SEO / Organic Search
Search Engine Optimisation | Local Listings | Content Outreach & Link Building
Increasing Organic Search traffic, in both volume and quality, requires a long-term Search Engine Optimisation (SEO) effort to boost the quality and relevance of your content, build links, and improve the structure / technical profile of your website.
With search engines now considering literally hundreds of ranking factors, using increasingly complex and sophisticated algorithms – staying on top of industry change is crucial when implementing a successful organic search strategy.
What is ‘Organic’ Search?
It is important to understand that Search Engine Results Pages (SERPs) display two distinctly separate types of search result:
Organic search results have been ranked by an algorithm which considers hundreds of factors and quality signals to determine the order in which results are displayed.
Paid search results are essentially Ads, where advertisers pay Google to secure a top spot for their target keywords.
Search Engine Optimisation (SEO) focuses on increasing organic traffic to your website by improving your rankings on Google and other search engines using tried and tested methods.
Why do I need Search Engine Optimisation (SEO)?
Put simply, to increase the volume and quality of organic traffic reaching your website, it needs to be found for the correct searches on Google.
As explained above, there are two ways to reach ‘Page 1’ of Google for competitive keywords – Paid Ads, or Organically…
In other words, besides paying Google for advertising space, the only alternative is to optimise your website so that search engines will score (rank) it higher than your online competitors.
This takes specialist knowledge, and a lot of time and effort to achieve (using proven SEO techniques). Doing this the wrong way can actually harm your rankings, so you should only ever allow this work to be carried out by an experienced SEO professional.
“There's no silver bullet or one-size-fits-all. All good SEO strategies must be uniquely tailored to an individual businesses goals.”
Google continually releases updates to its ranking algorithm, to provide the best search results to its 4 billion users; thereby maintaining its reputation as the best search engine in the world.
Website owners wishing to rank highly in Google and thus perform well online need to be aware of these changes when they occur (and how to use them to their advantage) if they wish to maximise visibility to their target audience, increase revenue-generating traffic, and out-perform competitors online.
Google's algorithm can be thought of as its “secret sauce”. However, specialists in the field of Search Engine Marketing have built careers studying the subject. The shared knowledge of these studies over the years has resulted in approximately 200 factors of Google's ranking algorithm now being known to professionals within the industry. In addition, Google also publishes a set of regularly updated Quality Guidelines for Webmasters to adhere to.
It's our job as Search Engine Marketing experts to monitor the industry closely, interpret Google's next moves, proactively analyse trends and implement changes to our clients' websites – giving them a competitive advantage online. This practise is called Search Engine Optimisation (SEO).