Search Engine Optimisation - what you really need to know about the world of SEO

Tags: SEO, Online Marketing, Web Design, Web Development, social media

jonny ross consultancy 

The following article is a guest blog post provided by the Jonny Ross Consultancy Ltd. in Leeds, who specialises in SEO, online marketing, Web design, Web development, and social media:

For many years the world of search engine optimisation, or SEO as it is most commonly known, has often been one linked to the work of dark arts or black magic. Agencies or consultancies guaranteeing your website will appear at the top of Google for every keyword under the sun. And whilst yes, some may be able to achieve this, there is no guarantee how long you will be at the top of Google for, that you won't incur a Google penalty due to the tactics used or that you won't spend an arm and a leg getting your website there! The world of SEO shouldn't be one that is scary or confusing and whilst yes there are many benefits of outsourcing this type of work, there are still many simple SEO tactics that can be implemented by any business, of any size, with any amount of previous SEO experience.


So what does search engine optimisation really mean and what it is all about? Well, the first thing to note about SEO is that it is mostly common sense. That is it. Google only wants to show its' users the best and most trusted website, so therefore you have to ensure Google that your website is the best one to show for specific keyword searches. In it's very simplest terms, SEO is all about optimising your website's position in Google and making your website easier to be found in Google searches. There are many tips and tricks that can be implemented in order to do this, which may seem small, however they can have a major impact on your business' SEO. This blog will take you through the key things you really need to know about SEO that will inform you of how to improve your business' SEO whilst also driving traffic to your site!


The first, and possibly the most important thing to note, is that you must be producing great, original content. The best way to do this is to set up your own blog, if you have not done so already. Blogging should form the core of every digital marketing strategy, it brings unlimited benefits to any business as well as boosting your SEO. Producing a great blog can:

·      Drive traffic to your website

·      Drive traffic to your social media platforms

·      Provide great, original, engaging content for your social media platforms

·      Position yourself, or your business, as a key industry figure

·      Build trust and manage your online reputation

·      Provide your business with an engaging personality

·      Raise brand awareness

·      Provide new business

The list really does go on! However, whilst also bringing in all of these benefits, blogging also boosts your business' SEO. Whilst it is important to create the content, it is also important that you share it and encourage engagement with your audiences. Asking people to share your blog on their social media profiles, including trusted links within your content, using call to actions at the end can really make a huge difference.


The other key thing to note about the world of SEO is that you must be aware of Google Ranking Factors. There are around 200 different ways Google ranks your website, which ultimately determines where it is positioned in search engine results. Therefore, it is crucial that you have an understanding of the key things Google looks for, such as great content, when ranking their websites. Recently, Google has introduced new ranking factors with regards to how it takes into account the mobile friendliness of sites. If you don't have an awareness of the changes that are being made or the key issues with regards to ranking factors then you may find just a few small amendments to your website could really boost your SEO.


The next thing you should be aware of is your keywords. This is crucial. Having an understanding of your keywords and how to use them throughout your website and within your content is vitally important. Just as with any social media profile, your keywords should be incorporated wherever possible, without looking stuffed or spammy as this can often have a negative effect. So what is a keyword? Well, the first thing to know is that a keyword is not just a word, they can also be short phrases, for example, best hotel in London, would be classed as a keyword. When writing my own blogs, I try to include 3-5 keywords throughout each, enough to use them effectively without the quality of my content being compromised. It is useful to obtain a complete list of your keywords, you can use either Webmaster Tools or Google Analytics to do this, then look for ways to incorporate these into your website content and throughout your social media platforms.


Whilst there are many more things that can be talked about with regards to SEO, the last one I want to mention is building trusted relationships with other businesses. These don't even have to be within your industry, is there a specific blog that you really enjoy reading that you feel would benefit from a guest blog written by you? Is there someone you have met at a recent event who you would love to write a guest blog for your website? Good old-fashioned relationship building can really have a great impact on your SEO. Using trusted links within your own content and achieving link-backs from other trusted sites is an SEO match made in heaven! But the only way you can achieve this is to get out there and get networking!


So there you have it, the key things you really do need to know about SEO. As I mentioned at the beginning of this blog, SEO really is all about common sense. Ensuring your website is posting great content that people will want to read and engage with, forming true relationships with other businesses, using keywords correctly throughout your content and acting in a way that shows Google you are a trusted website that is considered a key industry figure. Was this article helpful? Has it left you with more questions? As always I love to hear from you so either leave your comments below or get in touch!


About Jonny Ross Consultancy

Jonny Ross has over 15 years' experience working with B2B and B2C. Specialising in digital marketing, SEO, social media, website design and website development.


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