Understanding The Essentials: Search Engine Optimisation

5 December 2019

With SEO being the buzz-word of the decade for anyone in sales and marketing – we thought we’d take the time to share our insights on what it actually means as well as what’s involved. As a reputable SEO services provider in Melbourne, we know and can appreciate the intricacies that lie behind this valuable and complex process – and with Google constantly updating their search algorithms, it’s crucial for businesses to stay ahead of SEO trends and methods.

SEO is all about optimising your website to rank at the top of a relevant web search – bringing your site and services to the right audience. There are several elements that affect and dictate SEO results, making it a bit more complicated than people think.

This is where a qualified and experienced SEO company can really help you and your business thrive. If your SEO company fails to arm you with the right strategy, then often your SEO efforts will not see results. Let’s dive into the basics of search engine optimisation.

What exactly is SEO?

SEO is all about ensuring that your website ranks as high as possible during a relevant search – bringing it to the people who need it. This is achieved organically – that is, via non-paid methods – using keywords and relevant, quality content.

It’s easy to pay search engines to rank your business higher (through google ads) but to organically achieve this your website needs to be optimised with relevant keywords that apply to your business. That way when people search for something, the keywords will be linked to the products or services that you offer.

How does SEO work?

Now that we know what SEO is and what it does – it’s time to take a look at how it works. The key purpose of search engines such as Google is to find the most relevant pages based on the user’s search – improving the user’s experience. The search engine will scan and index pages that feature relevant data – concentrating on related and specific keywords as well as quality content.

As we mentioned earlier, there are several elements that affect SEO in addition to strategic keyword placement, such as:

  • User experience;
  • Site structure;
  • Metadata;
  • Back-linking;
  • Quality content;
  • Mobile-friendliness; and
  • Speed optimisation.

These links essentially count as ‘popularity points’ and the more ‘popularity points’ you have, the higher you rank.

Our team will determine the keywords that people would use to find your service based on the amount of traffic they receive and user intent. Once SEO begins we’ll be able to track the movement of these keywords to monitor progress and modify the strategy accordingly.

By constantly adding content to your website in the form of new pages and blog posts you’re fortifying your website’s chances of organically appearing in a search.

Organic vs. paid advertising

Google ads (also known as PPC or SEM) achieve instant results as you’ll launch to the top of a relevant search. But, using SEO to rank your website organically can often hold more benefits.

Organic search results appear more trustworthy as more and more people are actively ignoring paid search results – which are indicated by a small “Ad” logo. Organic results seem to appear more trustworthy and reliable in comparison. One of the perks of ranking through organic searches, though, is that good content will be rewarded with a higher ranking.

Whilst Google Ads will bring your website to the top of a search – it may be in vain as more and more people are identifying and ignoring paid Ads.

Rankings may fluctuate due to changes in Google’s algorithm or competition. However, SEO is an ongoing strategy that can be adapted and used to combat these fluctuations accordingly. Google ads require constant funding to continue to hold their position – which can become costly.

Are you looking for the best SEO company in Melbourne?

A modern and cleanly designed website is always a fantastic idea and really gives your business an attractive face. However, there’s no point in having an amazing website if there isn’t any traffic.

That’s where AWD Digital comes in. Our years of hands-on experience as an SEO company has given us a fresh and unique insight into the digital world. Our digital marketing team will formulate an effective SEO strategy and work with you to ensure that your site is high-quality and stays on-brand.

If you would like to know more about what our we can do for your business, then please get in touch with us by calling +61 3 9001 6255. You may also contact us via the enquiry form on our website.