SEO & Digital Marketing
A very wise and successful man once told me “50% of what you read on the internet about search engine optimisation (SEO) is out of date, the other 50% is inaccurate” and he was right!
So what is search engine optimisation (SEO) and why do you need it?
Put simply, SEO comprises of onsite and offsite techniques geared towards driving qualified traffic to your website by increasing your visibility on Google and other search engines. Its understanding those techniques and technical requirements that make things a little more complicated.
We’ve broken this down into what we call the ‘4 partners of SEO’. Four sets of two services or techniques that should always go together.
RESEARCH & ANALYSIS
Research & Analysis
Understanding your marketplace and competition is the first vital step in any digital marketing campaign. The key areas to understand are:
- Competitor website and domain analysis
- Keyword research
- Search engine requirements
- Budget requirements
Knowing how best to set out your content and website structure can all start from keyword and competitor research. Without this level of understanding we may be working blind.
STRUCTURE & TECHNICAL
Structure & Technical
Having the right type of website structure really helps and understanding that structure is therefore a basic requirement. The search engines have certain criteria all websites should meet in order to achieve the desired search engine visibility. These criteria include things like:
- Page load speed
- XML sitemaps
- Mobile/Responsive code
- Hundreds of other essential requirements.
Having the best technical foundations in place will protect and support the rest of your campaign.
CONTENT & PR
Content & PR
No matter how intelligent Google becomes, it is not human, so can only understand what you and others tell it about your company, brand or website. This makes your content and PR absolutely vital to the success of your campaigns. Both search engines and users will respond in a similar way when coming across the following factors:
- Poorly written or thin content
- Articles posted on heavily linked low quality websites
- Engaging unique content
- Relevant and frequent content
These factors help the search engines determine how your website performs in the search results.
MAINTENANCE & TRACKING
Maintenance & Tracking
As SEO requires a long term strategy and a sound level of investment, tracking and maintaining your investment is just as important as building a website in the first place. We use tools such as Google Analytics alongside our very well trained eyes to keep abreast of:
- Website faults
- Traffic sources
- Goal conversions
- General maintenance and performance
What we’ve achieved, what we could do better and what our return on investment looks like, are typical month to month questions that we need to be able to answer, using accurate data.