SEO Archives

Hand placing blocks that spell 'SEO' in front of a blue gradient background.

Drive organic traffic with SEO: Increase your online visibility

When was the last time you Googled something? It’s become second nature for us to turn to the internet when we have questions or are looking for a business.

No matter where people search for your business online (search engines, social media, AI, or map apps), you want to be visible. Traditionally, this visibility comes from your Search Engine Optimization (SEO) efforts. More recently, the term has evolved into Search Everywhere Optimization (still SEO) to cover other online sources like AI, shopping platforms, podcasts, and social media).

Search engines, websites and AI aim to bring searchers the most relevant results for their search. You need to follow the SEO “rules” to increase your visibility and appear at the top of search results.

In this quick guide, we’ll give an overview of how to use SEO strategies and tactics. With this information, you will be well on your way to start showing up in search engines and other online spaces when people are looking for you.

How do search engines work?

Let’s look at Google first. When you search for something in Google, the results don’t just magically appear. Google uses algorithms to rank all the world’s web pages based on the keywords people type in the search bar. Your job as a business or website owner is to meet as many of the algorithm’s requirements (over 200) as possible. This will help your page show up (aka “rank”) on page 1 of a search result when people are looking for your business.

Search engine optimization is how you make your website and online content attractive to Google’s algorithms.

Of the 200 factors, some we don’t have control over (such as how long you’ve owned your domain or website address). The rest are split into 3 core categories:

On-Page SEO: Content on your web pages (written content, blogs, images, layout)
Off-Page SEO: Content on other websites to drive traffic back to you (links on third-party websites or social media)
Technical SEO: Coding and back-end optimization done to make your website SEO-friendly

Then, there is a fourth part that many businesses forget about: Ensuring your website’s user experience meets the searcher’s expectations. Getting “eyes” on your website is a good first step, but you also need to convert these visitors into customers, subscribers, or loyal followers. Your content and user experience is a strategy unto itself, but in simple terms, make sure your website answers your customer’s pain points.

Optimizing each of these areas will go a long way. It shows Google that you are an authority in your niche and that it should display your website in search results.

How AI is changing SEO

As AI expands, it’s having a significant impact on how businesses execute their SEO. We suggest creating a Generative Engine Optimization (GEO) strategy, also known as Search Everywhere Optimization.

Many of the same basic SEO fundamentals apply, but GEO emphasizes creating content that:

Addresses FAQs or a specific user question
Fills information gaps in the market
Is repurposed into different formats (video, written, audio, visual)
Is optimized for Voice Search Engine Optimization (VSEO)
Is methodologically structured to make AI parsing easier

AI is already used in Search Engine Results pages like Google. Google uses AI to create results summaries within search results pages. These are typically featured as AI overviews or summaries, featured snippets, and “people also ask” sections.

AI’s impact on SEO is relatively new and we expect it will keep marketers on their toes in the coming years. We’ll stay on top of the latest developments in AI’s impact, so you don’t have to. Talk to us about how we can help with your Search Everywhere Optimization.

Why is SEO vital for business success online?

Having a strong online presence is important for every business. It will help you attract new customers and clients and increase the perceived legitimacy of your business.

Here are the top 4 reasons having good SEO is vital for your business success:

It increases your visibility online: Appearing on page 1 of search results will typically earn you more clicks.
It establishes credibility and trust: Higher rankings tell searchers you’re a trusted authority in your niche.
It’s cost-effective: SEO can get you a higher, long-term ROI for your efforts.
It has local benefits: Using local or location-based SEO plans, you can attract foot traffic and local shoppers to your business.

Hero Home Care recognized the value of SEO, so they partnered with Out-Smarts to create a robust digital marketing strategy. Their goal was to increase website traffic, leads, followers, and social engagement.

We built them a customized digital marketing funnel using Ads, SEO optimizations, and social media plans. Our efforts earned them an increase of:

81.90% in organic search
109% in direct traffic
509% in social media
55.49% in web traffic

5 Steps to boost your SEO strategy now

Whether you have an existing SEO blueprint already or are starting it from scratch, here are our essential 5 steps to do right now to boost your SEO power:

Step 1: Start with keyword research

Identify what words your prospects are typing in the Google Search Bar. You can determine this by asking them, “How did you find me today?” or by using SEO tools like Google Keyword Planner (free) or SEMrush (free-to-try and paid versions). Focus on keyword phrases correlating to your offerings, niche, or unique selling points (USPs).

Step 2: Optimize your website content (on-page SEO)

Assign a different keyword phrase to each main page of your website and your most popular blog posts. Aim to include that phrase no more than 2% of the content. Include it in your title, subheadings, lists, and ALT text of images. You can check the density of your chosen keyword using this free Keyword Density Checker.

