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What is SEO and How Does It Work?

We often speak with business owners who admit to not knowing what the benefit of SEO is, what SEO involves and what we actually deliver when we do the SEO work. We take great pride in our work, our people and our values.

This is an overview aimed at providing an answer to those questions. Organic search refers to the non-paid search results from a search engine. These results can’t be bought or influenced by advertisers; they’re the ones the search engine deems most relevant to the user’s search query.

This help guide focuses on helping you with any questions you may have about the basic mechanics of SEO. To keep it simple this overview is just that an overview of search engine optimisation. The tactic can go very deep and get really technical really fast.

For the benefit of our customers, we have referenced our friends at Ahrefs who explained better than anyone else has before them.

Google has two types of search results

These different results are a paid option and a free organic result. The difference is:

  1. Paid results that businesses pay Google to show them first
  2. Organic results are results from SEO work.

 

Result 1: requires you to pay Google to advertise on the platform. This does allow you to bypass all the work that SEO provides by showing your website first, second or third in the advertised listings.

If you stop paying you will be removed from that position. You can find out more about Google Advertising here.

Result 2: this is where every website online has a chance to be shown first. To be first there is some optimisation that is needed to be done. That optimisation work is SEO.

Most web traffic comes from Google’s organic search results.

In other words: organic search accounts for more traffic than all other sources of web traffic combined.

Ranking in organic search for relevant keywords drives ‘free’ traffic to your website.

Given that you have to create and produce content to rank in organic search results, the cost of traffic from organic search is never truly free. But, as is the case for us, it’s often the most cost-effective way of driving high-quality targeted traffic to a website.

Organic search is also important for anyone publishing videos on YouTube, as Google often ranks YouTube videos

What are the benefits of SEO?

Ranking higher is the most touted benefit of SEO, but rankings are really just a means to an end. Many of the real benefits of SEO are traffic-related. 

SEO leads to more traffic

Because most people tend to click one of the first few search results, ranking higher usually drives more traffic to your website. 

SEO leads to consistent traffic

Ranking in search engines usually leads to both consistent and passive traffic. That’s rarely the case for mediums like social media and email marketing that often result in traffic spikes that quickly fade to nothing.

SEO leads to ‘free’ traffic 

Unlike paying for ads, search traffic is ‘free.’

That’s a big deal because ads on search engines can be expensive.

How Does SEO Work?

There are a thousand instructions to answer this 100% for you but in the simplest way possible the way it works is we review the first page of Google results for your keyword phrases that you are targeting. Then we work on your website to clean up the technical elements and make small changes to the content all working towards ranking pages in Google.

The explanation beyond this can get really into the weeds of how mathematics influences the search results, but let’s keep it simple.

We often get this question. While it is straightforward for our team who are working every day to get those rankings it may not be for normal everyday people.

To help influence results shown in Google, our SEO team will make changes to web pages, content and images with the goal to improve the relevance of your web page to the target search term and keyword. Google reacts to these changes at various time frames. The change happens and the ranking in Google changes, then we work on the next page and so on.

With SEO work the job is never done. Imagine a never-ending game of chess with Google and your competitors. That’s why SEO is a very important tactic for every business to have in play for their online marketing.

playing chess with Google

What does your SEO work involve?

We believe that our SEO campaigns are some of the best on the market. We put in a lot of work upfront to set the tone of the campaign early on.

In short, Our Discovery of your competitive landscape involves:

  • Competitive Analysis
  • Website Quality Audit
  • Analytics Data Quality Review
  • Mapping of the Best Suited Strategy

 

Then depending on what size SEO Campaign you select the work we deliver will involve some of the items below, but a lot more that we will explain in person when you become a client.

  •  Keyword Research
  • Keyword to Content Mapping
  • Content Schedules
  • Target Page Optimisations
  • Website Technical Audits & Fixes
  • Link Profile Audits
  • Link Prospecting
  • Link Building – local, Industry and more
  • Other secret sauce we only provide to clients.

There is a heck of a lot more that we do, but for the sake of simplicity, we do all of the above and more. Our SEO team are well versed in Google, Bing, YouTube and social media platforms search results and requirements for pages to be number one. Our partnerships with various industry tools have helped educate and allow for development across the board with the delivery of SEO campaigns. We bring these learnings to our clients and actively work towards helping them achieve and maintain that elusive position one in Google.

“In today’s market businesses who want to be online MUST be active with their websites SEO and technical health. Google sets moving goalposts and your website must move towards the goal. Standing still in the search results no longer helps you it actually hurts you.”

Warren Duff

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