With more and more online interaction these days, it is vital that your business has an effective online presence – this should be no surprise to you. However, when it comes to your target market actually finding you online, there can be a few problems. An organisation may have the perfect website, but if your intended audience isn’t seeing it, what’s the point?
No doubt you’ve heard of search engine optimisation, or SEO. It refers to how and what audiences see online when using certain terms in search engines. These search engines, especially Google, use complex algorithms to find what the computer thinks you will find the most relevant. For example, someone looking for a plumber in their area may type in “plumber Sydney, NSW”.
Google will come up with a variety of results, showing the most relevant ones first. The websites listed at the top of the search results are there because these sites mention “plumber”, “Sydney”, “NSW”, “plumbers” and other terms relevant to the search of all on the landing pages. Therefore, the more relevant to the search, the higher up your business will show – and in a world where 42% of users tend to click the first placed result, you want your business to be right up there.
This means you need to be writing for your audience, because those users are the ones looking for you – make it easy for them! Google is constantly striving to make their algorithms more and more life-like. That’s why when you make a spelling mistake, Google asks: “did you mean…?” and corrects you. The search engine understands that what you have written is close to the spelling of another word and therefore thinks you’ve made a typo.
As another example, if a clothing website is in your search history, that brand will appear higher in searches related to clothing. The computer assumes your interest in this product because you have searched for that specific range of clothing before so the search engine puts the option back in front of you, knowing its relevance. These are just some of the features that reflect the intelligence of SEO. So, there’s no question about the importance of writing for SEO – however there needs to be a balance between writing for an algorithm and writing for a human audience. The message here is don’t annoy your target market in an attempt to further your reach.
The balance comes from natural SEO. This term refers to the importance of using SEO but doing so in a way that shows you are considerate of your audience.
For example, a page mentioning their services an excessive amount of times, in the past this may have ranked well on Google – but to a human user, it may read repetitive and impractical. You’re better off to use terms a person would.
When looking for a baker in your local area, you might type in “where is a quality bakery near me?”. To appear at the top of this searches’ results, you need to address each aspect of the questions – using similar words to cover similar searches. You can also gain points with search algorithms by embedding links. You might have an introduction on your landing page stating that you’re a “baker” and you run a “great bakery” with “quality products”, and a section underneath asking “so where are we?” with a short description of your location and a link to Google Maps.
This page would be very likely to show at the top of the search results because you’ve appealed to the algorithm with links and keywords – as well as appealing to the user by consideration of human language.
When it comes down to it, your product or service can be amazing – but without the proper marketing, it risks remaining unseen by your target audience.
Get in touch with us today to speak to one of our marketing professionals about your business and how your SEO needs to be part of a wider marketing plan.
The Marketing GP team has an extensive range of skills and experience, covering every element of what we do; marketing and communication.