Tip: Don’t feel you need to optimize every page and blog post on your website right away. Prioritize key pages (like your home, about, or a core service page) first. You can optimize the additional pages over time.

Step 3: Check and boost website performance (technical SEO)

Google will penalize a slow-loading or poorly designed or coded website. Get a web developer to optimize images for faster loading and clean up any extraneous code interfering with page loading times. Also, check that your website is mobile-friendly (which is one of the factors Google uses to rank your site in results). Run an audit to make sure all of the links (internal and external) on your site work. If Google sees broken links your site will rank lower.

Step 4: Build backlinks (off-page SEO)

Begin looking for opportunities to get your website link added to other websites. This is called backlinking. Here are a few ways you can do this:

Ask business partners in a related niche about including your link on their website in a blog post or resource page.
Inquire about a business listing on reputable niche web directories
Ensure your social media profiles link back to your website
Share your blog posts and website content in social media posts
Offer to write a guest blog post for another website or business (with a link back to your site in your bio)

By adding more backlinks from reputable sites, you increase your chances of higher Google rankings.

Curious about how to use backlinks in your SEO blueprint? Read our Top 5 Link Building Strategies article.

Step 5: Track progress and amend your strategy

SEO isn’t a one-and-done marketing activity. Like many digital marketing strategies, it needs to be monitored and will evolve over time. Make sure you have detailed analytics on your website and social media profiles. Be sure to track:

Where your links are coming from
What phrases people are using in the Google search bar
What content or topics they’re most interested in

If you find a strategy or keyword isn’t driving more or new traffic to your website, try a new phrase. Give the keywords a few weeks to months to work before making any significant changes. Sometimes, these organic SEO methods take time.

Your next steps

It’s impossible to communicate everything you need to know about SEO in 1000 words. This article gives you a head start on optimizing your website and digital marketing for SEO. Remember, organic SEO can help you attract the right people at the right time online.

If you’ve made it this far in the article and are thinking, “This sounds good…but SEO still seems overwhelming,” have no fear. The Out-Smarts team can help you optimize your SEO and online presence so you’re found by the right people in the right places online. We can support all areas of SEO including on-page, off-page, technical, and more. Learn more about our SEO services and book a complimentary discovery call with Mhairi today.

Magnifying glass over blue background beside tiles that spell SEO

Demystifying SEO: How to track SEO and understand the results

The world of SEO (Search Engine Optimisation) can be overwhelming. SEO is how you attract visitors to your website from search engines. It can include both organic (free) methods and analyzing metrics related to your website’s content and usability.

With so many SEO tactics to drive traffic to your site and even more metrics to measure the user experience on your website, where do you start?

In this article, we’ll help you decide which Search Engine Optimization metrics are the most important to track, what they actually mean, and how to improve your results.

Continue reading →

Above angle of hands on desk typing on a laptop with an open screen of a magnifying glass that reads "SEO". Table is covered in office supplies.

All The (Free) Ways to Attract Organic Traffic From Google to Your Website

Imagine optimising your marketing budget and decreasing spending. While many businesses jump to paid advertising and media for quick results in their digital marketing, it’s not always necessary or recommended. We often suggest businesses start with organic ways to attract website visitors.

There is a lot of “noise” and competition online. But, if you learn how to increase your organic visibility, you can attract more visitors to your website. Below, we will share our top six secrets to the best and most effective free ways to attract traffic to your website.

Continue reading →

Scrabble pieces on wooden desk spelling 'SEO'

Unlocking Success: How to Choose the Perfect SEO Agency for Your Business

In our digital age, search engine optimization (SEO) is essential for any business that wants more online visibility.

Have you tried implementing SEO but reached the point where you need expert help? Do you need a long-term SEO marketing strategy based on your business goals? An SEO agency may be the partner you need.

Continue reading →

Blue background with Black letters reading SEO. The 'O' is a red target.

What is Ethical SEO – And why you need it

Deceptive digital marketing practices are not cool anymore, although many businesses still use them. In our opinion, ethical SEO practices give you a better chance of attracting the right clients, investors, and partners to your business.

How do you know if your digital marketing strategies are ethical or not? We’ve created this guide to help you plan online marketing that is authentic, honest, and sustainable.

Continue reading →

Marketing Predictions and Digital Trends for 2018

Ten years into the great social media experiment and 2017 was the year we saw Facebook hit the 2 billion user mark, the proliferation of real-time video across social platforms and the continuing email renaissance. With 2018 coming up fast upon us what better time to reflect on the past year, to dust off the crystal ball and to predict what 2018 will bring for marketers.

