Last week we produced an FAQ article on Search Engine Optimisation (SEO). Digital marketing is become increasingly important to Marketing Managers globally and effective SEO is often number 1 on their list of digital priorities.
What does effective SEO mean to your company?
- It means regular, high-quality enquiries from customers with a real need for your product.
- It means greater market share – essentially, the higher your Google ranking, the more enquiries.
- It means greater brand awareness – the more keywords you target, the more your company will appear in search engine results pages.
Therefore, I think it would be difficult to find a marketing manager who is not interested in the value of SEO! For part 2 of our “FAQ’s on SEO” series, we bring you some more technical questions and answers covering concepts such as ‘Page Rank’, ‘Link-bait’ and ‘Blackhat SEO’.
FAQ’s on SEO[togglegroup] [toggle title=”What is Page Rank?”] Google assigns a numeric value between 0-10 to individual web pages, which is known as Page Rank (PR). It’s essentially a measure of a page’s importance.
[/toggle] [toggle title=”What percentage of people click on the first listing in Google?”] It’s shrouded in mystery but estimates have ranged from around 40% to 50%. So that gives you an idea as to why SEO practitioners are so keen to push their brand to the top.
[/toggle] [toggle title=”What is the ‘freshness’ factor?”] Google, like consumers, prefers fresh content over stale content. That’s why new blog posts can tend to push your page ranking higher, albeit temporarily unless you’re able to turn out reams of new content regularly.
[/toggle] [toggle title=”What is a backlink?”] A backlink is when a third-party website links to your site. Search engines are known to prefer one-way incoming backlinks from reputable websites.
[/toggle] [toggle title=”What is link bait?”] Link bait, or Linkbait, is content designed to attract attention and encourage links to that site to beef up SEO credentials. Some bemoan the practice, while others will tell you that it’s quite the craft to produce content that people will want to share.
[/toggle] [toggle title=”How does social media affect SEO?”] Up until a few years ago it didn’t really. But now you can really leverage some ranking credibility thanks to those tweets, retweets, Google+ authorship, and other telling social interactions.
[/toggle] [toggle title=”So lots of traffic means a good ranking?”] Not necessarily. SEO increasingly takes into account the quality of engagement between a visitor and a website. If you’re ranking highly for a particular keyword, let’s say ‘actuators,’ but that’s not really your field of expertise then visitors are going to scan over your website for just a brief period before abandoning you for a better fit. That can really damage your SEO credentials.
[/toggle] [toggle title=”Does domain age help?”] There are some claims that older domains are seen as more trustworthy in the eyes of search engines. But, as with a well established supplier say, reputation counts for more than longevity.
[/toggle] [toggle title=”How long does it take to get indexed by Google?”] Indexing sites takes time and it’s not something that Google will give any guarantees or predictions about. Sometimes it’s purely because a site is too new. Other times it’s a design flaw, for example sites with a great deal of Adobe Flash multimedia don’t traditionally fare well with Google’s crawler bots. Or some sites may have a line of code that prohibits crawling altogether.
[/toggle] [toggle title=”What is an XML Sitemap and do I need one?”] An XML Sitemap lists all the pages on a website and important details like when they were last updated and how important they are to the site. Sitemaps can make it easier for search engines to find and crawl your web pages but they’re not a necessity.
[/toggle] [toggle title=”Should I outsource my SEO?”] Only you know the answer to this one. If you’re stretched to the four corners and you simply don’t have the time and the wherewithal to do it yourself then it might be an idea to enlist the services of experts like KW Digital. But if you’re reasonably confident with search engine practices then there’s no particular reason why you can’t become a skilful exponent in your own right.
[/toggle] [toggle title=”What is black-hat and white-hat SEO?”] Black-hat SEO is all about bending the rules but such practices can result in penalisation or being banned from the index altogether. White-hat SEO involves recommended techniques that produce lasting results fairly and squarely.
[/toggle] [toggle title=”Which SEO tactics are considered black-hat?”] There are a few but the main culprits include blatant overloading of keywords, engineering different content for crawlers and visitors, hiding keyword-rich text behind the scenes or building pages specifically for crawlers.