What does SEO stand for?

SEO stands for Search Engine Optimisation. Search engines (like Google, Yahoo, even Youtube) have algorithms that help users find the best results.

These algorithms might, for example, match the searcher with a result (website, picture, video, etc.) that other users who put the same term into the search engine tend to click on.

It is difficult to know for certain all of the precise factors the search engine’s algorithms are using, however, you can learn more about them through experience and testing.

What is SEO?

SEO is the art/science of increasing traffic to websites. Its aim is to rank your website higher on search results by making it more friendly to Google’s algorithm.

In short, SEO is how you get on the first page of Google. 

Improving your website’s SEO can be done in a variety of ways, including improving UX (user experience), improving your website’s core web vitals and gaining backlinks (links from other websites) and creating relevant content.  

How much of a difference does SEO make?

This depends partly on what industry you are in and what fraction of your clients find online.

Most users only look at the first page of results. Once your website is there, your traffic will increas with each higher position. For example, the average number one result gets 33% of all search traffic for a particular search term (keyword), nearly double that of the second result, which gets 18%.

Chart showing traffic values of google rankings
Average percentage of traffic each Google rank gets

Is SEO worth it?

This depends on your industry/sector, capacity, and website’s conversion rate.

Industry/sector: If you are selling services or products that people are likely to purchase or to find online, then SEO is important. Similarly, if your service is information that is distributed online and you need a wider audience, it is essential.

Capacity: If you currently don’t have enough staff to handle the potential large increase in business that comes with more website traffic, then SEO might not be for you. However, SEO results usually take between 3 – 6 months to appear, so you could have time to adjust to the increased business activity gradually.

Website’s conversion rate: Your website’s conversion rate might vary depending on your industry, niche or other factors. If you already have a lot of website traffic but aren’t converting much of this to sales, then what you need first and foremost is probably a web designer.

How do you improve SEO?

There are a number of potential strategies to improve your SEO ranking. Different SEO freelancers or agencies might have different strengths or strategies.

The main points that should be covered are:

  • Technical SEO
  • On-page optimisation
  • Content
  • Link building

What’s the first step in the SEO process for your website?

The first step is usually (but not always) to make sure your website is healthy. You should run a crawl on your website to make sure that all of the pages work and that the basic UX (user experience) is at least ok. 

Next, you need to identify your target keywords and then begin creating content (general website content and blogs/videos/podcasts etc.)

These are the first three steps. Once you have nailed these, it’s just a matter of maintaining your website’s health and UX and frequently posting relevant content (that is aimed at relevant keywords) and gaining good backlinks.

Can a company do its own SEO work or should it hire an outside expert?

To a certain extent, every company can and should do at least some of its own SEO work.

Simply creating a website itself is a form of SEO work, as is writing your company’s blogs. In fact, in the SEO community the phrase ‘content is king’ is often repeated. 

How many resources a company should allocate to SEO depends on the company’s size, industry and current situation. Some larger companies do employ full-time SEO workers or teams, others simply hire outside agencies. 

It is important that you are first sure you have the resources to deal with the increased work SEO improvements will bring to your website traffic and subsequent customer demand. Perhaps, for example, you need more work before you can scale up your operations. In this case you can gradually improve your SEO as you scale up accordingly. Or, if you don’t want to scale up but do need more work, you could simply improve your SEO slightly (i.e. by aiming only for the first page of Google rather than the first position) in order to increase your website traffic and conversion rate. 

Are you a London-based SEO agency?

More or less.  More exactly, I am a London-based SEO freelancer. I don’t employ anyone else, so if you work with me you will have my full attention, experience and expertise focused on your project.

What is 'dwell time'?

‘Dwell time’ is the amount of time a user dwells on your page before returning to the search results.

It is relevant to SEO and an important metric because it tells Google how long users spend on your site and therefore how useful/attractive the information there was for them.
silhouette of weightlifter lifting barbell

Sign up for my newsletter:

How much does your SEO service cost?

On average I currently charge £35 per hour.