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Want to Make Money From Your Website?

Google’s algorithm may sound very complicated, but it is based on four principles: Trust, Authority, Relevance and User Experience. These principles can be narrowed down to two marketing elements. The rest is noise. 

You need to focus on two things:

1. Being Found on Google

The website ranked #1 has been scored the highest score by Google for that keyword.

That score is based on trust, authority and relevance.

Google scores your web page using over 200 ranking signals. Ranking factors include everything from the age of your domain to whether or not the keyword is in a heading tag (H1). Note that it is your WEB PAGE, not your WEBSITE. Google ranks pages; domain authority is not a Google metric.

We know this because a domain with no website cannot be ranked in Google just because it has a high DA metric. Domains don’t pass PAGE rank, pages do!

Gaining Trust

Google uses many of these metrics as this is (supposedly) how an expert would code their content. This means that this website has an element of authority.

This ‘expert content’ would attract other websites to link to it as it is relevant. Hence, TRUST can be defined as high-quality content correctly coded (HTML) with relevant business information, real people, telephone numbers, etc.

Showing Authority

Authority considers backlinks, social media profiles, reviews and content authors, amongst other metrics. You can check yours at MOZ.

Claiming Relevance

Relevance is mainly down to content variation and depth. Google will favour more trusted websites.

Google adopts Natural Language Processing, AI and machine learning to understand. They are using artificial intelligence (AI), machine learning (ML), natural language processing (NLP), and other latest technologies to understand, evaluate, and provide the best of the best results. Search-Quality-Guidelines.

Don’t want to do the above alone? Not sure where to start? Our SEO company in Surrey has worked with local and national businesses and brands, positioning them to the top of Google and skyrocketing their conversions. Let’s do it together. Start with a free site audit, and we’ll propose taking your website to number one.

2. Conversion Optimisation

SEO changed when Google became more user-centric and made the user experience a ranking factor.

One of Google’s algorithm’s four most important elements is how users interact with your website.

Providing better answers to customer questions and ensuring that your website is easy to access, navigate and buy from is Conversion Optimisation.

Customers don’t buy when they understand; they buy when they are understood.

It is solely based on the user journey (UX) and the elements required to convince and allow a user to purchase or enquire.

Google’s introduction of mobile-first indexing means that UX is emphasized on mobile.

1. Target the right audience

Clients want targeted organic traffic from people who fit their audience profile. Not everyone on the internet is your customer. While SEO is harder to laser-focus than pay-per-click, many other ways exist to improve organic search targeting. See prices.

2. Speak their language

Once we understand your audience, we choose your content’s voice and tone. Getting the brand voice right helps our clients differentiate themselves from the competition. Health clients need a degree of formality, media companies need less, etc.

3. Offer them what they want

Everything from solving and meeting a customer’s issue or need. Do your products benefit them? Needs can be tangible, physical or emotional.

4. Earn their trust

They want to buy, but can they trust your brand? Will you deliver when you say you will? Is the product as good as you claim it is? See basic psychology.

4 requirements for making a purchase

  1. Does the customer buy into the benefits of the service or product?
  2. Does the website present a trustworthy source of information that can be believed?
  3. Does the customer trust and feel comfortable that the business is right for them?
  4. Is there proof and evidence available to validate the business’ claims?

Using content and UX design cleverly encourages conversions by positively answering these fundamental buying principles.

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