How SEO Works

Posted by Helen on Tuesday August 22nd, 2017.

Today’s post looks at the intricacies of a campaign and specifically how SEO works

Using an example from Inner City Digital we are going to take you through the steps of gaining a page one ranking and increasing traffic. For those still maintaining SEO is a dark art, it really isn’t. Based upon a certain level of common sense that works alongside technique and always bearing in mind that user experience is key, you can’t go far wrong.

So where do we begin?

Our company’s domain is young at a little over 18 months and it is known that domain age is one of the many factors Google takes into consideration in terms of rankings. Armed with this knowledge we know that our website is required to be updated regularly whilst meeting all of the relevant points as noted within Google’s Quality Guidelines. Content is key so alongside the unique and relevant text found throughout our website, as part of our SEO strategy we have chosen to write and maintain a blog and it’s within this feature we can really add worth to a myriad of keywords relevant within our industry. In order to achieve this, strategy must be broken down into ‘mini goals’ and this was where we started.

What was our goal?

Quite simply, we wanted to gain a page one ranking for a specific search term and to determine the best keyword we carried out research.

Here’s what we did:

As specialists within the industry we understand that over the years SEO as a discipline has changed dramatically and based upon this we carried out a simple Google search on the phrase ‘How SEO has Changed’. The results that greeted us consisted of some big industry players including the likes of Search Engine Land. By clicking into each of the page one results we found some detailed articles discussing this subject profoundly. This gives us great insight into what Google likes, because let’s face it, these websites aren’t on page one for no reason.

So what did we take into consideration?

  • Domain age
  • Article length
  • Internal links
  • External links

As previously mentioned, domain age is a ranking factor and those articles found on page one have accrued more trust than us having been around longer. That said, there’s nothing we can do to extend ours other than be patient whilst keeping this as a factor in the back of our minds.

Article length is important with 1,200 – 1,300 words proving a good length in this instance. Internal links form our opportunity to direct both Google and readers to relevant pages within our website relating to the subject of our blog post.

External links give the reader chance to be directed to locations of relevance and interest, usually backing up information within the existing content.

Tracking is everything:

Ok, so having taken various factors into consideration, we know that we want to write a blog post based around the title and keyword phrase ‘How SEO has Changed’. In order to monitor progress we need to track results and we did this by adding the term to software, Pro Rank Tracker.

And the writing began!

Through existing knowledge and in-depth research, our blog post, How SEO has Changed was compiled and uploaded on 23rd June 2017. At just over 1,300 words we ensured the content was informative, relevant, user friendly and above all added worth to the reader.

Here’s the exciting part!

Monitoring through Pro Rank Tracker we kept a close eye on the position of our term. Here’s a snapshot of the results:

Rankings from Pro Rank Tracker

Upon addition to the software our search term ranked on page three of Google in position 28. The column furthest to the right shows where we sat one month ago so as you can see our content had clearly been picked up by Google and we were pushed forwards six positions. Moving forwards to a week ago from today’s date (22nd August 2017 as we are writing), we increased to the top of page two. Even better, we look at the last 24 hours and can see an increase to page one in 10th, increasing to 7th as of today.

But that’s not all…

A page one ranking is great but what we really need to see is an increase in website traffic. Let’s face it, you could have page one positions for every search term under the sun but if it doesn’t encourage traffic there is no point.

Page specific traffic

Above you will see a snapshot taken from our own Google Analytics account. Here we are looking in the Behaviour section for Site Content from 23rd June 2017 to 22nd August 2017. Row number four shows clearly the traffic gained from this blog post with a total of 42 unique pageviews from the date posted.

Let’s recap:

We want to create good quality content that appeals to readers, helps us to gain page one rankings and increases traffic to our website. By researching a popular industry related search term a blog post was compiled and added to our website including internal and external links. From here we tracked the post within Pro Rank Tracker to determine its position within Google. The ultimate results were found in Google Analytics with our blog post bringing in 42 visitors to the website.

Final thoughts…

A definite win for us. We have met our goals and know that this SEO strategy works. So let’s see how this blog, ‘How SEO Works’ fairs in the search results!