The best part of SEO and inbound marketing as a whole is the ability to track and refine the entire process.

A number-one ranking within Google’s organic search results is valuable because you don’t pay for the resulting clicks. That’s why you need a website that conforms to search engine optimisation (SEO) techniques.

It is hard to determine how relevancy is calculated as the algorithm is often changed, and realistically only Google really knows what it is, but there are ways to improve your chances:

Page content
Is it relevant to your business and the products and services you offer? Is the content unique? And is it useful and of a high quality?

Content freshness
Is the content fresh and original? Does it touch on a current subject?

Domain authority
Is the domain linked to from other trustworthy, business-related domains? Are those links gained in a natural way? Does anything look suspicious?

Domain age
An older domain might have more trust than newer ones.

Define your keywords

Keyword research should be the starting point of your campaign, so think about what phrases or words will take too long to rank via SEO.

A common mistake when choosing words and phrases is to select generic terms that will never be able to boost your growth. By learning to recognise which words and phrases you need to target you’ll gain an insight into how your customers search for and find your website.

Another error is using three or more keywords per paragraph, which means you run the risk of being accused of ‘keyword stuffing’. There are penalties for this behaviour that could impact where your site appears in search engine results pages.

Measuring results

The best part of SEO and inbound marketing as a whole is the ability to track and refine the entire process. Numerous tools are available that allow you to keep tabs on your website, traffic sources and user engagement. The free analytics tool Google Trends, which is used for keyword research, allows you to see what others search for and even plots on a graph how often a term is used over time – pinpointing geographically where most people are searching for a given term.

Other tools such as Google Webmasters are essential for understanding how search engines see your site. It will help website owners and web marketers monitor performance in the Google search index and gather information about search traffic, while offering technical status updates and crawling data.

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