SEO - Search Engine Optimisation

A guide

Introduction to SEO

Potential customers that are looking for something specific will, more often than not, turn to search engines such as Google and Bing. This means that traffic from organic sources can often be very valuable traffic with a high intent to purchase. Therefore, ensuring your product/service is high in the search engine results page (SERP’s) when someone is searching for what you offer is paramount to business growth and success.

SEO is generally seen as a slower channel in which to get a return, and it should be considered more of an investment because once you’re visible in search and start acquiring high value organic traffic it takes another company a higher level of investment to knock you off making it highly sustainable and therefore of serious value. Organic traffic will also increase the value of your marketing investments elsewhere as it will often drop your blended cost of acquisition across all marketing channels. .

Search is a competitive landscape and a significant part of the challenge is to identify opportunities within longtail search that aren’t dominated by the competition. Extensive multi-round keyword research allows individuals to identify keyword combinations that have both volume and opportunity and allow businesses to define effective SEO strategies that can offer business growth more quickly from SEO.

As search has matured and algorithms determine rankings through an increasingly complex combination of metrics and user behaviour, successful SEO needs to be far more considered than simply looking for onsite optimisation. To win in search takes a unique approach to SEO that encompasses aggressive, iterative onsite optimisation, intelligent offsite link acquisition, onsite linking and website restructuring mixed with strategic content planning, creation, publication and distribution.

Even app businesses need to consider SEO within their growth marketing, simply because people still use desktop and mobile search to discover answers to questions relating to businesses. If app businesses can think creatively and deploy valuable marketing assets that are highly visible in SERPs then it helps these businesses to capitalise on the opportunities that lurk in the long grass, where there is less competition.

SEO could also be thought of as ‘Search Experience Optimisation’, meaning the role of SEO is to move a user with high intent from SERPs to the right content on a website as quickly as possible. This means SEO should be mindful of, and working on, the on-page User Experience (UX) which in turn means a focus on Conversion Rate Optimisation (CRO) on main site search landing pages. If you can ensure users are able to quickly and easily find the answer to their questions on your website, then you will be rewarded by Search Engines and given higher visibility in SERPs.

Good SEO should consist of:
  • SEO on page optimisation
  • SEO keyword research
  • Link building
  • SEO content
  • Optimised URL architecture

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