Today’s topic is SEO, which stands for search engine optimization.

So for those of you who are not familiar with SEO, what is it? Well, it’s the practice of increasing the quantity and quality of traffic to your website through organic search. So when someone searches for something in Google, the more relevant that Google deems your website to be, the higher it is in the rankings.

So SEO is very important if you want to get organic traffic from the search engines (also sometimes called unpaid or natural or ‘free’ traffic). Obviously it’s not actually free traffic because, in order to rank in the search engines, you need to be creating content. Good quality content that is regular and unique. And you know, all those kinds of things take time. So it’s not totally free in that time is money.
However, SEO traffic is different from traffic from paid ads in Google, where you pay to appear against those search rankings.

So it is very important to make sure that your website is optimized correctly and this follows on from the previous 2 episodes where I talked about doing a website audit, then I talked about the importance of content.

So I always get an SEO audit done on businesses that I am working with.

That means looking at their site and seeing what issues they’ve got. So it could be technical issues with the site structure. It could be things like issues with the site speed, which means that the site is really slow to load (neither Google nor customers like that). It could be issues with the content, for example, duplicate content or something like that which again, Google is not a fan of.

I don’t actually do the audits myself because I’m not an SEO expert. I do have a good understanding of how SEO works. I’ve done multiple courses and I’ve been blogging, you know for the last 10 years, but I use an expert. I use someone like Silvia who’s going to give us some tips later on in this episode.

Silvia Del Corso is an SEO specialist and runs and business called Pink SEO Marketing. She shares some advice on SEO and talks to us about the reasons why a website may not rank well.

” Reasons, why a website may not be ranking very well on Google, could depend on different factors. There could be issues on the code or in the content or not having enough links.   You can’t spot what’s going on just by looking at a page! Because Google crawler bots don’t see the pages as we do with this fancy design. They see the code and the words and often there are issues and errors that are holding the page back from ranking well and we can’t see it.

Technical things like re-directions chains and loops, broken links, uncompressed, uncaged assets, crawlability issues, pages loading too slowly.  It could also include issues in the content of the pages, like duplicate content that is indexed and you don’t know about, or pages with the wrong meta-tags settings.

So many things need to be checked in order to understand the health of your site. And that’s normal because Google wants to display the best results to their users. So we need to identify and eliminate all of these issues”

SEO is clearly an important part of any marketing strategy and plan. And as we just heard from Silvia, it is important to do an SEO audit so that you know what issues there are with your site so that they can be corrected.   Silvia can perform an audit on your site so you can contact her directly.