The race to the top

How SEO can help grow your business

17 January 2017

Search Engine Optimisation or SEO is often considered to be a race to the top of the ladder but in fact it’s more like a slippery pole; it’s imperative to maintain crucial back links, relevant information and structure, if you want to be at the top of the rankings.

If I asked your potential clients to search for a new accountancy practice, I guarantee the first place they will look is Google. Just think how much more traffic and revenue you will gain from being at the top. Google even offers advertisements and enhanced SEO; for a price they will bolster your website to ensure it’s at the top of the page. It’s been found that the majority of users will not look at content featuring on the second page of rankings and primarily will only use the top three results from the first page.

Enhanced SEO is guaranteed to drive more leads and therefore more revenue; according to a study by ‘Outbrain’ it is also the number one driver of traffic to content sites, beating social media by 300%. It has been found that the close rate from outbound leads is approximately 1.7% compared to a return of 14.6% close rate from SEO leads – therefore showing that this can be utilised as a means of driving custom.

What can you do to improve your SEO?

  • Keywords are crucial to the success of SEO and are a primary factor in the Google algorithm in which determines your sites ranking. Ensure that your landing pages incorporate the keywords that users will type in to search for results i.e “accountant”. However, it’s also important that the quality of your information isn’t disrupted by including too many keywords. You need to remember not to overfill your webpages with the same words in an attempt to get to the top of the rankings; this will actually hinder your SEO as Google will recognise that you are overloading the site with unnecessary content!
  • Backlinks are yet another factor in the Google algorithm that will affect your SEO; you may be asking “what is a backlink?” – A backlink is an incoming hyperlink from one web page to another website. The best way to utilise this to your advantage is to include hotspot links (An image with a hyperlink) from social media websites such as: Facebook, Twitter and Linkedin, this will correlate to the large popularity and quality of the websites which Google recognises and will reward you with a higher ranking.
  • Content updates are imperative in ensuring Google that your content is quality and will provide necessary information to a particular consumer base. By regularly updating the content, Google will recognise your commitment and reward you by improving your search ranking.
  • Trust is arguably the primary factor in the Google algorithm, this can be gained by producing good quality, relevant and regular content to your landing pages. Google recognises this and will most definitely boost your SEO as a reward. You will need to maintain your sourcing of content and quality if you not only want to get but keep a high ranking.

Increase your visibility and drive more traffic and leads by making SEO a key factor in your marketing strategy.