SEO Fundamentals

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What is SEO?

SEO stands for search engine optimisation. It refers to the process of enhancing your website to raise its visibility on a search engine results page when users search for goods or services associated with your company on Google, Bing, and other search engines.

SEO is about helping search engines understand and present content.

What is a Search Engine Optimisation Strategy?

The process of categorising the content of a website to increase the possibility that it will show up in search results is known as an SEO strategy. In essence, it’s the procedure you adhere to optimise your chances of receiving organic traffic from search engines.

A good SEO strategy will help increase traffic to your site by improving quality and quantity. Organic search is the most popular way people can access online content.

You are more likely to attract attention and draw in new and returning clients to your business the more visible your pages are in search results.

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How to Improve my Seo strategy

There are a tonne of ways to improve the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links (also known as backlinks). Search engines also look at site structure and design, visitor behaviour, and other external, off-site factors to determine how highly ranked your site should be in its SERPs.

A successful Internet marketing campaign may also depend upon building high-quality web pages to engage and persuade internet users; setting up analytics programs to enable site owners to measure results, and improving a site’s conversion rate. Read on to find out how to gain more traffic and how search engine optimisation works.

How Does SEO Work?

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index.

How Major Search Engines Work

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index.

When you search for something in Google (or any other search engine), an algorithm works in real-time to bring you what that search engine considers the “best” result.

Referring to Google; Google scans its index of “hundreds of billions” of pages in order to find a set of results that will best answer your search.

Think of the index as a giant library where a librarian can pull up a book (or a web page) to help you find exactly what you’re looking for at the time. Algorithms analyze pages in the index, considering hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.

Bear in mind that although Google’s search results are provided at a page level, Google also likes to have a sense of what role a page plays in the bigger picture of the site. Therefore, you need to plan your navigation based on your homepage.

Site administrators have spent months or even years optimising a website to increase search rankings. With the growth in popularity of social media sites and blogs, the leading engines have made changes to their algorithms to allow fresh, relevant content to rank quickly within the search results.

Google Search Console

Google Search Console provides tools to help you submit your content to Google and track how you're doing in Google Search. Google also provides businesses with the opportunity to pay for an advertorial placement at the top of search result pages. The word "Ad" indicates these listings. Google makes money when searchers click on these pay-per-click (PPC) advertisements, which you purchase through AdWords. You'll see these ads on more generic queries in particular.

Google Analytics

This is the gold standard for website traffic analytics, and it's free. Use it for all SEO metrics to measure your performance, such as traffic, time on page, engagement with page, number of pages per session, and more. Google Analytics easily tracks how website visitors interact with your site. Metrics like bounce rate and pageviews help you understand if your content is meeting the needs of Google searchers. Plus, you can even set up conversion tracking. Google is designed to deliver the best search experience to its users, or searchers. That means providing the most relevant results, as quickly as possible.

SEO: Why is it important?

Let’s take a look at three aspects of SEO to understand its value.

Unpaid search results

The unpaid listings that a search engine displays on a search engine result page (SERP), based on the query. A significant proportion of SERPs is made up of ads (in this case PPC, or pay-per-click ads). These ads are different from organic search results in that they are positioned using the search engine's search ranking algorithms and not advertiser bids. It is not possible to pay for your site to rank higher in organic searches.

Quality of organic visitors

You need to think: "How relevant are the search queries and the content on your site to their users?" Only visitors with a genuine interest in your products, information or other resources are considered high-quality traffic. High-quality SEO is based on the search engine's efforts to match a user's search intent with the pages listed in the SERP.

The amount of organic traffic to your site

You need to think: "How many users reach your site through organic search results?" Search results near the top of the SERP are more likely to be clicked by users. This is why SEO strategies should aim to rank relevant pages as high as possible. You will see a rise in conversions if you have more high-quality visitors to your site.

Measuring SEO Success

Measuring SEO success means tracking data about traffic, engagement, and links. Most companies develop their own sets of SEO KPIs (key performance indicators).

Search engine marketing (SEM)

Search engine marketing (SEM) is the practice of designing, running, and optimising search engine ad campaigns. Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. SEM focuses on prominence more so than relevance.

