Would you like to deepen your knowledge in search engine optimisation? Perfect. In this post we will review everything you need to know. The post is both good for those who want to get help from an external agency or for those who want inspiration to start working with search engine optimisation.
What is search engine optimisation?
Search engine optimisation is a collective name for different methods that make your site appear better or / and higher in a search engine. Quite simply, an optimisation on the search engines = search engine optimisation. The word is translated from the English term Search Engine Optimisation. Another common buzz word is SEO.
There are several ranking factors (195 pcs), which we list in our SEO guide , which makes your site appear higher in search engines. However, the most important factors are:
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- keyword Analysis
- Content
- External links
Why should you invest in search engine optimization?
A few years ago, it was a good tactic to bid on keywords through Google Adwords and put them as broad-matched. For non-familiar with Adwords, broad match keywords mean that you can search all possible search terms around the specific word. To take a practical example and that we bid on the keyword – search engine optimisation. Then we become visible on the following phrases:
- Search engine optimisation for free
- Search Engine Optimisation Google
- Search engine optimisation Melbourne
- Search engine optimisation Brisbane
- Search engine optimisation training
- Search engine optimisation tips
- What is search engine optimisation
- Search Engine Optimisation Sydney
Yes, you understand the stuff.
Let’s say we had tested Google Adwords for three months and got traffic through the above-mentioned keywords. The positive of this tactic was that you could analyze which exact search phrases contributed to the contact requests and thus see a clear pattern. Let’s say that the search phrases ” Search Engine Optimisation Google ” and ” Search Engine Optimisation Training ” had 98% of contact requests during the test period. Then, it is effective to bid on these search phrases only on Google Adwords, in combination with optimising search queries on the organic list.
Good, is not it?
It was good and it worked really well. Now it is unfortunately more difficult to succeed with this method and see the above-mentioned clear patterns.
Why?
Every third search on Google is brand new. There you have the answer. It is incredibly difficult to find a pattern in which keywords generate contact requests and it also means that it will be very expensive to bid on broad keywords that are not closest to your business. For anyone who works with keyword advertising, also know that the keywords are not cheaper to bid on. More and more companies bid on the keyword, which drives up the prices on Google Adwords year after year.
That’s why search engine optimisation is so interesting and that’s why it’s become a real snack in recent years. Using search engine optimisation, you can create a traffic engine that generates traffic / conversions continuously and even for a long time.
If this post we create now generates in 100 visitors to us every month for 3 years, we get a total of 3,600 visitors. If we were to purchase this traffic through Google Adwords, it would cost $ 144,000. Then I expect every click costs $4. If I have added 2h to this post, it will be a good hourly rate of $72/ h.
The interesting thing about this model is if we continue to create content that generates 100 visitors / moons and we get a model that is very similar to the “interest-on-interest effect”. In economics, this interest-on-interest rate is explained by the fact that it usually results in a cash machine because, as one gets the money to work for himself instead of vice versa.
Now I’m not hanging out. Interest rate on interest rate? Cash Machine !?
If you invest $ 100 over one year, you get a return on the invested money in the form of interest. Next year, the new money will also work and get a new return, which will yield even more returns and so on.
There is a red thread in this – I promise. This cash machine works the same as the traffic machine that we have talked about. If you continuously create good content that generates traffic, you’ll get the interest-on-interest effect here too.
and the best of all is to …
… this machine will eventually be a cash machine.
Step-by-step guide how to get started
Ok. I have been sold. I want to get started with Search Engine Optimisation (SEO) now!
Getting started right away is good, but getting started wrong can be devastating. It takes time and energy from you to be motivated and driven. Therefore, my recommendation is to think about a couple of turns before you get started while following this step-by-step guide.
Step 1 : What is the behaviour of your target audience / potential customer? Do you think your customer could do a search on Google and then contact you? If the answer is yes then you will continue, otherwise I recommend you do not start working with search engine optimisation.
Step 2 : Keyword Selection. The next step will be to identify which search terms you will use for your search engine optimisation. In principle, we always work for three factors when selecting keywords:
- How many searches are done per month on the keyword / search phrase?
- How low / high organic competition does the keyword / search phrase have?
- Is the keyword / search phrase relevant to your business?
Usually, you can not identify these factors on your own, but you need to get help from a search engine optimisation agency. Need help getting an SEO analysis ? Do not hesitate to contact us.
Step 3 : Create content. When the selection of the keywords / search phrases has been selected, it creates content. Content that strikes everyone else on your fingers, which causes both search engines and readers to love your in-depth analyzes and explanations. This is also usually very difficult to get internally because it is time-consuming to sit and write texts. Need help? Contact Us.
Step 4 : External links. If you have come this far and done a proper keyword analysis and also started creating your first content, you’ve come a long way. But now we are unfortunately coming to the toughest moment and there are external links. There are several ways to attract external links. The most common are:
- Ask for permission from partners
- Get links from artificial blogs (also called splogs)
- Guest Articles
- Good content that other users choose to optionally link to
Whatever you choose to work with external links, it’s a time-consuming job and requires both great knowledge and dedication.
Working with proper search engine optimization takes time and if you are to hire an external agency, it is a strategic effort to succeed. The work effort needs to be done and there are no shortcuts.
For those companies that do not have a budget for an external SEO company or wishing to do their search engine optimisation on their own, we recommend our popular SEO courses. In half a day, we’ll review the basics and provide you with the tools that will make you successful on the search engines on your own.
Do you want to get in touch with us or do you want advice on digital marketing? Contact us
