The purpose of this article is to break down and simplify what makes an SEO company successful; what to look for, questions to ask, and factors to consider.
It’s invariably difficult to find the right SEO company for one’s needs; the internet hype machine is rife with search engine optimisation companies that serve up lofty promises and vague service descriptions.
The current SEO landscape is deeply mystified, and for most, search engine optimisation is more akin to modern-day voodoo than a business service.
And scepticism (rightfully) abounds. For every SEO company that promises the infamous Page One on search engines like Google Search, Yahoo!, or Bing –there are thousands more that could likely hurt your search rank more than enhance it.
“I can put you on the first page of Google”
When it comes to search engine optimisation, the ‘how’ and the ‘what’ are exceptionally important. First page on Google? Ok, great –but which keywords will you rank for and how will your campaign be executed?
First, let’s look at those keywords; are they relevant and attractive to people ready to buy?
Without careful thought, a simple keyword flop could rank you for the wrong terms and negatively impact your business. I once came across a janitorial company who was convinced they should focus on “house cleaning” because “janitorial services” was too difficult to rank for given the client budget and scope of competition.
By the time they reached page one on Google, they were coming up in “cleaning supplies” search results more than any other. It could have been great –if they sold cleaning supplies. Needless to say, this story also highlights the importance of dealing with companies who speak your mother tongue.
If thoughtfully targeted keywords are your locomotive to business growth; helpful content is the track it travels on.
Search engine optimisation is all about a marriage between understanding subtle signals and cues for human reading enjoyment, while at the same time respecting how people search –and how Google “reads” your content too.
People typically search with abbreviated search terms. It takes a quality writer to be able to facilitate the kind of alchemy required to make content that is helpful, reads well, and includes abbreviated search queries and keywords that will appease Google.
SEO is also a little like tilling a garden; successful SEO execution demands that one keep up with changes or updates that can affect how your content is seeded into search engines. What factors were favoured yesterday could be villainous today. The internet is a “living” thing, with fresh new competing content being shared every single minute. A steady ongoing content-driven approach is the only genuine way to stay abreast of it. Helpful and relevant content is most certainly a revenue-generating asset, and it matures over time.
SEO Tips and Tricks
In order to stay in the lead on search engines for your niche, contact Digital Search Group London if only to have an informal chat. In the meantime, here are a handful of tips and explanations to get the ball rolling;
1. Page Elements
- Titles – Page titles are an integral page element that one needs to carefully articulate to ensure prospective site visitors get the right idea about your content in under 2 seconds
- Keywords –Keywords are niche-specific words peppered throughout a page somewhat frequently that tip off search engines as to what the focus of the page is; for example, on this page “SEO” and “search engine optimisation” could be considered keywords
- Queries – Different from keywords, queries are trending search terms used to find web pages about particular subject matter; ie. “used cars Burlington” – embedding these particular keywords would require some thought to come out grammatically correct (“We have the best used cars, Burlington”)
- Headings – Headers for the page or particular content sections using the H1, H2, H3 tags and so on also stand out to search engines a little more than the rest of the page’s content
- Meta Descriptions – More for human consumption, meta descriptions are the little blurb below your page title in search results
- Anchor Text – Links within web pages are underlined words; those words matter quite a bit and are called anchor text
Links pointing to and from your website matter; links pointing off your website should be aimed at reputable, influential websites. Aligning your company with influential brands will make you more attractive to search engines.
Links pointing inbound to your website should also come from reputable websites with a healthy domain authority. They give you a little “Google link juice” from the website they originate, while also driving traffic to your website –your asset.
These links are tucked away inside helpful content as hyperlinked anchor text, and this content is typically not on a website you own or operate. Yes, that means that a large part of SEO happens outside of your website. Writing articles with links which point to your website is called Link Building.
3. Know Good Copy
If you decide to go your own way and slowly build up your own SEO strategy, it may take longer but you needn’t necessarily be Ernest Hemingway (heck, he’d probably have a bone to pick with my own sentence structure!). You simply need to understand what makes content attractive to website visitors.
Read more blogs, seek current trends, and look outward more often. There’s a good chance you will find something niche-centric that will greatly appeal to your core audience with which you can pull from.