Strengthen your position for natural returns
DATE: 20th July 2020
TAGS: marketing strategy, search engine optimisation
AUTHOR: Dave Gibbs
A website that works for you
Search Engine Optimisation (SEO) is the process by which the visibility of a website is enhanced in a search engine’s unpaid results. This is also referred to as your business’s natural or organic rankings.
“Over 79% of search engine users say they always click on the natural search results…”
(Search Engine Journal)
It’s unsurprising, therefore, that you can’t expect to grow your business online without a strong SEO strategy and you can achieve a great return on investment provided you have the correct approach.
To grow your natural rankings across the main search engines, and be found by users, Serenity Digital can put you on the right track.
Maintain a good reputation
SEO hasn’t always been very well regarded, due to those who once adopted practices that didn’t obey search engine guidelines. It can also be thought of as quite a technical process.
It’s therefore essential that companies invest in an SEO partner who will look at all the key components for return on investment and not just the top spot in the rankings.
What we’re seeing
Businesses are becoming more aware of the elements that an excellent SEO strategy requires, however, there are some common pitfalls with implementation.
PAGE LOAD TIME
The time it takes to load a page is one of the signals Google uses to determine rankings. A slow load time can also affect user performance. If your site is slow, visitors are more likely to leave and continue their online journey elsewhere.
THE ART OF CONTENT
Websites can often be written with no regard for SEO despite knowing that online growth is linked to keywords. Poor content can mean disengaged customers and a lack of SEO regard. Another common pitfall is having the same content in more than one location on your website because this means your pages will compete against each other.
Do you understand how meta descriptions work? Do you even use them? SEO isn’t just about great copy, it’s also about other methods employed to increase the value of a page. Meta descriptions provide useful signals to search engines and users and can drive traffic.
People are failing to take advantage of Schema (a form of microdata) which, if added to your HTML, would improve the way search engines read and represent your content - such as articles and reviews - on results pages.
A ONE-TIERED APPROACH
Very often, businesses concentrate on one form of online impact rather than thinking of them as a whole. The strands of all your online marketing activity, such as SEO, social media and Pay Per Clicks, should all co-exist, and should all work towards achieving growth for your company at the same time.
Time to deliver
When used in combination with a responsive and engaging website, and clear goals, SEO can give a successful return on investment. Our 10 tips below will help get your campaign well on the way to success.
1. HAVE A CLEAR UNDERSTANDING OF YOUR BUSINESS OBJECTIVES
What do you hope to achieve from your search engine optimisation? Are you looking to improve awareness for your brand, generate more visitors or increase online sales? SEO is all about driving the right results, so it’s important to have clear goals in mind.
2. CARRY OUT KEYWORD RESEARCH
Before starting any campaign, it’s difficult to know which search terms are being used. An agency partner can carry out this research for you, as well as be able to determine which keywords are driving your competitors’ search traffic.
3. INTEGRATE YOUR SEO
SEO isn’t a solitary marketing tool. It goes hand in hand with website design and ongoing development. After all, a website is worthless if you’re engaging with your target audience. The benefits of running SEO and Pay Per Click (PPC) campaigns together have also been well documented: “high cost keywords, high volume or low converting (yet still important) keywords can be moved from PPC to organic search campaigns.” Search Engine Land
4. CREATE WEB CONTENT AROUND YOUR KEYWORDS
This is perhaps the most essential element of SEO. It’s not only your opportunity to communicate your message to your target audience, but it also proves to search engines that you can deliver relevant content for certain keywords. This equals a better user experience and happy search engines!
5. CREATE HIGH QUALITY ASSETS
One of the key ways to generate the best results from SEO is to have ‘linkable assets’. This is simply an online resource that offers value to other websites, so they’ll want to link back to your website. Examples include white papers, articles and videos.
“High quality content and link building are the two most important signals used by Google to rank your website for search.” Andrey Lipattsev, Google’s Search Quality Senior Strategist
6. DON’T BE AFRAID TO DO IT AGAIN
Give your articles and posts an overhaul by rewriting them. This will reinvigorate content and naturally increase your keyword usage. Make sure you overhaul your content on a regular basis.
7. MAXIMISE ENGAGEMENT
Each web page should be created so the user spends as much time on it as possible. This means using different forms to express your content, such as film, infographics and images. If your content keeps your user more engaged, search engines will see these pages as high quality and therefore important.
8. FOCUS ON YOUR USERS
It isn’t enough to simply focus on building the content around your keywords – you have to also create the context. Really get to know your target audience. You’ll then create better content and with it, better SEO.
9. SEO REPORTING
There is no point writing a rich website full of quality SEO content without knowing how to interpret the results. Set up Google Analytics and really delve into the journeys of your customers.
10. DON’T BE AFRAID TO ASK
SEO may just be one step too far so don’t be afraid to reach out and get some expert help!
Let’s get started…
Companies can often fall into the trap of getting bogged down into all the elements of SEO. However, when approached properly and with the correct elements considered, businesses can succeed in making significant returns.
To learn more about how an SEO campaign can help you achieve your objectives, please get in touch.« All blogs