What is SEO, and how can it grow your small business?

If you keep up to date with our blogs here at Practice Growth Agency, you may already recognise the term SEO, as it was one of the pieces of marketing lingo we explained for you in our jargon-busting blog! However, SEO is so crucial to the growth of your business, we thought we’d dedicate an entire blog to doing a deep dive on what SEO exactly is and how you can use it to expand your business organically.

If you’re new to SEO and don’t want to check out our last blog, the term stands for Search Engine Optimisation, which is the practice of increasing the quantity and quality of traffic to your business website through organic search engine results. If your brain is already leaking out of your ears because of this sentence, don’t worry- we’ll break it down for you:

  • Quality of traffic- your website might be getting tons of hits from visitors all around the world, but if you’re the landlord of a Brighton-based pub and all of your website visitors are from China, that’s not quality traffic. You ideally want to attract visitors who are genuinely interested in the products or services you’re offering.

  • Quantity of traffic­- once you have the right people clicking on your site from search engine results pages (also known as SERPS), you obviously want as much traffic as possible.

  • Organic Search Results- you’ve probably noticed that when you search for a product on Google (or any other search engine), a vast number of the top results are ads. Organic results are all of the non-ad pages which appear usually below the paid results, and organic traffic is any site traffic that you don’t have to pay for.

So how does SEO actually work?

Most people don’t give a second thought to how search engines actually work- they just type something into the search box, hit enter and revel at the millions of appropriate results the engine has collected in less than a second. The really interesting stuff is exactly how these search engines manage to find all of these webpages! This is the process:

Google (other search engines are available) sends out a program called a Crawler, which will visit websites and read their pages and other information (like metadata) in order to create entries for a search engine index. This index is then fed into an algorithm, which sorts the trillions of pages accessible through search engines and tries to match them to your query. That process is the SE of SEO- the O (optimisation) part comes from people like us- digital marketers who will try and adapt aspects of your website so it comes up at the top of the search results for key words or phrases specific to your business. We do this in a myriad of ways, from editing title tags and meta-descriptions to highlighting certain internal links for pages you want to get seen the most.

We aren’t going to tell you all of our tricks, however- for that you’re going to have to give us a call on 0208 123 3541 and set up an appointment so we can really show off and demonstrate to you how we can get your business front and centre on Google! (Or Bing…Yahoo…Ask Jeeves…etc.)