What is SEO? 
And What Does it Mean For Your Business?

Basically, SEO helps people find you, and your products or services online consistently, without the need for paid advertisement.

It can help previous clients trying to find you online via a Google search. They type in your company name and out pops a detailed result pointing to multiple pages of your site, a GMB (Google My Business) listing if you have a service-based business or office, and multiple social profiles. Being able to find a business easily is one of the smaller benefits of SEO but a very important one.

We have had local businesses call us up in the past asking why are they not showing up in Google for their brand. A quick search showed their website had little to no branding and was setup in such a way that a search engine had no way of telling what their website was even about, let alone that they were a business offering services.

 

Of course there is a much bigger and more beneficial side to SEO and that is the constant traffic and resulting leads that your website experiences when it is placed high up in a SERP. And when we mean high, we mean top 1-3, preferably first as that receives 42% of all traffic for that search term (stats from Ignite Visibility). While this statistic is dependent on buyer intent and niche, it is mostly in that range.

 

Think of positions on Google like a business location. I’m gonna need you to get your imagination going for this one, so rev up your mind’s eye and follow along.

 

You have a fantastic store selling the best donuts in town. Your food tastes amazing and what clients you do have, love it and your business. Trouble is, your store is located down the end of a dirt road where only the occasional truck drives past. 

 

You have little visibility and little traffic coming through your door. This directly reflects on your sales rate.

 

You may have the best donuts in town and you’re able to cater for everyone but it doesn’t change the fact that no one actually knows that you and your delicious donuts exist.

 

At the end of the day, your business is in trouble.

 

So, you got the business side of things sorted but no one to do business with, what do you do?

 

Change location!

 

Move your business into the busiest street in town where there is more visibility and a high amount of hungry traffic seeing you. That traffic and visibility will drive numbers through your doors and increase sales. 

 

Problem solved.

 

So to bring this back into the digital world (no donuts sadly), a poor ranking in Google is like having a business that no one can see and no one comes to. Anything after page one is seriously affecting your business, anything after page two or three may as well be nowhere.

 

The average Google search lasts less than a minute, that is how much time you have to capture a prospective client into your sales funnel. That is not a whole lot of time, especially if you are back on page two and the person is in a hurry. They won’t have time to click around every result and then go even further to page two, three, five, etc.

 

Ask yourself this:

 

When was the last time you went beyond page one to find something?

 

I don’t remember when I did and I practically live in Google search. 

 

So, we know that in order to make more money and help build awareness about our brand/company, we need to get more visibility to it.

Of course, SEO does not grow on trees nor does it develop naturally so that is why SEO Agencies exist. We offer SEO as a service and therefore it is an investment on your behalf to help build the business.

Stamping Out The Lies 

First, I’m going to clarify the misconceptions and falsehoods surrounding SEO and set the confusion straight. Not everybody hears about SEO right at the beginning of their business from people who know what it is and that’s okay.

This section is going to prevent you from making some of the huge mistakes we commonly see and save you loads of money trying things that probably won’t work.

I’m going to lay out for you some of the misconceptions I’ve heard from other people. These are the types of lies that can stop people from ever wanting to try SEO again due to bad experiences. However, if you learn how to do it properly, with the right guidance, your whole perception of it can change for the better.

**Disclaimer**

Often times, you’ve heard these things from a colleague, marketing/IT person, friend, family member, business partner, web company, at a networking event etc. Please understand that most of them aren’t intentionally lying to you, they’re likely just repeating what they’ve heard in an attempt to help you.

It’s also possible that the people making these claims have come to believe that their experience with SEO was positive even though, data-wise, it may not have been.

My goal here is to help you understand SEO well enough to come to your own conclusion about whether SEO is worth looking further into. 

Be aware when you read what I’m telling you, that some of this will counter what you’ve been told. In fact, if you’re still reading, I hope some of it does. I’m not here to attempt to take anyone down or make anybody look bad, there are lots of SEO companies who are excellent and who have our utmost respect.

Now that that’s out of the way, we can get into our misconceptions!

Misconceptions & Myths

Please click on the topics below to view text.

From what I’ve seen, this one is mainly spread by business groups on Facebook. Someone posts and asks for advice on SEO and, in response, they’re besieged by comments from companies trying to sell their services. Then you get assertive business owners putting in their two cents with their experience on the topic.

