The world is changing around us at an ever increasing rate. We have gone from phone’s in suitcases to phones in our pockets, from bricks to shards of glass. Not only that, the humble smartphone’s capability is well beyond anything we could have dreamt of 20 years ago. They can order us food, organise business meetings, arrange accomodation half a world away, video call people on a different continent, and buy our new shoes for us.
That last part is particularly important. Businesses now live and die in the digital world, so the way they interact with their customers and other businesses has changed dramatically. When 81% of us research a product or service online before buying, it’s important to be seen online. This is where SEO Glasgow comes in. SEO stands for Search Engine Optimisation, and it has the power to change your business.
What is SEO Glasgow?
SEO Glasgow, as stated before, stands for Search Engine Optimisation and is the act of optimising a website or page so that it ranks high in the SERPs – Search Engine Results Page – for a particular keyword or words. A keyword is a word or string of words that a user enters into a search engine to return relevant results for that keyword. An example might be “best bars Glasgow” which would (hopefully) return information about bars in Glasgow, such as their opening times, rating etc. A longtail keyword is a keyword of four or more words. These keywords tend to have better conversion rates in terms of digital marketing techniques as they show a real intent to buy. This is not someone looking for info to compare, this is someone looking for the thing they want. An example based on the previous would be “bars in Glasgow with beer garden”.
To get websites to show up for these results, digital marketeers undertake SEO Glasgow. There are many different parts to SEO Glasgow, often undertaken by an SEO company glasgow, but the two main ones we shall look at in this article are link building and onpage optimisation.
How Does SEO Work?
SEO is based around one simple principle: relevancy. Google – or any other search engine for that matter, but let’s be honest, it’s always Google – wants to return the most relevant results for a users search query. To do this, it “crawls”, or examines, a web page and reads the content. It will analyse the topic and theme of the content and then decide what keywords it is best to show a page for, and where to place it in the rankings for those keywords. It will then look at links that point to the domain or page. It looks at things such as the general theme of the website that the link comes from, the websites’s domain authority, and the relevancy of the content on the page that the link comes from. A combination of these two aspects – on page optimisation and link building – is the core to SEO Glasgow services.
To this end, when undertaking onpage optimisation, a good digital marketer will make sure that the keywords that a web page is to be ranked for is found in certain parameters. These parameters include, but are not limited to, the following:
- Page Title. This is a short description attached to the page that allows Google to read the general theme (main keywords) for a page.
- H1’s. An article title. This tells Google what the main focus for the written content is.
- H2’s. Sub headers within articles. These break up content and tell Google what the following content is focused on within the main article.
- Meta. This is a longer description intended to be a screenshot of the article to tell human users what the article is about.
- Image Alt Tags. As Google can’t “read” an image in terms of SEO Glasgow, alt tags are attached to describe an image’s content. They also help visually impaired people to better experience the website.
If done correctly, with a proper focus on both link building and content optimisation, SEO Glasgow can have a positive impact on a business’ revenue. It just requires a good digital marketer and some patience.