Search Engine Optimisation (SEO) is the process of making your website visible to a Search Engine. It’s also the term given to any activity that attempts to improve your search engine ranking.
Many businesses often overlook their search engine optimisation, however, it’s one of the most important aspects of any successful marketing plan, without it in your marketing strategy, you’re practically invisible online to new customers.
Search Engine Optimisation requires a solid strategy which combines technical optimisation, content optimisation, and authority optimisation.
At Guardian Angels, our experience covers each of these, ensuring your website ranks well in the SERPs and drives traffic to your website. As a digital agency, our search marketing strategies consider consumer needs and the intent behind their searches.
SEO is a strategic marketing discipline that focuses on growing your website’s visibility in an organic way (non-paid). It’s also fundamental to any business’s marketing plan. Search Engine Optimisation (SEO) is basically how and where you appear on Google.
For example, if your company sold vitamins online, a potential customer may type into the Google search bar, ‘buy vitamins online’. For this ‘search term’, you would want your website to appear for this particular search, preferably on the first page of Google’s search results.
As we’ve mentioned previously, SEO is free online with all major search engines such as Google, Yahoo and Bing all having their own primary results. The primary results bring up websites that are the most relevant and authoritative to the ‘search term’.
Different things determine authority and relevance. Authority is mostly measured by analysing the number and quality of links you have from other websites (backlinks).
When it comes to SEO, relevance refers to the content on your website. The content will need to correspond to the search term used. It’s particularly important, as your website’s content will affect how high your website will appear in the search results for any given search term.
There are many tips and techniques available to improve your SEO ranking and to rank well based on certain keywords.
However, the main tip we can offer to any business in regards to SEO is:
SEO isn’t about instant gratification, but more about your long-term plan. Ranking for a super popular keyword is difficult and requires time and a good SEO strategy.
It’s important to highlight that SEO isn’t a one-time event and often results may not be visible for months. Therefore, it’s important to understand that this process takes time.
We produce monthly reports for our clients and unlike many agencies, they’re not full of jargon. We don’t believe in sending reports to our clients if they don’t understand SEO. Therefore, our reports offer detailed explanations of the SEO process and how it works. We also try to educate and train our clients on how each of our services works and how to understand the results.
There are two types of SEO and it’s important to understand these as you should avoid black hat SEO at all costs.
The main difference between white hat SEO and black hat SEO are the techniques used when trying to improve a website’s ranking.
Black hat SEO focuses on search engines only and not the human audience. White hat SEO focuses on the long-term investment, the search engine and the human audience.
Black hat SEO is definitely one process to avoid. It refers to the strategies and techniques used to increase the SEO ranking a lot faster, but it involves breaking search engine rules.
This form of SEO is mainly used by businesses that are looking for a quick return rather than a long-term investment. As Black hat SEO breaks search engine rules, it usually results in the website receiving a ban from a search engine and being de-indexed as a penalisation for using unethical techniques.
Some of our clients have previously had black hat SEO techniques conducted on their website. The main problem with black hat SEO is that they often increase your SEO by adding as many backlinks as possible regardless if they’re relevant or not and as you may have learned by now, your SEO needs to be relevant.
Unfortunately, for websites with an unnatural backlink profile through black hat SEO, once Google notices these backlinks, the website will be quickly penalised.
Removing a handful of backlinks can be time-consuming. But with black hat SEO, it’s not uncommon to see over 10,000 backlinks or more. Backlinks can be very difficult and very time consuming to sort the good from the bad. It’s also important to note that it’s not always possible to remove all backlinks.
If you receive a penalty from Google, you will then need to prove to them that you’ve done your best to clean up your website’s backlink profile before submitting a disavow report.
Other examples of black hat SEO include purchasing links or using deceptive cloaking techniques. Any tactics that are considered deceitful or harmful for consumers would qualify as black hat. Black hat tactics are not only risky, but are becoming less effective as Google’s algorithms evolve.
White hat SEO is the ethical approach which follows the rules and regulations of search engines.
The techniques focus on the human audience as well as the search engine. It’s important to focus on techniques for the search engine so that you’re visible, but if the content is poor, you’ll get very few clicks. Therefore, it’s important your strategy also focuses on both the search engine and the target audience.
In order to achieve white hat SEO, a strong strategy will need to be in place. Examples of white hat techniques include:
- Good quality content on your website
- Descriptive and keyword rich meta tags & meta descriptions
- Faster site loading speeds
- Responsive website
Overall, white hat SEO improves your ranking and also improves the customer’s web journey as a whole and this is very important to search engines.
As the number one search engine, Google is visited by billions of people each day, and each visit presents the potential for your site to be discovered by a new user. This means, no matter how quickly you want to be visible on Google, it’s not worth risking as there’s no real benefit of black hat SEO.
If you’re looking for a search engine compliant agency, then Guardian Angels Marketing is the agency for you.
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