The 3 Easiest Ways to Optimise Your SEO Campaign

Although SEO offers Small and Medium Businesses just like yours a great opportunity to compete with Organisations with much larger budgets and reach, it’s important to remember that you probably aren’t the only Business in your industry running an SEO Campaign. You’ll likely be faced with a good deal of competition and, as a result, a dose of realism is needed when it comes time to consider the Keywords or phrases that you’re going to target. Have a think about what sets your Business apart from others within your field and try to build your Keywords around these ideas. Although you might very well be an Australian plumber, setting out to try and reach the number one spot in Search Engine results for the phrase “plumber Australia” could very well be a lost cause. Given that as of December 2017 there were 24,700 registered Australian plumbing Businesses, you’re going to be up against a lot of competition. Additionally, there’s no guarantee that the people who end up on your Site after searching the phrase will actually be looking for the services you provide. If you are ranking highly for the phrase “plumber Australia”, what use is that if all of the clicks you’re winning come from people looking specifically for a plumber in their suburb who offer 24-hour emergency call-outs? You may not service their suburb, and you might not offer this service! As a result, these people will immediately leave you Site, increasing your Bounce Rate and harming your SEO score. You’ve shown that you’re keen to invest in a Digital Marketing strategy for your Small Business – and that’s great! So don’t let that investment go to waste: make sure put aside enough time to create an effective Keyword strategy that’ll work best for you. For example, if you’re a plumber who works in Melbourne’s South Eastern Suburbs and wants to specifically target people wanting 24-hour emergency call-outs, you could use phrases such as “plumber in Melbourne’s south”, and “emergency 24-hour plumbing Toorak”. By refining your search terms and highlighting your uniqueness as a Business, you not only reduce the amount of competition you’re up against, but you also give yourself the best possible chance of being seen by people who are actually looking for exactly what you offer. It’s these people who are going to be most easily converted into customers.

Although the finer points of how Search Engine Rankings work can get a little complicated – indeed, the giants like Google don’t even fully disclose how they rank Sites – one thing is an absolute certain: Search Engines love fresh content. This means that one of the best thing you can do to ensure you’re giving yourself the best chance of ranking highly is to regularly update your Site’s content. This will demonstrate that your Site is well maintained and is more likely to offer searchers up-to-date, relevant information. The easiest way to inject new content into your Site is with a blog. Besides the benefits to your SEO Campaign, you’re also likely to start the development of a deeper relationship with those who read your posts. By getting your voice heard more often, you can begin to build a voice of authority in your industry, while also showing your readers the human aspect of your Business. If a blog doesn’t take your fancy, you should be considering the content of your pages at the very least. While that Home Page description you wrote three years ago might still make sense, adding a few new paragraphs or replacing a couple of sections will help to ensure that your Site reflects any developments in your Business, while also showing the Search Engines that your Business is still alive and kicking. By nailing your Keywords, understanding the searching habit of your customers, and dressing your Site in fresh content, you can go a long way to giving your SEO Campaign every chance of success. However, one thing you should always remember when running any kind of Digital Campaign is that there will be a limit to what you yourself are able to do. Any time you feel lost or as if you’ve hit the wall, don’t be afraid to ask for help from people with experience in the field.