How to set up your business online – become more visible through search marketing…
Now you have your new site set up (creating your own website made easy) it is time to make sure your customers can find you online. The most effective way to do this is to become an expert in search marketing (don’t worry it is easier than it seems). #dsmmcm1314
Search marketing – a history…
Gather round as I tell a story about a search phenom named Google. Google was created by Larry Page and Sergey Brin in 1996and it had a special super power – infinite knowledge. As any Spiderman fanatic knows, “With great power comes great responsibility.” Peter Parker (2002), therefore to share Google’s power with the world Page and Brin developed an algorithm that would activate any time Google was asked a question. This algorithm searched millions of indexed sites on the world wide web to determine which one would answer that question in the best way possible. #dsmmcm1314
-Please refer to this as you read the post below-
Keyword/Phrase: The words you enter into Google’s search bar.
Search Engine Results Page (SERP): The page that contains the results of your Google search.
Google ranking: The position you appear in a Google SERP based on the search term entered.
Click-through traffic: The amount of people who click on the link to your site in a Google SERP.
Organic search result: Results that are suggested using Google’s algorithm. These results are not paid for.
Paid results: Paid for text adverts that typically appear at the top and side of Google SERPS.
Search Engine Optimisation (SEO): Tweaking your site to appeal to Google’s algorithm.
Content: The text and media contained within your website.
Spider-bots: Virtual software that Google uses to find and index sites.
Internal links: Text that is hyperlinked to a page WITHIN the same site.
External links: Text that is hyperlinked to pages hosted on other sites.
The importance of a high Google ranking?
The higher you rank within Google’s SERP the higher the perceived value of your site is to the customer. Think of it like a review, Google is telling your customer that your site will meet their needs better than any of the sites below you. As a result of this endorsement sites that rank higher in Google tend to get a higher amount of click-through traffic. #dsmmcm1314
- The first ranking position in the search results receives 42.25% of all click-through traffic.
- The second position receives 11.94%.
- Third position on the first page obtains 8.47%.
- The fourth placed position on page one receives 6.05%.
- The others on the first page are under 5% of click through traffic.
- The first ten results (page one ) received 89.71% of all click-through traffic,
- The next 10 results (normally listed on the second page of results) received 4.37%.
- Third page receives a total of 2.42 %.
- The fifth page receives a total of only 1.07%.
- All other pages of results received less than 1% of total search traffic clicks.
The top four organic search results within Google SERPS account for 68.96% of clicks! That is a huge amount considering that 1,873,910,000,000 searches were conducted in Google in 2012.
Therefore, a high Google ranking…
Drives more traffic to your site.
- Increases consumer trust in your site through Google recommendation.
How do I get a high ranking?
First you need to understand how Google works and which factors it looks at to determine your page rank in its SERPS. The video below is presented by Matt Cutts, one of the world’s leading experts in search marketing, oh and he works for Google! #dsmmcm1314
Mr Cutts first describes how Google searches the web to find and “index” sites. Spider-bots do this this by following internal and external links hosted within web pages.
How can I use external and internal links to improve my Google ranking?
- Include internal links in all your site’s pages.
- Make sure you link pages with similar content.
- Hyperlink keywords
This tells Google where to look in your site for more content relevant to the user’s search. Therefore, Google deems your page to be more useful to the user as it can provide information related to their initial search topic.
External linking should be a huge part of your SEO efforts. Google views links from other sites as positive reviews of the content on your page. If sites with a high quality score from Google link to your page it can trump all your competitor’s SEO efforts.
How do I get external links?
This is not easy, but the best things in life never are. You need to learn how to be effective in “link PR” – this is a difficult skill to master but could be the key to SEO success! This is a whole blog post in itself so I am not going to go refer you to a very good one from MOZ, one of the internet’s thought leaders on SEO. #dsmmcm1314
Great content creates great links. Matt Cutts talks about this statement further in the video below.
This video how your SEO efforts are linked (if you pardon the pun). If you read the article above from MOZ about effective link-building through increasing awareness and linkability of your site by sharing useful content with the web, you have grasped the main cusp of SEO. #dsmmcm1314
Of course your content has to be relevant to the keyword you wish to rank for, so…
How do you let Google know your content is relevant to the user’s search? You include keywords in your content…
This is not as simple as repeating the same word over and over again to get the number of times you mention the keyword as high as possible. This is negative SEO as; 1. it makes your content dull and illegible therefore the user will want to leave your site, 2. Google accounts for this in its algorithm and actually punishes pages and sites that are blatantly repeating keywords to the extent to where the readership of their content is damaged. #dsmmcm1314
So, if your content is great you only need to use the keyword a few times (once per paragraph as a rough guide), as your external link power will kick in and tell Google that your content is recommended by other people on the web.
Getting your content out there is the open door to SEO, but producing shareable and great content is the key!
This post barely scratches the surface of SEO, if you wish to learn more please check out the blogs below. You will be number 1 on Google in no time! (that’s a lie it takes a lot of hard work. but the benefits can be huge).
- The definitive guide to WordPress SEO by Yoast
- Beginners Guide to SEO by BowlerHat.co.uk – free e-book
- The Beginners Guide to SEO by Google
Author: Michael Norris