Do you have a website? Are you using it to drive revenue for your business? If so, search engine optimization (SEO), should be a vital part of your digital marketing strategy.
Search engine optimisation is the practice of performing strategic site updates to improve your position in the search results. SEO is often referred to as natural or organic search because you can not put advertising budgets behind your efforts to improve your position. Your strategy needs to have both on and off page elements in order to be successful in improving position.
On-page SEO elements include site architecture, coding and content. A well-optimized site will have a site architecture that clearly organizes information so that both end users and search engines can locate it. Once the site structure is in place, the content needs to be robust enough for engines to understand the business you are engaged in and how it brings value to users. Content, know matter how robust, needs to be written in a coding language that can be crawled by search engines. This will help you secure higher positions in the SERPs (search engine results pages).
Off-page SEO elements include inbound links and social media ranking factors. Inbound links from other sites act as recommendations and are the foundation of the Google algorithm. Over the last few years, Google has made repeated updates to penalize sites that were using unethical tactics to game the system and improve rankings. Social media ranking factors are relatively new to search algorithms. As links have been devalued as a ‘thumbs-up’ for sites, social media activity such as followers, shares and likes have been added to replace them.
Because the factors that impact on-page and off-page SEO are constantly changing, it is important to engage SEO practitioners who are well-versed in understanding the impact of previous changes and anticipating upcoming ones. A good practitioner will be able to craft an ongoing strategy that is agile enough to absorb algorithm changes without them negatively impacting your position in the search results.
At Sticky, we believe noting delivers more quality traffic to a website than good search engine optimisation. Let us know if you are ready to grow your business with a long-term strategy that takes all of these factors into consideration.