What is Search Engine Optimisation? No shouting now!


IWent into Norwich today, emancipated, semi-retired, liberated and got into random conversations in various shops. Taken out of context, read here, they might sound like the ramblings of a social misfit, but no the conversations came round to social media and what is Search Engine Optimisation.

In one shop, I was impressed by the retailer’s enthusiasm for social media and Instagram in particular – where he dropped in conversation that he had over 2,000 followers of his shop. Impressive stuff. This man was taking it seriously too, trying on shoes and the like and snapping shoe selfies on the cobbles outside and immediately uploading them. Instant marketing of new goods – very impressive indeed. I followed the shop there and then on Instagram, a platform I use personally but not as much as I should do really for parading my blog posts.

Anyway, between shots, we talked about Instagram, Pinterest and never one to look a gift horse in the mouth – blogging. The shop’s website and its links are well thought out and managed and is clearly doing well on social media and on the high street, but I was explaining just what is Search Engine Optimisation. He did seem genuinely interested too, and wasn’t communicating just phatically. I asked if they had a blogging strategy and he said “No, we haven’t got the time really.”

Hardly surprising is it? Why would they?

Now what I didn’t relate to this chap was a full breakdown of SEO but I’m hoping he reads this?

It’s how search engines like Yahoo, Bing, Google rank websites based on gargantuan algorithms – following huge website data trawls.

Example – a Google search for “What is Search Engine Optimisation?” yields 63 million results.

Phew.

The ones at the top have not achieved high rankings through Google Adwords but via a long term strategy of courting, getting engaged to and marrying Google, speaking metaphorically of course.

These companies have used a raft of strategies, tactics and techniques to climb the rankings. These companies have mastered it for that search tag and other search tags.

There are other factors at play too: a website is ranked not just by numbers of visitors, but also by social media followings, by social media hashtagging etc, but mainly a judgement is made on how AUTHORITATIVE and INTERESTING a website is.

So what’s the recipe you need to follow to build an interesting and authoritative website, that Google, Bing and Yahoo rank highly?

A blogging strategy.

A series of consistently excellent, engaging and varied blog posts that impresses the Search Engines, marketed through your social media platforms and feeds your consumers who come back to read more, share more and buy more.

So what did I buy in Norwich?

Nothing actually, other than lunch, a coffee and payment for parking.

But what I’ve done since – and I don’t think I’m atypical – is research again online what I’d looked at.  The buying process is no longer walk in, pick up, try on, purchase – the buying process (and selling process) begins days, weeks, months before – even longer I’d argue for major purchases like property and cars.

So I’ll blog next about: the psychology of modern consumers and how businesses need a strategy for converting these consumers into buyers; and how I can help.

 

 

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