Search Engine Optimisation is not a new concept. It has been around for more than a decade and has helped businesses across the world achieve great results and profits. However in recent years, Google’s algorithm has gotten very sophisticated. Google uses over 200 ranking factors to rank a website on page 1.
With so much complexity, it is no longer possible to get organic results with basic SEO strategies. In order to get consistently good results from Google, your SEO strategy needs to be dynamic, in-depth and customised to your business model.
Our experts at Click Trends understand this critical factor and have a 1-on-1 strategy session with every client to understand their business needs and create tailor-made SEO tactics. We only use white-hat and ethical SEO techniques to ensure long-term success of your website.
Why is SEO Important?
There are several digital marketing strategies available for businesses including Google Ads and Social Media marketing. Paid marketing also gives quick results compared to SEO. Then as a business owner, it is quite natural to ask yourself this question – “Why should I use SEO when I have other paid options that can get me quick results?”
The answer is simple – SEO drives better quality traffic. This is because any company that ranks organically on Google has a good brand recognition in the eyes of its potential customers. The benefit of SEO is that it brings in better quality traffic, leads and ultimately better conversions.
Below graph compares ROI for different marketing channels. It shows that when it comes to return on marketing spend, SEO clearly beats all other marketing channels.
The other advantage of SEO is that its results last for long periods of time. With paid marketing, as soon as you stop investing money, the clicks and leads dry out. But with a good SEO strategy, you can expect to get a lot of traffic to your website without having to depend on paid marketing. SEO is the most cost-effective marketing strategy in the long run.
Our SEO Strategies
Although we customise our SEO strategy to suit every business, it can be divided into 6 major sections:
- Competitor Analysis
- Keyword Research
- Technical SEO
- On Page
- Off Page
Strategy #1 – Competitor Analysis
Competitor Analysis is a vital part of our SEO process. Here, we investigate the top performing competitors in your industry and create a detailed report which lists down all their SEO metrics that enable them to be #1 on Google. We then compare these metrics with your website and identify the gaps or loop-holes. This helps us to create a project roadmap to fill these gaps and achieve desired results for your website.
We can get a list of competitors from you and also by doing our own research. However, we have often observed that the companies perceived as competition by our clients in the real world are not the competitors when it comes to the digital world. Hence, we request you to keep an open mind and determine your actual competition based on data, not on guess work.
Strategy #2 – Keyword Research
Keyword research is the most critical step of our SEO process. We identify the most relevant keywords for your business that can generate the right traffic and maximise your conversions. Keywords are normally classified into 3 different types:
- Short-tail Keywords – These are often 1 word keywords that are very broad. For e.g. shoes.
- Medium-tail Keywords – These are 2-3 word keywords that describe a bit about a product or service but are still broad. For e.g. men’s shoes
- Long-tail Keywords – These are 4 or more word keywords that exactly describe the purpose. For e.g. red Nike men’s running shoes
When doing keyword research, our expert team ensures that we pick a good combination of medium and long-tail keywords. This helps to get targeted traffic to your website and maximises the chances of conversion.
Below graph shows that long-tail keywords have the highest probability of conversion. Remember – it’s the quality of traffic that matters, not quantity.
Along with this, we also classify the keywords into 3 sections – Informational, Navigational and Transactional.
- Informational – These keywords are applicable when the user is looking for a very broad topic. For e.g. shoes
- Navigational – These keywords are applicable when the user is looking for a little more specific information. For e.g. men’s shoes
- Transactional – These keywords are applicable when the user knows exactly what they want. For e.g. red Nike men’s running shoes
Apart from above keyword metrics, we also look at some other important aspects when doing our keyword research. These include:
- Keyword relevance to your Industry
- Keyword competition
- Search Volume
- Current position on Google
All this information is condensed into a comprehensive “Keyword Research Report” and shared with our clients. Our clients have a full say in the keywords that are ultimately chosen for the project and we use these keywords as a basis of our SEO strategy.
Strategy #3 – Technical SEO
In order to rank high on Google, it’s vital for a website to perform technically at an optimum level. This means that the website should keep its errors and issues to a minimum. Sometimes, these issues or errors are not seen by the users but they impact the website’s performance in subtle ways and hence Google keeps a tab on them.
As a part of our SEO process, we regularly carry out technical SEO audits and fix any errors that may prove to be a hurdle for your website’s performance. Our technical SEO audit checklist includes looking at following:
- 4xx Client Errors
- 5xx Server Errors
- Missing Meta Title
- Duplicate Meta Title
- Meta Title < 30 characters
- Meta Title > 60 characters
- Meta Title same as H1
- Missing Meta Description
- Duplicate Meta Description
- Meta Description < 70 characters
- Meta Description > 155 characters
- Missing H1
- Duplicate H1
- Images Over 100 KB
- Images Missing ALT Text
- Page Speed
- HTTPS Security
The steps mentioned in the above checklist are a part of our standard technical SEO audit. We also perform more in-depth technical audits for our premium clients or projects that are facing major performance challenges.
