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Bridget Black April 28th, 2022

SEO — or search engine optimisation — is a notoriously tricky field of digital marketing. It involves many moving parts, requires constant attention, and SEO specialists also have to contend with Google making frequent and significant changes to their algorithm.

No wonder many business owners put SEO in the simply “too-hard” basket. However, it would be a mistake to dismiss the strategy entirely. When implemented correctly, SEO techniques are your best opportunity at increasing both the quantity and quality of leads to your site. Not only will you have more visitors, but they will actually belong to your target market and be genuinely interested in your products and services.

It’s natural that you might not want to invest the time and money into SEO without understanding a little more about it, so the expert team at Newpath Web — a leading SEO company in Melbourne — has put together a list of questions we find our clients most frequently ask.

What is the goal of SEO?

The broad goal of SEO is to improve your search engine results rankings.

Your online traffic can come from a few different places. People can type your website URL (like into the address bar. Someone might be linked to your site from a social media account. But by far the most common way that people will find your website is by Googling a few choice keywords that describe your company.

Say, for example, you run a furniture store. You sell tables, couches, chairs and more, mainly to people in your local area. Imagine if Google’s first organic suggestion when a user searches “furniture store Melbourne” was your website. Your customer numbers would increase tenfold!

The goal of SEO is to identify what keywords (search terms) your target market is searching for and improve your rankings for these terms.

How does Google rank websites?

Google uses a number of different factors to rank websites. Whatsmore, these factors are constantly changing. Google makes countless alterations to its algorithms every year. Some of these are more substantial than others and are referred to as core algorithm updates. A core algorithm update could see your website improve its rankings or take a little while to regroup and recover, depending on the types of strategies you have been engaging in.

Google happily shares tips and tricks for how marketers can improve their search engine results rankings. However, they won’t explicitly state which ranking factors are most important. In 2022, it’s generally believed that Google expects website owners to provide high-quality, original content, a positive overall user experience, and optimisation for mobile devices. On top of that, building backlinks — that is, having other websites link to and recommend your site — is and has always been important.

How long does it take before I will start seeing results?

Patient is a virtue, particularly when it comes to SEO. Do not trust any SEO company in Melbourne who tells you they can get results in a matter of days or even weeks. SEO just simply does not work like that. In fact, any company that is promising these results is likely engaging in “black-hat” techniques that could see Google severely punish your website.

In reality, you should be prepared to wait a few months before you begin ranking for your targeted keywords. Google’s search engine bots are constantly crawling and indexing to learn more about websites, but it takes them a fair period of time to log on-page and technical changes that are part of a broader trend.

What’s the difference between SEO and PPC and do I need both?

PPC stands for paid per click and it’s another type of digital marketing strategy that can also produce great results. The difference between SEO and PPC is of a financial nature. SEO is what’s known as an organic strategy, which means you are not paying for a spot on Google’s homepage. Rather, you are engaging in strategies that are designed to naturally increase traffic numbers.

PPC, on the other hand, is more of a traditional strategy that involves purchasing advertising space whilst still targeting relevant keywords. Whether you require one or the other, or even both, is really a discussion you’ll need to have with your digital marketing team.

Does social media help boost my search engine results rankings?

Perhaps up until now, most of your traffic has come from your Facebook, Instagram, and LinkedIn pages. Great! You already have a solid online presence and brand.

Unfortunately, Google has confirmed that social signals don’t really contribute to search engine results rankings. In particular, the links you share on social sites don’t lend authority or legitimacy to your website. However, these platforms are still a great tool for engaging with customers.

We know you probably have many more questions and we’re more than happy to help. Simply contact our friendly and experienced team today to book an appointment with one of our SEO specialists. We’ll be able to conduct an audit of your website and put together a tailored strategy that will see real results. To work with a leading provider of SEO services in Australia, contact Newpath Web today.

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