A solid argument can be made that, just as the three most important factors in real estate are location, location, location, the three most important factors for any online business are position, position, position.
No matter how perfect your digital marketing plan, your product and your sales team, if nobody knows you exist, it is all going to waste.
What is SEO in Content?
In layman’s terms, Search Engine Optimisation (SEO) is a proven method to increase your website traffic through, among other things, targeted written content, thereby raising the odds of your business appearing in search engine results. Just as having a retail shop in a highly visible location increases foot traffic, so too does having a website that appears to a large online audience. Not just any audience, but those who fit your customer profile.
By optimising your client search results you can increase your page visits, customer interactions and ultimately your bottom line.
Climbing the Rankings
Even the best, most authoritative and engaging content can still be wasted without proper optimisation. SEO-friendly content should contain common strings of questions typically used in a Google search. As a basic example, if you have a plumbing business in Melbourne that services all the eastern suburbs, using content that contains phrases such as ‘affordable plumber in Balwyn’ and ‘cheap plumber in South Yarra’ will instantly raise your rankings and pinpoint your target audience.
However, whilst it’s good to have these core keywords as part of your strategy, search engines will still rank a page poorly if it feels keyword-stuffed, or if the content surrounding these phrases isn’t adequately authoritative. For this reason, and for the benefit of your readers, it’s important that any piece of content has semantic terms that one would expect to find in a piece authoritatively discussing the topic at hand. For example, your ‘affordable plumber in Balwyn’ page should have terms used by plumbers, such as leaking, faucets, piping, wrench, emergency plumbing, water, etc. to rank organically as these are the types of terms Google would be expecting to find in a well-written article on the subject.
What Are Organic Rankings?
Search Engine Results Pages (SERP) features are the result of Google calculations in response to an online search. The two most important features of SERP categories are organic results and paid results. For anyone interested in their website rising in the Google ranking algorithm, placement priority is often just a matter of being the highest bidder. These results will appear as ‘sponsored’ ads at the top of a page.
Organic results are achieved by creating content that has earned its place in the rankings by its relevance but paid advertising can crowd out organic content, pushing it down in the rankings. This is why it’s important to match your search engine optimisation with a strong SEM campaign to ensure that you have the most potential SERP real estate possible.
Inside Scoop on Google Rankings
Although Google plays their cards close to the chest when it comes to discovering the magic key to catapult you up the rankings, they have divulged a few key clues that will positively influence search results:
- Backlinks or off-page SEO signals which include the number of websites linking to a specific page.
- Site load speed
- Meta descriptions
- Brand trust signals
- Brand presence
- Keywords used in onsite content
- Page title
- Website URL
For businesses looking for a cost-effective method to boost their Google rankings, content that has been optimised or SEO, is key.
On-site Content
So, what ingredients go into the recipe for a successful SEO campaign and Google ranking success?
Firstly, you need to know your customers – who are you appealing to and what are their pain points? Content must resonate with your audience, addressing a problem a customer may be experiencing, along with potential solutions through the products or services you offer. On-site content should showcase your authority and expertise and be fresh and topical. Page readers should be informed about your business solutions and engaged enough to remain onsite long enough to be motivated into action i.e. conversion into a sale.
Secondly, Google utilises complex, constantly updated algorithms to rank user search results. Understanding how these work and exploiting them is crucial in optimising online visibility.
Trafficon’s professional and experienced SEO specialists use a wide range of metrics to understand and track the level of interest, interaction and response to your website content. We can demonstrate how you are ranking in comparison to your competitors and why. Using this data we are then able to create content that drives traffic to your business, engages the reader, holds their interest and increases the likelihood of them committing to a purchase.
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Are you looking for an agency to help you grow your online presence? Want to make sure that your brand is front and centre when customers look for your services on search engines? As a full-service digital marketing agency with a wealth of experience in SEO, SEM, content marketing, web development, social media marketing, and more, Trafficon can help. Contact us today, and find out what we can do to give your business a boost.
