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What is SEO?

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What is SEO?

SEO stands for Search Engine Optimisation – it is the process of driving valuable, organic traffic to your website through search engine results pages (SERP’s). Effective SEO marketing can increase your website clicks and conversions, by making your services more visible to your target audience.

What are the SEO factors?

Search engines have a huge number of areas they measure, which influence their rankings. The two main areas are on page and off page SEO. On page refers to the changes you can make to your site structure and content, whereas off site relates to links, trust and social signals.

With over 200 factors having an impact on search engine performance, SEO is a complicated area of digital marketing.  Here you can see the periodic table of SEO factors: 

By optimising your site to satisfy search engines – you will also be achieving your business goals by meeting the needs of your audience. This is because SEO tends to reward sites that are better for users to use, navigate and complete their desired actions.

We offer a variety of SEO services which might interest you, so this page will provide a beginner’s guide to the main areas that can have the biggest impact.

Types of SEO:

Your SEO marketing campaign can work towards improving your organic ranking in a number of ways. Search engines will rank your site depending on its relevancy to keywords and user search queries along with many other factors – below, we have explained some of the key areas in more detail:

  • Link Building – Increasing your site’s authority and generating traffic by having your relevant page hyperlinked on other websites

  • Blogger Outreach – Seeking exposure for your brand by working with influencers with a large or relevant following

  • Local SEO – Ensuring your website is visible to local searches and your company will rank higher in local searches

  • Technical SEO – Site optimisation to make your site compatible with search engine guidelines so it can be indexed & ranked for key searches

Unlike PPC marketing, SEO has no click cost. Instead, the position your website ranks will be determined by how well you are meeting search engine requirements.

Your business goals will determine what your main focus is – so for example, if you are a business wanting to attract more off-site visitors, you will need to improve your local SEO.  

What is Link Building?

Link building can be more complex than it seems, but when done right it is a crucial part of your SEO campaign. Link building is when another website includes a hyperlink to your page within its content. This provides the potential to drive more visitors to your site – which is often referred to as backlinking (because traffic is being directed back to you).

It’s important to remember that the purpose of this is not just to link to your own website as much as you can . It’s a way of putting your website in the right place where it is like to be found by your target audience. When another website links to yours, they are passing on authority. When relevant and authoritative pages are linking to your site – your business reputation will be improved in the eyes of search engines, so you will rank higher.

For link building to work properly, it’s essential for your on-site content to live up to what is promised with your link – so having an optimised site containing useful, suitable content will let search engines know your site is providing solutions for user searches.  

Find out more about link building.

What is Blogger Outreach?

Blogger outreach refers to the process of working with high-profile and reputable people to drive more traffic to your service or product. The role of an online influencer or blogger is to advise their audience and provide genuine opinions. Their online authority is why they are so useful when it comes to generating organic site traffic.

For this strategy to be effective, you must know who the right bloggers are, whether they’re using the right platforms for your brand, and if they are likely to reach out to your target customer profile.

So, how can bloggers help you rank higher in search engines? Well, if your site is being linked and discussed on other influential and relevant sites – your online presence will be ticking a lot more boxes required by search engines.

The benefits of blogger outreach can improve your overall SEO by generating high quality traffic, customer relationships and online brand awareness. 

Reputable bloggers won’t want to just work with any business – so a big part of this process is knowing how create connections and ensure your website will appeal to the influencers who are right for your brand, so that they want to work with you.

Find out more about blogger outreach.

What is Local SEO?

Local SEO, as the name suggests, is the optimisation of your website to rank better with your local audience. Online marketing allows you to reach audiences all over the world – but what if your target audience are located close to you, or in a particular area? How can you ensure your website is visible to them?

Your local SEO process will focus on the content on your site, as well as link building and website optimisation – so, a big part of this approach is making sure you are referring to your local area within your on-site content.  There are a variety of other ways of boosting your local presence in search engines – such as including user reviews, online Google maps, local keywords and local citations.

Local SEO can lead to more offline conversions as well as online – so if you are hoping to attract more customers to your physical location; your SEO strategy will benefit your business by raising your profile locally increasing awareness of your presence. 

Find out about local SEO. 

What is Technical SEO?

Technical SEO refers to the creation and optimisation of your website to satisfy search engine requirements and make your site more user-friendly.

For your on-site content to be recognised and to rank higher on search engines – it is essential for users to be able to navigate your website and easily find what they’re looking for.

Search engines know what to look for to ensure your site is providing the right experience, so the aim of technical SEO is to optimise your website for the crawling and indexing phase.

Think of it this way – if your website includes helpful and relevant content, but is slow and contains site bugs or errors, it is more than likely that visitors will leave and find a faster, higher-quality website. Technical SEO will help to prevent you from losing valuable customers in this way.

Improvements that can be made include the formatting of URLs, page speed optimisation, improving the crawlability of your domain, multi-device functioning and the correction of any errors.

Find out more about technical SEO. 


What Next?

Now that you have more of an understanding of SEO marketing basics – you might be starting to think about how your company could benefit from the implementation of structured SEO strategies and tactics. If you’d like to find out how we can help your business, get in touch!