Is SEO For Me?
It’s a question most web businesses are asking themselves. But although most of them are pondering SEO, a lot of them aren’t actually doing it.
There is a common misconception that SEO (search engine optimisation) is not worth the hassle because competition is so fierce. This belief is misguided and it’s holding businesses back. It can play into your hands.
Of course SEO is more competitive than it was a decade ago, but with the right moves, most businesses can rocket up the rankings and claim a coveted first page spot on Google’s listings. This is easier than you might think.
The first step we take at Morrison’s Marketing Solutions is to scope out the playing field. We conduct a keyword analysis to assess your chances of making it to the first page of search results. We don’t want to waste your time and money. If you are competing for a specific keyword with the likes of Apple, Microsoft and Dell then it is probably not worth pursuing. But in reality, that is rarely the case. With a sound plan, some hard work and a bit of patience, you can always score a spot on the first page.
Finding the Right SEO Company in Glasgow To Get You On The First Page
Today there is so much information about SEO (Search Engine optimisation) it’s difficult to know who to hire. What should you look for when making that decision?
SEO is a fast changing game. Many SEO agencies in Glasgow and throughout the UK are still stuck in the past. They simply haven’t kept up with the latest developments. Techniques that were crucial last year could get you penalised today.
A good place to start is to see how successful an agency’s techniques have been for their own website; check where they rank on Google.
Getting to page one for an SEO agency is highly competitive. Those that make it must be doing something right. It is also important to research effective SEO strategies and to ask your provider exactly what they will do to get you that all important first page listing.
At Morrison’s Marketing Solutions we have a methodical plan of action that incorporates the best practices of SEO today. If your interested in reading about it in more depth then please download our free ebook “The SEO Blueprint”. It will give you a full breakdown and how we carry out Search Engine Optmisation
Here’s a brief outline of the most important factors in SEO today and how these translate into strategy.
The best way to get your site to the top of the rankings is to create a great user experience. A few years ago SEO was all about making your website search-engine friendly. But since Google’s RankBrain algorithm came out in 2015, the key is to make it user-friendly. This should be the focal point of SEO today, but an alarming number of providers in Glasgow and throughout Scotland don’t even talk about it. Google has been honing its algorithm to focus on user experience for years and today it is closer than ever to achieving this aim.
For a long time, you could effectively cheat the system and achieve top rankings by participating in ‘black hat techniques’ such as keyword stuffing and buying thousands of links. But now the key criteria focus on user experience. These include content length, time spent on a page, click through rate, pogo sticking and bounce rate. Meeting these criteria tells Google that you offer a fantastic user experience which will propel you up the rankings.
The best way to create a great user experience is to answer the questions being asked. If you can anticipate potential clients’ questions and provide satisfying answers you are well on your way. By pursuing this SEO strategy you protect yourself from future algorithm changes and penalties because this has been Google’s goal from the start. It wants the best, most relevant sites to rise to the top. Measuring the users’ experience is the primary way Google does this.
SEO Audit and Strategy Formulation
Before any work on a website can begin it is imperative to carry out an effective SEO audit.
This is where we review all the different aspects of your website to establish what needs to be done. This includes reviewing keyword densities, checking the mobile experience and identifying toxic links. The list goes on. Once we have conducted the audit we will have the necessary information to build an effective game plan. This is particularly important for more established websites. For further information please link to our SEO audit Glasgow page.
This important aspect is often overlooked. Keyword research needs to be thorough and meticulous. Although most keywords are quite obvious, crucial ones often slip through the net. Finding these less obvious keywords can have a huge impact on your business.
When searching for effective keywords we examine the traffic volume and the competition level. We identify keywords that have a high traffic volume but are not overly competitive. This is how we avoid competing with the super brands where there is no chance of ranking on the first page. Finally, we look for keywords that have a high level of commercial intent and will attract the type of consumer who is ripe to make a purchase or sign up to the services you are offering.
The next step in our strategy is Onsite SEO. This involves conducting repairs such as fixing links, updating sitemaps and implementing HTML fixes. We also need to check that there is effective use of the Title, H1 and H2 takes. The title tags are one of the most important factors. Google reads these before anything else. They need to be as closely related to the keyword as possible.
You need to keep url’s neat and tidy. Whenever possible you want to leverage your url and have your keyword within it. Use social media sharing buttons to get your articles out to a wider ranging audience. It doesn’t directly affect SEO but it increases your chances of getting someone to link back to you. Finally, you want to ensure that all your images are optimised and that you have a responsive design.
Content is King… Have you ever heard that? Well, you’re going to hear it again because high quality, original content is absolutely crucial search engine rankings. This ties in with Google’s focus on user experience. Great content is the key to creating a great user experience.
Once we’ve identified the keywords we are targeting, the next step is to create content focused on these. We will begin to furnish your website with high quality, original content created by our writers and/or yourself.
We encourage business owners to write as much content themselves as they can. They have the best expertise on the relevant topics and understand exactly what the consumer is looking for. This is an area of SEO that few companies strive to compete in and provides a great opportunity to excel. At Morrison’s Marketing Solutions we can guide you in creating high quality content that packs a powerful SEO punch and drives you up the rankings.
A fantastic free resource is Answer the Public. Once you type in the keyword, it will instantly provide you with the most asked questions around this keyword. Providing the public with the information it wants is crucial for SEO. This resource takes out all the guess work.
Mobile Friendliness and Site Speed
The world’s gone mobile. Over 50% of Google searches today are done on mobile devices. For local searches, it tops 60%. With these numbers growing all the time, a responsive, mobile-friendly site is a must. Without one, you miss out on more than half of your potential traffic. Sites that are not mobile friendly languish low in the rankings.
You can check your mobile friendliness right now with Google mobile-friendly test. Making your website mobile-friendly will be an absolute priority for us. Site speed is also a critical factor. Google’s algorithm does not take kindly to slow load speeds. Fixing this will be vital. Having a responsive theme is not just crucial for smartphones. Your site has to fit well with all devices including desktops, laptops and tablets.
Link building is still very important but not in the same way it used to be.
In the past, the number of links to your website was one of the key metrics Google used to rate its authority and relevance. It was also one of the areas where companies cheated the system (black hat techniques) by buying thousands of links. Google has cracked down on this and penalties for buying links can be severe.
The best way to acquire links is to create great content that people want to link to. Good quality links from reputable and relevant sites will still boost your rankings. Ideally, you want links from sites with a high domain authority.
Another underutilised area of search marketing is local SEO. A large proportion of a business’ trade comes from within the local area. Google is increasingly favouring local searches and a significant section of the results page is now dedicated to local search. Local search accounts for more than a third of clicks today. This is a superb opportunity that smaller businesses can leverage. It means you can get on the first page alongside the big beasts without breaking the bank. The local results are shown in Google’s map section which generally features three local businesses. At Morrison’s Marketing Solutions we will take care of all the necessary details to give you maximum visibility to compete in Glasgow or your local area. To access more information please access our SEO company Glasgow page.