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What Is SEO And How Does It Work?

At Edinburgh SEO GMB we think it’s important to have basic knowledge on what it means to actually invest in Search Engine Optimisation.

Although based as an Edinburgh SEO Agency we help businesses throughout the UK.

Why Search Engine Optimisation?



Studies show 93% of all online experiences begin with something as simple as a search on Google/Bing.

This is a staggering number and showcases the true power of search engines. Those who are not taking the time to tap into this are going to remain a step behind when it comes to generating leads.

If your business is trying to get a leg up over the competition, it’s time to understand the benefits of search engine optimisation.

This guide will take a deeper look into the power of SEO, how it works, and what a professional SEO company brings to the table.

What is SEO?



Search Engine Optimisation refers to the targeted use of keywords and/or website-related elements to rank on major search engines such as Google and Bing.

These search engines are home to billions of searches per day and are fully integrated on everyone’s laptops, desktops, and of course smartphones. This has made tapping into this traffic essential and search engine optimisation looks to do this correctly.

It’s about making favourable changes that will cause these search engines to promote your website higher for targeted search terms.

A good example of this would be having your skincare website pop up for the keyword “best acne cream.” The visitors searching for this on Google/Bing will want a specific solution and will buy it from you as soon as they click through.

This is a plus point business owners begin to appreciate as the free leads pour in.

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Benefits of Search Engine Optimisation for Business Owners



1. Free Leads

It all starts with a basic advantage and one that is essential for business owners.

If you are running a business, you will always have one eye on the balance sheet. You will want to make sure the expenses are down and your profit continues to rise with each passing day. This is easier said than done when most of your budget is going towards ad spend on different platforms.

With SEO, you will not have to worry about ad spend because the traffic will be free.

As long as you are ranking on Google or any other major search engine, the traffic they send your way will be free. It is a win-win as they get to optimise the user’s experience on their search engine while you get to reap the rewards of targeted lead generation.

This is why more and more businesses are venturing down this path as soon as they get the opportunity to do so. It simply makes the most sense as everyone loves free leads.


2. Brand Awareness

Building a brand is something most businesses have to think about at one stage or another.

You can’t blindly go into this process and assume everything is going to work out on its own. The goal is to understand the leverage search engines such as Google have when it comes to spreading the word in any industry.

If you are running a skincare brand, there are several companies out there that are looking to get out in front of the masses. All of these companies are going to try traditional marketing options and you may never catch up to them due to your smaller budget.

However, SEO evens the playing field and makes it easier to rank higher with a targeted SEO strategy. This is how you are going to get the business and its website out in front of targeted leads. Over time, this is how you are going to build brand awareness and become better at what you are doing.

For any business that wants to build loyalty and become synonymous with expertise in their niche, it is time to look at the power of SEO. It will push your business to the next level right away.



3. Higher Close Rates

What is the one thing you are going to care about when it is time to generate leads?

You will want a high close rate as that is how you are going to convert leads into sales. There is nothing worse than bringing in tons of leads and then realising all of them are “cold” and won’t buy anything that you are selling to them.

Google is great because any lead that is coming from there will be interested in what you have to sell. This is powerful especially when you target buyer-intent keywords (i.e. best XYX Product, Top XYZ Product).

The more you rank for these keywords, the better you are going to do as a business.

The close rate will continue to trend in the right direction and that is why so many people enjoy the perks of something like this. SEO is empowering and it allows businesses of all types to do well online.

The close rate is going to go through the roof because of how many warm leads will come onto your website. This alone is one of the best advantages to take away from Google when it is time to set up an SEO campaign.



4. Cost-Efficient

It is always going to be important to remain cost-efficient.

SEO is great because it will not increase in cost as time goes on. You will always have a cost-effective setup that is tailored to guiding leads through a sales funnel.

Not only are you going to get free leads but also the opportunity to optimise how you sell products. A lot of businesses can increase their bottom line due to how many leads convert as soon as they hop onto the website to take a look.

This is empowering and ideal for those who want to run a resolute business that will do well over time.



5. Mobile-Friendly

Going with a mobile-friendly marketing strategy is a must.

Google/Bing are used regularly on major mobile devices. These search engines are mobile-friendly, which means people want to use them as a way to find what they are looking for.

By ranking on Google/Bing, you will have the chance to get out in front of these potential leads.



6. Ideal for the Long-Term

One of the key plus points associated with SEO marketing has to do with the long-term nature of these results.

