Search engine optimisation (SEO) is about helping search engines, such as Google and Bing, to:
- find the information you publish on your website (web content)
- rank your website against similar websites.
Search engines try to find the most relevant web content that matches a user’s search term. You can help your site rank better for search terms by understanding how:
- customers search for your products and services
- search engines decide which content is more relevant.
Taking these steps can help improve your website SEO.
1. Understand your online customers
Like traditional marketing, improving your website SEO starts with understanding how your customers behave. For example, there are different reasons a customer might be searching for a product or service:
- Awareness: the customer is aware of a problem that needs fixing. They begin searching for potential solutions using broad search terms. For example, 'leaking tap'.
- Consideration: the customer understands their problem and is now searching for solutions that best meet their needs. They might start using search keywords that include a location, product feature or product type. For example, 'plumber in Townsville'.
- Purchase: the customer is ready to buy and generally knows who they will buy from. They will often search directly for the service provider. For example, 'ABC Plumbing'.
Understanding your customers’ search behaviour will give you an idea of the keywords to target in your web content.
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