This post is divided into five sections to mirror the disciplines Out-Smarts focuses on websites trends, SEO – getting found when people search online, email marketing, social media and overall marketing strategy.

Website Design Trends

We know that Google is going to continue to emphasize the importance of mobile in 2018 so expect to see function taking precedence over form with a focus on usability and minimalist site navigation and content proliferating. It’s going to be interesting to see how the content is king crusaders balance their obsession with publishing content with minimalism and mobile. Expect to see more valuable content related to buyer intent rather than simply content for the sake of putting something out there.

Will 2018 be the year when small businesses finally catch up? 50% of small businesses still don’t have a website; we’re hoping this new year will be the one the laggards finally catch up. It is interesting that social media adoption for small business is much higher than website adoption. The popularity of social media is likely because of a low barrier to entry of social platforms. However, it is important to consider that you don’t own your Facebook, LinkedIn or Twitter pages (or any other social media presence you might have) the social media company owns it. What happens if they switch directions or go out of business? A website belongs to your business, not to a third party.

Watch out for more animation (logos in particular) and websites that incorporate GIFs in 2018 too – hopefully, they’re less cheesy than their Flash predecessors. Artificial Intelligence is going to be everywhere in 2018 too as enhancements make Chatbots get better and better at answering questions and simulating conversations with website visitors.

Search Engine Optimisation

Don’t let anyone tell you that keyword research is no longer important. It is and will continue to be, but there will be a shift in 2018 to focus more on semantic search, buyer intent and topics rather than specific keywords. SEOs will focus more on having their site show up at the right time when people are actually considering a purchase, rather than having the site show up to attract particular personas.

Another aspect that should be on your SEO radar in 2018 is voice search which means you need to hone your long tail keywords, i.e. keyword phrases that are hyper-specific to what you are selling.

Image search will continue to grow in 2018 so now might be the time to make sure all the images on your website have well thought out and optimized alt tags.

Email Campaigns

The email renaissance will continue in 2018. Get ready to watch videos embedded directly in email campaigns. Technological enhancements in email clients will continue to lead to more and more email apps that support embedded video. Right now less than half of all email clients can play embedded videos but thanks to Apple mail, iOS and Samsung this is changing. Up until now, most senders have opted to embed a fake play button in the email with a link to the video on a separate site or by GIF.

Including video in emails can lead to big increases in open rates – Campaign Monitor

Watch for more sophistication in list segmentation too. Segmenting campaigns so that specific audiences receive emails that contain content tailored to their unique perspective.

Social Media

2017 was the year of streaming video in social media; LinkedIn In and Twitter followed Facebook Live’s lead and began supporting live streaming video content. In 2018 watch out for growing adoption of these technologies and more creative live streams.

Over 8 billion videos or 100 million hours of videos are watched on Facebook every day (TechCrunch, 2016). – via Buffer

Not doing short video is not an option – Kat Hahn

In 2018 we will also see the increased adoption of short-lived content, content that’s only available for a short period of time before it disappears, – like Instagram stories and Snapchat. Marketers must start developing strategies to maximize the reach and impact of ephemeral content as well as considering tactics to get this content noticed.

On platforms like Instagram and Facebook, only a tiny percentage of followers actually see the content you share on your page. To get noticed in 2018, you will need to invest in ads on these platforms. Consider video ads to spice things up a little.

Social media analytics, measuring tools and management solutions will become more sophisticated in 2018 with an emphasis on enterprise social marketing integrating all platforms.

How Marketing Strategies will Evolve in 2018

I am going to go out on a limb here and predict that 2018 will be the year that our obsession with all things digital and only digital will end. It’s also going to be the year we’re going to start calling our discipline marketing again (rather than digital). Marketing in 2018 will encompass all aspects of the marketing mix, both online and off and marketers will use the means most likely to help them attract their target audience.

Consider this, there are 65 million business pages on Facebook, 90% of businesses use social media. These are substantial numbers, but for marketers this means that it is becoming increasingly difficult, not to mention more expensive, to get noticed. If you want to attract your target audience’s attention in 2018, then widen your horizons and consider sending them a direct mail piece (depending on the audience) in a nice coloured envelope with handwritten wording. It will likely be the only physical mail the recipient gets that day (or maybe that week or month!), they’re going to open it, and if your copy is effective they will act on it!

Conclusion

2018 is going to be an interesting year; technological advancements will continue to speed up. To be effective as marketers, it’s going to be important not simply to jump on the bandwagon of the next big thing but to consider options strategically and with your target audience in mind (rather than from a product or service-centric perspective). That said, video popularity has been growing year over year and won’t stop. Cisco predicted that video would account for 80% of internet traffic by 2020. So if you do nothing else, consider how you might incorporate video into your digital approach in 2018.