As you probably know, customers in Twickenham with problems you can solve are running searches on Google day-in and day-out for goods & services that would bring them relief. Question: Have you made it easy for them to find you?
The only way to guarantee they find you before they find your competitors is by improving the quality of your website’s SEO.
Twickenham’s Leading SEO Consultant
This article delves into the benefits of SEO on Google’s organic rankings. Having high organic rankings on Google benefits all types of Twickenham businesses. This includes small local bricks & mortar businesses and businesses which don’t serve customers from their premises (e.g. e-commerce businesses).
Why should you consider working with 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 learn 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 closer look at what these include.
The SEO Process Simplified
To explain SEO in the most simple way possible, we can divide it into 2 distinct 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
Do Basic Adobe Illustrator
Do Intermediate Adobe PhotoShop
A results oriented SEO & Digital Marketing Agency like Patrick Robinson Consulting, indeed has all those skills (and more) in house. A good online marketing agency will get results for you very quickly. Can you afford to take time out of your schedule to learn the skills you need to execute your own SEO?
ON PAGE SEO – WHY IT MATTERS
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 Twickenham small business owners normally know their brands’ most obvious high value keywords ‘instinctively’. While this is impressive, it’s nowhere near enough to get the lion’s share of business from their niche. Without serious, in depth keyword research, website owners just can’t learn all the terms their prospects use to search for them on the search engines . These searches are often comprised of multiple words. Known as “long tail keywords”, they may not get the highest volume of unique monthly searches, but they often add up to a sizeable proportion of the total. Tip – long tail keywords are usually associated with a heavy “buyer intent”.
If a business owner doesn’t know what those high value long tail keywords are, there’s no way he/she can optimise his/her website for them. You can always work out which website owners have optimised for the most long tail keywords. You’ll usually see them right at the top of the Google’s page 1 ;-).
Right, you’re onboard with the compilation of exhaustive keywords concept. How do you use them though? Well first you arrange your keywords into focused silos that share narrow themes. The Google bots love well structured, well organised content. If you also take care to present the content in a visually appealing fashion, your website’s visitors (the human variety) will likewise love your On Page content.
FIND NEW PROSPECTS – CONVINCE THEM YOU ARE THE OBVIOUS CHOICE
What do you mean – please clarify?Well imagine that you are an estate agent for instance. All your competitors are trying to rank for terms like ” buy property inTwickenham“, ” houses for sale near Twickenham schools” etc. You’ll almost certainly . opt to rank for the same phrases too, but you also may elect to rank for a seemingly unrelated keyword like ” eliminate cat pee smell”. What the heck?! Why would you wish to rank for that? Well your advanced keyword research may have uncovered the fact that significant number of your prospects are late middle-aged or elderly individuals hoping to downsize their homes. It’s fair to say this demographic are 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 need to remove any hint of eau de cat pee to stand any chance of selling their properties. That’s when they look 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 provide a link to a product or service that deals with the problem. You now have an advantage over all your competitors who didn’t dig deep enough into keyword research. Notice how in this example you would have collared a prospect very early in the selling/buying process. With well thought out follow up, the prospect may well come to a decision there is no need to consider any other estate agents.
Clever business owners use strategies like this to control their niches. This example 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 commonly find them at the top of the SERPs:).
WHY YOU NEED PROFESSIONAL HELP WITH OFF PAGE SEO
We have merely scratched the surface of On Page SEO but it should give you some food for thought about how you might decide to widen your net in with regards to the keywords you optimise for. Among the biggest ranking factors Google looks at is Off Page SEO.
Ask most Twickenham small business owners efficient ways to improve their sites’ Google rankings and they’ll say to you they just need a lot more backlinks to their websites. Loads of backlinks! In 2008 they ‘d have been correct. But in 2018 it’s not quite so simple.
