If you run an online business that is looking to take a more holistic approach to its marketing, have you considered Search Engine Optimisation?
We have previously blogged about the changing of the search page on mobile; now, when you perform a keyword search on your phone, a 'more results' button will appear at the bottom. Previously, like on desktop searches, this option was presented in the form of a 'next' button, that took the user to a new page – the more results option expands the page to reveal more search results, in an effort to improve the browsing experience on mobiles.
This change has led to PPC ads being displayed differently on each platform – with mobile searches also being displayed on a smaller screen, the likelihood of a business getting their ads on page 1 is now less. However, there is one method that can help to push online content up the search of each platform simultaneously – SEO.
What Is Search Engine Optimisation (SEO)?
Think of a website as a house – the home of a business. Like any business home, it needs to have a strong structure in place to support what it is ultimately trying to sell, or it'll fall down otherwise. Search Engine Optimisation can provide that stable structure, giving the business an opportunity to establish a long-term presence on results of a keyword search, without the need to constantly pay out for PPC ads.
SEO is a more long-term approach to online marketing. It requires pages of your website to contain engaging content that lends itself well to the algorithm of the search engines that visit it. If they're optimised well, they'll rank highly. If they aren't optimised, then it's unlikely to be anywhere near page 1. Think about how often you search for something on a search engine – how far do you go into the results before you stop clicking to see more? Being ranked highly won't just make your website visible, trusted businesses are expected to rank highly by users too – being at the top of the keyword search will go a long way to gain their confidence.
The great thing about SEO is that it doesn't have to cost much to undertake; whilst well-produced PPC ads are fantastic at gaining clicks onto the website in the short-term, the costs involved make it an unlikely long-term advertising solution for any small business. The structure created by great Search Engine Optimisation can instead act as the primary beacon to attract passing custom; this gives you an opportunity to pick-and-choose when you utilise the power of PPC ads to bring in those short-term clicks when it matters the most.
What About Mobile, How Does SEO Differ?
That's the great thing – it doesn't, much. In fact, as more people are using the Internet on their mobiles these days, the algorithm set by Google is started to be weighed more in favour of how the website is displayed on mobiles. This means that if you use Search Engine Optimisation techniques on your website, it will likely push your website up the rankings of both a desktop and a mobile search – giving you the best opportunity to be seen by as wide an audience as possible.
In order to lend your website better to mobiles, it must:
- Be responsive. With more people than ever using mobile phones to browse the web, it's obvious that Google especially, want the websites they rank highly to be able to be read on mobile browsers.
- Have quick loading speeds. The days of dial-up and WAP are long gone; no longer should you wait 10 seconds for a website to load. Fast loading speeds are now expected by users and this is something that search engines have taken into account. Any well-optimised website should be able to load on any device in barely two seconds – failure to do so won't just lead the user to click away, it won't make for great rankings too.
- Keywords must be mobile-friendly. The main difference between Search Engine Optimisation on desktop and on mobile is that the content on desktop is more likely to communicate with long-tailed keywords. With the nature of mobiles being fast and used whilst on the go, it's unlikely that users will spend time tapping out a long search query. Mobile-friendly SEO sees the usage of keywords that are short, rather than sophisticated longer form keywords that desktop searches provide the time for.
- Be catered to a localised audience. As mobile phones are constantly used by people whilst they're on the go, more priority is placed on local keywords in SEO. Applications such as 'Google Places' will appear high in a mobile's search results as the user will likely be searching for a business nearby that they can use. With SEO, you can create a number of landing pages to target certain areas, meaning that you can concentrate your content to attract these localised searches.
Expert Search Engine Marketing, From Promote Agency
If you're looking to build that solid structure for your website by employing search engine optimisation tactics, then the expert team here at Promote are on hand to help. Whether you're looking to train your staff about the basics of SEO or are looking for an agency to lift the burden of constant content creation and website checking, we will be delighted to help.
If you would like to learn more about Search Engine Optimisation or how we can help your business to improve its standing in a Google search, please do not hesitate to give us a call today on 0845 050 2500. Alternatively, you can send an e-mail enquiry to us at firstname.lastname@example.org