What is SEO and How it Works?
It’s a fair question. A lot of people have heard of SEO or search engine optimization however, not all understand what it means.
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We’ll first define the word:
SEO is a type of marketing that aims to boost visibility in organic search results.
There’s nothing too difficult.
The beginning of its the success of Google was based on improving the rankings of key search terms. However, due to changes in the way search engines function now, the results are more complex. The aim is to improve the visibility of search results across devices and groups, and to enrich user experience on websites in order to increase the chance of them turning into customers (moving from being a potential customer to a buyer).
Organic is a term that means unpaid which means the focus is on strategies. That have long-lasting value, as opposed to ones that run out after your advertising budget is turned off.
An SEO company is an outside company that does the same things for your business.
A partnership together with the services of an SEO agency can assist your business succeed in these areas:
- Better visibility
- More traffic
- More leads
- More changes
- Better Return on Investment
- What exactly do they do to help make them take place?
- In simple terms, these are:
- Connect with you
- Check your site for errors
- Outlined goals
- Conduct keyword research
- Evaluate any penalties that may affect your website
- Analyse your current link profile
- Optimise existing content
- Optimise site structure
- Do you have other technical SEO?
- Create new content
- Link building
- Outreach
- Watch brand names and monitor mentions
- Monitor the results
- Report on the results
It’s a long list. More details on each of the activities is provided below:
Connect with you
In the initial phase of onboarding, the SEO agency must be aware of everything that is about your business. Your goals and assets, your current campaigns; any prior SEO work you’ve completed either externally or internally as well as the specific issues you’re facing, and the gaps in your understanding.
The information they gather will determine the type of campaign they’ll design and put into place for your business. The ongoing communication process is built on reporting results and improvement of the objectives and strategy to increase the impact of your communication.
When an SEO agency isn’t able to keep you updated it’s a red flag.
Review your website
Analyzing the current performance of your website, and seeking out opportunities to improveit, is a crucial component of the process of onboarding. A thorough audit sets the foundations for an effective continuous SEO campaign.
To be able to accomplish this to do this effectively, an SEO agency needs access to your website and the Google Analytics account (or another tools for analytics), and your Google Webmaster tools account (if applicable). If your site is not enrolled in the Google tools (or equivalents) They may ask you to set it up to be able to monitor ongoing initiatives.
Outlined goals
Based on the data and knowledge gained from the steps above an agency can create an SEO strategy with goals to reach your goals. The plan of action will be laid out across the areas listed below, based on the extent and the specific goals.
The printed copy of your strategy will allow you to keep it in mind throughout the course of the campaign, making sure that planned actions are completed and the goals are met.
In the event that an SEO agency refuses to share their strategy for the campaign and goals, let them know that you must see this prior to work (and the payment) is allowed to begin.
Conduct keyword research
Keywords are an essential component in SEO, and good keyword research can be the difference between a successful and unsuccessful the strategy. Knowing how people actually are searching for goods and services can help you optimize your marketing and increase the chances of showing up in appropriate search results.
Through the advancement of machine-learning, websites are able to have an greater understanding of user intent, relevant words, and semantics. This means that you should be aware of the ways potential customers look for items and services that are related to your business.
In the event that an SEO agency doesn’t inquire about keywords when they are onboarding, make sure that they’re using relevant subjects and words that match the buyer’s intent of your potential customers.
Examine any penalties that could affect your website
Search engines are constantly updating their algorithms regularly, and some updates are made with the intention to penalize websites that violated the guidelines or to diminish the value of SEO techniques that are being deemed obsolete.
It’s kind of a game between mice and cats: SEO practitioners find something that is successful like guest posting during the first decade of this decade. Once the tactic becomes well-known as people come up with ways to make use of the tactic, and things start to become excessively spammy. Search engines are then able to adjust their algorithms to reduce those tactics that are more spammy, and the cycle repeats.
Understanding if your website has been impacted by any fines is crucial. This could be as a consequence of deliberately fraudulent work by an earlier agency, or even from things that were once considered acceptable but has been disregarded since. Examining your site’s traffic and determining if there are significant drops following past changes to search engines can allow the SEO agency to determine if there are penalities that could be affecting your site, and take the necessary actions to correct the problem.
In the event that an SEO agency isn’t aware of the necessity to be looking for penalties this could be a sign of that they aren’t aware of the requirements.
Analyse your current link profile
A result of this procedure is the identification of poor quality backlinks which could be slowing your website down. Sites naturally accumulate links, but not all of which are excellent. However, previous SEO agencies might have created links that were not good in the moment. Furthermore those links which were once thought to be excellent may have come due to periodic changes.
Recognizing harmful links can help an SEO agency remove them from the web effectively saying to Google “we’re cognizant of these harmful links and we’ve tried to get them removed but were unable to do it, so please disregard these links”.
Another benefit of analyzing link profiles is the identification of gaps in which links ought to originate from. If you’re the only website in your industry that’s not featured on a major news website for instance it’s a fantastic chance to gain exposure.
When an SEO agency isn’t focused upon quality of service, it might take part (perhaps inadvertently) in damaging link-building techniques. If you are unsure you should ask them to discern between good and bad’ links.
Optimise existing content
This involves rearranging the copy on pages and blog posts, and other website copy to ensure that it is SEO-friendly. In the past, this would have meant cramming more keywords into the content, but nowadays, it’s about making content more natural, user-friendly, and query driven.
Optimization also includes the removal of duplicate content as well as weak content (including bulk copy that isn’t adding anything of worth), and broken pages.
SEO-specific content, such as Meta title and description will either be improved or, if not present and not available, made. It is one of the first things that search engines look at that provides them with an understanding of your website, and it’s the first thing that humans get in search results. This is why getting it right is crucial.
