SEO explained for new customers

If you are reading this the likelihood is you know you need Search Engine optimisation (SEO), or have been told you need it for your website but don’t really know what it is or exactly what you are paying for.
Google and all other main search engines work in two ways.
Authority and relevance.
Authority – Your friendly SEO expert will spend the allocated time raising your authority profile. This is done in a number of ways including linking to other higher authority websites, altering bounce rate, local listings and content sharing.
Relevance – Making sure that when google has a search term entered, your page comes up. This is done by evaluating the website and ensuring the site meets the 200 best practices google has laid out and also some other speciality techniques gained from research, experience and appropriate tools.
Your SEO expert will likely send you monthly reports with the snippets of the most important information laid out similar to the one below. After your initial report monthly results should be displayed so you can see the growth of traffic to your site. As you can see there are two tables, one is from a site with no SEO expert, and the other is from Facebook.

Domain Authority Page Authority Links
20/100 30/100 30
Spam Sessions Bounce Rate
0/17 200 50%

* For information only, this is a site that has no SEO expert.

Domain Authority Page Authority Links
100/100 97/100 11.4m
Spam Sessions Bounce Rate
0/17 Not available Not available

* Sourced from Facebook

 

From these tables we can see that Facebook has a domain authority of 100/100. Domain authority is one of Googles most powerful ranking factors, the higher the authority, the higher the site will appear on pages. Page one means lots of lovely clicks to your website and ultimately every website owner wants page one for their service or product. The first table shows domain authority of 20, to be classed as an authority we expect this number to between 40 and 70. Your SEO expert will increase domain authority. Page authority works on the same principle.
Links to other sites are an indicator to Google of page authority, Facebook has an exceptionally healthy 11.4m links, the first table has just 30, this number will be increased by your expert. In turn raising domain authority, thus raising the page your website appears on.
Bounce rate is related to authority. Crudely the bounce rate is calculated by the amount of time a user spends on your site from clicking on and then off your site. A healthy bounce rate for a sales website is around 50%. Google interprets this number as customer satisfaction. The higher the bounce rate, or the quicker people bounce off the site without reading around and spending time on it, the lower the authority of the site. Google interprets this as not giving the consumer what they want, under the premise that people will spend longer on a site that is giving them value. The higher the bounce rate the lower the authority of the site, lowering placement of the website in the search results.
Sessions are the amount of people that click onto your website for the month. Once a full months data is available, you have a baseline with which to grow the amount of people who visit your website. The first table had 200 sessions. It is expected that of these sessions 2% will convert into buyers, users or whatever else your site is offering. For example, If you are expected to make £100 profit from each sale, this means you will get around £400 profit from those 200 users. As you can now follow, 400 users will generate £800 and so on.
This is the value of search engine optimisation to your business, it also allows a rough guide to ROI in relation to marketing your website.
Any more questions please do not hesitate to get in touch.

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