A lot of websites tend to get stronger as time goes on and rank for more keywords. Of course, this is only possible if you are continually refining your SEO processes.

As a result, a lot of businesses work with professional SEO companies to ensure their keywords rank well for a long time to come. More and more people are using search engines making it a lucrative place to start when it is time to advertise your business.



7. Helps Beat the Competition



In your niche, there are going to be competitors that are looking to cut through and take a large portion of the market share.

This is normal in most niches and yours isn’t any different.

By heading online, you are already focused on the right type of change. This is a marketing strategy that is future-friendly and is going to generate good results as you try to overcome your competition. Whether your competitors are renowned or not, you will have a chance on major search engines.

It is all about which entity does the best SEO work for their digital assets. If that is your website, you are the one that is going to rank.

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What a Professional SEO Company Can Offer



Targeted Keywords

It is important to go with an SEO specialist because you will feel confident in their ability to locate high-quality keywords.

Each niche is going to have specific keywords that are important for generating buying traffic. You want to generate leads that are going to come in warm and will buy right away.

This is where a qualified company can make all the difference in the world.

They know what to look for, how to build a complete SEO campaign, and what to avoid. Just knowing how to do this goes a long way.

Fully Integrated Campaigns

Integration is a serious mistake that businesses make when they try to run an in-house SEO campaign.

All of the digital assets need to be in a compact bubble where they are interlinked and fully integrated into the SEO campaign.

This is how the major search engines will realise which digital assets to rank and showcase for major keywords. Otherwise, you are going to have assets that are out of the loop and/or don’t rank at all even when you want them to.

A fully integrated SEO campaign is a must.

Imagine doing all of the legwork to rank a website on Google and then realising your social media accounts are not linked to the website. This can lead to a loss of loyal followers that would have otherwise followed your socials.




Constant Tracking

SEO companies are wonderful because you are not going to be left in a state of confusion.

Instead, you get to access regular analytics shedding light on how the business is doing online. This is key information as it lets you know how many leads are coming, which keywords are being targeted, and what the value is of this traffic.

Just having all of this information is a game-changer and allows you to optimise your sales funnel moving forward.

Take the time to pour through this information and gain access to all of it with the help of a qualified SEO company.




Faster Results

The speed at which things are done will always matter.

Building an SEO campaign requires specialised tools, a good understanding of how to do keyword research, and making sure everything is optimised based on the search engines’ current algorithm.

These details are easier to manage when you know what to look for.

This is where a professional SEO company can start building a full-fledged campaign while optimising it for your specific business. This is the real beauty of building an SEO campaign the right way. You will know the team is going to do everything in its power to deliver fast results that last for a long time.

SEO is a changing landscape, which is why only the best can keep up with the adjustments while helping clients rank well.





You have to take the time to understand why it’s important to go with a qualified SEO specialist. Yes, you can build a valid SEO campaign on your own if you have the time, but it is going to end up leading to several mistakes that could have been avoided.

SEO specialists have years of training and experience when it comes to ranking on major search engines. They are not going to cut corners and/or make mistakes that will push the business in the opposite direction.

Those little mistakes can add up and will make the journey ten times harder for your business. To avoid something like this, it is smarter to work with a professional SEO company that can assist every step of the way.

Plus, you will know everything that is done by the team is going to be in line with international standards and will position your business in a good light. This is key when it comes to doing things the right way and ensuring you are trending in the right direction.

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Final Thoughts



Search engine optimisation is a must when it comes to building a future-friendly marketing campaign.

Google and Bing have become significant leaders when it comes to web traffic generation. They are often the starting point for a sales funnel because most visitors will type a query in Google before finding a site that helps solve their needs.

Whether it is wanting a specific product or an answer to their question, visitors will often start on the major search engines because it’s easier.

This is why building a strong SEO foundation is a must as a business. You have to get out in front of the demand and make sure your name pops up first when people type keywords on Google.  

We recommend you put your website URL into the box on this page and get start with a free report.  It’s full of handy tips so you can make changes to help your online visibility.  

We are always on hand to discuss this report with you and be happy to help out.

Edinburgh SEO

Search Engine Optimisation starts with a solid foundation

Get In Touch With Ross Direct 0131 210 0138

SEO Edinburgh

Our SEO Expert

Having a small client base and only selecting the right people means we stay on top of what’s important.  Getting More Business for you.

Ross Starkey

Ross Starkey

Founder & CEO

Let’s Work Together

Start the conversation and get in touch today.  We be happy to set up a free demo on exactly how we can make the change for your business.

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