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Local SEO

Local SEO is an approach to search engine optimisation (SEO) that makes your company appear more prominently in Google’s local search results. Local SEO is beneficial for any company that has a physical location or serves a specific region.

Google discovered that individuals looking for particular sorts of companies need local results after examining user behaviour throughout trillions of searches. The proximity factor, which is a fancy way of saying that Google considers your location when you search for a local keyword, is part of Google’s local search algorithm as a result (a query with local intent). Even when the searcher excludes a city name or “near me” this still occurs.

Local search has been available for some time, but its use was restricted because most people exclusively used desktop computers. Local SEO has become crucial for the success of any company supplying local products or services as well as local marketers due to the recent explosion in mobile internet connectivity.

Why Keyword Research Is Useful for SEO

Keyword Research SEO is not about getting any visitors to the site, but your target audience.

You want to attract people to your website who need what you sell and can become leads, and later, customers. However, that’s possible only if your web pages rank for the relevant keywords those people would use when searching. Otherwise, there’s no chance they’d ever find you.

  • You will also need to place your keywords in your optimised titles and meta descriptions, optimised images and on internal linking and external links.
  • There is no need to Keyword Stuff.
  • You will need Keyword research tools to find the best keywords.

High-quality content is a must

Search engines recommend SEO efforts that benefit both the user search experience and the page’s ranking, by featuring content that fulfils user search needs. This includes using relevant keywords in titles, meta descriptions, and headlines, featuring descriptive URLs with content referencing keywords rather than strings of numbers, and schema.

Creating high-quality content takes:

You will need to make sure the content is factually accurate, clearly written, and comprehensive. This way, its algorithm can consider displaying your website for relevant queries.

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Link Building & Ranking In Search Engines

One search engine optimisation strategy that raises your search engine rating is called link building. One of the main ways search engine algorithms assess the importance of a page is through links. A website’s content is deemed useful if it attracts a lot of links or backlinks.

External Links

Find 1-3 web pages relevant to the topic you're targeting, on other sites that have high domain authority, and link to them in your post. This helps to build trust with Google.

Internal links

Link to your other blog posts on your site. Internal links help you boost rankings in two ways. One, they allow search engines to find and crawl other pages on the site. And two, they show semantic relations between various pages, helping to determine their relevance to the search query better. As a rule, you should include at least 2-4 internal links in your blog post.

Optimising your site and content with all these factors in mind can help your pages rank higher in the search results.

By implementing responsive design, robot directives, and other technical elements like structured data and meta tags, you can tell Google (a robot itself) what your site is all about.

Why You Need to Hire Zero Three Digital Marketing

Doing SEO yourself may generate an adequate return on investment.

Search engines are not paid for organic search traffic. Search engine algorithms change, and there are no guarantees of continued referrals.

Due to this lack of guarantee and uncertainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.

Search engines can change their algorithms whenever they wish. Ultimately, impacting a website’s search engines rank, possibly resulting in a serious loss of traffic. Therefore, hire an SEO company with a good SEO strategy that can adjust and amend your plan to the new algorithms. You can start to receive more traffic again.

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SEO Resources and SEO Tools

We have all the SEO resources and SEO tools to get you high-quality content via a keyword-researched blog post and title tag, relevant queries and leads.

We can also set you up for mobile with core web vitals.

The term “onpage optimisation” (sometimes known as “on-page SEO”) refers to all actions that can be made within the website itself to raise its position in search engine results. Examples of this include steps taken to improve the meta description and title tags or to optimise the content.

There are 2 types of SEO professionals. White hat SEO or black hat SEO.
White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.
An SEO technique is considered a white hat if it conforms to the search engine guidelines and involves no deception.

Meta description tags are important because Google might use them as snippets for your pages in Google Search results.

Off page SEO is getting other websites and other pages to link to the page you’re trying to optimise to their website.

Link to your other blog posts on your site. Internal links help you boost rankings in two ways. One, they allow search engines to find and crawl other pages on the site. And two, they show semantic relations between various pages, helping to determine their relevance to the search query better. As a rule, you should include at least 2-4 internal links in your blog post.