 

Then, instead of help, the person who asked in the first place has a host of people with their conflicting comments, debates and arguments about who’s right when, often times, nobody is.

 

Not to mention the constant spam emails in your inbox with their cheap deals “just for you”, making people think that this thing they don’t fully understand is just some sort of marketing ploy for small startups or preventing those quiet periods for a few hundred a month.

 

What do you really have to lose at that price? Remember how your friend said their business selling earrings for dogs got amazing results from this really reasonable SEO company. The only problem is that you don’t actually know how well they’re doing. You don’t know their low-cost SEO company improved their business at all.

 

I’m going to let you in on a little secret: If you’re spending €99 – €1000 on SEO, you’re not getting SEO, you’re just wasting your money.

 

It’s like buying a washing machine that saves on water by having you wash all of your clothes before putting them in. It’s a waste of energy, money and time.

 

€99 per month SEO or whatever other “Special Offer” you get hit with will get you nowhere. That is basically one hour (or less) per month that some self-proclaimed SEO expert will spend on your site. 

 

€99 per month SEO or, in fact, any of the “Special Offers” thrown at you that you’ve been considering, won’t help you. You’re, essentially, buying an hour, maybe less, per month that some self-proclaimed SEO expert will spend on your site.

 

That’s only twelve hours in a year! If you really want to invest €99 anywhere, you’d be better off buying a year’s worth of ads.

 

Frankly, anything less than €1900 per month for SEO in a medium-sized city, or someone’s offered you a special for less than that, I’d think about looking somewhere else for a better solution.

 

Shocked at that price not cutting it as affordable SEO? 

Yes, I know, many people I speak with have that same reaction.

 

Does that sound like way more than what you’ve been told elsewhere?

 

That usually means one of two things:

  • Inadequate understanding of SEO and the significance it holds.
  • Your business isn’t yet at the stage where it can really compete in the SEO game.

 

Both situations will benefit a lot from continuing through this article. You can also learn to do SEO on a budget and get quality results, but it is not easy.

 

That’s not to say that, in either situation, you won’t benefit from continuing through this article. It is possible to learn how to do SEO on a budget and get great results, but it may not be easy.

 

SEO is a battle. It can be sneaky and, if you’re not completely aware of what you’re getting into, it can be overwhelming.

 

To anyone venturing into the world of SEO, I’d suggest reading SEO articles and watching videos published recently (in the last year) from a reliable source. Stay away from Yoast SEO plugins and SEO books full of old advice that no longer applies. SEO can change in the blink of an eye so it’s important to stay informed and to change what you’re doing accordingly. This leads us into our second misconception…

As with anything, if it was easy, everybody would be good at it. If everybody could do SEO well, everybody would implement it and be swimming in money. Just think about it, this entire article is only explaining what SEO is. So, learning how to do it successfully is going to take a lot of time, focus and dedication but it is doable.

 

In an ideal world, you might be able to watch a few old YouTube videos and read an article or two about SEO and know everything you need to know. Unfortunately, you’ll need a lot more than that to be successful and convert your efforts into money.

 

The problem is that since those videos and that article from 2015 were put up, things have changed. Things will continue to change. If you aren’t ready to accept that fact and either try to keep up or find someone who can, you’ll fall behind.

 

SEO can be confusing and difficult to get right. It can be like spinning plates. You have to consider every single moving part, while keeping an eye on the different types of data you’ll have to understand and assess. SEO is more than putting plugins on a site and writing content. There are a few hundred more factors and tasks to think about and then you’ve made a start. Unless you have practice and proper technique, it can be a staggering task to perfect.

 

Of course, that doesn’t mean it’s impossible to learn. If you’re in an industry that doesn’t have much competition or in a smaller area then carrying out what you’ve learned from a dependable source can get you some major successes. You just have to be ready to take in a lot of new information.

This one seems to come from the spam emails who promise “100% guaranteed SEO services for the highest rankings on Google for the one time price of €99!”

 

It’s nonsense. These people have no idea what they’re talking about or doing. For the most part, these emails come from outdated email templates from ancient SEO outreach courses from 2012 and for some reason, they still attempt to use them on unsuspecting business owners.

