How to be discoverable in search engines
What’s the point of not being found?
When you have spent a lot of time planning, creating and uploading a website, you will want people to find it. You may think that SEO marketing happens naturally and that Google will find your website by itself.
Google is brilliant but not that smart!
You may think that because of the developments in Google technology, you’ll never have to do SEO again.
Again, Google is still not as bright as SEO experts.
Instead of thinking the wrong way, you’ll need to think about implementing effective SEO marketing.
How does Google’s ranking work?
When people wonder how SEO work, they often get it mixed up with PPC marketing.
Any business can get to the top of the paid advertisements if willing to pay more than their competitors.
However, SEO is more of an effective long-term method so a business can organically reach its target market on a smaller budget.
What does Google factor in?
There are nine different vital elements that Google considers in their SEO ranking.
Including your chosen keyword 80 times in a piece 1000 pages long is not enough.
There are other important factors that need to be factored in when performing your SEO marketing!
SEO experts argue that domain factors are critical to the website’s SEO as the domain information is the hardest to modify.
- Domain age: while there is no difference between new and old websites, Google does track the domain age. However, they said it is not essential in their ranking.
- Keyword in the top-level domain: although having your chosen in your top-level domain does not boost your SEO score, it is still relevant and shows signs of authenticity to Google.
- The keyword is the first word in their domain: having a domain start with your main target word can give you an advantage over your competitors.
- Length of domain registration: Google argues that domains with a longer registration length will likely show more signs of being legitimate websites.
- Subdomain containing keyword: a keyword appearing in a subdomain can boost its SEO rankings, according to Moz.
- Domain history: if the website has a history of penalties or a ‘reset’ of the website, it can negatively impact the business’s SEO.
- Exact match domains: websites that incorporate the same keywords as the website domain can have a slight edge over their competitors.
- Public or private WhoIs information: companies hiding their WhoIs domain information may be doing it because they may have something to hide.
- WhoIs Owner and penalties: if Google notices that a WhoIs owner has received sentences in the past, it will impact the SEO of any website owned by the same person.
- Having a country TLD extension can impact your chances of ranking globally for specific keywords, but it can also benefit your possibility of typing in your chosen location.
How can I use SEO marketing to improve the website’s ranking?
Everything has to begin with a plan.
Discovering what changes you need to be made helps link your business goals to your expected marketing campaigns.
Not only does a marketing discovery process eliminate any guesswork for digital marketing experts by gathering data, but it quickly identifies areas for improvement for the business.
Many individuals who are not digital marketing experts may see ‘search engine optimisation’ as a challenge that non-professionals cannot do.
The truth is that anyone can do SEO or outsource their SEO campaigns.
If you don’t want to take risks with your internet marketing campaigns, the best thing to do is to let someone who knows what they are doing help you with your SEO.
Anyone can improve their SEO marketing if they have an idea of the work they want to perform and their ideal results from the campaign.
Example case study
Take this short-let management company, for example, who had one strategy in 2022; to be the best in the short-letting market. With an impressive 1,000 unique searches per month for “short-letting”, the company knew that by increasing their marketing spend and devoting a set amount of hours to marketing each month, they could increase their conversions and, in turn, profits.
The short-let company came up with the following strategy, and a marketing company helped to execute it:
- Rank nationally around the UK for relevant searches to onboard more local properties.
- Rank on the first page for London, where they’re based, to keep up with the ever-growing demand for short-lets in the city.
- Introduce marketing funnel processes to understand where leads come from and their quality.
- I am developing an automation service to respond to enquiries quickly.
- Have the website redesigned to convert more customers who might otherwise choose a competitor.
By investing in themselves, the short-let company increased organic search results monthly and received, on average, 100 more monthly enquiries.