Customers in Croydon search Google every day for the services you specialise in and the goods you sell. As you read this there's probably someone in Croydon looking for your specialities on Google.
The only way to be sure searchers find you before your competitors is by improving the quality of your website's Search Engine Optimization (SEO).
Looking For Top SEO Rankings In Croydon?
This article looks into the benefits of SEO on Google's organic rankings. Having high organic rankings on Google benefits all types of Croydon 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).
So why should you contemplate collaborating with a professional, specialist SEO agency like Patrick Robinson Consulting? If you don't intend to engage an SEO consultant to optimise your business website you'll need to get the hang of quite a lot of 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 entail.
SEO's 2 Main Disciplines
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
Write Basic CSS
Do Basic Video Editing
A skilled SEO & Digital Marketing Agency like Patrick Robinson Consulting, absolutely has all those skills (and more) in house. A good online marketing agency will get good results for you quickly. Can you afford to take time out of your calendar to learn the skills you need to carry out your own SEO?
ON PAGE SEARCH ENGINE OPTIMISATION (SEO)
Professional SEO begins with keyword research. Lots of keyword research. Nail the keyword research and you are in good shape to build a website that brings in a steady stream of new customers. An ugly website with good On Page SEO will still attract new customers, but even a gorgeous looking website with poor On Page SEO will fail to bring in any new customers.
Local business owners in Croydon for the most part do try to optimise their sites for their most obvious keywords. While this is commendable, it's nowhere near enough to dominate any local space. Without serious keyword research, website owners just can't collect all the phrases / questions their prospects use to seek out their goods & services online. These phrases and questions are often made up of more than 3 individual words. These “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. Tip – long tail keywords are known to carry a heavy “buyer intent”.
If you don't know what those high value long tail keywords are, there's no way you can optimise your website for them. You can always work out which website owners have found the most long tail keywords. You'll usually see them right at the top of the Google's page 1 ;-).
Alright, so you know you should amass a comprehensive list of valuable keywords for your site, but what exactly should you do with them? You’ll need to organise your keywords into silos of engaging website content. Do this and the Google bots will love your website. Display the content in a user friendly manner and your human visitors (prospective customers) will also love your website.
FROM CASUAL VISITORS TO PAYING CUSTOMERS = THE CONVERSION JOURNEY
What exactly do you mean?Okay let's say that you run an estate agency for example. All your rivals are aiming to rank for terms like ” buy purpose built flat inCroydon“, ” flats for sale near Croydon schools” etc. You will choose to rank for similar phrases too, but you also may elect to rank for a seemingly unrelated keyword like ” eradicate cat pee smell”. What the heck?! Why would you wish 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 trying to downsize their homes. 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 will probably hang around for an absolute eternity. These homeowners know they have to wipe out any hint of eau de cat urine to stand any chance of selling their properties. That's when they search for professional help. So you could enter that specific conversation by writing a n article for your website that deals with this precise issue. You could also generate a link to a product or service that solves the problem. You now have an advantage over all your nearby competitors who didn't delve deeply enough into keyword research. Note how in this example you would have gotten a prospect very early in the selling/buying cycle. With well thought out follow up, the prospective customer may well figure there is no need to consider any other estate agent.
Shrewd business owners use strategies like this to control their niches. This illustration may sound like I'm stretching a point, but that's what the astute business owners want you to think. That's why you'll regularly find them at the top of the SERPs:).
OFF PAGE SEO – WHAT YOU NEED TO KNOW
We've merely scratched the surface of On Page SEO but it should give you some food for thought about how you might want to widen your net in with regards to the keywords you optimise for. One of the biggest ranking factors Google takes into consideration is Off Page SEO.
Ask most Croydon business owners tips on how to improve their sites' Google rankings and they'll tell you they just need even more backlinks to their websites. Tons of backlinks! In 2008 they ‘d have been right. But in 2018 it's not quite so straightforward.
On April 24th back in 2012, Google loosed an algorithm update codenamed Google Penguin. Penguin is designed to punish websites that Google concludes has gotten backlinks in an irregular way, e.g purchasing backlinks etc. Under Penguin updates, any backlinks Google deems unusual are not given any positive weight. These dubious backlinks aren't simply ignored either, Google actually assigns negative values to every suspicious backlink. To puts it simply, buying backlinks can be costly in terms of cash AND can significantly impact your website's 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 due to the penalties would be applied straightaway. Regardless if this is genuine is open to question, but it does show what Google is aiming to achieve: putting an end to dodgy backlinks from cheating its algorithms.