 

As with most forms of marketing, you can’t promise results or placements in Google. Good marketers, like good SEOs, won’t agree to do the work without a comprehensive analysis of your current business situation and goals. Why take on a client if they don’t see a way to improve the numbers and recoup your investment. It could be because the budget is too low to allow any meaningful improvement or because the account isn’t a good fit – if they can’t do anything for you, they won’t take you on.

 

Occasionally, there are exceptions. For example, sometimes I know I’ve worked in a similar industry to the one I’m being asked about so I know what to expect and what improvements I can realistically give. I’ll do a little research, and if I spot a hole in the market and I know I can make a marked improvement, I’ll happily take the case on. It’s important to be careful with this, though, as not everybody is this experienced.

On the other hand, there are people who refuse to consider SEO as an option and will encourage you to do the same. More often than not, these are people who’ve experienced inadequate (probably cheap or underpaid) SEO companies or they’ve tried it themselves and had a tough time, leaving them with a bad taste in their mouths. They’re angry about failing and every time the topic comes up, they insist it’s impossible for everybody because it didn’t work for them.

 

Quick Tip: Ask why they feel that way and listen to what they have to say. It’s important to know that their opinions are tainted by bias and usually aren’t proof of the potential SEO can have when done right.

 

The other situation where you’ll come across people saying that it won’t work is from other forms of marketing. It could be a social media marketer, ads manager, web designer or your in-house marketer but if they don’t completely understand SEO, or they want you to hire them instead.

 

When you do real research and assess what you’re up against with proper budgets and expectations, SEO can work very successfully for anyone.



I’ve come across a lot of people, usually startups, or businesses with limited marketing budgets, who tend to assume that in order to be successful in SEO, you can start with the essentials and come back to it when they’re ready. Of course you can do it that way but it likely won’t provide you with many, if any, results.

 

The only exception being when you want to appear on Google under your brand name, unless your business’ name is an “exact match phrase”, meaning your brand has a name that people are already vying for on Google. Usually, this will either be because it has a high search volume or it’s known to create conversions.

 

That mentality of doing the bare minimum in SEO often comes usually comes from web design packages or platforms saying things like “Basic SEO Included!” as if it’s a little addition or deal that they’re giving you out of the goodness of their heart when, in reality, it’s just an upsell used to take a little extra of your money.

 

SEO is a constant moving target and you can not do the bare minimum and expect any results, no matter what people say, you will waste time and money doing it this way.

 

SEO is constantly moving and if you plan to only do the bare minimum, you can’t expect the same results as if you were to invest your time and energy into learning or if you were to hire a professional. In fact, you can’t expect any results at all.




I’ve seen loads of web companies attempt to add SEO to their design & marketing packages or attempt to add “Basic SEO” in with whatever you buy.

 

Again, not ripping on any competitors or trying to make web agencies look bad, but just stating something all too common. If you belong to a web agency and are doing this just realising that you are making a bit of a mistake, let’s talk and sort out a potential partnership to actually get your clients ranked after you build their site Not all web companies are created equal. Not all web companies fully understand what they are doing when they decide to provide SEO to their clients. SEO is much more involved than a small add-on service so don’t let them fool you into believing otherwise.

 

As I said before, my goal here isn’t to insult anyone or make them look bad. Instead, I’m merely stating something I’ve seen time and time again. If you are part of or belong to a web agency that does this, it’s important to realise that you’re making a mistake. It would make more sense to partner with a professional, such as myself, to ensure your clients actually end up ranking after you’ve finished building their site. Lots of web companies completely grasp what they’re doing when they make the decision to offer SEO to their clients. There’s much more to SEO than a small add-on, even if some people may benefit from you believing otherwise.

Though my opinion is somewhat biased and I will always try to find a way to make SEO work for every business, I admit that not every business needs SEO. There are so many other forms of marketing that can generate amazing results for your business.

SEO is for the long term. If you want a long term marketing strategy that will create a steadily increasing flow of traffic and revenue, then SEO is definitely for you. But if you’re just looking for quick short-term results, you may be better off looking for something else.

I hope, after reading this article, that you’ll be better equipped to make your own decision on whether you need SEO or not.




What Does SEO Stand For?

SEO is an initialism that stands for Search Engine Optimisation, but in order to understand what it actually means we’re going to have to break it down further.

Search Engine:

First things first, what’s a search engine? If you went looking for the answer to that question, most people would end up using the biggest search engine in the world to find it: Google!

