Why Your SEO Isn’t Working: Insights from Paul Coombs
In the latest episode of The Marketing Game, Gillan Williams had the pleasure of sitting down with Paul Coombs, co-founder of Beyond Your Brand, a digital marketing agency based in West Oxfordshire.
One of the key takeaways from our conversation was the sheer importance of organic search results. Paul highlighted that over 70% of organic click-throughs come from the top three positions on Google. But how does one get there?
Delving into the nuances of SEO, Paul explained that it’s not about keyword stuffing. Google’s algorithm, though a closely guarded secret, prioritises user experience above all. This means that your website needs to demonstrate expertise, authority, and trust (E-A-T), and more recently, experience as well (E-E-A-T). These factors collectively determine how Google perceives your site and whether it deserves a top spot in search results.
While platforms like TikTok are gaining traction for search queries, Paul reassured Gillan that Google remains the primary source for searching, with 4.4 billion visits in the UK alone in February 2024. However, he did acknowledge that these new channels are taking some of the market share.
They also touched on the balance between organic and paid search results. While paid ads can generate clicks, the best value typically comes from organic positions. Paul explained that businesses appearing in the top organic spots have earned their place through quality content and effective SEO strategies, making them more trustworthy to users.
For those wondering whether to focus on organic search or paid ads, Paul’s advice was clear: both have their place, but organic search often yields better long-term results. He shared an analogy likening SEO to a race, where only the top positions matter. Moving from position 100 to 15 might be an achievement, but it won’t drive significant traffic. It’s the top three positions that garner the most clicks.
Paul also shed light on the importance of technical SEO elements, such as page loading speed and image optimisation. These factors are crucial for providing a good user experience, which in turn, affects your SEO ranking. He emphasised that neglecting these technical aspects is akin to running a race without proper training – you simply won’t perform at your best.
As we wrapped up the episode, Paul left listeners with a practical piece of advice: develop a content plan that targets the E-E-A-T principles. Whether it’s through regular blog posts or updating client testimonials, consistently refreshing your content signals to Google that your website is active and relevant.
If you’re looking to boost your SEO game, this episode is a must-listen. Paul Coombs’ insights provide a comprehensive guide to navigating the complex world of SEO, ensuring your website ranks where it matters most.