Customers in Farringdon search Google every day for the services you specialise in and the goods you sell. As you read this there's probably someone in Farringdon looking for your specialities on Google.
If you want them to find your website, you'll need first class Search Engine Optimisation (SEO).
SEO Experts Farringdon
This post makes clear why SEO is so important to Google's organic rankings. It explains why having high organic rankings on Google's page 1 benefits all types of Farringdon businesses and why it's so important. It's no exaggeration to say that good organic rankings are essential for all types of business wanting to dominate their local niche. ‘One man band' type operations, medium sized businesses and businesses that don't serve customers from fixed premises (e.g. e-commerce, mail order businesses, mobile services etc) all benefit from being ranked highly on Google.
So why might you contemplate tapping the services of a professional, specialist SEO agency like Patrick Robinson Consulting? If you don't wish to engage an SEO consultant to optimise your business website you'll have to get the knack of a number 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 closer look at what these involve.
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 results oriented SEO & Digital Marketing Agency such as Patrick Robinson Consulting, absolutely has all those skills (and more) in house. A good online marketing agency will get outstanding results for you quickly. Can you afford to take time out of your calendar to learn the skills you need to handle your own SEO?
ON PAGE SEO – START HERE
All good SEO starts with in depth search term (keyword) research. Quality keyword research lays the foundation for a website to bring in a flood of new customers; even if the website is butt ugly! But even the most beautiful website won’t bring in a single new customer if it isn’t optimised for the right keywords.
Local business owners in Farringdon 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 your website hasn’t been optimised for those long tail keywords, the valuable prospects using them will never find your website. Who does get that traffic? The business owners who’ve done in depth keyword research get it all. You can usually spot them at the top of the Search Engine Results Pages (SERPs) ;-).
OK, you believe you need a compilation of exhaustive keywords for your site's SEO. What now? First, arrange your keywords into narrow silos that make logical sense. The search engine bots love this architecture. Make sure you display your content in an easy-on-the-eye style and your ‘real' visitors will also love your On Page content.
HOW TO TURN CASUAL VISITORS INTO PAYING CUSTOMERS
Sorry, what exactly do you mean?Well say that you run an estate agency for example. All your competitors are trying to rank for terms like ” buy house inFarringdon“, ” flats for sale near Farringdon schools” etc. You'll probably choose to rank for much the same phrases too, but you also may decide to rank for a seemingly unrelated keyword like ” do away with cat pee smell”. Blimey?! Why would you need to rank for that? Well your keyword research may have uncovered that a proportion of your prospects are late middle-aged or elderly individuals wanting to downsize. It's fair to say this demographic can be keen on cats. A cat only has to have one ‘ accident' on a carpet and the smell may hang around for an absolute age. These homeowners know they must eliminate any hint of eau de cat wee to stand any chance of selling their properties. That's when they seek professional help. So you could enter that particular conversation by writing a helpful article for your website that deals with this precise issue. You could also provide a link to a product or service that addresses the problem. You now have an advantage over all your geographical competitors who didn't delve deeply enough into keyword research. Note how in this instance you would have collared a prospect very early in the selling/buying process. With well thought out follow up, the prospective customer may well conclude there is no need to consider any other estate agent.
Resourceful business owners use methods like this to dominate their niches. This example may sound like I'm stretching a point, but that's what the on the ball 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 have only 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 whens it come to the keywords you optimise for. One of the biggest ranking factors Google looks at is Off Page SEO.
Ask most Farringdon company owners tips on how to improve their sites' Google rankings and they'll advise you they just need much more backlinks to their websites. Tons of backlinks! In 2008 they ‘d have been right. But in 2018 it's not quite so uncomplicated.
On April 24th back in 2012, Google loosed an algorithm update codenamed Google Penguin. Penguin is designed to penalise websites that Google believes has gotten hold of backlinks in a strange way, e.g purchasing backlinks etc. Under Penguin updates, any backlinks Google deems unusual are not given any positive weight. These shady backlinks aren't simply ignored either, Google actually accredits negative values to each suspect backlink. To puts it simply, purchasing backlinks can be costly in with regards to cash AND can greatly hurt your website's search engine rankings!
Spring forward to September 23rd 2016 and Google released Penguin 4.0. This release was said to be different from what came before it due to the penalties would be applied straightaway. Whether or not this is true is open to question, but it does show what Google is trying to achieve: eliminating dodgy backlinks from outsmarting its algorithms.
If the Google Penguin updates haven't satisfied you that all backlinks are not automatically helpful for your site, here's an introduction to one of Google's most hard ball algorithm update programs yet – Rankbrain.
Google's search formula is a challenging beast. We know this only too well. It employs some 500+ factors to decide what appears in its search engine results pages (SERPs). As if that wasn't sophisticated enough, Google now uses a technology nicknamed RankBrain in order to help separate the wheat from the chaff. Let's take a glimpse behind the curtain of this breakthrough and see how we can stay on the right side of Google's Artificial Intelligence (AI) technology.
Farringdon SEO Experts Must Adapt Or Vanish
Farringdon SEO may ultimately be separated into 2 distinguishable time periods: pre & post RankBrain. Sound dramatic? Could be, but this is no mediocre Google update. Haven't internet marketers always adapted to past changes, so shouldn't this be comparatively simple to address as well?
In brief, no. RankBrain is AI developed precisely to influence Google's search results. It mixes a variety of varied algorithms for each unique Google query. It merges 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 have to assess keywords individually and try to figure out which algorithms Google used for each ranking result.
Oh, and one more thing; this new technology now sorts websites into “verticals”. What does this mean and why should I be concerned? Click the link below if you would like further details on RankBrain.
Now you've got a 30,000 foot overview of what's involved in On Page & Off Page SEO, let's take a look at how Google has arranged the sections of its page one. If you can assess the pros & cons of each section, you are able to make better informed decisions on which section( s) of Google's page one to target.
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 pay for each click to their websites/ offers. This method is called Pay-Per-Click (PPC). PPC is a very effective way of getting onto Google's page 1 quickly and with relatively little work. PPC is debatably the most economic way of testing new offers before committing to full scale roll-outs. Nevertheless, PPC is often really 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, when PPC payments stop, ALL the traffic from that source completely shuts off. 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 Farringdon SEO Agency will usually offer PPC services as a fast start supplement to its central SEO strategy.
The Map Listings section, known by Farringdon SEO Agencies as the Google Local Pack or “Snack Pack”, displays a small selection of local businesses that Google recognises in the locality.
To break into the Snack Pack, Farringdon business owners should first claim & verify their Google My Business (GMB) listings. A good Farringdon SEO consultant or Farringdon SEO agency will be happy to talk you through this process and may even do this for you. Next, the GMB listing must be conscientiously 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 influenced by different ranking factors.
The Snack Pack is extremely valuable for traditional 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 even more valuable to you.
Having your Farringdon business stand out in the Snack Pack could 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 Farringdon, 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 Farringdon Digital Marketing Agency with a solid record of success and will be happy to show you how to make your Farringdon 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 propose “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 knowledge, good Farringdon 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 Farringdon 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 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 might be surprised at how uncomplicated it would be to achieve your goals: www.patrickrobinson.consulting
Patrick Robinson Consulting Farringdon SEO & Digital Marketing
Clerkenwell, Barbican, St Lukes, Farringdon Without, Holborn, Farringdon Within, Blackfriars, Finsbury, Castlebaynard, Bread Street