Of all the potential customers in Barking looking for what you sell on Google over the coming weeks and months, how many will actually end up on your website? The answer might depend on what you do with the information in this article.
Improving your website's Search Engine Optimisation (or SEO) is the only sure way to guarantee your website gets found on Google's page one; ideally at the top.
Trusted Barking SEO Expert
This article looks into the benefits of SEO on Google's organic rankings. Having high organic rankings on Google benefits all types of Barking businesses. This includes ‘mom & pop' businesses, medium sized local businesses and businesses which don't serve customers from fixed premises (e.g. mail order businesses).
Why should you consider working with a professional, specialist SEO agency like Patrick Robinson Consulting? If you don't choose to retain an SEO consultant to optimise your business website you'll have to pick up more than a few ever-changing SEO sub disciplines yourself. To over simplify, these SEO skills include On Page SEO and Off Page SEO. Let's take a more detailed look at what these are.
SEO – A 2 Part Process
To explain SEO in the simplest way possible, it's divided into 2 basic disciplines: On Page SEO and Off Page SEO. Why get professional help to to optimise your website? if you want to do your own SEO, you'll need to learn how to:
Do Effective Keyword Research
Optimise Title Tags
Optimise Meta Tags
Optimise Image Tags & Attributes
Do Article Writing
Do Backlink Analysis
Strategise Backlink Acquisition
Write Basic HTML
A skilled SEO & Digital Marketing Agency like Patrick Robinson Consulting, certainly has all those skills (and more) in house. A good online marketing agency will get results for you in short order. Can you afford to take time out of your schedule to learn the skills you need to handle your own SEO?
ON PAGE SEARCH ENGINE OPTIMISATION (SEO) – THE BASICS
The best SEO campaigns start with solid keyword research. Get the keyword research right and you have laid the foundation for a website that brings in a ton of new customers. A horrid looking website with excellent On Page SEO will still bring in new customers, but even a fantastic looking website with bad On Page SEO won't bring in any new customers at all.
Local business owners in Barking by and large try to optimise their sites for their most valuable search terms. This is commendable, but it's nowhere near enough to dominate any niche. Without serious keyword research, website owners are unable to gather all the search terms their prospects use to seek out their goods & services online. These search terms are often made up of more than 3 individual words. These longer search queries are known as “long tail keywords”. Long tail keywords may not get the highest volume of unique monthly searches, but they can add up to a considerable proportion of the total. Hint – long tail keywords are known to carry a heavy “buyer intent”.
If a business owner is blind to what those high value long tail keywords actually are, it's impossible for him/her to optimise a website for them. More often than not you can tell which website owners have optimised for the most valuable long tail keywords. You'll usually see them right at the top of the Google's page 1 ;-).
So, you get it. You know you need an exhaustive keyword list that includes the long tail keywords your prospective customers use. Now what's the best way to use them? Well first you need to arrange the keywords into tightly focused themes (silos) which express very similar ideas. The search engine bots reward tightly focused, well organised content with a good score. Take care to present your content in a visually appealing manner (nice font etc) and your human visitors are much more likely to stick around long enough to consume your content too. If your site's visitors read, watch listen to your content you win in 2 ways: first, Google rewards you for good ‘time on site' metrics; also, your visitors have shown they are willing to engage with your content. This is the first step towards CONVERSION.
FIND NEW PROSPECTS – CONVINCE THEM THEY DON'T NEED TO SHOP AROUND
Huh – please clarify?Okay imagine that you own an Estate Agency for example. All your fellow estate agents are attempting to rank for terms like ” buy flat inBarking“, ” flats for sale near Barking schools” etc. You'll almost certainly want to rank for identical phrases too, but you also may prefer to rank for a seemingly unrelated keyword like ” eradicate cat pee smell”. What the dickens?! Why would you choose to rank for that? Well your keyword and market research may have uncovered that significant number of your prospects are late middle-aged or elderly individuals aiming to scale down their properties. It's fair to say this demographic can be keen on cats. A cat only needs to have one ‘ accident' on a carpet and the smell can linger for an absolute age. These homeowners know they have to erase any hint of eau de cat wee to stand any chance of selling their properties. That's when they hunt for professional help. So you could enter that particular conversation by writing a n article for your website that deals with this very specific issue. You could also generate a link to a product or service that addresses the problem. You now have an advantage over all your local area competitors who didn't dig deep enough into keyword research. Note how in this scenario you would have collared a prospect very early in the selling/buying process. With well thought out follow up, the prospect may well decide there is no need to consider any other estate agents.
