A short guide to SEO basics

Written on 24 November, 2017 by Iona Yeung
Categories Search Engine Optimisation

One basic principle of marketing is to be where your customers are and these days your customers are spending most of their time online. It's reported that Australians spend about  10 hours online daily. If your business could use more leads and customers, SEO is a long term strategy that can attract visitors to your website without paid advertising. This article explains the basics of SEO and how you can use it to grow your business.

What is it? 

Search Engine Optimisation (SEO) is the practice of creating a website that it is easily found by Google and other search engines. In the image below for example, you'll see a listing of dental surgeries in Prahran. The listings circled in red are examples of organic (non-paid) listings, which SEO aims to create.

SEO involves a range of tactics which may include creating a blog, website copy changes, improving how fast your website loads and changing how certain things on your website are labelled. When done right, it’s a long term strategy that can drive people to your website without paid advertising.

How SEO works:

Sources report that there are over 200 factors that help Google determine what goes on page one of search results. Some of these factors include:

Backlinks

The number of high quality websites that include a link back to your website. For example, if your business is featured in news.com.au or Yahoo.com.au and the article includes a link to your website, Google would see it as a back link.

Content

Google may be the world's biggest search engine but it is still a business. Their goal is to provide their customers with the best search experience. High quality content i.e. articles, videos and product pages that answer a person's search queries can help your website appear higher in Google search results.

User experience

Your website may look great but if people can't find what they're looking for, they'll likely leave. A well designed website should be easy to navigate and accessible from different devices i.e. mobile, iPad, desktop...etc. Over 60% of search are done through a mobile phone and Google wants to create the best experience possible for its customers.

Page speed

There's nothing more frustrating than having to wait for a website to load and Google understands this. How quickly your website loads can potentially affect which page and position your website sits in Google's search results. It's reported that Google aims to load its website in half a second and expects most websites to load in 2 seconds. If you'd like to know how quickly your website is loading, contact us for a free website health check or visit WebPagetest

The ranking factors are constantly evolving so that Google can deliver the most seamless experience for its customers. It takes consistent maintenance which is why SEO is often known as a long-term strategy (6 months or more) with very few instant rewards.

What can you do now?

If you’d like to see how your business is ranking in Google, our team of online solutions advisors can give you a guide on what you could be doing with your website right now to have your website showing up in Google searches.

If you’re ready to get started with SEO:

start here