FEATURE | Getting Your Business Online
• The age of your domain name; • Your existing ‘page rank’; • How strong the online competition is in your industry;
• How well your competitor websites are optimised versus your SEO efforts;
• If you have a blog or produce regularly updated unique content on your site; and
• Your website popularity, driven from backlinks and social media strategies.
For example, by having a regularly updated blog and keyword rich content, you can draw Google back on a more frequent basis to check for new content which provides an opportunity for re-indexation and to climb the rankings quicker.
Q: Are we all chasing the same keywords?
A: There are opportunities in every industry where companies overlook keywords and keyword phrases. A good example is misspellings. Many people searching for mortgages will neglect to include the ‘t’ when typing in the keyword. So optimisation for this keyword should be done on some pages based on this misspelling. Other companies just overlook keyword combinations and phrases, so again your keyword research is crucial to your success.
Analytics – What to make of the stats!
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Peter Cullen, CEO of Interleado on how you can make the stats work for you.
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Q: How essential is SEO for business in 2010?
A: Optimising your business online for the search engines is as critical as ever. Research (ComScore) has shown that there are over 12 billion searches performed each month, which translates to 400 million web searches performed every day. Also, getting visibility for your business on page one of a search
54 InBusiness May 10
result bestows a certain amount of credibility. A study by iProspect and Jupiter Research tells us that 36 per cent of users agree that “seeing a company listed among the top results on a search engine makes me think that the company is a leader within its field.” Whereas social media is primarily about building and protecting your brand, SEO is and always has been about sales. Getting more visibility for your target keywords results in more targeted leads and more people converting. The term ‘SEO’ in its purest sense was related to optimising your content and building your website’s authority. As the search engines have evolved though, especially Google, SEO nowadays can mean so much more. Getting your business listed on the first page of Google these days may be related to Google local search, video or image search, being mentioned on Twitter (Twitter now has a direct feed into Google), and of course, having your content optimised for your target keywords.
Q: What can the metrics show to a business owner?
A: Traditionally, business owners have used Google Adwords to promote their business through Google. Widespread research has shown how users actually integrate with a Google search engine results page. It is reported that the organic search listings attract up to 78 per cent of clicks, where as pay-per-click ads attract only 10-20 per cent. (See chart below) Combining a natural or organic search campaign with Google Adwords can result in
significant benefits. The table below shows the performance percentage improvements when integrating natural search with paid search.
Q: What does Interleado add to the SEO effort?
A: Interleado have developed the SEO Workbench, a software service that gives businesses the opportunity to generate more leads from their website.
This is done by running an analysis against a website and highlighting areas of improvement. Interleado’s SEO Workbench reports show very clearly what actions need to be taken to improve a website’s SEO Score. The better the score, the more optimised the website is and the more likely it is to get listed on page one of Google for their targeted keyword.
The table below shows the performance percentage improvements when integrating natural search with paid search.
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