Making SEO work for you.
Determine the root of your
business via language.
Seo is such a worn out acronym, it hardly has any meaning.
This does not mean it only has the one we give it, rather it’s meaning encompasses more than the keywords people take it for.
Just like you are reading this sentence, and not phrases, SEO has evolved beyond the limitation of the search term to focus on syntax, and ultimately the meaning of not just sentences but the whole page or article you are reading.
Comparing your service provider the vital factor.
Why is this important when weighing up service providers?
We optimise content for the questions your audience are asking. Any SEO company spruiking key phrase ranking is working with an understanding that is not only redundant but cannot cater to the rise of voice search, as these searches are by nature unique.
Google algorithm update “BERT” makes this explicit, this is what Google says:
“These improvements are oriented around improving language understanding, particularly for more natural language/conversational queries, as BERT is able to help Search better understand the nuance and context”
SEO is a lot more nuanced and sophisticated as it reflects the dynamic nature of language. If you consider voice search and assistive devices becoming more ubiquitous in the ensuing years using “natural language processing” you will also appreciate SEO as a service having to focus on optimal use of language and effective messaging.
This entails developing the insight to bring to the surface latent issues or problems your audience have so as to better align with them. Improving affinity, and ultimately empathy, creates emotional resonance, and as SEO is primarily about language, bringing the human to the fore has to be the centerpiece of effective implementation.
What is SEO?
SEO stands for search engine optimisation though it has become more nuanced as search engines have evolved. It is a process of continual improvement as defined by the key metrics of leads or sales depending on the nature of the site. Certain proxy metrics are used to measure performance such as increased traffic from organic search results or key phrase ranking but they are always in aid of the ultimate business goals of the website.
Why is language so important for SEO?
Language is critical as meaning has context. We read sentences or rather scan words that frame the meaning of the sentence we are reading. Algorithms essentially mimic a person that would make sense of the mass of documents as to which one is “the best” for the specific question asked. So imagine Google is an assistant, a person fetching you results. How you handle these documents feeds directly into the assistants performance. Understanding what is a “good” result for Google is based on user metrics, or your behaviour that infers a good result. The inference is a heuristic device to simplify, or a way of “parsing” results, which simply means to narrow, to narrow is based on relevance, and this relevance is context. Language is indispensable in establishing context, hence why its proper use is important for SEO
How long does it take to see results from SEO?
This depends on a lot of factors, your current ranking performance, age of website, penalty handicap etc. As SEO is an iterative process results are cumulative. How this usually works (there are always exceptions) is that lower competitive searches considered lower hanging fruit tend to front run the more competitive searches, whereby over time search breadth is improved. Initial results occur around the 3 month period, as impressions tend to front run clicks, as user behaviour determines the potential for promotion of your specific page in reference to your competitors. This takes time as the recursive feedback loop needs to become established.
How important is design for SEO?
Design is critical as the framing of information is just as important as the content. Design aids the consumption of content through its presenting. The use of negative space to define the locus, or draw attention to what is important is such an example where design aids the performance of attributing traffic. Design aids orientation of the context we seek to unearth to improve affinity. People are trying to make sense, and this sense is determined by their intentionality or the questions that determine their orientation, so design that supports this orientation improves the over all performance of the website.
Of course we do all the standard boring technical stuff such as the following:
- Technical website audit
- Optimise crawl budget
- Mobile site speed analysis & audit
- Image optimisation
- Back link analysis & audit
But we excel on what is necessary to improve your overall search performance
Develop situational awareness:
- Define your audience, their questions their back story
- Map questions to search intent
Businesses are a lens to focus outcomes, so we look at your competitor landscape:
- Define Share of voice
- Map gaps with the highest potential for return
Confidence in transparency
We harness a combination of skill sets, to enhance the overall language best suited to engage your audience to drive performance. Just like every customer journey is different, so is mapped according to moments that come to define the turns, so each business has its own unique set of challenges we work with. Whether you have a working knowledge of SEO or are a complete novice, we work to demystify to make plain our action plan.