SEO (Search Engine Optimisation)

There is no point having a website if it cannot be found!

SEO (Search Engine Optimisation)

  •  Refers to techniques and practises that help your website rank higher in organic (natural) search results.
  • This makes your site more visible to people who are looking for your product or service via search engines.
  • Keywords are are of fundamental importance to the search process – they are the building blocks of language and of search. 

Keywords

There are three important things you will need to consider when choosing your keywords:

  • Relevance
  • Search volume
  • Competition

As a marketer, you will create a list of custom key words or phrases that users are using that match your product/service’s description that you want the advertisements in Google to display against.

  • The search engine’s primary responsibility is to serve relevant search results to their users.
  • Keyword Planner and Keyword Trends are two very useful marketing tools in keyword research.

Google Analytics

  • Google Analytics is of fundamental importance as a marketing measurement tool and will help your business to measure which digital marketing campaigns are resonating with your target audience  and which are or not working and these campaign tactics can be adjusted accordingly. 
  • John Wanamaker, an American merchant and “a pioneer in marketing” , once stated: ” I fully believe that half of the money I spend on advertising is wasted, the problem is I do not know which half.”  This is where  accurate Google Analytics is a major competitive advantage,

Organic versus Paid SEO

  • Organic search is based on unpaid, natural rankings determined by search engine algorithms and can be optimised with various SEO practices.
  • In contrast, paid search allows you to pay to have your website displayed on the search engine results page when someone types in specific keywords or phrases.  The fee you pay is based on either clicks or views of your ads.

Here are a few basic questions to ask yourself about your website when you get started

Website

  • Is my website showing up on Google search results?

  • Do I serve high quality content to users?

  • Is my local business showing up on Google?

  • Is my content fast and easy to access on all devices?

  • Is my website secure?

  • Are the keywords that you are targeting not only relevant but also popular with searchers?
  • Do your page titles lead with your targeted keywords?
  • Is your body copy of sufficient length and keyword-rich?
  • Does the anchor text pointing to various pages within your site include search relevant keywords?
  • Do you employ text links from your home page to your most important secondary pages?
  • Do you use CSS text driven menu structures?
  • Does your Web site have an XML Sitemap, as well as an HTML site map with text links?
  • Do you have search engine friendly urls?

Organic versus Paid SEO

  • Organic search is based on unpaid, natural rankings determined by search engine algorithms and can be optimised with various SEO practices.
  • In contrast, paid search allows you to pay to have your website displayed on the search engine results page when someone types in specific keywords or phrases. The fee you pay is based on either clicks or views of your ads.