Let’s dive into the three main parts of what is SEO marketing and how this can transform your business, increasing traffic to your website.
Search Engines are ultimately the librarian online, if you’re searching for something you turn to Google for the answer. If you ask a librarian for a book on World War 2, they will go away and find a book that matches three factors for them. 1) Can you find it quickly? 2) Does it have the correct information? And 3) Has anyone told you that it is a good book?
Therefore, the three main parts of SEO (also known as the 3 Pillars of SEO) are;
– Technical
– Relevance
– Authority
Within this blog post, HC Media Group will give you an insight into what is SEO marketing, how it works and how this can take your business to the next level. In the next few paragraphs, we will try to explain the important parts of the 3 Pillars of Search Engine Optimisation. What to look out for and how to check that your site is healthy within those pillars. For a full detailed review, an SEO agency such as HC Media Group will be able to give you a much better, detailed report.
So, what is SEO marketing? Search Engine Optimisation is a competition, and it takes time and investment to win. If you follow these steps, you will find the traffic to your website will improve massively.
What is SEO Marketing? Pillar One- Technical SEO
In simple terms, this is making sure that the search spiders or bots can find the information that they need on your website, and quickly at that. The quicker that they can find the information, the higher the chance there is of success within the search engine results pages (also known as SERPS)
But, what can you do to improve the technical SEO and how can you check?
Firstly, the main point to check is the load speed of the website. This is the speed of when you open up the site as a customer.
GTMetrix is a free tool which is great to check the speed of the site and our team can take a look at how the site is performing and what needs to be fixed to improve the speed. By working on improving the speed, you are both improving the user experience on the site as well as speeding up the process for the search engine spiders to find their search query.
Serve Scaled Images
Serving appropriately sized images can save many bytes of data and improve the performance of your webpage, especially on low-powered (e.g., mobile) devices.
Optimise Images
A few points that can be done to optimise the images are;
– Reduce the load times of pages by loading appropriately sized images.
– Reduce file sizes based on where images will be displayed
– Resize image files themselves instead of via CSS
– Save files in appropriate format depending on usage
– Cost-benefit ratio: high value
What is SEO Marketing? Pillar Two – Relevance
Relevance is a major ranking factor in Search Engine Optimisation, the same that it would apply to any business.
If you are asking Google (or any other search engine) for a certain product or service, they will want to present the most relevant information about this product or service to help you make a detailed and progressive decision. Therefore, making sure that you are relevant to the search terms, means that you have a much higher chance of getting this traffic.
This happens in two ways, content and backlinks.
Have you ever heard the saying that content is king? Well, it is correct.
Google would like to deliver all the information about the query that is being made and therefore will choose a site to be at the top of its rankings that delivers this information. If you only have a simple paragraph on your site, then you will struggle to rank, but, if you have around 2000 words, internal links to other sites with information, a very detailed explanation, and schema markup to show the search engine that this is the information that you are trying to explain this particular field, then you do have a chance.
To be able to do this correctly, we need to be able to do some detailed keyword research and planning, to find out what is being searched for most. You need to put yourself in the eyes of the searcher to then be able to offer the result that they are looking for.
Backlinks can also help show the relevance of a certain page. This mainly helps the authority of the site, but adding this to a specific page, in a correct manner, can hugely affect showing the search engines that the page is relevant.
To be able to do this correctly, you will need a tool that will show you the relevance and authority of the site. Majestic SEO and MOZ are good places to start. Or you can contact us and we will tell you what your authority score is.
If you are planning to link with a site, make sure that they have the correct relevance, which will also come to their backlinks. A site that talks about fashion, may not be relevant if the backlinks to that site are all from plumbing companies.
What is SEO Marketing? Pillar Three – Authority
Authority within Search Engine Optimisation comes from having an article written about you or your product on someone else’s website, with a hyperlink within the content pointing to the site you want to build authority with. This is known as backlinking. If the site that is linking to you is of high quality and authority, then this authority will seep through onto your site. This is also known as Link Juice.
The more backlinks you can get from a quality source means that you will get more authority within your site, which will help push you up the rankings, get more traffic, and get more sales.
An authority on a site does not come easy; it is not just a backlink from any site that will do the trick. There are some strict guidelines to get the most out of the link juice that is going to be passed over from the website that is linking to you.
Relevance. Think back to the librarian scenario which I have mentioned a few times. If you get 100 votes for a book on World War Two by some school children, and ten votes by World War Two Veterans and experts, it is going to give you more trust in the book. Of course, it would be the experts.
Trust (or domain authority) – there are a couple of different ways that we can investigate this, but both are the same regarding meaning. Majestic shows the Authority as a ‘Trust Flow’ and MOZ shows this as a Domain Authority (DA).
Each live website has a Trust Flow (or DA) of between 0 and 100. With 0 being the lowest and 100 being the highest. This is like a pyramid, so there are fewer sites as you go up the chain. It is incredibly hard to find a site that has a Trust Flow (or DA) of more than 40 to be linked to.
The higher the Trust Flow (or DA) that is linking to your site, the more ‘Link Juice’ that is going to flow through to your site. This will then help increase the rankings of the site and therefore traffic and sales.
Choosing which sites you are going to reach for linking purposes is quite a tough process, but to make it a bit simpler, we have labelled out the Trust Flow (or DA) metrics below with the value of the site.
0 – 10 = Low Value
10 – 20 = OK Value
20 – 30 = Good Value
30 – 40 = Great Value
40+ = Extreme Value
All of the Trust or Domain Authority comes through those that are linking to your site, so, if a site that you are trying to link with has a low Trust, this means that the sites that are linking to that are of a low trust also. Having Authority and Relevance together is critical if you are looking to get the correct result from your link juice.
Anchor Text – When transferring the authority from one page to another via link juice, ideally you want it to add power to a specific keyword that you want to increase the rankings of. Though the link juice will affect the whole site, it will have more of an effect on the direct page that it is linking to. For this, we need to do some research into what the current rankings are like.
Conclusion To What is SEO Marketing?
There you have it, an overview of what is SEO marketing and how this can take your website to the next level. If you’re looking to work with a team of SEO experts, HC Media Group can help you today. Our team works to build out an SEO Strategy bespoke to your business and from here our sole aim is to improve your search engine rankings by successfully implementing our knowledge and SEO techniques into your campaign.