SEARCH ENGINE OPTIMISATION (SEO)
One of the most important factors to a good business marketing strategy is search engine optimisation (SEO). It sounds complicated but the aim of SEO is simply to improve your organic (un-paid) rankings in a search engine – basically does your business appear on the first page of a search engine when you search for certain keywords or key phrases.
Everyone would like to be ranked as number 1 in search results, but it takes a lot of planning and patience, especially if you are just starting out.
SEO also needs a great deal of up-keep, it isn’t a simple case of creating a plan and ‘Bob’s your uncle’, good quality SEO requires continual maintenance due to the forever changing algorithms of the web.
This is where we can help. We are experts in SEO and know exactly how to make your business rank higher and generate more business.
Content is king
When someone makes a search, Google will strive to find the most reputable site with the most valuable information that meets the user’s needs. Google’s success is founded on giving the customer what they want.
If they click on an organic or paid link, people will expect to see what they searched for. Otherwise, the ‘bounce rate’ will be very high because people will click away when the site’s pages don’t currently have the content that they are looking for.
Accordingly, we need to generate content that is valuable to the user. This can include sales copy, product information, explanations, technical content, specifications and case studies.
It isn’t just text that is valuable content, visuals are also good to use not only can be more appealing to the human eye (aka a user of the site), but they can also be configured with keyword information that Google can read.
Adding good content regularly keeps your site refreshed, and you can attract more visitors by sharing the topic on social media and through email newsletters.
A broad programme of keyword testing and measurement is needed, starting with key phrases that align with your site content. Most keyword SEO strategy is based on the historic Chinese general Sun Tzu’s maxim from the Art of War, “fight your enemy where they aren’t”. This implies find key phrases where the competition is absent or weak.
SEO performance can be tracked with tools like Google Analytics, MOZ and others . Organic search results can yield many valuable keywords. Also keyword suggestion tools are available for paid listings in Google and Bing, for instance
Once your site is in operation, you should measure site performance on a regular basis, number of visits and visitors and conversions. A conversion may be a sale, a response form or a phone call. Keyword rankings are of course important, but don’t concentrate on getting a small number of key words in the top 3. It’s better to get many keywords in the top 10. You also need to track and improve the number and quality of sites that link back to you, and contributes to domain authority.