Many business owners will here hear the phrase 'search engine
optimization' (or SEO) from friends in the business community or even
competitors and may consider it as a route to increasing sales, but what
is SEO? Alternatively, a business owner may have tried 'SEO services' in
the past and found it either didn't work as well as expected or was working,
but no longer as effective - this article explains what SEO is, and why 'new'
SEO is working better than ever.
I have been working in search engine optimization and ranking
website market, before it was even called SEO. Here are the changes in SEO
since the start of the new millennium and what you should be looking for in the
SEO Freelancer Services UAE that
your SEO Agency offers or provides.
We take a look back at SEO through the years and explain what
SEO is today and how best to utilize it for our website.
SEO in 2000
Back at the start of the Millennium the 'big' search engines
that most people were using were Lycos and Excite. Of course, back then a very
small percentage of the UK population had access to the internet and those that
did had a slow 'dial-up' system.
Websites were one or two pages with basic information to allow
them to load quickly (within 20 seconds). SEO practices back then were to
'hide' as many keywords on a page as possible, so the website was found for
those searches without making the page look to spammy for visitors.
In 2002 Google launched something called 'AdWords' and it was
predicted to be the death of SEO, as people could pay for prominence, on the
now the number 1 website for starting internet searches.
In 2003, Yahoo purchased Inktomi, AltaVista and FAST, which
was basically the end of all of the 'smaller' search engines. Google started to
stamp down on 'spam' practices and websites. At the same time Google realised
that 'AdWords' were not going to kill off SEO and that in fact the 'natural
listings' encouraged visitors back to their search engine platform. Google
started to recognise 'Professional SEO Freelancer Services' experts and promoted good SEO rather
than spamming SEO.
2004 saw the first website 'banned' from the internet as
Google took action against websites that were spamming them. They also took
legal action against the "SEO Company" responsible.
To rank a website in 2006 you just needed links back to your
website and so buying links / link exchange was all the rage and most websites
had a web page where they would list companies and links to their website (I am
still amazed how many websites continue this practice).
Between 2004 and 2008 Google, now was the only real
"player" in the search engine world, started taking action against
poor linking practices and companies and started tightening up on spam and buying
links. The 'Noughties" ended with all "naughty" SEO practices
being practically stamped out, as Google concentrated on ranking websites based
on their content and it's relevance to the search being carried out.
SEO in 2010
Between 2010 and 2015 we started to see the search engines
take notice of 'Social Media' sites and soon the results were filled with
Twitter 'tweets' in the results. (I can still see the face of one of my
customers when searching Google for his business, and the whole first page of
the search results were compiled of tweets of a Twitter conversation that two
members of staff had been having about how terrible the company was!)
Videos and images were also brought in to the search results
with the Google 'Caffeine' update.
Google introduced "personal search results" with
the websites shown in the search results based on your previous searches and
websites you had visited before. This caused a 'bit of a stir' in the SEO world
as customers claimed their websites were "top of Google" for any
search they did related to their industry, just because they had visited their
own website many times before, so Google of course fed them back the website
for all relevant searches. This can still be a bit of an issue until you show
them the new 'Google Incognito search'.
The focus on ranking websites was on being found for BIG
keywords. A 'Plumber' in Bristol would want to rank for that search, and so
that was the focus.
Google 'Panda' and 'Penguin' updates figuratively killed off
'link exchanges' with huge penalties for websites who had irrelevant links
pointing towards them. At the same time Google introduced "no follow
links" to allow websites to provide relevant links to other websites and
information without penalizing either party. It was the start of "safe
linking". Quality and relevant content was now the key to ranking in the
search engines.
A report by the 'Office for National Statistics' in 2014
stated:
- 38
million adults (76%) in Great Britain accessed the Internet every day, 21
million more than in 2006, when directly comparable records began.
- Access
to the Internet using a mobile phone more than doubled between 2010 and
2014, from 24% to 58%.
- 74%
of all adults bought goods or services online, up from 53% in 2008.
Clothes (49%) were the most popular online purchase in 2014.
- Of
all adults in Great Britain, 67% are aware of Internet storage space
services, but the take up of these services to store data is much lower at
35%.
- In
Great Britain, 22 million households (84%) had Internet access in 2014, up
from 57% in 2006.