Smart business owners use techniques like this to dominate their niches. This example may sound like I'm stretching a point, but that's what the sharp business owners want you to think. That's why you'll often find them at the top of the SERPs:).
OFF PAGE SEO – HOW IMPORTANT IS IT?
We have merely scratched the surface of On Page SEO but it should give you some food for thought about how you might wish to widen your net in terms of the keywords you optimise for. One of the biggest ranking factors Google takes into consideration is Off Page SEO.
Ask most Barking company owners tips on how to improve their sites' Google rankings and they'll explain to you they just need much more backlinks to their websites. Huge amounts of backlinks! In 2008 they ‘d have been correct. But in 2018 it's not quite so uncomplicated.
On April 24th back in 2012, Google let loose an algorithm update codenamed Google Penguin. Penguin is designed to punish websites that Google thinks has attained backlinks in an unnatural way, e.g buying backlinks etc. Under Penguin updates, any backlinks Google deems suspicious are not given any positive weight. These suspicious backlinks aren't simply ignored either, Google actually assigns negative values to every dodgy backlink. To puts it simply, purchasing backlinks can be costly in with regards to cash AND can really hurt your website's internet search engine rankings!
Spring forward to September 23rd 2016 and Google unleashed Penguin 4.0. This release was said to be different from what came before it as a result of the penalties would be applied straightaway. Regardless if this is genuine is debatable, but it does show what Google is attempting to achieve: ending dodgy backlinks from influencing its algorithms.
If the Google Penguin updates have not satisfied you that all backlinks are not always good for your web site, here's an introduction to one of Google's most hard ball algorithm update programs so far – Rankbrain.
Google's search formula is a sophisticated creature. We understand this only too well. It utilises some 500+ factors to determine what appears in its search engine results pages (SERPs). As though that wasn't tortuous enough, Google now uses a technology tagged RankBrain to help separate the wheat from the chaff. Let's take a glimpse behind the curtain of this technology and see how we can stay on the right side of Google's Artificial Intelligence (AI) technology.
Barking SEO Experts Must Adapt Or Vanish
Barking SEO may ultimately be separated into 2 separate time periods: pre & post RankBrain. Sound dramatic? Maybe, but this is no regular Google update. But haven't internet marketers always adapted to earlier changes, so shouldn't this one be reasonably straight forward to cope with as well?
In a word, no. RankBrain is AI developed directly to influence Google's search results. It blends a number of distinct algorithms for each unique Google query. It mixes together a few different core algorithms for each keyword phrase queried, trusting what it has already decided to be ‘ideal'.This makes it all but impossible to reverse engineer exactly how Google changed its rankings for a given search query. Search Engine Optimisers now must assess keywords individually and try to figure out which algorithms Google used for every ranking result.
Oh, and another thing; this new innovation now groups websites into “verticals”. What does this mean and why should I pay attention to this? Click the link below if you would like further details on RankBrain.
Now you have a 30,000 foot overview of what's involved in On Page & Off Page SEO, let's examine how Google has divided the sections of its page one. Once you can assess the pros & cons of each section, you can make better informed decisions on which section( s) of Google's page one to focus on.
