Search Engine Optimisation (SEO) is one of the most versatile and influential marketing techniques available to businesses. Given the right focus, SEO has the power to completely revolutionise any organisation and drastically increase growth and sales. However, this success is dependent on the quality of the SEO you are acting upon. Without the right research, balance or guidance, it’s very easy to spend money lots of money without seeing the best results, which is why we are going to work through the importance of SEO, what it can offer you and how you can ensure your strategy succeeds.
The Main Focus of Good SEO
A good SEO strategy contains a variety of different aspects and niches, each playing a small but equally important role in the overall success of the campaign. For simplicities sake, we will cover the primary umbrella term that encompasses many of these individual factors – Content.
In a sentence, SEO involves trying to make Google put your website at the top of the search results. Google decides on what to show for its search results by reading the web pages of millions of websites, searching for a variety of different details. As a result, it’s essential that every aspect of your website’s content is perfect.
Content is an extremely broad term encompassing anything from product pages to blogs to meta descriptions. Whilst it’s impossible to write all of the specific details that should be considered when refining content, one of the most important factors is the use of keywords. Keywords are phrases that internet users search for, and they should feature in your content to help Google recognise your webpage as a relevant result for that given keyword. However, you shouldn’t just guess on a good keyword to focus your efforts upon. To make the most of SEO it’s essential that the correct keywords are targeted based on your industry, business and services.
By altering your website’s content, SEO can start you down the path of increased digital visibility and recognition.
The Advantages of SEO
From Dundee to Peterborough, SEO services have the same goal in mind – drive more targeted traffic to your website. Targeted traffic is what makes SEO effective. Most marketing, particularly traditional printed techniques like billboards, leaflets and flyers, rely on quantity rather than quality. They involve marketing to many people and hoping that some will be convinced to make a purchase. The true power of SEO is in its ability to select a specific audience and ensure that they are the ones who reach your website. This opens the door for you to tailor your web pages to specific individuals or groups, ensuring that the information you’re giving them is exactly what they’re looking for.
On top of the targeted traffic, there is one other key advantage that makes SEO one of the greatest marketing tools available; measurability. With most traditional marketing techniques, it’s extremely difficult to understand how your campaign is impacting your business. Even if you see an increase in sales, there is no way of knowing that the sales increase is a result of your marketing or something completely different. With the dawn of the digital age and SEO, there’s no more guesswork involved in marketing. For example, if your business wanted to begin a localised SEO campaign targeting Peterborough, you can easily tell how successful/unsuccessful your campaign has been in your target area.
Using the plethora of marketing applications available, it’s easy to not only track the money you’re making from your campaign but also the exact path an individual took to convert. This customer journey includes every webpage they visit, every button they click and where they came from to reach your website. Using this data it’s easy to ascertain how well your SEO campaign is doing, enabling continual improvement and optimisation. This is the difference between a successful marketing campaign and one that completely revolutionises your business.
This is a very brief introduction to the deep and wonderfully beneficial world of SEO and digital marketing. If you’d like to find out more, there are all sorts of online resources and businesses that can help, such as this helpful guide.