SEO Fundamentals for New Businesses: Getting Found Online
In today's digital landscape, having a strong online presence is crucial for any new business. Search Engine Optimisation (SEO) is the process of optimising your website to rank higher in search engine results pages (SERPs) like Google, Bing, and DuckDuckGo. This guide will walk you through the fundamental aspects of SEO, providing a solid foundation for your online success. Think of it as building a house – you need a strong foundation before you can add the walls and roof. SEO is that foundation for your online visibility.
1. Understanding Search Engine Algorithms
Search engines use complex algorithms to determine which websites to display for a given search query. These algorithms analyse various factors, including:
Relevance: How closely your website content matches the user's search query.
Authority: How trustworthy and reputable your website is considered to be.
User Experience: How easy and enjoyable your website is to use.
Technical SEO: How well your website is structured and optimised for search engine crawlers.
Understanding these factors is the first step in optimising your website for search engines. Google, for example, constantly updates its algorithm, so staying informed about the latest best practices is essential. While the exact details of these algorithms are closely guarded secrets, SEO professionals dedicate themselves to understanding the signals that influence rankings.
How Search Engines Work
Imagine a vast library filled with billions of books (web pages). Search engines act as librarians, helping users find the most relevant books for their specific needs. They do this in three main stages:
- Crawling: Search engine bots, also known as spiders, crawl the web, discovering and indexing new and updated web pages. They follow links from one page to another, building a comprehensive index of the internet.
- Indexing: Once a page is crawled, the search engine analyses its content and adds it to its index. This index is a massive database of information about all the web pages the search engine has found.
- Ranking: When a user performs a search, the search engine uses its algorithm to determine the most relevant and authoritative pages in its index. These pages are then ranked and displayed in the search results.
2. Keyword Research: Finding Relevant Keywords
Keywords are the words and phrases that people use when searching for information online. Keyword research is the process of identifying the keywords that are most relevant to your business and target audience. These are the terms you want your website to rank for.
Identifying Your Target Audience
Before you start researching keywords, it's important to understand your target audience. Who are you trying to reach? What are their needs and interests? What language do they use when searching for information online?
Using Keyword Research Tools
Several keyword research tools can help you find relevant keywords, including:
Google Keyword Planner: A free tool from Google that provides keyword suggestions and search volume data.
Ahrefs: A paid tool that offers advanced keyword research and competitor analysis features.
SEMrush: Another paid tool with a wide range of SEO features, including keyword research, site audits, and rank tracking.
Moz Keyword Explorer: A paid tool that helps you discover and prioritise the best keywords for your business.
Types of Keywords
Head Keywords: Broad, general keywords with high search volume (e.g., "coffee", "shoes"). These are typically very competitive.
Long-Tail Keywords: Longer, more specific phrases with lower search volume (e.g., "best organic coffee beans Melbourne", "comfortable running shoes for flat feet"). These are often less competitive and can be easier to rank for.
Focusing on a mix of head and long-tail keywords is a good strategy for new businesses. Long-tail keywords can help you attract highly targeted traffic, while head keywords can help you build brand awareness.
When choosing keywords, consider what Lcz offers in terms of SEO support. We can help you identify the most effective keywords for your business.
3. On-Page Optimisation: Optimising Your Website Content
On-page optimisation is the process of optimising your website content and HTML source code to improve its ranking in search results. This involves making changes directly to your website.
Optimising Title Tags and Meta Descriptions
Title Tag: The title tag is an HTML element that specifies the title of a web page. It's displayed in search results and browser tabs. Optimise your title tags by including your target keyword and keeping them under 60 characters.
Meta Description: The meta description is an HTML element that provides a brief summary of a web page. It's displayed in search results below the title tag. Optimise your meta descriptions by including your target keyword and writing a compelling description that encourages users to click.
Optimising Header Tags (H1-H6)
Header tags (H1-H6) are used to structure your content and make it easier to read. Use header tags to break up your content into logical sections and include your target keywords where appropriate. H1 tags are the most important and should be used for the main heading of your page. Think of them as chapter titles in a book.
Optimising Content
Keyword Density: Use your target keywords naturally throughout your content. Avoid keyword stuffing, which is the practice of excessively using keywords in an attempt to manipulate search rankings. This can actually harm your rankings.
Readability: Write clear, concise, and easy-to-read content. Use short paragraphs, bullet points, and headings to break up your text. Consider your audience and write in a style that resonates with them.
Image Optimisation: Optimise your images by using descriptive file names and alt tags. Alt tags are used to describe images to search engines and users with visual impairments. Learn more about Lcz and our approach to website design and content creation.
Mobile-Friendliness
With the majority of internet users now accessing the web on mobile devices, it's crucial to ensure that your website is mobile-friendly. This means that your website should be responsive, meaning it adapts to different screen sizes. Google prioritises mobile-friendly websites in its search results.
4. Link Building: Earning Backlinks from Other Websites
Link building is the process of earning backlinks from other websites. Backlinks are links from other websites to your website. They are a signal to search engines that your website is authoritative and trustworthy. Think of backlinks as votes of confidence from other websites.
Types of Backlinks
Editorial Backlinks: These are backlinks earned from high-quality websites through creating valuable and informative content. These are the most valuable type of backlinks.
Guest Blogging: Writing guest posts for other websites in your industry can be a great way to earn backlinks and build your brand awareness.
Directory Listings: Listing your business in online directories can help you get backlinks and improve your local SEO.
Broken Link Building: Finding broken links on other websites and offering your content as a replacement can be a win-win situation.
Building High-Quality Backlinks
Focus on building high-quality backlinks from reputable websites in your industry. Avoid buying backlinks or participating in link schemes, as these can harm your rankings. Quality over quantity is key when it comes to link building.
Internal Linking
Don't forget about internal linking! Linking to other relevant pages on your own website can help improve your website's structure and user experience. This also helps search engines understand the relationship between different pages on your site. For example, you can find answers to frequently asked questions on our website.
5. Measuring and Tracking Your SEO Performance
It's important to track your SEO performance to see what's working and what's not. This will allow you to adjust your strategy and improve your results.
Key Metrics to Track
Organic Traffic: The amount of traffic you receive from search engines.
Keyword Rankings: The positions of your website in search results for your target keywords.
Backlinks: The number and quality of backlinks pointing to your website.
Conversion Rate: The percentage of visitors who take a desired action on your website (e.g., making a purchase, filling out a form).
Using Analytics Tools
Google Analytics: A free tool from Google that provides detailed information about your website traffic and user behaviour.
- Google Search Console: A free tool from Google that helps you monitor your website's performance in search results.
By tracking these metrics and using analytics tools, you can gain valuable insights into your SEO performance and make data-driven decisions to improve your rankings and traffic. Remember that SEO is an ongoing process, and it takes time and effort to see results. Be patient, persistent, and always be learning and adapting to the latest best practices.