As of February 2020, Google controls an impressive 92.04% of the Global Search Engine Market Share.

 

When talking about SEO, in almost all cases you should assume that we’re talking about Google as it’s, by far, the biggest. For comparison to that huge percentage Google holds, Bing holds 2.45% and Yahoo holds 1.62%.

 

Explaining how a search engine like Google works is a topic that probably would need its own article, but quite simply, Google has an extremely complicated job to accomplish a relatively uncomplicated outcome: Show people the best results related to what they’re looking for.

 

Optimisation:

When talking about SEO, optimisation means improving, tweaking, editing and modifying for the best results possible. To be specific, I mean websites that we want to show up right at the top of Google’s search results.

 

So, Search Engine Optimisation basically means that you make it simpler and easier for search engines to find the information people are searching for on your website and display it for the user.

 

Search engines, like Google, Bing and Yahoo are basically just lines of computer code that look around the web, finding results that suit a search term most accurately and display their findings on the Search Engine Results Page (SERPs). There are billions of websites to choose from but the goal of the search engine is to give the user the best information available for their search query.

 

How does Google know what its users want? Answering this question technically can be complicated, but I’ll give you a hypothetical scenario Google might find itself in when comparing which website should be displayed first.

In this scenario, we’re looking at two consultants in similar locations in London who’ve just finished building their websites. Think about which one you’d want to see: 

Sid makes his website by himself. He’s been told he needs a website so he makes a simple one, just so that he has an online presence and people can start to find his business online. He hopes his website will generate calls, leads and sales.

He buys a website, callsidtheconsultant.com and creates a single page website about his business, about 350 words in total about his services and the quality of his business with a phone number and a gmail address at the top. 

Sid didn’t want to pay for a proper online presence, so his website takes 30 seconds to load when you visit it and, sometimes, it doesn’t load at all.

Pete is in a similar situation, but Pete has a little more experience with marketing than Sid so he invests a bit more time and money into his online presence because he realises that it’s a direct reflection of his business. He buys petesconsulting.com and gives his website six individual pages about his service. Every page is detailed and helpful for anybody looking for a consultant.

The “About” page is trustworthy with clean, professional-looking photos of him. The homepage is easy to navigate to what you want to see and the contact page clearly states where he is, his opening times and how to contact him.

Pete also creates a social media presence for himself, creating profiles on Instagram, Facebook, and YouTube. He makes sure to create consistent and fitting content for those pages and linked them all to his website.

Pete also works hard to create a list of glowing testimonials on his Google and Facebook pages, both of which are linked back to his website. The website uses a few premium services which means that it’s online 99% of the time and it loads in under 4 seconds.

So, which website do you think would serve the user best?

Of course, it was Pete’s website – petesconsulting.com!

But now Sid has a problem. How is he going to beat Pete in the search? The answer, of course, is Search Engine Optimisation! 

In this scenario, Google is going to choose Pete’s website over Sid’s website because it has more SEO factors completed.

There are more than 200 factors that Google takes into account when deciding where to place a website. It’s not just about content and website speed but lots of varying factors differing degrees of complexity. 

Does 200 seem like a lot? We record at least 800 different variables that potentially strengthen a website’s bid for a top-ranking spot, correlate the data by analysing the top 100 sites for the term, and then figure out which elements are the easiest to take advantage of in a particular industry for a particular phrase.

It’s not simple or easy but it’s a large part of what makes us different from our competitors and it’s the one of the things that helps us give our clients consistent and dependable results. 

The more of these factors that a website has right, the more favourable position a search engine would give you.

These factors directly apply to search queries.

If a website is set up well to talk about dog groomers in London, then it will show up in a good position when someone searches for “dog groomers in London”. 

Your content can also show up for derivative keywords and synonyms. So even though you only say “dog breeders in London” on your website, if you get things right you can also potentially show up for:

  • London dog breeders

  • Dog breeders London

 

And even

  • Dogs for sale London

  • Puppies for sale London

 

Showing up for many related keywords is greatly beneficial but usually, the challenge is deciding on which keywords to target in your website content, how frequently they should be used. 

Another challenge is working out which keywords have the potential to make you the most money. Often times it can be a great solution to try running Google Ads and test the market with experiments to find your money keywords. Once you have the data on what converts traffic into cash, you can make better decisions on what you want to rank for in Google organically. 

