In recent years, with the avenues digital marketing has opened for businesses, advertisers are jumping the wagon when it comes to increasing their visibility on the internet. While popular models of using Pay Per Click (PPC) and using Google Ads still remain very popular, the fact remains that these are paid.
What happens on the technical side of things? What happens when you enter a query online in the hope of finding a relevant answer? How does the search engine map you to the prospective solution of your query?
Enter: Search Engine Optimisation (SEO)
What is SEO?
SEO is the process of optimising a website and its content so that it ranks higher in terms of authentic searches, with the use of targeted keywords. Use of SEO strategy ensures that your website has organic visibility in a search engine. This in turn creates credibility for your brand and increases your Return on Investment (ROI) potential.
On-Page SEO Factors:
Keywords: first step towards better ranks in a search engine start with effective and thorough keyword research. This research needs to be specific to your brand and sector, along with your target demographic and geographical reach.
Content: the content you put up in your website for the world to see needs to be relevant to your brand. Refer to your branding guidelines and sectoral knowledge for the same. The content needs to be crisp, factually correct, qualitative, up-to-date, relevant to the audience with an eye-catching presentation.
Engagement: be sure to understand your website’s engagement. This can be understood through timely SEO audits which provide a detailed analysis of a website’s speed, content engagement, website traffic and may also aid in market research.
Off-Page SEO Factors:
Social Factors: your website should provide a pathway to your brand’s social media accounts and vice-versa. Having a good social media presence with active engagement ensures that you receive the best of digital marketing practices. A good social media presence also enhances brand image, increased engagement through likes and shares would mean that your brand is reaching a wider market.
Blog and Articles: your blogs and articles should be relevant to your brand and have a dedicated Call-to-Action (CTA) focused part. Them being mentioned in online directories and being quoted in media would definitely provide your brand with the visibility it aims for.
Links: the link of your website should be easy to understand. Other links with your website mentions should also be easy to understand with a mix of text focused on keywords and inbound numbers.
Trust: make sure that your website has security provisions in place. That its interface is strong enough to not be hacked. This is important to establish a sense of trust with your brand, use of SSL is must!
Website coding includes the more technical aspect of SEO from crawlability, to a SEO friendly URL structure, a good page speed, backlinks and meta description. With this, you have the basics of SEO covered!