Monday, 15 June 2015

How SEO adds value to your digital marketing

How SEO adds value to your digital marketing

SEO or Search engine optimization is the process of affecting your website visibility in search engine results. Generally speaking this can take two forms; on page and off page SEO.

On page SEO refers to any aspect of SEO concerning the website page itself. This can include structural, hierarchical or coded elements. There are many such elements that can influence ranking factors that be incorporate into a web page itself from the basics of a page title to hidden meta data within the site code. It is important however not to be too contrived about this process and to take a step back and consider the point of your website. To reach, inform and influence those people visiting and using the website themselves. There is a current school of thought that the more your website engages with the site user and the more pages clicked through within your site as a result can also have a significant effect on page rankings. On-page SEO is a curious art; there is no one tick list to benchmark against any site however by taking a look at your local competition and in particular those that are achieving good rankings for the keywords or phrases that you are looking to target, a picture emerges of what particular ranking factors arehaving an impact on your market sector and what you could target as a result.

Off page SEO refers to any element that may have an impact on your site and brand visibility online that is ‘off the website’ page. This includes links from other websites or social media. A good analogy for this process is an old fashioned set of scales with weights. Every link has weight which helps to drive your website up the rankings yet some links or weights are worth more than others. Social media can provide a stream of steady links to your website pages however a link from a relevant quality website can be worth more to your business. Google themselves advise against contrived link building or using organisations to build low quality links to your website. This can do more harm than good. However a good digital agency can help with advising your business on an appropriate digital marketing strategy online.  Link acquisition is part and parcel of this and search engines like to see natural organic looking links that evolve steadily over time. For example, a local restaurant may naturally link to alocal hotel or taxi firm. This vote of confidence from a local business helps to support your online marketing efforts.

For more information on how your digital marketing strategy could shape your businesses or where your specific marketing opportunities lie, contact Clair at The Graphic Edge on 01722 717860.

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