GOOGLE'S PAGE 1 EXPLAINED
Google has broken down its page 1screen real estate into 5 sections:
2. Map Listings.
3. Organic Results.
4. More Ads.
5. Related Searches.
The Ads sections – top, bottom, and occasionally on the right – show sponsored listings for web site owners who buy each click to their websites/ offers. This method is referred to as Pay-Per-Click (PPC). PPC is a very effective way of getting onto Google's page 1 quickly and with comparatively little work. PPC is debatably the most economic way of testing new offers before committing to full scale roll-outs. However, PPC can be extremely expensive in some niches. This is especially true if the person managing the PPC campaign is not an absolute expert in Google Adwords (Google's PPC program). Also, right after PPC payments stop, ALL the traffic from that source completely shuts off. For that reason, most small and medium sized business (SMBs) do not use PPC as their exclusive long term customer acquisition strategy. That being said, a good Barking SEO Agency will often offer PPC services as a fast start supplement to its main SEO strategy.
The Map Listings section, known by Barking SEO Agencies as the Google Local Pack or “Snack Pack”, showcases a small selection of local businesses that Google recognises in the locality.
In order to break into the Snack Pack, Barking business owners should first claim & verify their Google My Business (GMB) listings. A good Barking SEO consultant or Barking SEO agency will be happy to talk you through this process and may even do it for you. Next, the GMB listing must be carefully optimised. Take note, this is not the same as optimising your main website. Your GMB listing is a separate entity from your business's main website and is affected by different ranking factors.
The Snack Pack is terribly valuable for bricks and mortar businesses that serve customers at their premises. 3 business are normally displayed by default, but the other listings can be revealed by clicking the “More places” option at the bottom of this section. A convenient feature of this Google Local Pack is your business's Google Star Rating can be displayed right underneath your business name. Searchers often use Star Ratings as a quick replacement for due diligence. So it follows that if your business has a high Google Rating, a Snack Pack position is all the more valuable to you.
Having your Barking business appear in the Snack Pack can be incredibly lucrative for you. There are 3 main reasons for this:.
1. Your GMB listing is displayed near the top of Google's page 1 so it will naturally get more clicks.
2. Your main website can also be displayed separately as an additional listing on page 1 – more screen real estate for you, less available for your competitors.
3. It's a relatively straightforward process to optimise your GMB listing (compared with optimising your business's main website).
If you own a bricks & mortar business in Barking, you owe it to yourself to claim, verify, and optimise your GMB listing. Getting into Google's Local Pack can be done comparatively quickly, inexpensively, and without the need to hand over control of your business's main website. Patrick Robinson Consulting is a Barking Digital Marketing Agency with a solid record of success and will be happy to show you how to make your Barking business appear in the Google Snack Pack.
WHY SETTLE FOR GOOGLE'S PAGE 2 OR BEYOND?
Searchers who haven't found what they really want on page 1 rarely click over to page 2 (when was the last time you searched past page 1?). To avoid losing these searchers completely, Google uses the bottom of the page to put forward “related searches”. If your business is on page 2 or beyond, the related searches section is one reason your site gets so little traffic.
Furnished with this understanding, good Barking Digital Marketing Agencies like Patrick Robinson Consulting advise their clients to optimise their websites for a selection of search terms which are related to their main keywords. That's why you'll often find them at the top of the SERPs:-).
WHY CHOOSE PATRICK ROBINSON CONSULTING AS YOUR Barking SEO & DIGITAL MARKETING AGENCY?
Getting your business onto Google's page 1 is most likely the most important single thing you can do to improve your marketing budget's Return On Investment (ROI). Patrick Robinson Consulting specialises in helping SMBs get found on Google's page 1 quickly, efficiently and with a positive ROI.
Whether you want to optimise for Google's PPC, Organic Ranking, or Local Pack, we'll give you all the advice and guidance you need. We also provide a done-for-you service which means you can simply allow us to do all the technical work of optimisation for you, and leave you free to do what you do best: serve your growing customer base!
Contact us today and let us what you ‘d like to achieve. It won't cost you anything and you might be amazed at how simple it would be to achieve your goals: www.patrickrobinson.consulting
Patrick Robinson Consulting Barking SEO & Digital Marketing
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