Let’s talk about Search Engine Optimisation (SEO).
It’s one of those magical mysterious marketing terms bandied about nowadays, along with promises of guaranteed search results and ringing cash registers.
However, many of the less reputable self-styled marketing gurus neglect one very important point. Content is key.
Without effective and carefully tailored content you can pay huge wads of cash for a very unsatisfactory return. Money down the drain, to put it bluntly.
But clever content can optimise web traffic and translate into conversions.
And it’s not as complicated as some “specialists” would have you believe. It’s not rocket science, but it is a lot of hard work, and best carried out by professionals who actually know what they are doing.
Let me break it down for you…
What exactly is SEO?
Don’t be embarrassed to ask! SEO is the way that websites attract visitors by generating results in search engines, without paying for ads. The idea is to get inside a potential customer’s head and work out what they are looking for and what they need, and then make sure you get seen by them as much as possible. Your content SEO needs to reflect this,
The essential components for great content SEO are keyword research, site structure, and copywriting.
Keyword research means producing a list of words and phrases related to your business.
Keywords fall into two categories, referred to as head and long-tail keywords.
Head keywords are the most high-level keywords that best describe your business. They will appear most often in web searches.
Long-tail keywords are more specific, and will appear less frequently in web searches, meaning less competition in the search results.
Another important factor for keyword research is intent. Your audience might be looking for a particular website, looking for information, doing research before making a purchase, or intending to make a purchase immediately.
Taking all this into consideration is essential to improve your chances of ranking well.
The best way to imagine the ideal website structure is a pyramid.
The top is your home page, which has links to more pages.
Pages which focus on common, head keywords are placed higher up in the structure. Pages which feature less common, more specific, long-tail keywords are placed further down in the structure, but making sure they always link back to pages higher up– you want the visitor to stay!
Ok, you’ve got your keywords and site structure. Now you need copy.
Effective copy is about more than just including all your keywords. Blogs and articles must be well-written, interesting, and readable. (These days, Google will search for readable content, not just keywords and phrases)
Remember you’ve got about eight seconds to hook a visitor before they lose interest – a good writer will make those seconds count!
Finally, what’s NOT possible…
Even if you’re one of the biggest players in your industry, any marketing company that guarantees they can get you to #1 on Google is lying to you. The same goes for promises to double your profits or get you instant results. So, step away from those snake oil salespeople!
Talk to Tippy Tap
We can give you a realistic idea of how SEO content can help your marketing strategy and put together a holistic SEO strategy that’s perfectly tailored to your business. So, you know…get in touch.