Search Engine Optimization (SEO)

Everything you do to optimise your own website, including the content, meta tags, and back-end code, falls under the category of on-page SEO. Off-page SEO is more difficult to manage. Off-page SEO refers to everything that happens outside of your website that is directly related to it. This can include domain authority, backlinks, and other factors.

SEO professionals select keywords using a variety of tools. Google Search Console, Ahrefs, Moz, and Ubersuggest are some of the most popular. We may also make recommendations based on what a client wishes to rank for.

There are numerous search engine optimization (SEO) strategies to apply. Some are quick and easy, but have a big impact. Some require a great deal of effort and could take several days or even weeks to finish. SEO costs, like many other services, are determined by the experience of your SEO agency and the extent to which you want your optimization to be.

Yes, your company should spend money on SEO. Search engine optimization allows you to increase traffic without having to pay for each click.
When you use PPC advertising, you will be charged for each and every click that comes from that source to your website. However, if your website ranks high in organic search results, this traffic is essentially free (at least in terms of a cost-per-click). Of course, ranking a website on the SERPs necessitates an investment in skills and resources.

There are several reasons why your website may not be ranking on Google. But first, go to Google and perform a search for your website.

You can tell if your site is indexed if you can see the web pages listed. Reasons your website may not be ranking include:

• Because it is new, your website lacks the authority needed to appear for popular search terms. You must prove that you are deserving of ranking before you can launch a website and expect it to rank for your target queries immediately.
• In comparison to the webpage that rank for such queries you're searching at, your content doesn't meet the searcher's intent, appears to lack in-depth analysis, or is of lower quality. You must make sure that the pages you serve are at least as excellent as, if not better than, the ones that are already ranking.

If none of your website's pages are listed, this indicates that it has not been indexed. Possible explanations include:

• Your website either forbids crawling by search engines (typically in your robots.txt file) or advises them not to rank it (generally using noindex tags). If you remove these blocks, your site should be indexed.
• Your website just went live a short while ago (a few days), and since you haven't submitted it to Google or created any links to it elsewhere, it has not yet been indexed. Create a Google Search Console account and ask for indexing.
• Due to a violation of Google's Webmaster Guidelines, your website has been subject to a site-wide manual penalty. This is unusual and improbable. To achieve this, however, you would have had to employ some serious black-hat SEO techniques.

To know whether the organic traffic to your website has decreased suddenly or gradually over time, you must first make that determination.

If this occurred suddenly,

• Examine your website to see if noindex tags were accidentally added. When website developers transfer a site from a test environment to a live one without removing these, this can occasionally happen. These will result in the de-indexing of your website if they are left in place. If you use WordPress, make sure to:

Settings > Reading > Search Engine Visibility
This box must not be checked.

• To find out if your website has been banned from the SERPs because of malware, check Google Search Console. You might discover that this typically occurs if your site has been hacked if Google believes that it may be harmful to users. You can learn more about requesting a review after you've resolved the issues by clicking here.
• It's possible that a manual action affected your site, though it's unlikely. In Google Search Console, navigate to Security & Manual Actions > Manual actions to view the manual actions report.
  If you see a problem listed, this could be the cause of your site's traffic loss. If there is no issue listed, you can be confident that this is not the case.

If this has occurred gradually,

• Google may have implemented a core algorithm update, which has resulted in other sites gaining traffic and ranking higher than yours. According to Google, "There's nothing wrong with pages that perform poorly in a core update. They have not violated our webmaster guidelines, nor have they been subjected to manual or algorithmic action, as can happen to pages that do. In fact, no specific pages or sites are targeted in a core update. Instead, the changes aim to improve how our systems evaluate content in general. These changes may cause some previously under-rewarded pages to perform better." The recommendation here is to look at what the top-ranked sites are doing that you aren't.
• The more likely explanation is that your competitors have surpassed your organic visibility because they are implementing a more aggressive SEO strategy than you are. In other words, they deserve some of the positions you previously held. In this situation, it makes sense to thoroughly analyse your competitors' strategies in order to identify areas in which you can excel. To assist you with this, you can make use of the SEMrush Backlink Gap Tool and Keyword Gap Tool.

It depends, as is the response given by many SEOs.
The times when you could launch a website, optimise your title tags, and start ranking within a few weeks are long gone. Launching a website and expecting it to rank for difficult search terms over night is unrealistic. A website can only perform naturally over time as Google only ranks relevant sites with established authority.

A common question is whether a company should invest in SEO, PPC, or both. It's the age-old debate between SEO and PPC.

In an ideal world, a company would balance multiple marketing channels to avoid becoming overly reliant on any single source of traffic (and conversions). However, budgeting is frequently a challenge, particularly for smaller businesses, and resources must be allocated efficiently. Money isn't limitless.

Even in this case, a long-term SEO strategy must be balanced with a small but targeted PPC campaign.