One of the most profitable audience channels to grow for any business is organic or search traffic. By optimising your site for search engines like Google and Bing, you can increase your chances of being found by potential customers and therefore boost profits.
The part of this that is sometimes forgotten is that SEO isn’t something you can just do once and complete. Successful SEO is an ongoing process that never really ends – there is always something new to tweak or perfect to improve site performance further.
So the popular belief is that SEO is hard work due to its constantly changing nature and regular updates – but is this true?
One of the most common reasons we seem to come across from businesses failing to ‘complete SEO’ is the fact that it’s simply too hard to stay on top of. It’s fair to say a lot of our clients feel overwhelmed or even intimidated by SEO as it appears to be a gigantic topic that takes real expertise and detailed working knowledge to understand.
When trying to put their mind at ease, we often try to break down the process of search engine optimisation to demonstrate that there are basic principles that always remain the same and can be worked on with any level of knowledge:
- Crawlability – can search engines find your content?
- Structure – how should search engines read and prioritise your content?
- Keywords – what is your content about?
- Backlinks – does your content provide relevant and trustworthy information?
If your website is set up to guide search engines in answering these key questions, you’re on your way to optimising the basic fundamentals of your site.
These are very simple of course – there is a whole lot more to SEO than just these four points – but for businesses just looking to start out and get the foundations in place for long-term success, this is a good place to start.
So if SEO can be made to look this simple, what about it is changing all the time?
Well, this is where you need to separate the general theory about SEO from the definitive tactics that industry professionals and search engine accounts give us to use for growing organic traffic and improving rankings.
The four points we’ve highlighted are the theory; making these points work for you and your business will require the tactics.
It’s these tactics that change constantly, as Google and other search engines make adjustments to how their algorithms understand and present your site’s content on search results pages.
The important thing to remember here is that although the tactics that are used may change, the ultimate goal is always the same – to provide users with accurate information quickly and efficiently.