SEO stands for search engine optimisation and is a fundamental part of digital marketing. If you ever have a question or want to buy something, where is the first place you go? In most cases it will be Google. This is because Google has an excellent algorithm which allows it to answer your search query by displaying the most appropriate pages in search results. Pages that appear on the first page of search results are likely to get more clicks than other pages, but this begs the question ‘How do you become more visible in search engine results pages in the first place?’ The answer- SEO marketing.
What is SEO Marketing?
SEO marketing is the process of optimising your website to meet the requirements of search engine ranking factors. Google for example is said to have more than 200 ranking factors. Here are some examples of ranking factors that affect how Google perceives your page:
- Page load speed
- Domain age (how long your website has existed)
- Domain authority
- Quality of links
- Content length
- Keyword targeting
As you can see from our list (and we’ve only mentioned 6 out of the possible 200+), there are many factors that search engines take into account when ranking a page. This is where SEO marketing comes in. Effective search engine optimisation works by sending positive signals to Google. This involves a mixture of on page SEO and off page SEO.
On-Page SEO Marketing
On-page SEO marketing involves enhancing web pages on your website to make them more likely to rank better. Put simply, on page SEO is based around the internal elements of your website, off page SEO is based around external signals. The first step in on page SEO is identifying keywords that your target audience are searching for. From here you can apply this keyword research to your website.
Our Digital Team will do all the necessary keyword research to ensure your website is targeting the right search terms. We can also create keyword rich content that will be clear to Google what your content is about. This will help show your content to the relevant audience. As SEO experts, we know where to include keywords in content and how often. One issue with keywords is ‘stuffing’ where the term you want to target get’s overused. Keyword targeting is just one example of on-page optimisation.
Off page SEO Marketing
Off page SEO, as the name suggests, involves optimising your website on other pages of the web, not just your own. There are a number of ways you can send positive signals to search engines with off site SEO, this includes:
- Social networking
- Brand mentions
One way you can perform off site SEO marketing is by building backlinks. To do this you need to create high quality content that sites will want to publish on their own pages. It’s important to make sure you secure high quality backlinks, otherwise you could be damaging your site’s authority, not improving it. Fortunately, building the right links can improve your domain authority, thus signalling to Google your site is authoritative and trustworthy. These are two key factors Google considers when it comes to rankings.
Do I need to do SEO marketing?
You don’t need to do search engine optimisation, but we would always recommend that you do in order to have a successful digital presence. SEO marketing is a long term strategy that repays you with valuable results that last. Unlike paid advertising, with SEO, you don’t have to pay for clicks that don’t always lead to an enquiry or sale.
Also, when we compare the two marketing methods- paid advertising provides short term results, however, as soon as you stop putting money and time into it, the results will stop. SEO on the other hand creates results in around 4-6 months (generally), but these results don’t drop off like paid advertising. Instead, with SEO, results often continue to grow over time. Think makes SEO marketing a great long term investment for your business.
How can you help with Search engine optimisation?
If SEO sounds like something that you want to apply to your business but don’t know where to start, Our Digital Team is here to help. We work as an extension of your in-house team to share our knowledge and skill set. This is to allow your business to become self-sufficient in SEO. We are a team of digital marketing experts with years of experience, awards and qualifications behind us. We know what works to make your business more visible in search results. Our team has worked with a number of clients, big and small, all over the globe. To get a free SEO site health audit, contact us today.