- Fixed
broadband Internet connections were used by 91% of households.
The UK was now (almost) internet savvy and usage of mobile
phones to visit websites was huge.
SEO 2015 and Onwards
The biggest change to the search engines in 2015 was the 'penalization'
of websites that were not "mobile friendly" - a mobile friendly
website has different information for the smaller screen to make it easier for
the user to read and understand. In ensuring that users got the best experience
Google started ranking mobile friendly or responsive websites (where the
website automatically changes its size and format to fit the screen) higher in
the rankings.
The UK population was using their mobile phones for local
searches, and local companies could at last gain an advantage over the large corporate
or 'national' companies on the internet.
The introduction of 'semantic search', where Google brings
back websites in the results not based on the keywords, but the content on a
page, again changed the way SEO agencies looked at working on websites. Ranking
for the 'Big' keywords, such as 'Plumber Bristol' became less important, as
internet users became more savvy with their searches. 'Long tail keywords', and
as many as possible, started to grow website visitors and more importantly,
conversions.
What is The SEO Process
Today?
It is probably correct to say that the processes or practices
associated with search engine optimization have now out grown the term 'SEO Freelancer Services in Canada'
In years gone by working the content and structure of a
website was enough. Now, there is so much more to do to not only rank a website
in search engines, but to get customer engagement. A better description of the
service would be 'digital marketing'.
Old practices, as mentioned earlier, meant 'big' keywords
were key to ranking. A focus on a single keyword per page or even for a whole
website would rank the business and back then it was all about 'rankings'.
Old way of doing SEO
Today there are a number of factors to consider in regards to
SEO. 'Semantic search' is the main driver and conversion the main goal, not
rankings.
Semantic search is where Google returns information on the
page, not the description the website creator input, back to the searcher. An
example of this would be to take the 'Plumber Bristol' example. A few years ago
you would have concentrated on ranking the business for "Plumber
Bristol", "Plumber in Bristol" and perhaps "Emergency
Plumber Bristol" - although this still holds true for businesses that
offer a solution for 'distress purchases' (where time and a solution outweigh
the need for information and advice) better practice throughout a website is to
add content that offers advice and guidance and includes 'long tail keywords'
(3 or 4 word searches) such as "Emergency plumber with free callout in
Bristol" or "Reviews for an Emergency Plumber near me". Google
wants the user to have the best experience and find the relevant information
quickly, and semantic search achieves this. This is also sensible for a
business owner. Would you rather your website was found by a searcher looking
for "Plumber Bristol" where they could be after information, looking
to get a job, looking for a plumbing service that you may not offer, or for a
specific and targeted search such as "best emergency Plumber near BS7″?
"Plumber Bristol" will get you a website visitor, being found for
"best emergency Plumber near BS7″ will get you a customer.
In terms of keywords this is the largest change Google have
made and it is here to stay. SEO Freelancer Services India or digital marketing is no longer about where you
rank, but how many different search terms you can be found for and their
conversion in to paying customers.
Website Content
A few years ago (and only 2 or 3 years ago) Google suggested
to professional SEO Agencies that 300 words on a page was sufficient content.
Last year they stated the MINIMUM should be at least 500 words.
Every day I am asked to review a website by a potential
customer - and most of them have between 150 to 250 words on a page. This is
common practice. There are two ways to look at this. Either Google has to
change it's expectations as most websites do not meet their grade or another
way to look at this is as an easy way to jump the competition by simply adding
content to your website. Do you think Google will lower it's expectations or
expect websites to improve to their standard? Google released the 'mobile
friendly' update knowing that somewhere around 80% of websites would need to be
upgraded - and they did it anyway as it benefitted over 50% of there users.
Quality content effects 100% of their users.
I recommend to our customer about 800 words per page. This is
enough content to be 'semantic search' friendly, provide relevant content and
not be too word heavy.
Good practice is to
have:
1. Page Title - say what the page is
about ('Big' Keyword if you must)
2. Headline - asking a question
3. First paragraph explains briefly
explains the content / solution
4. Image / or video
5. Longer description of the solution
Take our Emergency Plumber in Bristol, as an example:
1. Page Title: Emergency Plumber Bristol
2. Headline: Are you looking for the
best emergency plumber near you in Bristol?
