SEO (Search Engine Optimisation)

The Basics of SEO

By August 12, 2014 No Comments

SEO … not many people understand the term, its purpose or how to actually implement good SEO. But it is more important for your business than you might think, particularly if you are a location based business (with a bricks and mortar address).

Search Engine Optimisation or SEO for short, helps to improve your website’s visibility via search engines like Google Yahoo & Bing. You want people, who are looking to do business with you or are searching for your products or services, to be able to actually find you, that is where SEO comes in.

Much of the traffic to your website can come from Google. What SEO does is help your site to rank in Google so your audience can find you.

While the term itself may frighten you into thinking this process is complex and technical, it really can be broken down into a few simple and basic tips.

Flux guest trainer Edmund Pelgen shares his 8 top tips for great SEO…

1. Start with your customer


Know your customer. Who are they? What are their problems or questions? What content do they engage with? Understanding your customer is crucial to understanding how they search for your business’s products or services, and will help you when it comes to the following tip.

2. Keyword Research

Keyword Research

Keywords are words that people use and type into Google to search what they are looking for.  A good place for you to start researching keywords is with Google AdWords Keyword Planner. This free tool is brilliant because it will tell you what keywords have the most search volume with the least amount of competition, allowing you to pick and focus on those which would be best suited for your website and content plus have decent search volume around them.

3. Optimise your website


Now that you know what keywords your audience is using to search for you business, you can focus on those and work them into your website’s pages and ongoing content.  Keywords should be reflected in your individual website pages as ‘meta titles’ and ‘descriptions’. Break your keywords down into three levels starting with: homepage, category, and then individual products.

4. Start creating conversion content


What is conversion content? It is content created that answers questions and problems that your customers are asking and talking about. This kind of content should show your audience that you know what you are talking about, that you can answer their questions and solve their problems. Conversion content is all about showing them that you are an expert at what you do, which could turn a potential prospect into a customer.

Edmund has written a great blog, which explains his Content Framework in detail and has an awesome infographic to go with it. You can read Ed’s blog here:

5. Set up Google Analytics


Now you have your keywords and you’ve optimised your website, but you are not sure if it is working? Google Analytics is a free tool that will allow you to track your website’s performance and will give you all sorts of valuable information such as how did people land on your website, what pages are they looking at, how long they were on your website etc. By looking at your Google Analytics data you are then able to determine what keywords people are using to get to your website.

P.S. In case you didn’t know, inside the Flux membership we offer a course teaching you all about Google Analytics, breaking it down into in three easy and simple lessons.

6. Get links


Links caused quite a lot of strife in the world of Google rankings a short time ago because there were so many dodgy SEO practices going on. Now the search engines will only rank your site based on natural, reliable and good quality links, and there are a ton of easily obtainable links that you can get. Sign up your website with local and national directories, review sites (such as Yelp and Trip Advisor), industry association websites and directories, and ask customers for testimonials with links to your site. It’s all about building real connections, which in turn will reflect a higher quality of links to your site.

7. Get your business submitted and listed in Google My Business


What is Google My Business you ask? Say you are searching for a particular business in Google, the second lot of search options shows you the name of a set of businesses, as well as a pin where you can see on the map where they are located. Well that could be you! Over 50% of searches have a local component to it. Before submitting your business first search yourself and see if you come up, if so you can claim that pin as yours. Once you are listed encourage your customers to do reviews and rate you.

Put a screen shot in and link to Google My Business

8. Set up social media profiles


Although social media does not directly influence rankings in search engines, it definitely helps in terms of linking and sharing of your content. Using social media you can connect with people and influencers, and build relationships that hopefully you can leverage into links, sharing and promotion of your content.

So there you have it, 8 simple tips to nailing the basics of SEO, and if you take the Flux philosophy of “need to know learning” and do it step by step, it’s easier than you thought

The video below summarises the basics on SEO and what you’ll learn in the Flux SEO Course.

You can also listen to the podcast below with the pro of SEO Edmund Pelgen, from Content Kickstart.