If the Google Penguin updates haven't proven you that all backlinks are not always good for your web site, here's an introduction to one of Google's most purposeful algorithm update programs so far – RankBrain.
Google's search algorithm is a complex beast. We understand this only too well. It utilises some 500+ factors to influence what appears in its search engine results pages (SERPs). As if that wasn't enigmatic enough, Google now uses a technology referred to as RankBrain to help separate the wheat from the chaff. Let's take a look behind the curtain of this technology and see how we can stay on the right side of Google's Artificial Intelligence (AI) technology.
Croydon SEO Experts Must Adapt Or Vanish
Croydon SEO may sooner or later be separated into 2 specific eras: pre & post RankBrain. Sound dramatic? Could be, but this is no regular Google update. But haven't internet marketers always adapted to previous changes, so shouldn't this be somewhat simple to overcome as well?
In brief, no. RankBrain is AI developed entirely to act on Google's search results. It combines several divers algorithms for every unique Google query. It blends together a few different core algorithms for each keyword phrase queried, trusting what it has already decided to be ‘the ideal standard'.This makes it just about impossible to reverse engineer exactly how Google changed its rankings for a given search query. Search Engine Optimisers now will have to assess keywords individually and try to deduce 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 added details on RankBrain.
Now you've got a 30,000 foot overview of what's involved in On Page & Off Page SEO, let's review how Google has subdivided the sections of its coveted front page. Once you can evaluate the pros & cons of each section, you are able to make better informed decisions on which section( s) of Google's page one to focus on.
GOOGLE'S PAGE 1 EXPLAINED
Google has divided 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 website owners who buy each click to their websites/ offers. This method is known 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 is often hugely expensive in some niche markets. This is especially true if the person managing the PPC campaign is not an absolute expert in Google Adwords (Google's PPC program). Also, when PPC payments stop, ALL the traffic from that source completely dries up. Therefore, most small and medium sized business (SMBs) do not use PPC as their exclusive long term customer acquisition strategy. That being said, a good Croydon SEO Agency will almost always offer PPC services as a fast start supplement to its main SEO strategy.
The Map Listings section, known by Croydon SEO Agencies as the Google Local Pack or “Snack Pack”, features a small selection of local businesses that Google recognises in the locality.
To break into the Snack Pack, Croydon business owners should first claim & verify their Google My Business (GMB) listings. A good Croydon SEO consultant or Croydon SEO agency will be happy to talk you through this process and may even do it for you. Next, the GMB listing must be conscientiously optimised. 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 influenced by different ranking factors.
The Snack Pack is remarkably valuable for physical 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 handy 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 substitute 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 Croydon business make an appearance 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 Croydon, you owe it to yourself to claim, verify, and optimise your GMB listing. Getting into Google's Local Pack can be done fairly quickly, inexpensively, and without the need to hand over control of your business's main website. Patrick Robinson Consulting is a Croydon Digital Marketing Agency with a solid record of success and will be happy to show you how to have your Croydon business show up in the Google Snack Pack.
WHY SETTLE FOR GOOGLE'S PAGE 2 OR BEYOND?
Searchers who haven't found what they need on page 1 almost never click over to page 2 (when was the last time you searched past page 1?). To avoid losing these searchers altogether, Google uses the bottom of the page to show “related searches”. If your business is on page 2 or beyond, the related searches section is one reason your site gets so little traffic.
Armed with this information, good Croydon 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 Croydon SEO & DIGITAL MARKETING AGENCY?
Getting your business onto Google's page 1 is perhaps 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 choose to optimise for Google's PPC, Organic Ranking, or Local Pack, we'll give you all the advice and guidance you need. We also offer 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 tell us what you ‘d like to achieve. It won't cost you anything and you may be amazed at how straightforward it would be to achieve your goals: www.patrickrobinson.consulting
Patrick Robinson Consulting Croydon SEO & Digital Marketing
Wandle Park, Broad Green, Waddon, Beddington, Selhurst, Croydon, Beddington, Addiscombe, South Croydon, Thornton Heath