An SEO specialist can do this analysis for you and tune your content to show up for the most commonly searched term so that you show up for the juiciest search terms first and show up for some synonym keywords as a bonus.

The more words your website shows up (Ranks in Google) for, the more traffic you get to your site.

More Relevant Traffic = More Leads.

Basic SEO Factors For Your Website

In case you are curious, there are some very basic SEO factors that Google looks for in a website.

For example:

 

  • A Fast Website – Site loading speed is very important as it serves the information quickly. A site loading time of one to three seconds is optimal across both Desktop & Mobile.

 

  • Correctly Labeled Pages – A page about Dog Breeders In Auckland should be labeled as such in the URL (Universal Resource Locator) e.g. www.dogbreeders.com/london–dog-breeders 

 

  • Words On The Page – A 500 word article about dogs in Auckland is more detailed than a 100 word article and is deemed more useful for the user.

 

  • Trust – Google and your users must be able to trust the content they are reading and the websites they are visiting. There are a wide range of trust factors to consider but the most basic ones are: Generating reviews and legitimising yourself as a business online.

 

Truth be told, there aren’t that many “basic” SEO factors. I was struggling to come up with those examples without going into things like proper header titles, Meta Tags, permalink structure, hyperlinks, anchor text, structured data, and, last but not least, backlinks.

 

Don’t worry, you don’t need to know what that gibberish means to understand SEO. But it pays to make sure that your SEO specialist does!

You may have heard about White Hat and Black Hat SEO before, but what do they really mean? What should you look out for and which one is best for your business?

What are White Hat & Black Hat SEO?

 

The original concept of White Hat SEO and Black Hat SEO comes from the association with ethical and unethical tactics to achieve a certain goal.

 

White Hat SEO is someone who works ethically and follows Google’s guidelines to the letter about what they deem as being acceptable and not crossing any boundaries to reduce any risk of a penalty.

 

Black Hat SEO has a load of negative associations and they are often referred to as spammers, scammers, or unethical hackers, which isn’t always the case.

 

This came about back when Google was a lot easier to manipulate and gain favourable results simply by spamming and stuffing in a load of content on your website through various tactics. This all worked very well until Google got more technically advanced and released a few major updates such as Penguin & Panda in 2011 & 2012.

 

I won’t go into the details of these updates in this article, but the purpose of them was to provide a better search engine for the users while combating the spam that was rampant and causing havoc.

 

A downside to these updates was that it also wiped out a large number of legitimate businesses that got caught up in the wave either due to being sold on the tactics that worked at the time or through figuring out how to manipulate Google themselves.

 

These two Google updates changed the entire way people looked at how searching works and there became quite a divide in those that try to find loopholes in Google and exploit them, and those who follow the rules and try to win at SEO that way.

 

The Problem With Modern White Hat SEO & Black Hat SEO

 

Google and SEO have become so complex and ever changing, that it is nearly impossible to get a straight answer from Google about anything they do. Any announcement or update to their algorithm has been gone over with a fine-tooth comb and everyone has their own interpretation of what is right and what is wrong.

 

Google does not want you to know how their search engine works, they simply want you to stop trying to rank organically, give up SEO, and start advertising. They don’t care what hat you wear or how ethical you are. They still hate you.

 

There is no straight cut line between white hat SEO and black hat SEO anymore. It is more a sliding scale of how much you really want to cross the line and get results.

 

Modern white hat SEO is a complete lie and sales tactic to make you think that you are buying into something “ethical” and “right”. The whole purpose of SEO is to manipulate your website so that Google favours it over your competitors. If you want to be the best, sometimes you have to do what it takes to get results. white hat SEO alone will not get you consistent reliable results efficiently.

 

In most industries, white hat SEO alone will not get you consistent reliable results efficiently and that is simply because of what your competition is doing. You may want to stay 100% white hat but due to you lacking in the black hat factors that your competitors are doing, you’ll likely never see a top 3 position.

 

Did You Know?

 

Any form of link building is considered black hat. Any time you ask for a link or purchase a link – that is considered black hat as it goes against Google guidelines. If your SEO agency is outreaching to legitimate businesses for backlinks, or buying citations for your website, that is already black hat.

 

One other thing to mention about black hat SEO and ethics is that there are some people who offer services based on outdated or spammy techniques.

