What is SEO? Search Engine Optimisation; is it as complicated as it sounds?

There are a number of complex aspects to good SEO practices, that much is true. It takes time and a lot of effort to get real results. Although some website owners brave the basics themselves, taking on the task on a larger scale is a much more skilful and time-consuming process.

What Exactly is SEO?

SEO sums up the practices involved in achieving higher rankings on the search engine results page (SERP) – yep, those internet buffs are fond of their abbreviations! But, moving on…

There are three main points to SEO:

– Better organic page results

– More traffic

– The right traffic from the right people

Ultimately, when you set out on a path for higher search engine rankings, your aim is to reach more people that are relevant to your niche and to get them to your website.

What Does SEO involve?

There are loads of factors involved in SEO, from the quality of your content and backlinks, to the size of your images, and a whole bunch of things in between. As I said, it’s a skilful process that needs to be strategically planned and perfectly executed.

If you’re going it alone or considering tackling the basics yourself, you can use tools like Google Analytics and Google Search Console to help you track your site’s progress and target people you want to target. These tools collect data from people around the net so that Google can display the most relevant results (both paid and organic) to them.

How Can Google Analytics Help With SEO?

Google Analytics tracks your web pages to help you optimise your site and target the right people. If you can’t measure something, you can’t track its success (or even failure!). And this is a very important part of the SEO process that Google Analytics helps you with.

Here’s What Analytics can Tell You:


How well your keywords are working for you

Your keywords are what generate your organic traffic. Google Analytics will tell you what keywords are bringing visitors to your website and what ones aren’t. With this information, you can change and tweak keywords as they’re needed. If a keyword is not doing well at all, you can use Google’s keyword planner to find another. Don’t forget, people won’t always know technical terms and often keywords go out of date!

Your bounce rate

A “bounce” is when someone visits your site and leaves before visiting any other pages. Higher bounce rates will cause you to rank lower in Google searches.

Google is all about user experience. If lots of people are leaving your pages, those pages are probably not engaging or interesting enough to encourage people to stay on your site. Therefore, Google considers them less relevant. When your bounce rate is high for a particular page, you know you have some work to do to entice visitors to take a look at more pages.

Where people have fallen off the sales funnel

This is a biggie. Google Analytics will tell you specifically what pages make people navigate away from your site. If you’re getting loads of visits to your services page but people leave before taking it any further, your services page needs changing.

It could be that your content isn’t enticing enough, or that it wasn’t clear enough where to go from there. You want the navigation process to be simple so that your visitors are guided through your website, from page to page, before ultimately taking the action you want them to take.

Sometimes visitors only make it so far through the funnel. Google Analytics will show you the problem areas so that you can see where you’re going wrong. Remember, the longer people spend on your website, the higher it will rank in Google. This is because Google will consider it to be more relevant to more people.

Learn your visitors’ demographics

Google analytics tells you things about your visitors like age, gender, location, and interests, so you can see who is actually visiting your site. But how does this help you with your SEO? Well, if you know the type of people who spend the most time on your website, you can tailor your content and efforts accordingly.

Let’s say you assumed that the majority of your audience would be males in their 20s or early 30s. But, after a good data-analysing session you learn that in fact, you are getting much more interest from males in their 40s and 50s. Once you’ve learned this, the tone and style of your content may need to be drastically changed to appeal to the right audience. When it’s more appealing, you have a much higher chance of making a conversion.

Where your visitors are coming from

Google Analytics can tell you where your visitors have come from. Quality over quantity is really important for good SEO. Low-quality backlinks – backlinks on spammy, irrelevant sites – will damage your SEO. It’s far more beneficial for your SEO to have links on high-quality websites.

You can also see what social media channels are working better for you. If you’re managing 3 different social media platforms but only 1 or 2 are generating results, you might consider dropping the third one to concentrate more time and effort on the others. It’s better to have less social media channels that are all active than it is to have lots of idle of ones.

These are just some of the ways that Google Analytics can help you with your excellent SEO efforts.

Understanding Google Analytics


How Long Does SEO Take?

SEO is never finished. It’s a continual process that you will need to implement and tweak for as long as you want to get organic results in search engines. It’s a long term job.

What Can We Do For You?

At Collate Systems, we know you’ve got lots of important business stuff to do, most likely on a daily basis. Perhaps learning the ins and outs of effective SEO strategies and implementing them is not something you have the time for.

We do have the time! We are an SEO agency and SEO is our breakfast, lunch and dinner. Here, we are seasoned in the art of good expert SEO practices in Malvern, Birmingham, Worcestershire, Warwickshire, Gloucestershire and the Midlands to achieve both short-term and long-term goals. We can help you:

– Get considerably better rankings on SERP

– Build brand awareness

– Generate more leads and sales

Sound good? If you need any help or would like to talk through your options, contact our team.

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