Search engine optimisation (SEO) is a range of techniques that aims to get your business website ranking as high as possible in search engine results. Why is that important? Well, without effective SEO, your trade business is essentially lost in cyberspace. Here’s what you need to know. If you can learn the basics of SEO, your website can rank higher in Google, resulting in more website traffic, and potentially an increase in new customers.
What is SEO?
When you enter search terms into an internet search engine such as Google, you’ll see a list of results displayed. These are websites that the search engine calculates as being most relevant to your particular query. So, how does a search engine choose the websites to display from the millions of potential matches on the internet? It all comes down to SEO. There are a range of factors that search engines look for to rank websites. This includes relevant keywords, page load speed, the links included on a page, and the quality of your website content, among others. SEO essentially refers to a range of techniques you can use to help your website rankly higher in those search engine results.
Why is it important that a website is optimised for SEO?
Put simply, if your website isn’t optimised for search engines, it’s unlikely it will be displayed on the early pages of search results when potential customers are searching for businesses like yours. So, unless they type your specific URL into their web browser, they probably won’t find your business online. When businesses experience little online traffic – even after investing in a shiny new website – it’s usually due to poor SEO practices.
Why is ranking high in search engines important?
Here are some numbers you need to know: according to research by Chitika, the top-ranking website in Google search results receives 32.5% of the traffic. That drops to 17.6% for the second ranked site, and then 11.4% for the third ranked site. After the top three rankings, traffic dives into single figures and falls to 1% or less if you don’t make it into the top 10 search results. That means the volume of website traffic your business receives is directly related to your search engine ranking, and if your competitors’ websites rank higher than yours, you’re giving away customers to them.
How can I improve my SEO ranking over time?
The good news is that you can improve your SEO ranking by following a few simple techniques. One of the best ways is to regularly update your website and publish relevant content in the form of blog posts. This new content should contain the keywords that your potential customers are likely to use when they search for your services online.
For example, if you want your website to be found when people search for ‘emergency plumber in Melbourne’, then you need to include those keywords in your website content, page titles, and meta descriptions. But don’t overdo it. Search engines like Google punish websites for over-using keywords. This is known as ‘keyword stuffing’, so it’s best to focus on creating content that offers real value to your potential customers.