createSEO & Visibility
Online visibility in Canterbury – Change is the only constant
SEO (search engine optimisation) is an is a never ending process with an ever changing outcome. Performing the tasks that improve site visibility are often straightforward in themselves. Change a heading. Add a link. Update a meta tag. The resulting effect on the whole website and it's relationship to it's search competitors though is more complex.
Like the surface of a pond, every change made creates ripples. These ripples collide and interact with the rest of the website as well as the other web pages listed in the search results.
Search engine algorithms are endlessly grading these changes to try and list the most meaningful set of results.
Search engines – be found, be understood, be indexed
Before ranking a page search engines need to understand exactly what it's about. They are trying to establish one thing. How will this page help users fulfil their search intention? That's the big question. The greater their understanding within the context of asking that question, the better the chance of a high ranking and more visited page.
Visibility in 2024 – AI and Generative Search disruption
The major search engines are now incorporating AI as an integral part of their evolving search portals. Google's "BARD" and Bing's "ChatGPT" are making the search results page we've all come to know a thing of the past. The other major web browsers are gradually incorporating friendly sounding AI's as part of their search interface also.
SMEs need to adapt their website(s) and online strategies as soon as possible to remain relevant. Those that do will take advantage of the new opportunities created by "Generative Search". Whilst those that ignore it become less and less visible.
Making the data work for you
It's easy to generate an overwhelming amount of data when analysing this activity. The comparisons are often difficult to understand and act upon with any certainty. Our advice for small business websites is to set simple goals and then tailor your efforts and reporting to focus on achieving those goals only.
Follow the metrics and trends that matter to your business and don't become snow blinded by data that's not relevant. 10,000 visitors per month means nothing if none of them help you towards your objectives.
We specialise in search engine optimisation and improving online visibility for small businesses. In Canterbury and across Kent. Learn more about small business growth related to SEO and marketing in our growth articles
Articles to help improve SEO rank and boost marketing. For SMEs across Kent
SEO & Marketing in Kent