On April 24th back in 2012, Google loosed an algorithm update codenamed Google Penguin. Penguin is designed to penalise websites that Google thinks has acquired backlinks in an unnatural manner, e.g buying backlinks etc. Under Penguin updates, any backlinks Google deems not kosher are not given any positive weight. These shady backlinks aren’t simply ignored either, Google actually assigns negative values to each suspicious backlink. In other words, paying for backlinks are costly in with regards to cash AND can very seriously damage your website’s online search engine rankings!
Spring forward to September 23rd 2016 and Google launched Penguin 4.0. This release was said to be different from what came before it as the penalties would be applied straightaway. Whether or not this is true is up for discussion, but it does show what Google is trying to achieve: eliminating dodgy backlinks from cheating its algorithms.
If the Google Penguin updates have not persuaded you that all backlinks are not automatically great for your website, here’s an introduction to one of Google’s most ambitious algorithm update programs so far – Rankbrain.
Google’s search formula is a complicated beast. We understand this only too well. It employs some 500+ factors to influence what appears in its search engine results pages (SERPs). Like that wasn’t sophisticated enough, Google now uses a technology nicknamed RankBrain to help separate the proverbial wheat from the chaff. Let’s take a gander behind the curtain of this technology and see how we can stay on the right side of Google’s Artificial Intelligence (AI) technology.
Twickenham SEO Experts Must Adapt Or Vanish
Twickenham SEO may at some point be separated into 2 specific periods: pre & post RankBrain. Sound dramatic? Perhaps, but this is no ordinary Google update. Haven’t digital marketers always adapted to prior changes, so shouldn’t this be somewhat easy to take care of as well?
In a word, no. RankBrain is AI developed directly to have an effect on Google’s search results. It mixes a number of diverse algorithms for each unique Google query. It mixes together a few different core algorithms for each keyword phrase queried, depending upon what it has already decided to be ‘the ideal standard’.This makes it all but impossible to reverse engineer exactly how Google changed its rankings for a given search query. Search Engine Optimisers now need to assess keywords individually and attempt to deduce which algorithms Google used for each ranking result.
Oh, and another 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 more details on RankBrain.
Now you have a 30,000 foot overview of what’s involved in On Page & Off Page SEO, let’s scrutinise how Google has divided the sections of its coveted front page. When you can assess the pros & cons of each section, you can make a better informed decision on which section( s) of Google’s page one to target.
GOOGLE’S PAGE 1 EXPLAINED
Google has subdivided 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 site owners who buy each click to their websites/ offers. This method is named 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. Notwithstanding, PPC is often really expensive in some 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, immediately after PPC payments stop, ALL the traffic from that source completely dries up. Because of that, most small and medium sized business (SMBs) do not use PPC as their only long-term customer acquisition strategy. Having said that, a good Twickenham SEO Agency will invariably offer PPC services as a fast start supplement to its central SEO strategy.
The Map Listings section, known by Twickenham SEO Agencies as the Google Local Pack or “Snack Pack”, shows a small selection of local businesses that Google recognises in the area.
In order to break into the Snack Pack, Twickenham business owners should first claim & verify their Google My Business (GMB) listings. A good Twickenham SEO consultant or Twickenham 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. 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 incredibly valuable for bricks and mortar businesses that serve customers at their premises. 3 business are normally displayed by default, but the other listings are revealed by clicking the “More places” option at the bottom of this section. A practical 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 alternative to 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 Twickenham 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 Twickenham, you owe it to yourself to claim, verify, and optimise your GMB listing. Getting into Google’s Local Pack can be done relatively quickly, inexpensively, and without the need to hand over control of your business’s main website. Patrick Robinson Consulting is a Twickenham Digital Marketing Agency with a solid record of success and will be happy to show you how to make your Twickenham business show in the Google Snack Pack.
WHY SETTLE FOR GOOGLE’S PAGE 2 OR BEYOND?
Searchers who haven’t found what they want on page 1 seldom 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 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.
Armed with this knowledge, good Twickenham 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 Twickenham 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 would like 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 doable it would be to achieve your goals: www.patrickrobinson.consulting
Patrick Robinson Consulting Twickenham SEO & Digital Marketing
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