There’s a reason Google is one of the world’s largest companies. They claim approximately 90% of the world’s search traffic and more recently, they have demonstrated extraordinary power with the influence of their paid advertisements.
However, many of us are missing the basics of SEO (Search Engine Optimisation), which can dramatically boost your search ranking without paying for adverts or priority placements. Yep SEO is free.
To begin the SEO process, we really have to put ourselves in the mind of the customer and think, how will they search for us?
To do this, we Google!
Understanding customer search techniques
We start by searching the key words and phrases (let’s call these keyphrases) that our customers might use. We search for all the keyphrases that we ‘think’ our potential customers might use to find us, for example, I am looking for a new “personal trainer.”
What is fantastic about Google, is that as we type, Google begins to make predictive suggestions within the search bar. Think of these as hints or what your customer might ‘actually’ be searching for (as they are derived from the most popular searches).
As we start typing, these suggestions begin to paint a picture of the words and keyphrases that potential customers most commonly associated with each search. These hints can be an invaluable insight into the most common search keyphrases in our general market.
Going ‘incognito’ or private search mode for accurate results
Importantly also, we must use Google ‘incognito’ or ‘private mode’ for our SEO research. This function will eliminate our previous search history and the Google cache stored on our computer (which becomes quickly skewed by our previous search habits).
This technique ensures our search results appear as if we are a fresh customer lead, without a previous search history in this subject or focus keyphrase.
Benchmark our current rankings
During the research process, we start to build a picture of where we are visible in the search results and where we are missing. Ideally, our web pages should be appearing on the first page of results and in a position above our closest competitors. However, when we start the process (without SEO in place), it is common that we actually appear way down on page 4 or 5 of the results, or not at all.
And seriously, think about it. When you are Googling, how often do you actually click beyond page 1 or 2?
Nevertheless, plotting our initial result is an excellent benchmark of our current position (and the success of our SEO strategy later down the track).
Choosing our search words and focus key phrases
The simplest phrases are probably the most important, for example, “personal trainer Hobart” and “experienced personal trainer Hobart” or “mobile personal trainer Hobart.”
With the geographic reference to our market area, the search becomes more specific to our target audience.
As an example, if we search “high intensity interval training” the results will be more specific to this training methodology and less relevant to a potential customer who is searching for their new trainer.
More complicated phrases like “building my fitness level from home” or “how to choose a personal trainer” are also, probably, non-specific to our customers, for example. The majority of our customers will not be searching for these things.
However, these types of phrases can become secondary priorities within our overall strategy, if we feel they are still appropriate. Again, maybe with a geographic tag.
Connecting a focus key phrase to our website
With SEO, we have the ability to connect each of our website pages to an individual keyphrase and then, achieve improved search results. We can also tell Google exactly what to say in the description where our page appears in the results (without paying for advertisements or preferred position). Yep, this is still free.
If you are not already doing this, send us an email right now and we’ll show you how it’s done.
If you are doing this right now, send us an email and we’ll run a free diagnostic of your strategy and teach you how to improve it!
Anyway, the point is that a well-written SEO description will make our service stand out to customers when compared to a site that hasn’t written anything deliberately.
This is also the case for Facebook, but we usually do a two-for-one deal and complete both at the same time.
However, there is a catch
The Google search algorithms delve a little deeper into your site and authenticate a more complex relationship between our SEO keyphrase and things like the page header, subheadings, page text and images.
Google looks for authenticity and real connections between content and customised SEO settings. For this reason, it becomes increasingly important to craft content on each page, that actually relates to our SEO keyphrase and our target audience. All these things will help maximise our authenticity level and boost our position in the search results.
Furthermore, it can actually take several weeks before Google begins to recognise our new SEO strategy. The Google search algorithm again relies upon an established website history, to build a level of trust and authenticity with our site (when compared to websites that have been online and using SEO for months or years before us).
Within 6 – 10 weeks, however, we should see the position of our search results improve.
With well-crafted content and carefully selected SEO keyphrases, we should see your website sitting on the first page of the Google search results and in the top 5 positions.
Please shoot us an email or direct message if you wanna discuss SEO or your SEO strategy.