 

Most often their knowledge is based on courses that were questionable to begin with and not up to date with Google’s algorithm changes. Such “SEO Courses” are generally designed to rank a website fast, with no regard to long term results or longevity. For a business or any legitimate enterprise, such tactics should never be applied unless you know exactly what you are doing and understand what is involved. 

 

These novice SEO’s may have the best intentions to rank your website, but their lack of knowledge in all forms of SEO and understanding of Google may end up harming your site. This harm can be anywhere from getting your website ranking worse than it already was or face a manual penalty from Google. A manual penalty often includes de-indexing from Google entirely depending on the severity of what they have done. 

 

We take a different approach and don’t call ourselves white hat or black hat. It is a sliding scale and we start (and try as best we can) to stick to the least risk possible.

Are we ethical? Yes! As much as possible. But how do you define ethics when you are trying to take over your competitor’s position in Google? – The prime real estate for relevant traffic and leads… and a good part of their income.

 

What about if your competitors are doing completely nasty or tricky things to achieve the results they have in Google? Is it ethical to report them and have them shut down – Potentially causing massive stress and financial harm to them? Do you reverse-engineer their strategy and replicate it for your website? Or do you stick with a “white hat” approach and generate content hoping that Google will one day rank your site. It could be in six months, it could be in six years.

 

Ultimately this is your decision, not ours. But just know that most “white hat” agencies don’t often think about these things.

 

Generally, we look at the data. We look at the competition and try to figure out what they are doing. Our strategy often starts with your brand and establishing authority in an industry. When it comes to optimising and out-ranking your competitors, we start with over 800 different data points that we track. We optimise your website to compete as best as possible with structure, content, keywords, code, layout and many more on-page factors. Most of the time this leads to great jumps in improvement. From there, it can get a little grey if necessary.

 

We stay up to date with the latest strategies that work, from the private black hat groups where we can’t discuss information publicly about what they are doing, through to the latest private SEO testing groups that are pushing boundaries with single variable testing on supposed ranking factors.

 

So to apply it back to you, it pays to hire an SEO agency that you can trust and one that can stand by their work. Trust can come from their website, where they have clear business addresses, photos of their people and clear information about their service, but it also comes from past reviews, being able to show evidence of them generating results and rankings, and being able to discuss with you what your goals are and why you want SEO in the first place. 

 

Such factors can go a long way towards seeing whether a business is legitimate or not and if they can actually deliver quality and reliable Google rankings. 

 

Hiring someone based off of their outreach email that offers an amazing deal is not a good road to take. Such emails are nearly 100% sent from an overseas company that you will never be able to find once they have damaged your site or simply done no work at all. 

 

I wouldn’t be surprised if you are now completely confused about black hat or white hat SEO and whether SEO is worth it at all if all you’ll end up doing is disobeying Google. Just know that it is not all as bad as it sounds as long as the company doing the SEO for you has a solid history of results, and knows what they are doing. 

 

If you want to stick to Google’s guidelines verbatim for whichever reasons you have, then any form of SEO is essentially black hat. Going in and making changes to your website content because you feel it will help you rank – that’s black hat. So essentially it doesn’t come down to which hat you wear but how far you are willing to slide that scale. 

 

There are plenty of safe tactics that help rank sites without damaging them. After all, SEO is a booming industry and the world’s biggest brands spend millions on it every year. In one way or another, they won’t be obeying that rule book 100% either.

Do you pay monthly for SEO? (Organic SEO, not paid ads, AdWords etc.)

  • What does it cost per month?

  • What do you get for your money?

This question is very open-ended, with more questions to be asked first before you can get a good and accurate answer, but you can expect a good SEO to typically charge a monthly retainer that usually starts at a minimum of around €750/month most of the time – that is for local businesses medium competition in one or two cities. 

Anything less and you are pretty much wasting your time and your money unless you have a full understanding of what exactly they are actually doing, how they are doing it for that price, and how it could potentially harm your business or have it removed entirely from Google if they screw up their corner cutting. 

 

From there, it scales up quite a lot with many variables that (should) take into account the amount of work involved, audits, cleaning up someone’s previous mess, strategizing, goals, competition in the market… the list goes on and it also varies from local SEO (for local businesses like tradies, brick and mortar etc. through to ecom, national, & international). 

