Search engines, such as Google, account for 93% of all traffic visiting websites, and of those users, 75% do not click past the first page of search results. Ranking highly for your business or brand name, as well as your products, services or 'niche' is imperative to being seen.
Google is successful because within the blink of an eye, its search engine filters through infinite amounts of information and data to find the most relevant results for your search term or phrase. Google's bot or spider is constantly crawling the worldwide web discovering web pages, and its algorithms, which are updated hundreds of times each year, are determining whether to rank those pages, and if so, for what terms or phrases.
There are many critical ranking factors taken into consideration by Google, including on-page SEO, quality, trust and authority.
SEO is not something you do once. Search engines evolve, ranking factors develop and priorities change. Website design and User Experience has a significant influence, and since Google went 'mobile first', it's all the more important to ensure that your website is developed to work seamlessly across devices and platforms.
On-page SEO should go without saying, including optimised page titles, meta, heading tags and text copy, all based on comprehensive keyword research.
A coordinated content marketing strategy delivering valuable, unique, relevant and interesting content, blogs and media will encourage Google to perceive your website to be of good 'quality'.
Good reviews, positive sentiment, social mentions, quality backlinks from influencers and industry authorities will develop your domain's 'trust' and 'authority'. In all cases, these should be part of a well-planned digital marketing strategy.
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