The first thing to recognise about SEO is that it’s never going to be easy. In fact, it’s the most difficult form of digital marketing due to the rewards being so high. It takes a lot of time, knowledge, writing, tweaking, and testing to see what works best for your business and to improve rankings. What many fail to understand is that once a business reaches number 1 they must compete to retain the #1 spot. Think of it like tennis, Roger Federer may be #1 but there are other fantastic players gunning for his spot, he can not just stop once he gets there.
The practice of SEO does both these things. First, you improve your rankings by checking off as many of the ranking factors that you can – (and there are literally hundreds of them), then you have to do SEO maintenance work to ensure your rankings hold once you reach your goals.
As I mentioned, there are literally hundreds of ranking factors. You can see a list of the most important 200 factors here on backlino.com. Ranking factors are things like having the keyword in the domain name, the right content length, a solid internal linking structure, keywords in your H1 tags – these are just five! Again, hundreds of factors contribute to how Google ranks a keyword for any given query.
I like to break my ranking factors into three groups – on-page SEO, off-page SEO, and technical SEO.
- On-page SEO includes ranking factors to do with the website itself, such as the five I mentioned above.
- Off-page SEO includes ranking factors external to the website, such as link building, content marketing, social media, reviews, podcasts, etc., which help the website rank.
- Technical SEO covers the most complex ranking factors such as site speed, structural data, canonicalisation, XML sitemaps, Hreflang, etc.
As you can see, SEO is far greater than dotting your I’s and crossing your T’s on the website side of things. You have to have a well-optimised website, having a wide range of off-page ranking factors, and ensure all the technical elements are taken care of.
Only when you have addressed these three groups can you expect to reach the top 10 positions on Google.
I told you, SEO is hard. But it shouldn’t make you choose PPC marketing over SEO. SEO does work, and the benefits are well worth it. However, you have to have a top SEO on the Gold Coast looking after your website. For this, turn to Grow Advisory Group.