Before algorithms became as advanced as they are today, search engine optimisation was heavily focused on keywords and backlinks. As changes have been implemented in order to provide more relevant search results, the focus has moved towards user intent and providing quality results.
As a business owner, you need to ensure that you are making the right choices when selecting a provider.
However, if digital marketing and SEO is not what you do for a living each day, this can be difficult to work out.
In this post, I share my tips on what to look for and the do’s and don’ts when choosing your provider.
The Ultimate Page One Promise
Being on page one, position one in organic search can most certainly help with connecting to your ideal client, but there’s a catch. In an article by LinkedIn expert Sue Parker from DARE Group Australia, I share tips and insights on this, including the fact that online users will get different results based on their location, personalisation, and algorithm variations. So, what may show up for me on page one position is not what you will be guaranteed to see too.
Google decides this, not the agency or consultant working on your campaign. It’s usually ‘black-hat’ tactics that will speed up the organic process, leaving you open to Google penalties that you may not be able to recover from.
Keywords, Keywords & Keywords
Keywords are important, however they are one aspect of an overall strategy. If an agency or consultant sells packages based on ranking you for 5, 10, 15, etc. keywords on the first page of Google, they could be giving you keyword duds – these don’t provide a solid volume or are what you already show up for organically, essentially doing nothing to increase your online visibility! The other consideration is search volumes and competition levels. There could be low hanging fruit that will provide you a better conversion rate which haven’t been considered.
When executed correctly, SEO should be connecting you to your ideal customer or audience online. Behind every Google search is a user looking for answers to their questions. This is why user intent is the key element to any search engine optimisation campaign – not just ranking for a certain number of keywords that don’t lead to users picking up the phone to call you, or submitting a contact us form.
It can also be likened to posting on Social Media, getting a few hundred likes which makes you momentarily feel good, but no one contacting you about your products or services as a result. Likes are vanity metrics, and counting the number of keywords you have on the first page is no different if they have not been selected and implemented correctly for your business.
Long Term Strategies
Why invest in a long term strategy? Well, one main reason is so that you can have a sustainable online presence that will outlast any algorithm update or changes. When building your business, you need to think about the footprint you are creating and making sure you continue to build on the foundations you have so that you don’t suddenly ‘disappear’ and become invisible.
Having a holistic marketing plan also means that all of your channels including platforms like LinkedIn, Facebook and other Social Media sites are speaking to each other to support your online goals and long term business growth.
It pays to do your homework and to ask the right questions when thinking about engaging a provider to partner with you and your digital marketing efforts. Understanding the basics can help you navigate this road effectively so you are making informed choices.
If you would like any further support with this area, get in touch today and let’s discuss ethical and evidence-based strategies to improve online visibility for your business.