Strategy #4 – On Page
On Page SEO is the process of mapping the selected keywords to the most relevant URLs or landing pages. This is vital to ensure that when users land on a specific page of your website, the information they receive is 100% relevant to the keyword they have typed on Google. For e.g., if you type “blue Nike shoes” on Google, you would expect to land on a page which only shows Nike branded shoes in Blue colour. But if you land on a page that shows you shoes of all different colours, it does not create a very good user experience.
This mapping process is one of the quickest ways to send signals to Google as to what keywords are relevant for your website and on which pages. Our On Page SEO checklist includes:
- URL Optimisation
- Meta Titles
- Meta Descriptions
- H1 tag (Heading)
- H2 tag (Sub-Heading)
- Internal Links
Strategy #5 – Off Page
Off Page SEO is an invisible yet powerful force in ranking your keywords. Linking to the right websites can bring a high amount of authority for your domain. The more authority your website gets, the more Google trusts it. This results in your website getting better rankings and traffic.
However, off page SEO technique is a double-edged sword. It can surely bring great results if done properly by a knowledgeable team of experts. However, if done unprofessionally and carelessly, it can bring a lot of pain for a website including being penalised by Google.
At Click Trends, we have in-house Off Page SEO experts who have worked in this industry for over a decade. We only build quality, relevant and high authority links for our clients that bring the desired results. We also have the ability to extract competitor links and replicate them for our clients so that they can outperform their competition.
Strategy #6 – Content
You may have heard of the phrase “Content is King”. When it comes to SEO, this statement is only partially correct. The real king is “engagement”, not just content. Only content that is engaging, informative and targeted to the end-user ranks well on Google. Google’s algorithm can read a piece of content just like a human being. It can determine if a content is good quality and whether it’s written only to target keywords or is it actually written for the viewers.
At Click Trends, our expert in-house content team will create highly engaging, in-depth content that will be relevant to your industry and target audience. A draft copy of the content is always sent to our clients for approval before publishing. No content is ever published without written approval of our clients.
If you are looking to improve your business’s presence on Google and generate more online leads and sales, contact Click Trends today by filling this online form! Get a FREE 30-minute strategy session with our SEO consultants. If you are based in Melbourne, we can arrange face-to-face consultations which can happen in our office or on your premises. If you are in a regional area or another state, we can conduct this strategy session over the phone or via video conferencing.
Frequently Asked Questions
What is SEO?
SEO or Search Engine Optimisation is the process by which you can optimise your website to rank for keywords relevant to your industry on the first page of search engines, thereby bringing in more traffic and leads for your business. Since Google is the world’s top search engine, most of the SEO effort focuses on it.
Will SEO work for my business?
SEO works for almost all types of businesses. The requirements and end-goals may differ from project to project but every business can make gains by improving their online presence. At Click Trends, one of our first steps is to carry out detailed competitor analysis. This competitor analysis serves 2 purposes – a. It offers evidence to businesses that there is scope for online growth in their industry and b. It creates a roadmap for a customized SEO strategy.
Can I do SEO for my website by myself?
The short answer is – Yes, but it needs training. Just like most other things in life, SEO is an acquired skill. If you want to do SEO for your own website, it is advisable to go through a formal, step-by-step training programme. At Click Trends, we offer SEO courses for small to corporate size businesses. However, if you are time poor and don’t have the skills in-house, we advise using services of a professional digital marketing agency.
How much does your SEO Package Cost?
SEO package cost depends on a lot of factors including your industry, competition, target audience and project goals. For e.g., if you are a roofing specialist in a local suburb, you may not need to target a lot of keywords for your business. But if you own a big eCommerce store with hundreds of products, you may want to go for a bigger package to generate desired results. Our consultants will discuss the package options with you during a face-to-face strategy session.
Do you offer any guarantees?
Yes, we guarantee that within the first 90 days of using our service, a minimum 10% of the selected keywords will be on the first page of Google. However, we offer this guarantee only to prove to our clients that we are a trustworthy and knowledgeable SEO agency. Our ultimate goal is to ensure continued online growth of your business and brand name.
How much time does it take to get results with SEO?
SEO is an effective long-term process. If you are looking for quick results, SEO is not your solution. Any good SEO strategy takes at least 6-8 months to begin showing desired results. The results can be divided into 3 phases. Phase 1 is improvement in keyword rankings that normally happen within the first 3-4 months. Phase 2 is organic traffic growth that occurs within 5-6 months. Phase 3 is growth in online leads or sales which normally happen within 6-8 months. The timeline of the results can vary depending on the industry and competition.