What is SEO and how do I make it work for my business?

There’s an adage in the Digital Marketing world which says that there is no better place to hide than on the 2nd page of google. There’s lots of analysis out there to demonstrate this point showing differing clickthrough rates, but whichever source you choose, you will see a trend that looks something like this :

People are typically 10 times more likely to click on the number 1 result than on number 10, and 20 times as likely to click on a result on the first page over one on page 2.

SEO (Search Engine Optimisation) is the art of getting search terms relevant to your business to rank more highly on Google.

Google ranks content in the context of searches based on E-A-T : Expertise (it's view if the author as a subject matter expert), Authority (what people say about you on other sites and whether those sites permit links to yours) and Trustworthiness (your legitimacy, transparency and accuracy)

There are over 200 closely guarded ranking factors, with the most important currently being Content Quality, Mobile friendly, Secure, Time on page, Load speed, On page optimisation and Backlinks.

If you want to know what actions you can take to improve your scores and associated click through rates, click through to my latest blog