In the event that you find that an SEO firm is using outdated SEO practices for keywords this could have negative effects – stay clear of keywords that are stuffed with’ and ask them what they are looking for in a properly optimized website.
Optimise site structure
A website’s navigation should be easy and effortless With content as little steps far away as is possible. It’s the norm that sites built over time by non-skilled people can turn into chaos. Therefore, the SEO agency will examine the design of your website and provide suggestions to improve it.
The optimization of navigation can also help crawlers on search engines get an understanding about the layout and design of the website. They typically only go just a few layers into the navigational structure of your site and if important content is hidden at the bottom of a lengthy series of links, it might not be viewed in search engine results.
Every URL on your website must point at live information, or redirect users to an additional piece of information or redirect users to a 404-page. The user should not be able to find dead sites.
If you have an SEO agency doesn’t make mention of looking at the structure of your website Ask them why.
Do some other SEO that is technical include tweaks under the hood
Technical SEO tweaks can improve the way your website functions to ensure that it’s fast and accessible on all platforms. A SEO agency will take a look at the following aspects as ranking factors today (i.e. your website will rank higher when they’re done):
Speed of the site: as well as measures to decrease the load time of pages on all devices
So that it renders properly and is simple to use on all devices.
Making sure HTTPS is an encrypted connection. That shields users when they browse the web, and sites without it – particularly sites. Where customers have the option of spending on the internet – are severely penalized
Create new content
This covers content for your site and also external websites (guest posts or articles, as well as thoughts-leadership pieces). Different industry leaders have different opinions on guest posts and the other types of outreach initiatives However, it all comes down to your objectives and the best activities for reaching these goals.
Content is created according to the latest trends and themes relevant to your field, and this will be guided by a thorough keyword research. Text-based content typically comprises much of what is that is created for SEO , however other formats such as audio, video and infographics can also feature.
If you aren’t sure if that an SEO agency has written in your tone of voice, you can call them to discuss it.
Create links
Link building may get negative press due to a variety of reasons. But constructing quality links from reliable sources is still the foundation of an effective SEO strategy. The SEO agency will find opportunities to obtain links from relevant websites in the industry as well as quality directories and many other sources. The aim is to drive the traffic that these sites bring through ensuring that the link leads to a website that can provide worth to the user.
Links also offer SEO signals, based on the assumption. That a website has a lot of inbound links from trusted, high-quality websites must be of good quality by itself. While search engines play their cards in their hands in relation to the internal functioning of their ranking algorithms, high-quality links have been associated with ranking for quite a long period of time.
In the event that an SEO agency doesn’t reveal specific links. They’ve built it could mean they are concealing practices that aren’t ideal.
Outreach
Both of these require active outreach in order to succeed. The content that is created must be promoted and may even be hosted on other websites. The links should be planned by contacting someone at the publication or website you want to link to.
An SEO agency could conduct outreach for your business to market the content. They’ve written, and to build links. When this happens, try to determine if they be doing this for your company or for your company’s behalf. If the latter, make sure you’re pleased with the understanding they have of your branding style and rules.
In the event that an SEO agency doesn’t reveal their outreach goals. When you ask, they could be planning to reach out to websites that are of low quality and irrelevant.
Watch brand names and monitor mentions
SEO companies can make alarms to your company’s name and related terms to draw any coverage that is natural. This can be as easy to request a hyperlink to an article that refers to your brand but does not link or taking steps to have controversial and defamatory material removed.
The latter is a move towards the management of reputation. Which was typically an independent service from SEO However, there could be the possibility of overlap.
If you’re SEO agency does not spot negative reviews of your company before you do inquire about the tools. They use to monitor their clients.
Monitor the results
SEO requires constant monitoring to ensure its effectiveness. Google constantly updates its algorithms as competitors shift around the rankings based on their marketing strategies, and your business is likely to create collateral that has to be optimized and included in your overall SEO strategy.
A company employs a variety of tools and methods to track the performance of rankings as well as engagement. Traffic as well as user journeys and conversions. The monitoring is used for two reasons to confirm whether the work being done is producing the expected results and secondly, it gives information that can be used to enhance the effectiveness of any future work.
SEO isn’t a case that needs to be a fire and forget about it:
if you find that your agency doesn’t keep you updated on the progress. They have made in their efforts, inquire to explain why.
Report on the results
The agency must provide information regarding the metrics related to each of the goals. That were established during the onboarding process. These could comprise:
- Visibility: rankings, new search queries, etc.
- Traffic: page views, bounce rate, etc.
- Leads: inquiries and engagements with CTAs and so on.
- Conversions: amount, rate, etc.
- ROI: the value of conversions, etc.
The report should include an agency commentary detailing. What transpired and the reasons behind it, as well in providing insights. That can be carried forward in the future campaign.
That’s the kind of things that you can count on. Here’s a brief overview of a couple of well-known SEO tools an agency could use:
Screaming Frog:
A tool that analyzes links images, meta data, and scripts on a website.
Google Keyword Planner:
an instrument that displays keyword volume search results, and recommends similar terms for specific queries.
Google Analytics:
A platform that records every interaction with your site providing extremely detailed information about user journeys and the behavior of users.
Ahrefs:
A tool for link research that gives information on backlinks to websites profiles
An SEO agency does not need to employ all of these tools to prove its legitimacy.
There are a myriad of tools and methods, and each agency works with a distinct toolkit. The same is true for SEO. not all SEO strategy will cover all the areas we have listed in the previous paragraphs.
An agency that does SEO might not advertise them by referring to themselves as an SEO agency. They can use terms like digital marketing agency or the more general marketing agency.
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