This is why the price can vary so much. Ranging from the €750 – €5,000/month for smaller campaigns through to €100,000 – €1,000,000/month for big players (I’m dead serious about that).

 

With that being said, a good SEO should be able to chat to you about your specific situation, goals and budgets, and either work something into that if it is a good fit while putting together a strategy that makes sense to you, or make alternative suggestions and recommendations based on your answers. 

The goal of SEO is to get your site to the top of Google, yes, but the other goal that most tend to forget about is to ensure that it is making you money. 

Most good SEOs will be able to work out potential organic revenue with you after discussing and doing a bit of research into your business, competition, goals, budgets etc. If not, you should be worried. 

 

It doesn’t matter what they rank you for if it is making you nothing in return.

Yes, SEO can be expensive, and there are those that take advantage of unsuspecting business owners because of this (or through complete ignorance when trying to get off the ground and make a few bucks), but there are the good ones that know the value that SEO can bring to a business and what their expertise is worth. 

So, although it may be expensive, providing you get a good SEO who actually understands all of this and can actually do what is required to get results, it shouldn’t cost a thing because it will pay for itself (sometimes tenfold or greater) in the long run.

The length of time before you see results can vary greatly regardless of what you are paying. There are so many factors that go into SEO that even the best of the best won’t give you direct answers on when you will see results. They may know they can do it in two to three months, but put in a six to twelve month buffer to account for anything unexpected that may arise. 

This is not to make more money from you, it is genuinely them protecting themselves while setting realistic expectations to you the client. 

 

While some (including some of the best SEOs in the world) prefer an “as little contact as possible while I do my thing” kind of approach. 

Neither, in my opinion, is better or worse as long as you are getting results and making money from their efforts.

 

Generally, I find the flashy ones tend to be more full of shit, while the no contact SEO’s have systems and data in place to show their worth when the time comes and will hit you hard when you question their abilities or worth to your business. 

But will, for the most part be in their cave working away to rank the hell out of your site, taking over Google and making the most money because they don’t have to waste time showing you how good they are as the results will speak for themselves when your phone and email start blowing up.

 

It takes time to generate good reports (automated are usually crap) that the client understands and that the SEO can show real value for so that cuts into them doing the actual work.

 

It really comes down to ensuring they are really, truly good at what they do, and you know what to expect vs what you want to see with the reporting side of things for what you are paying.

 

Most will outline how they work, or work with you for what you require, and either tack on the cost of proper reporting or cut out some of their work hours for reporting. 

 

At YubeeOne, we take more of a middle-ground approach, where we will be more than happy to arrange and schedule catchups, meetings, and provide data when and if you require it. We don’t just do SEO, which means our team specializes in a range of digital marketing strategies and are quite flexible if we know you are the right fit for us to help you start growing your business, or completely take over an industry and scale to wherever your goals are.

 

My advice always is to learn at least the basics of SEO or how the whole system works. There are hundreds of free and reliable resources online and I’m happy to share some with you (or anyone that wants to know) because so many business owners are left in the dark with these things and are being completely ripped off. 

Not all SEO is bad, as I’ve hopefully outlined, but with a little understanding, you will quickly see where you are being fed complete crap and be able to filter through it all

Here are some cool SEO terms you can bust out at your next business conference and one-up your fellow business owners.

GMB section shows as a map in Google search results

To improve rankings in Google, your website need search engine optimisation.

SERP number 10 meaning you have position number 10 in the Search Engine Result Page.

 A Word or Sentence Someone Enters In Google to Find Something

URL is your website domain.

https://www.domain.com is your url for the front-page.

SEO work that is completed on the webpages of your website. This includes things like structure, navigation, internal linking, CRO, content, code/HTML edits, keywords, siloing, structured data, etc.

SEO work that is completed outside of your website. Generally, this is outreach and link building but there are more off-page strategies as well.

A backlink is a link that is generated on an external website (ideally one that is relevant and influential in your industry) that refers back to your website when discussing a topic. 

A process to build backlinks to your site in order to improve your rankings on Google and make your website appear more authoritative in the industry. There are many strategies to link building including outreach, guest posting, buying links, building your own assets and linking from them to your website, etc.

White Hat SEO is often referred to methods that are within Google´s Guidelines of what is acceptable.

SEO tactics that are often wrongly associated with unethical strategies, hacking, and spamming. 

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