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You have a local business, and you are moving to an online business model. The website is finally up and running, but how do you let people know it's there? That's when you need an online marketing strategy, and more specifically, SEO.
Fresh SEO Team Discussing SEO Strategies

What is SEO?

SEO stands for Search Engine Optimisation. It is a critical tool for online Marketing. SEO can increase your website traffic by helping it rank higher in search engine results pages (SERPs). Because SEO is free, we refer to it as "organic". This means there are no paid elements, such as advertising. SEO is all about structuring your website content so it will rank higher on SERPs. Building links, using keywords and structuring information are all part of SEO. Effective SEO strategies focus on how people search the web as well as how search engines respond to those searches. If this sounds complex, that's because it is! Don't get me wrong, anybody can learn elements of SEO and use them on their own website. However, to get great results with SEO, you need to invest a considerable amount of time and effort. That's why many people choose to work with an SEO expert instead. A freelance consultant or SEO agency can develop and implement a strategy for you and then help refine it over time.

SEO: Meaning & Definitions

Whether you are getting started with SEO or engaging with an SEO expert, it is useful to know some of the terminologies.
  • Anchor Text - A link to a web page shown in search results. Search engines use anchor text to gather information on the destination page.
  • Featured Snippet - A short section of text that answers a searcher's query.
  • Headings - Highlighted text that helps a reader to navigate a page or article.
  • Link - You have many different types of link, such as inbound, internal, external or backlink. All take you to another webpage either on your website or to an external site.
  • Long Tail Keyword - Keywords are what we use for searching—for example, SEO. A Long Tail Keyword is an uncommon or rarely searched keyword. Usually, they contain two or more words, i.e. compare SEO experts Brisbane.
  • Off-page SEO - Strategies used outside of your website. This covers Social media posts, forums etc.
  • On-Page SEO - Strategies used on your website
  • Sitemap - A unique document that maps all the pages on a website. This makes it easier for a search engine to index the website.
  • Title Tag - Describes a webpage's content. Typically contains the keyword.

What is an SEO Expert?

Ok, now you're ready to pursue your SEO strategy and want the help of an SEO Expert. But, what is an SEO Expert? An SEO expert should have several years of industry experience in SEO. They will be able to demonstrate strategies that have worked for past clients and suggest what might work for you. Every business is different, and they should show you how they will adjust their SEO strategies to suit your needs. It's important to note that SEO is not regulated like many other areas of IT. Anyone can call themselves an SEO expert. There are no industry recognised certifications or governing bodies.

SEO vs PPC

SEO and PPC (Pay Per Click) are two different marketing strategies That have a similar goal. Both methods can increase traffic to your website and consequently increase your sales. It is hard to make a direct comparison as each has its own benefits. Consider it this way, SEO is a long term strategy that builds your customer base over time. It is organic so has no associated cost, unless you are paying someone to develop your SEO strategy. PPC is advertising you pay for. Each time your ad is clicked, you'll pay a fee. You will see immediate results with PPC, but it is not such a good long term strategy.

Why is SEO Important?

In today's market, SEO is critical for any online businesses. Without it, your website will go unnoticed and fail to achieve its primary purpose. There is little point in having the worlds best website if customers never find it! SEO makes you visible when customers search the web. By improving your search ranking, it directs potential customers to your website. What's more, those customers are already interested in your product or services. Attracting targeted customers to your website should result in increased sales.

Choosing an SEO Expert

So how do you choose an SEO expert? If there are no certifications or governing bodies, how do you know you are hiring the right person? The best piece of advice is to avoid any companies that make outlandish claims. Avoid companies that promise fast results, offer large volumes of links for low prices or promise to get you ranked first on Google searches. You need to look for SEO Experts with a proven track record. They should be able to show their work with past clients and be happy to provide references. An expert will be able to explain the processes they use and deliver reports that demonstrate strategy success. It's essential to choose a good fit for your company. An SEO Expert needs to understand your business and your goals to market it effectively.