29 April 2015
Clients ask us all the time about how they can increase their inbound enquiry. The perfect mix involves a formula including great content via a company blog, sound digital and web design, effective use of social media and of course the infamous Search Engine Optimisation (SEO).
This post, dives into the first of these four cornerstones for successful inbound marketing that will see enquiries increase.
Read the latest: SEO ‘myth busting’ for 2017.
Search Engine Optimisation in a nutshell
SEOMoz (recommended SEO guru site) explains it best:
“SEO is the practice of improving and promoting a website to increase the number of visitors the site receives from search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.”
As mentioned above, there are 2 elements to SEO; words on your page & behind it in the code (On-Page SEO) and the way other sites link to you on the web (Off-Page SEO).
Google the world’s most popular search engine calibrates websites against eachother using an every-changing and complex algorithm – ranking them according perceived value of information to the Google ‘searcher’. You can read further on what some of the key influencers to the algorithm are here.
SEO is about making sure you are doing everything you can to be Google friendly by ticking all the boxes (fresh content, other websites linking, website optimised etc).
SEO and Inbound Marketing
How is SEO going to improve your inbound enquiry? Well for starters; a ‘blank’ website that has not completed any SEO is likely to get lost in a sea of Google pages. It doesn’t mean that you won’t get found, but it does make it less likely for your business to get found for the services you provide.
For example: say you are a corporate travel wholesaler in Sydney, and do not have related keywords and phrases implemented in your website content as well as the back end code (that gets read by the search engines). Then Google will not rank you high for this – and a competitor will receive your clicks. Potential customers can still locate you direct using your website address, but you will miss out on those searching ‘organically’ via Google or other search engines for your products/services.
Secret Sauce for SEO
It can be a finicky game, but well worth it when done correctly. At the very least, you need to invest some time discovering what keywords and phrases are of value to your business, and start using them. Set it right and you should see your rankings build naturally over time.
For the more ambitious, the secret sauce for SEO:
- Keyword Research & Selection – Through investigation and analysis into the best words and phrases your site needs to rank for – with the objective to appear on the first page of Google in top 10 results.
- On-Page SEO – Tick all the boxes in your website copy and behind the scenes in the code of your website. This includes title tags etc, website structure, speed, user experience, mobile responsiveness and internal links.
- Off-Page SEO – Build quality links to your website. Links are seen as ‘votes’ by Google, and the more the better. However note that these need to be natural links built over time. Some are easy to get such as listing with Yellow Pages, Google Plus, other directories or affiliates of your business. Others take more time such as an online article or business blog write-up that contains a link to your website.
- Tracking & Analysis – Enabling tools such as Analytics and Webmaster to track your progress and online enquiry.
- Content, Content, Content – Adding fresh content to your website and applying basic ‘on-page’ principals for each post is a great way to use targeted keywords and rank higher in Google.