - SEO

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Wondering why your website needs to be at the top of Google search results?

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In Google’s search results, just over 31% of all clicks go to the website in the top spot. It’s that simple.

So, what does that mean exactly? Well, let’s say 1000 people per month are searching for your main keyword in your city. If you’re in the #1 spot in Google’s search results, you’ll get 310 of those 1000 people clicking on your website each month. That’s 310 potential customers looking for your services and products clicking on your website. Isn’t that something your business could do with?

If you’re not in the top spot, or not even on page 1, you need our Search engine optimisation (SEO) services. Even just moving from spot 3 to the first position triples your clicks each month. Now what business wouldn’t want that?!

What is search engine optimisation?
SEO is a term to describe a host of techniques aimed at improving a website’s search engine ranking. It’s how you get your website in front of potential customers, and it’s one of the most effective forms of online marketing today. SEO is like running a marathon – Your competitors are always improving their website, increasing their links and adding more content, and to beat them your site must work harder and smarter to go the distance. SEO is not just a one-time, set and forget task, it requires ongoing work and attention, not only to get you to the top spot, but to cement your website there permanently.

By now, you’re probably wondering how SEO works exactly…

Search engine optimization is one of the most misunderstood online marketing techniques out there. And, although a lot of free information can be found online about SEO techniques, a lot of that information requires a very technical understanding. SEO is also constantly changing as search engines update their algorithms – It’s our  full-time job to stay on top of the current SEO best practices.

At Insite Web Strategies, we like to be transparent about our SEO methods. We do this by keeping our clients informed and educated on what techniques we’re using and their purpose. We want our clients to know that we’re working hard on improving their website, and not hide behind SEO fog and confusion like some other digital marketing agencies.

We have 5 key aspects that we focus on when ranking a website in search engines:

  1. Relevancy
  2. Trust
  3. Authority
  4. Accessibility
  5. Search Engine Crawlability

Relevancy
The aim of search engines it to show the most relevant results to the searcher. One of the ways Google and other search engines deem what’s relevant is by the content contained on websites.

If you’re trying to rank your carpet cleaning website then you need to ensure that your website mentions carpet cleaning in the first few words on the homepage, in a few headings and that your website talks about that subject within the main body of the text. Search engines read the text on your website and this is one of the ways they learn whether your website relevant or not. A good way to improve relevancy is by including a blog on your webpage where you give information and helpful tips about the products and services you provide. Give your website visitors the information that solves their problems and the reason they were searching in the first place.

Another way search engines test your website’s relevancy is by how long visitors stay on it for. If a visitor clicks on your website and then moves to a different website shortly after, Google sees your website as not being relevant to that particular search result that it appeared in. If, however, they spend 15 minutes reading your homepage and clicking through to your internal pages and reading your blog, then Google knows that your website was relevant to that search.

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Trust
Just because your website is relevant doesn’t automatically make it trustworthy. Search engines use online reviews and social media to help gauge trust of a website. If your business has lots of positive reviews on Facebook, Google Plus and in online business directories, this shows search engines that the products and services you sell on your website are quality and trustworthy as voted by your customers.  Similarly with social media likes, shares and follows. When your customers engage on your social media platforms, this again shows Google and other search engines that your website has trust.

One other important aspect that helps not only with trust but also local ranking, is consistent business citations. A citation is your business’s name, address and phone number (NAP) listed all over the web. Think of online service directories like True Local, Word of Mouth and One Flare. You want your business NAP listed in as many online directories as possible, but more specifically, listed in more than directories than your competitors.  This not only increases your business profile online but also improves trust.

Authority
Just because your website has lots of great content, lots of followers and likes on social media and has your business NAP listed all over the internet doesn’t make it an authority.

For your website to have authority it must have other high quality, aged websites linking to it. For example, if you run a fashion blog and you read an article on Harpers Bazaar and like it so much you share it on your blog by placing a link to it within your content, you’re showing search engines that you believe Harpers Bazaar is an authority on the topic of fashion. The goal for your business website is to have other high quality websites that have traffic and have been around for a long-time link to you. This is the most efficient way to increase your website’s rankings in search engines, so naturally it makes sense that this is one of the most difficult aspects of SEO. We use special tools and software to ascertain what links are powerful and what links are useless.

Accessibility
Your website needs to be easy to read and user friendly for your visitors, whether they’re viewing on their desktop, laptop or mobile devices. If your website is not mobile responsive, websites that meet this criteria will show up ahead of you. Over 80% of internet users own a smart phone so it’s imperative that your website looks great not only on a desktop but also on a mobile.

Website load time is another thing to consider. Searchers aren’t going to wait around for your homepage to load when there are other search results they can look at instead. Image optimisation is only one aspect that contributes to page speed but it’s a fairly easy fix. If the images on your website are particularly large then this could increase your page load speed. This doesn’t mean you should only have small images on your website though, there are many online tools available that compress large images without any noticeable difference to image quality. We recommend that all images are compressed prior to being added to your website.

Search Engine Crawlability
Search engines crawl the web all the time looking for new and updated websites. They work in code and can only understand the code which is in the back end of your website. To ensure your website can be crawled successfully, your content, images and links must be saved in a way that the search engines can read.

As search engines can’t view images or watch videos, you need to include what’s known as “alt text”, so that they can understand what your images and videos are about. Using keywords in your alt text description will help search engines understand what your website is about and what you want to be ranked for.

Want more info on SEO? No problem, drop us a line below!

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Accessibility
Your website needs to be easy to read and user friendly for your visitors, whether they’re viewing on their desktop, laptop or mobile devices. If your website is not mobile responsive, websites that meet this criteria will show up ahead of you. Over 80% of internet users own a smart phone so it’s imperative that your website looks great not only on a desktop but also on a mobile.

Website load time is another thing to consider. Searchers aren’t going to wait around for your homepage to load when there are other search results they can look at instead. Image optimisation is only one aspect that contributes to page speed but it’s a fairly easy fix. If the images on your website are particularly large then this could increase your page load speed. This doesn’t mean you should only have small images on your website though, there are many online tools available that compress large images without any noticeable difference to image quality. We recommend that all images are compressed prior to being added to your website.

Search Engine Crawlability
Search engines crawl the web all the time looking for new and updated websites. They work in code and can only understand the code which is in the back end of your website. To ensure your website can be crawled successfully, your content, images and links must be saved in a way that the search engines can read.

As search engines can’t view images or watch videos, you need to include what’s known as “alt text”, so that they can understand what your images and videos are about. Using keywords in your alt text description will help search engines understand what your website is about and what you want to be ranked for.

If you’re ready to boost your website in the search engine rankings and don’t want to go it alone, give us a call today on 1300 707 014 or leave your details in the contact form above and we’ll get back to you witin 24 hours. Don’t forget, we offer a FREE website analysis that will outline how your website can improve to perform better in search engines. Click here to get your free website analysis today.