{"id":114727,"date":"2015-12-15T13:00:00","date_gmt":"2015-12-15T18:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/what-is-good-search-engine-optimisation-seo-these-days\/"},"modified":"2024-12-23T00:36:55","modified_gmt":"2024-12-23T05:36:55","slug":"what-is-good-search-engine-optimisation-seo-these-days","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/what-is-good-search-engine-optimisation-seo-these-days\/","title":{"rendered":"What is good search engine optimisation (SEO) these days?"},"content":{"rendered":"

The best way to understand modern search engine optimisation (SEO)<\/a> is to put yourself in Google\u2019s shoes. Think about why they choose to show one site above another in the search engine results…<\/p>\n

What Google needs, what Google wants<\/h5>\n

Google needs to present relevant results to their users. If they don\u2019t, their users will go elsewhere, and Google loses out on advertising revenue. Despite their diversification, advertising still accounts for around 90% of Google\u2019s total revenue, so ensuring that searches return results that are relevant to users is of critical importance to the company as a whole. Google wants to keep users happy, satisfied with their search results, and returning to their site every time they have a search to perform, as every search is an opportunity to advertise and generate more revenue for Google.<\/p>\n

\"New<\/a>

Not a good strategy for a website. Good SEO brings new potential customers.<\/p><\/div>\n

 <\/p>\n

Earning your ranking<\/h5>\n

Search Engine Optimisation<\/a> (SEO) is concerned with non-paid, organic rankings, not ads. These results are an important part of the equation when it comes to user happiness, as ads will not always match the intent of an informational search, be targeted to those in the early stages of a purchase decision. or have any demonstrable authority behind them. Adwords ads have their place in any digital strategy, but ongoing SEO\u00a0is about authority building, generating brand awareness, and bringing in high quality, relevant traffic – \u00a0tasks much harder to do through\u00a0pay-per-click ads alone. When you see a site ranked organically at the top of Google search engine rankings, it is because it has earned<\/em> that rank. Highly-ranked adverts are there primarily because they have outbid other adverts for the top spot.<\/p>\n

\"The<\/a>

\u201cNope! Click back and try the next one!\u201d<\/p><\/div>\n

 <\/p>\n

What makes users happy?<\/h5>\n

Back to Google\u2019s shoes: The next logical question then is \u201cWhat makes users happy?\u201d<\/em> As you can imagine, Google spend quite a bit of time trying to find this out. Ultimately (and obviously) the best search experiences end with the user finding what they\u2019re looking for. While that might seem straightforward, the truth is it can still be difficult to find exactly what you\u2019re looking for online, especially at a local level. While the likelihood is that the product or service you are looking for is offered by a nearby business, unless their site is optimised to ensure Google knows that, it\u2019s going to be difficult to discover them. The real work of SEO\u00a0starts with understanding users and the search terms they are likely to use<\/strong> to find the products or services you can provide.\u00a0It\u2019s about segmenting your market<\/strong> and considering which searches are relevant<\/strong> to your business. Then we begin structuring your website to match your market and provide a path for all your target market segments to arrive at your door in the form of a lead or sale.<\/p>\n

Matching site structure to search intent<\/h5>\n

As an example, suppose you sell wooden fence posts. You have potential customers at all parts of the buying cycle, from the early interest stage \u201chow easy is it to build\u00a0a fence in the garden\u201d, to the generic \u201cdifferent types of fence posts\u201d, or maybe the specific \u201c4 foot high fence posts with pointed ends.\u201d The task\u00a0of SEO\u00a0is to structure your site so that it matches the various ways in which your potential customers look for the services you offer. We can do that because we\u2019re able to utilise data directly from Google which shows us how many different searches are conducted for each specifically worded search every month. Using that information, we can see which terms are: a)<\/strong>\u00a0relevant to your business, and b)<\/strong> likely to bring a reasonable volume of traffic to your site. We then proceed to create a structural plan that will ensure Google understands that your site is a good, relevant result to show to their users for those target searches. That\u2019s the start of a market-led SEO strategy\u00a0–\u00a0the bricks and mortar on which everything else is based\u00a0–\u00a0so getting it right at the start is critical to a new website\u2019s success. If you don\u2019t define your market, and you haven\u2019t segmented it out into different customer profiles, you\u2019re unlikely to be able to get good, comprehensive search data to base your strategy\u00a0on (that\u2019s why a lot of SEO promises for no.1 rankings are hot air<\/a>, because they don\u2019t have prior understanding of your market, your target keywords, and your online competition for those keywords).<\/p>\n

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