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five points of focus for your SEO

5 Points Of Focus For Your SEO

Search-engine optimisation, commonly referred to as SEO is becoming an increasingly important aspect of business marketing plans. Companies are investing thousands just to keep those top spots on the search engines. When you consider that the average return on investment in the real estate industry is 1389% it is clear to see why SEO is gaining prominence. Find out why these 5 points of focus for your SEO could improve your business drastically.

Website Visibility And Rankings

Gaining a spot on the first page of Google can be a long process, nevertheless the results can be game-changing for your business. Moving up just one position in the ranking can result in up to a 30% higher click-through rate. There is 200 different factors Google takes into account when deciding the ranking of your site. Here is five of the most important:

  • Secure and accessible website
  • Page speed (including mobile loading speed)
  • Mobile friendliness
  • Domain age, URL and authority
  • Optimised content.

Being highly visible on Google will always work in your favour. Having quality SEO in place will drive your organic traffic, naturally leading to an increase in leads, engagements and sales. 

Google values website’s that serve the customers needs. That is why it is important to make sure the content on your website is geared toward this. Analyse the keywords you want to rank for and see what your competition is doing well. 

Also consider employing SEO tactics such as topical authority. Writing multiple content and linking it together on a niche  subject matter. This tells Google you are an authority within your niche.

Web Traffic

The end goal for any SEO campaign is to increase the traffic to your website. This can be achieved through an organic approach or direct.

Organic traffic will provide a consistent flow of engaged customers. These customers are highly important, they already have an interest in what you provide, it is just about making your product as appealing as possible to them. 

Organic traffic is for the most part driven by SEO, ranking well for keywords, making your website visible and improving your domain ranking will naturally result in a steady increase of web visitors.

Organic search is a critical part of any website’s marketing plan, 92% of web users use Google as their main search engine. That is not to neglect other search engines such as Bing who clock up around 900 million searches in a month.

Some other traffic sources include:

  • Direct
  • Email
  • Paid
  • Social
  • Referral.
Depending on what you want to achieve from your SEO will guide the best sources for your business to use. For example, if you want to advertise a promotion you are running for a limited amount of time then paid ads may be your quickest route to market.
traffic on busy street

Website Authority

The domain authority  is not used as a ranking factor by Google , however it is a key metric that will provide an indication of how your website will perform against competition. It is calculated through the quality of your backlinks, referring domains and search traffic.

Page authority is focused on how an individual page is likely to perform in the SERPs. It allows for marketers to analyse where the opportunities lie, and which pages have great potential to perform well.

There are different approaches to improve domain authority, depending on the type of business you operate, and the industry you work in will determine the best approach.

The best place to start is through analysing what your competition have done, assess the opportunities you can emulate, create engaging content on hot topics and get this featured across the web.

Customer Experience

The customer experience (CX) is becoming an increasingly integral part of SEO strategies. Google reward websites that serve the customers needs. Are your bounce rates high? Could your content be further optimised?

When designing your website the main focus should be on the customer, some factors to consider include

  • Relevant content
  • Responsive website
  • Loading speed
  • Readability.
Engaging content and a well-functioning site are key in converting potential customers. Make sure your interface is easy to navigate and the content is informative. If everything they need is on your page it reduces the chance of them having to look elsewhere.
 
If you want to keep those bounce rates as low as possible you need to consider whether your content answers the question or serves the needs. Avoid keyword stuffing and really try and address what it is the customer requires.
 
Mobile accounts for approximately half of web users worldwide, this is why your website design needs to accommodate for various devices. The loading speed is also essential when discussing customer experience. Just a 1 second delay can affect customer satisfaction by up to 16%.
customer making a purchase at the till

Local SEO

For SMEs one of the most valuable approaches can be to strengthen your local SEO. Local campaigns can be far more focused and targeted. The costs are generally lower and it provides the opportunity to create a loyal customer base.

This involves targeting keywords based on location, for example a carpenter operating in London may target “carpenters in east London” or “carpenters west ham”. 

Then it is about making your business as visible as possible in local searches. This is achieved through listing your business on pages like Google My Business & Google Maps, Bing Places and other relevant directories.

If you are looking for support with SEO for your business then get in touch.