3. First Paragraph: Smith plumbing offer
a 24 hour emergency plumbing service in Bristol. We do not charge a call out
fee and can be with you in 20 minutes. That is why our customer reviews and
feedback say we are the best emergency plumbing service in your area. Call now
on.
4. Image of the van or the Plumber
looking professional
5. Longer description: What they can
fix, common problems they resolve, some of the quotes from their customers etc.
This has a number of benefits.
Firstly, those people who just want a Plumber will read the
first paragraph, see the image of the van (build authority and professionalism)
and call the Plumber. Other people will want more information which they can
find further down the page. Is this cheating at SEO? Absolutely NOT. You are
providing relevant information to the user and Google will love you for it. How
content is structured and written on a page is the "new" SEO.
The second benefit is that your website will start to be
found for a combination of the words on the page - semantic search - in the
example above the Plumber could be found by customers and potential customers
looking for "Smith Plumbing”, “emergency Plumber near me",
"Emergency Plumber in Bristol", "Best24 hour emergency plumbing
service in Bristol", "emergency plumber Bristol reviews" and
dozens more search terms. If you were a Plumber would you rather be found for
one big keyword or multiple relevant customer converting keywords? I thought
so, and so does Google.
Old practices were to create website content for the search
engines. Now you must create content to provide value for customers. This is an
easier process than you might think.
What were the last 5 customer enquiries to your business?
What was the problem they were trying to resolve? Write about the problem and
your solution.
Link Building
The historic way of 'link building' was to get as many links
from as many places as possible. This year we has a very large company contact
us about their SEO and they were horrified when we suggested that they needed
to remove their 1.4 MILLION links back to their website as they had spent a
fortune over the years buying the links. Irrelevant links, and the more you
have the more detrimental it is, highlights to Google the irrelevance of your
website - regardless of how relevant it might be.
Today, a few, relevant links is far better than a Million
links back to your website. Today, links have to be built through engaging
relationships. Taking our Plumber once more, a link back from the 'Gas Safe
register', a local plumbing centre or bathroom showroom, and a few local
websites that like his information would be enough.
Social Media
Even though we still get a some companies like this now, a
few years ago when we suggested businesses should be on Facebook I was normally
told "Facebook - that is for teenagers isn't it? That is not our
market". If done well, Facebook can drive more traffic and paying customers
to your door than your website. Facebook's largest user group is 25 to 34 year
olds, second largest is the 35 to 44 years old age group. The 45 to 54 year
olds are using Facebook more than teenagers, and as nearly as much as 18 to 24
year old.
Facebook Users UK age -
courtesy of statista
Facebook allows a business to build a brand, engage
customers, get customer reviews and instant customer feedback. Unlike reviews
on your website which potential customer may see if they visit your website, a
review on Facebook is seen immediately by all of the users friends and if their
friend 'likes' the comment - all of their friends, friends. More and more of
our customers are getting leads from Facebook. People are asking their friends
for suggestions on businesses to use and getting dozens of suggestions back -
if you are on Facebook you are more likely to get a direct link to your contact
information.
What is next for 'Social Media'? Live streaming! Twitter has
purchased a company called 'Periscope' which allows you to live stream video
from your phone. "So what?" I hear our 'emergency plumber' asking. If
I were a Plumber I would be live streaming my work as I fix a problem, with the
video going out live to all of my followers and their friends - my own
television channel that is free-to-air across the whole world. Next time your
business conducts a 'brain storming session' - periscope it - your customer
will tell you what the solutions are.
Video Marketing
There are no 'old' SEO practices for video as it just didn't
exist and when YouTube started out it was for showing funny videos of cats and
the like.
Today that has all changed. YouTube is the second largest
search engine in the world and is owned by Google. YouTube has over 1 BILLION
users worldwide and every minute, 300 hours of videos are uploaded. It would
take you about 2 years to watch all of the videos that will be uploaded in the
next hour. It would take you the rest of your life to watch all the videos
uploaded today. Google's own statistics say that by 2018 73% of searches put
into a search engine will result in the person watching a video. Think of it
another way, in a couple of years when 10 people search the internet for your
product or service - 7 of them will watch a video, 2 will visit a website. That
is why I create videos for our customers as part of our 'digital marketing
service'.
SEO Freelancer Worldwide offers a full digital and internet
marketing service, including search engine optimization or SEO.
