What is SEO
SEO or ‘Search Engine Optimisation’ is really all about one thing; building the credibility and trust of your website with Google in so that Google rewards your website with higher rankings. Mostly you want to rank so that those people that don’t know about your business, but are searching for your product or service, are finding you first rather than your competitors.
Technically speaking, SEO is the the precise science of optimising a website to communicate more effectively with Google in order to be rewarded with higher rankings in Google's unpaid search results. SEO is a complex process of activity that occurs both on your website as well as other areas of the internet that all tell Google that your website is the most relevant website for someones search term.
How does Google determine where your website ranks?
The SEO process is a complex matrix of on-page website optimisation as well as taking a very proactive and honest approach to other internet content that points back to your website as a source of authority. Google uses complex algorithms to read and determine the position of a website.
Some key factors in these algorithms are:
- Unique content
- Mobile and table optimisation
- Content relevancy
- Fresh updates
- Quality of links
- Website code structure
- History & Authority
Our role as your SEO professionals, is to very carefully and precisely build this science into your website over a steady and sustained period so that Google can recognise and reward your site with continued increases in rankings.
Google accounts for approximately 95% of the internet's entire search traffic. Get it right on Google and the rewards most often follow. When someone searches for a product of service that they would like to purchase, Google provides a list of thousands of websites that match that person's search. Approx. 92% of people don't go past the first page of Google, so it is important that you are on the first page and a part of the 10 websites that Google has displayed.
What is our role as your SEO Partner?
As an SEO company we invest heavily into our backend strategies through research and development of new tools and search analysis. This ensures we keep our SEO strategies within Google's guidelines and as a result, delivers success to our clients. As SEO has progressed in recent years, it has become more manually intensive as Google aims to eradicate automated tools or scripts that manipulate the search results.
In recent times we have seen multiple changes to the way Google reads websites and display the search results. In turn we have continually modified our strategy to remain inline with what Google now wants to see from a page 1 website. Our continued investment in our tools & SEO experts ensures we stay ahead of the game which is why our results are so strong. At the time of writing this article, we currently have 84% of our entire clientele's keywords sitting on page 1.
Being partnered with Edge Marketing gives your website exclusive access to our proven strategies that deliver clients results.
There's alot of work and know-how that goes into a successful SEO strategy. On a daily basis we are performing ranking and target page indexing checks whilst monitoring keyword movement, not just for your website but for your main competitors too.
Across the week we are performing backlink analysis, new referring domains, lost referring domains, adjusting anchor text ratios, on-site adjustments and rebalancing your backlink profile based on rank movement ensuring that we grow, but still within the guidelines of avoiding penalties.
Every month we are performing in-depth search analysis checks on your competitors, backlink acquisition and outreach, keyword movement vs anchor text, cross referencing timing and analysing further opportunities
Natural Fluctuations are Normal
Google only crawls most websites approximately every 6 weeks. So all the work we may do today, may not be rewarded with an improved ranking until next time your website is crawled. During this period and especially during the first 12 months of a campaign as we build your SEO, Google may crawl several competitor sites and re-assess their rankings and this can look like your website is dropping in rank, however in most cases it is simply a case of being shuffled until Google re-crawls your website and you leapfrog your competitors again. We call this the Yoyo effect and it is common in all SEO campaigns.
There are occasions when a Google algorithm update coincides with a newer SEO campaign. This can result in an immediate and significant drop in ranking as Google’s new update try’s to determine everyone’s new position. Again this is very common and we experience a rapid recovery and in most cases a significant improvement in rankings within 2 Google crawls.
What kind of results should you expect?
We certainly recognise that the process of SEO can seem very mysterious from a business perspective and we understand that it is only human nature to be very sceptical of something that we don’t understand or don’t actually get to touch and feel the work that has been done.
For these very reasons, we have created our SEO commitment so that you can rest assured that your investment is in the best of hands and that we are partners in this process. Edge's ranking commitment focuses on 3 ranking milestones during your campaign. Should we fail to meet any of these milestones, we continue your campaign without charge until the milestone is met.
Our commitment is your assurance that we have a vested interest in the development of your rankings as your SEO partners. It’s important to note that this is a safety net only – our objective is to rank your website as high as possible as quickly as possible and in many circumstances we are achieving far better ranking percentages at each milestone.
The SEO traps
There is no such thing as cheap SEO, only cheap ‘Traps’. As previously covered, the process of SEO is a precise science that must be favourably recognised by Google’s ranking algorithms. Bad SEO often results in a complete ban from Google’s search and when that happens the only thing you can do is register a new domain, build a new website and start again…
Everything that is done on the internet leaves a digital footprint behind that can be tracked and this is very important in understanding why SEO providers using overseas contractors from common countries like India and the Philippines, are essential to avoid. One of Google’s biggest ranking algorithms focuses on locally generated quality content (content created and published within the country of origin).
Price varies depending on your current website health with Google and how competitive your industry is online. If your competitor websites are very strong, we know that there is a lot more work that needs to go into your website in order to compete for the top positions.
The volume of work that goes into each phrase every month is significant and this is what determines your SEO investment. As a very generalised guide, you can expect to pay between $40-$100 per keyword for a campaign within a moderately competitive space. If it is anything less than this general range, we can almost be certain that the work being done behind the scenes is nowhere near enough in achieving the results you need.
It is also important to understand that this price guide can significantly increase if a more aggressive approach is considered to be essential in achieving a successful campaign if competition is high.
SEO and the long game
Rankings don't happen overnight. Firstly, remember that SEO is a process of continual optimisation, and there is a significant investment of time and resources that go into a campaign. At times, there is a substantially higher amount of work that goes into a campaign during certain times of the year, and instead of having fluctuating charges each month, we have smoothed your investment out to even your monthly investment.
Secondly, like hanging a new picture on the wall, you must apply consistent pressure for a period of time for the picture to stick, and this rule also applies with Google rankings. We can achieve very strong results in a short timeframe, but these will fall away very quickly without consistent SEO pressure in place over an extended period. It’s also important to remember that your competitor websites can overtake you again quickly if they are also engaged in SEO as your website’s fitness level drops.
What are keywords?
Keywords refer to the words people type into the Google search box to find what they are looking for. Keywords are also often referred to as key phrases, search terms or search queries.
Not all keywords are equal and this is where Edge will guide you carefully to select the list that's right for your business growth. In many cases the most searched keywords aren't often the most profitable. Why? Because many of these keywords are 'researching' keywords rather than 'buying' keywords. 'Buying' keywords are the profitable ones, and these are what we want to target.
Understanding the Google search page
There are 2 main areas you need to have a good understanding of on the Google search page.
The first 3 listings at the top of the page are generally what is referred to as paid links.
Below these links are the organic rankings and are the most important of all. The only real way to achieve these top rankings is with a strong SEO campaign.
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