Slides and Notes from Presentation at The Business Show 2019.
On May 15th 2019 Our Director Heydar Naghiyev shared with you the best practices and Legit Ways
to Do Your Own SEO at the Business Show 2019.
What is SEO? Let’s demystify the process.
SEO – stands for “search engine optimisation”
It is the name given to activity that attempts to improve search engine rankings.
Now, why would anyone want to optimize their website for search engines?
Well, the answer is simple: To be found.
More than 60% of consumers start with search engines when shopping online. So, if your site isn’t accessible via search engines, you may not be found at all.
Moreover, In the search engine world, the top 5 results get 75.7% of the clicks so it’s not good enough to be one of many. You need to be one of the best.
But don’t worry I’ll explain to you how to achieve this.
Let’s start with the basics.
Search engine optimization is not advertising. But it still costs time and money. If you’re short on time but have the money, hire an agency but if you’re short on money then do your own SEO at least until you can afford the big guns.
The worst thing you can do is hire a low-quality service to save money. It can do more damage than help.
When it comes to time… How long till my website (page) ranks on top of Google?”
The common response to this question is, “It depends,” because there are just too many variables to consider: website strength, competition, budget, skills, etc.
But obviously It is IMPOSSIBLE for a website to go from nothing to #1 overnight. It takes SEO weeks, or months even, to make significant results happen.
If someone makes this promise to you…RUN. FAST. If YOU are expecting this, then save yourself the heartache and let it soak in now: You will not go to the number one slot overnight. Not even if you paid me a million-trillion pounds.
If you have that type of money, then I suggest purchasing Google and then you can do whatever you want.
When it comes to doing it yourself part it’s pretty straight forward …. Follow these steps …
Now let’s take a step back and let’s think about who’s searching for you. These are the people for whom you’re optimising your website. These people are called your target audience, and in order to do your own SEO, you must know them.
Traditionally, getting to know your target audience involves determining their age, sex, geographic location and their needs ( also known as their pain points). These pain points are what you want to focus on, as they will determine what keywords and types of content resonate with your audience.
How do you discover these pain points? Put yourself in your audience’s shoes and consider what they’d do if they had a question. They’d probably Google it 🙂
But don’t assume that you know what consumers want. Instead insert yourself into your audience’s conversation. Hop onto Quora, Reddit and other popular forums to see what’s being asked and answered, and better understand how you can help.
Once you understand your target audience and their pain points, you’ll have a better idea of which keywords to target.
A free tool like Google’s Keyword Planner is a good place to start your keyword research. If you have funds (which you may, if you do your own SEO) paid research tools are available too. Where you can get keyword ideas.
So make a list of your keywords and long tail phrases divided by priority and search volume. This will help drive and organise your content for your website, blog, and social media.
When you have an understanding of your most searched and relevant keywords, it’s time to apply those to your website.
Make sure that you have a page on your website that corresponds to each of your high priority keywords. Also, use long tail keywords on your blog posts and FAQ pages. Like “how to get red wine out of carpet” or “where to buy wooden hangers” answers the questions in your blog post.
You don’t have to turn your business into a publishing company by posting content every day. It’s unrealistic for many e-commerce sites but publish your own content regularly. Schedule weekly or at least monthly updates.
Content doesn’t need to be text. For example, an architectural company could publish photos of their projects with a short textual description. Real estate agents could publish weekly video summaries with a transcript. Consistency is the key.
Then the next step is Understanding Analytics. You can’t optimise what you don’t measure. Analytics in Digital Marketing is like financial reports in the business. Both are essential to track performance. If you don’t know how to read and process your website’s traffic and conversions you won’t understand how to do your own SEO.
Google Analytics is a great place to start. This tool helps you know where your visitors come from and which keywords they used to find you and which keywords bring in the most traffic to your site. In Google analytics look Acquisition – All traffic – Channels – and click on Organic Search and you’ll have a better view of the performance your SEO work. Spend some time studying the different types of reports it can create. Becoming literate in this data will help you understand and improve your performance.
The next step is social media. Now you can ask what social media has to do with search engine optimisation. But social media allows you and your audience to share your content and allows you to collect social signals ( likes and shares) that contribute to your SEO.
Search engines look to social signals when ranking a website. Links to your content on Facebook, LinkedIn and other social networks help the search engine understand what websites are credible and should be rented for what keyword phrases.
Also, social media profiles are often amongst the top results in search listings for brand names. If you search for British Airways in Google, their Twitter profiles appeared as the 3rd listing.
Also nowadays people don’t just go to Google to look for things , they also use social media channels to find what they are looking for. We need to understand that search engine optimization includes the search that happens on social media search engines as well. So you should expand your concept of SEO to include not just the traditional search engines but also social search engines.
Next step is Understand Your Competition. Search for the most important products and services you offer and note the most prominent websites in the search results, those that share your business model as well as the ones that are dissimilar to yours but compete for the same searches.
Also, study their reviews and benchmark their social media activity to learn what their customers think versus what you hear, or not, from your own.
Review scores are an important signal for Google, thanks to their sheer prominence in local search results. So if you want good ranking in the local search results start collecting reviews.
And the final advice is Ask Questions.
If you are stuck or need answers, jump into SEO communities to ask questions. For Example, Google’s Webmaster Forum offers the largest SEO community on the web. Or you can use the opportunity and send your questions to firstname.lastname@example.org now. I’ll try to answer them from the best of my knowledge.