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The Fundamentals of SEO

Everyone business owner knows they need SEO, but not everyone knows exactly what it means. SEO, or search engine optimisation, is the concept of refining and shaping your digital content to appear higher in specific Google searches. Having a strong SEO strategy results in more users interested in your content actually seeing your content, which means higher sales and conversions.

However, for people who are still getting started in the world of SEO, there are some key fundamentals that need to be explained.

What Is SEO?

SEO is built around choosing keywords or different phrases people are likely to use to search for information, products, or services on Google. In many cases, SEO strategies fail before they even begin to see any traction because of the wrong keywords. Ideally, there are two main factors you want to consider when choosing your keywords.

  • The intent of your target audience: What exactly is your target user thinking about that could lead them to your page?
  • The competition for your keywords: How many other sites are trying to rank for exactly the same keywords?

The reason why these elements are so important is that you want to not only have users looking at your content who are likely to convert, but you also want your content to show up relatively early in Google searches.

For example, the keyphrase “dentist in Sydney” is pretty generic and likely already being targeted by larger websites, making it harder for you to rank. However “cosmetic dentist in Sydney CBD” is more specific and gives you a better chance of your content ranking higher. It’s important to be creative. There are keyword research tools that you can use to to rank for certain keywords, and whether they are worth your time.

Using Your Keywords

When done picking the right keywords, the second element is making sure you implement them properly. Google’s search engine algorithms prioritize stronger content, so you can’t simply use a keyword over and over and expect to rank for it. This is part of the reason why business blogs have become so popular. By picking a topic related to a keyword you want to rank for, you have an opportunity to put it in your title, headings, and text, giving you many qualified instances for that specific keywords.

Another thing worth mentioning is optimising keywords behind the scenes, or in ways that don’t show up on the page. These include areas like the meta description, tags for your content, as well as filenames and alt-tags on images, if you opt to use them. These give you the opportunity to use your keyword even more strategically, helping with your ranking. This can also be extremely important for e-commerce pages, which may not have as much text but more images.

Link Building for SEO

Another thing that’s extremely important is link building for SEO. As part of its ranking system, Google assigns importance to sites that have plenty of authority content linking back to them, as this represents authority. As a result, along with your keywords, you want to think about ways to promote your content and get those backlinks. Internal links (links to other pages on your site) also play a role in this, on a smaller scale.

As the competition for keywords grows, dipping your feet into the SEO waters for the first time can be a tall order indeed. If you are ready to see and experience actual results, contact One Orange Cow today to begin refining your SEO strategy. We can audit your existing keyword selection or help you find new options in order to put your pages and content in front of your ideal audience.