SEO Warrington, Cheshire: Big Boom Marketing Ltd
From our early days in Warrington SEO was the first service we developed. For years, alongside Adwords PPC, search engine optimisation was the mainstay of online marketing. As the world of digital marketing developed so have the options to achieve online success. Whatever a business wants to achieve online – lead generation, direct sales, fundraising, subscribers, brand awareness etc – there are a growing number of ways to make it happen. The challenge of any marketing is knowing which strategy or combination of strategies, fit the business, its budget, its objectives and gives the best return on investment.
At Big Boom Marketing we provide services for what we know are currently the 5 most powerful ways to market a business, service or product online: TOP 5 ONLINE MARKETING STRATEGIES and of course SEO is one of them. As long as there are search results in response to an online search there will be SEO. After all, fewer things are more gratifying – and better for business – than seeing your website appear on the 1st Page of Google.
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It is really important to remember that today’s successful SEO tactics are about attracting increasing numbers of visitors to your web pages: great onsite content, high authority link-building, social signals (yes, ignore the naysayers, it really does matter), business listings, video marketing, press releases etc. So while your business is climbing the search engine rankings – with the desired destination being high on the first page of the results – you are constantly attracting new customers during the SEO process.
A Brief History of SEO, the death of traditional SEO and the Evolution of Brand Optimisation.
Search Engine Optimisation was once the undisputed king of website traffic generation. It was the default choice to attract customers to your website quickly. If you could rank one of your website pages, an article or a press release high in the search results for a chosen keyword – preferably Top 3 – then your business would prosper from that exposure and result in a flood of customers making enquiries.
In fact, pre 2010 it was pretty easy to rank website pages high in the search results through some underhand tactics. However, this represented a massive problem for Google on two fronts:
- The search results were full of poor content. Web pages had simply been manipulated to place high in the SERPs (search engine result pages) and were often unreadable.
- The ease and speed at which web pages could rank highly in the search results affected the revenue from Google’s paid advertising program: Adwords.
Google’s Answer to the SPAM Problem.
Google’s “Algorithm” is a closely guarded secret that determines which factors affect the ranking of a web page and how much influence each factor exerts. Google constantly updates its algorithm – some 500 to 600 updates per year – in order to deliver the best search results to its users.
Back in 2010 things began to change quickly as Google waged a war on ‘manipulative’ SEO practices. There have been many updates to the processes that Google uses to decide the order (ranking) of web pages that appear in its search results. Major updates are codenamed Caffeine, Penguin, Panda, Hummingbird and Pigeon. These updates have changed the practice of SEO forever and have all but ended web spam. Websites with poor or little content can no longer be manipulated in order to be rewarded with high rankings. Current (2016) thinking indicates that web pages with between 1500 to 2000 words are increasingly favoured in the search results. This is very different to just twelve months ago when 300 – 400 words was suitable. The search engines are now also far better at reading the theme of the page content via semantic indexing. This simply means that if your page title and other meta tags indicate a particular topic then the content should contain recognisable terms and words associated with that topic.
As an example if you write about SEO then the search engine would expect to see words like: algorithm, spam, optimisation, meta tags, backlinks, pagerank, index, html, keyword, alt text, blog, domain, redirects, canonical, rank , nofollow, traffic, url, sitemap etc. If the content is weak it will not contain these associated words and hence will not be regarded as a worthy article. You may have noticed that many articles written by scientists rank very highly because of this same word association.
Nowadays the results returned from a web search are higher quality. Google Adwords also turned over $67 billion in 2015, up from $28 billion in 2010. You could say that Google has killed two birds with one stone.
So Why Does a High Ranking Matter?
In the UK, 89% of all searches are conducted through Google. If your website is ‘chosen’ in response to a relevant search and lists on the first page of the organic rankings then you have hit the jackpot.
If you rank as #1 then 36% of searchers will visit your website! Imagine having 1000 people per day finding your website. Of those 1000 visitors 360 visit your site. Of those 360 just 5% decide to order a product or buy whatever service you offer. That’s 18 new customers per day! What would that mean for your business?
Is traditional SEO dead?
In the sense of manipulative practice to gain an advantage in the search results, YES, it’s dead. Short term some ‘dark SEO arts’ can still work but sooner, rather than later, your website will be penalised and fall away from the search engine results. Even with remedial work it can be a struggle, if not impossible, to regain its former glory.
However, SEO is still important today and very desirable for business. What could be better than having your website appear at the top of the search results? You could have thousands of people every month clicking through to your website and buying your goods or services.
SEO has changed though. It’s not an isolated function now. No longer can you simply make spammy changes to the website and then direct thousands of backlinks to the web page and expect results. Not only will this not work but it will cause Google to devalue your site too. SEO is part of an holistic approach. There are many influences on how well your website ranks in the search engine results. This has led to the term ‘search engine optimisation’ being abandoned in some quarters and replaced by such terms as ‘Web Presence Optimisation’, Brand Awareness’ ‘Organic Promotion’ and other such terms.
SEO: A cog in the Wheel of Brand Awareness
The number of people that your website attracts need not be dependent on a strong showing in the search results. There are many channels to attract visitors to your website: review sites, directories, forums, blogs, video sites and of course all the social media sites. If this is how your website currently receives traffic then it simply proves to Google the growing importance of your brand / company. What’s the effect of this? You’re right! – a better showing in Google’s organic search results. Keep it up and you are on your way to a high ranking in the search results. Your Google *site quality score* will improve as it sees your brand being recommended online. So SEO is now about attracting website traffic from many mediums. The pre 2010 tactics are over. There are still some genuine ‘on-page’ factors to implement: title tag, content, alt attributes, url, load speed etc. The only remnant of ‘Old SEO’ is link building. The changes here are that links should now be relevant, high quality, timely and certainly earned.
3 SEO Facts:
- SEO is the process of improving the ranking of your web pages in the SERPs (Search Engine Results Pages) following a search related to your business or product; it refers to the natural, or unpaid, search results.
- Once the search engine returns the results of a search the following happens: 36% of those searching will visit the website of the company that is listed in the first position of the organic listings. 13% will visit the website listed in the second position and 9%, the third.
- SEO remains the #1 choice for online lead generation for B2B (Business to Business), B2C (Business to Consumer) and mixed B2B/B2C categories.
FREE ONLINE TOOLS TO MEASURE SEO FACTORS ON YOUR WEBSITE
SEOBOOK – http://tools.seobook.com/
SEOTOOLSET – http://www.seotoolset.com/tools/free_tools.html
WEBMASTER TOOLS – https://www.google.com/webmasters/tools/