Complete Guide to Understanding SEO (2021)

What to know about SEO – The Basics?

This article will serve as an introduction and overview of the digital marketing strategy known as Search Engine Optimization (SEO). If you have taken a peek into the world of digital marketing, you would have bound to have heard about SEO before. SEO is a mandatory marketing tactic, if you ever want your website to be ranked, and ranked high by Google. For many websites, it is the foundation of their online leads and businesses.

SEO offers many possibilities and benefits, but the road to a successful SEO journey is a long one. Here, we would like to let you know what you are signing up for and what you can get from SEO.

What is SEO & Why is It Important?

Firstly, understand that SEO is a process, of bringing out the potential of your website hence the word ‘optimising’, allowing it to appear in front of viewers who are searching for keywords or terms related to your services.

With SEO, businesses can leverage this digital marketing channel to help the traffic receive more relevant traffic, in the form of interested customers. This could lead to a higher conversation rate in the form of increased sales, and ultimately, revenue.

For example, Nike’s golfing brand, Nike Golf, managed to leverage their SEO to attract a 170% increase in organic traffic searches. Effectively, they are ranked for branded and non-branded searches, meaning they managed to funnel existing fans and followers or the Nike brand, in additional to new customers.

This is why SEO is commonly referred to as a way to improve the visibility of a website or online page. SEO relies heavily on organic search engines, which can bring forth many previously unexplored opportunities for websites and business owners.

Why Should You Bother About SEO?

SEO can result in up to 8 times more clicks than traditional paid ads. Traffic can be extremely helpful and empowering for businesses. SGHomeNeeds now enjoys daily traffic of up to 1000, as of 2020.

According to AHRefs, the company is drawing up to $24,500 worth of traffic per month. That is the traffic costs which the platform has to pay, if it were to buy that amount of traffic from Google through PPC. SEO can achieve such traffic, given time, at only a fraction of the cost.

Imagine, right now, if your company were to experience that increase in traffic, how much more business would that mean to you and your company’s growth?

Furthermore, the traffic that arrives at your website are organic, with already-interested audience members. It is not just random traffic, but high-quality traffic with search intent.

These people, landing on your webpage, are already searching for services or products related to your website. These leads represent more opportunities to convince and connect with these web users.

With the right push and pull factor, these audience members could be converted into paying customers once they are convinced or interested in your website. The secret comes with trying to provide value for your web customers. This can come in many forms.

  • Solving their problems. Convince your customers that the service or product that you are selling can help them make their life easier. As the old saying goes ‘People don’t buy products or services. They buy solutions to their problems.’
  • Being a trusted resource. Provide information in the form of blog updates or research pieces in areas pertaining to your industry.
    • What is it that customers will want to know?
    • What is it that will be useful for their decision-making process?
    • Are you likely to make purchases from a shop that has offered an immense amount of value and information, and seem to know what they are doing?

What is SERP and How Is It Helpful?

How do you and your company know ‘how’ and ‘what’ to optimise for in your website then? That brings us to the next topic of Search Engine Result Pages (SERP) and Keywords.

Search Engine Results (SERP)

SERP stands for Search Engine Result Pages and it is a term you will see very often when SEO is mentioned. This is because SERP is a direct reflection of how well your company is doing against its competitors in the online digital marketing space.

There are many search engines available online.

Nearly 93% of all web traffic comes through search engines and almost 75% of all searchers click a link on the first page of their search results, never bothering to move on to the second page.

How can SERP help you in Digital Marketing:

  • Search engine web traffic represents the largest channel of organic traffic. While the remaining 7% may find their way through channels such as Social Media or Email Marketing, search engines amount for the largest portion of the online pie.

    This highlights the importance of not only having a running website, but also an optimised running website that attracts and keeps audience members.
  • Improving your organic search ranking performance on Google’s SERP could position yourself for more opportunities and growth. With more than three quarters of traffic remaining on the first page of Google, companies that rank lower in search results would often find themselves scrapping the bottom of the barrel or end of the funnel.

    However, if you were to be optimised and ranked on the first page, that could mean a multitude of opportunities waiting for you. For professional services, including accountants, interior designers, architects and engineers, SEO performance is often the biggest factor in increasing organic online prospects.

Creating strong digital content that is updated, relevant and valuable is essential in improving your website’s SERP rankings and attracting the right visitors to your digital platform.

However, when it comes to content creation and content marketing, there are guidelines to adhere to when it comes to optimising content. Google has a specific way of classifying (or better known as indexing) websites into categories, capturing signals based on the keywords.

Google Search Engines and Its Relatives

While there are many search engines available on the internet, with Google accounting for 91.38% of the worldwide Search Engine market share, Google remains as most common and relevant search engine that global and local companies will focus their efforts on.

This may vary from industry to industry, as Southeast Asia dominated markets may consider channelling some resources into Baidu, whereas videos may experience better growth on social media platforms like YouTube or Instagram.

There are many other areas for growth, but it is more than likely that Google remains the main weaponry for digital marketing ammunition.

Google’s Algorithm

Google is huge and its algorithm is extremely complex. It is not only responsible for the most engine searches in the world, but also have a huge outreach of resources and presence for it to change and updates its search result constant.

Even its ranking algorithm is subjected to change on a periodic basis too. This largest search engine in the world employs the use of bots and crawlers to help achieve that, judging, classifying and ranking websites.

Google does not release the specifics of its algorithm change nor the breakdown of its ranking factors. Sometimes, Google themselves confirm speculated rumours, or announce specific core updates, such as the recent Google May 2020 Core Update via their Twitter. However, over the years, some key constants have remained, forming the basis of SEO strategies.

  • The easiest and cheapest ways to get your pages to ranked higher is an extremely risky process companies should not partake in. SEO foundations and strategies resemble an investment portfolio, whereas the stock market is mirrored by Google’s algorithm change.

    One change of the algorithm to favour a technical characteristic over another may lead to a plunge in search results ranking.
  • Black hat SEO practices, such as spam websites and comments, may end up doing more harm than good, as there is a possibility that your website may be blacklisted by Google.
  • Google ranks pages based on relevant, updated and high-quality information based on the search enquiry. They determine relevance through the use of ‘Crawlers’, which scour the web for content that is relevant.

    The search is then further narrowed down, and ranked, algorithmically, largely based on the keywords it is associated with.

Indexing and Ranking

Quality is determined by Google using a range of factors. One of the most prominent factors that is believed to be the main quality-determining metric is backlinks. Simply put, backlinks are links that link to your page and website. Any form of links that redirect users from other places on the internet to your website.

Backlinks establishes the credibility of a website. It is a signal that Google picks up on, and it affects the ranking of a web page. This accounts for why many SEO strategies focuses on acquiring backlinks for the target website.

Other factors that may affect a website’s ranking and loading may include:

  • Site engagement. How do users end up on your website? Through search results or forceful redirects? How long do users stay on your website? Do they gloss over and ignore your listing on search results, resulting in a lower click-through rate?
  • Mobile-friendliness. How optimised is your website for mobile platforms? How responsive is your website’s feature when the internet window is minimised?
  • Loading Speed. Is your website loading speed optimised? Are there other technical aspects of your website slowing it down?
  • Content. How valuable is your content? Is it in the form of short articles that may be lacking in-depth and quality? Or is it a form of duplicate content that could get your penalised?

There are thousands of ranking factors that Google’s omnipresent algorithm considers. These are constantly updated and refined, according to search demographics and trends. SEO efforts are targeted to keep ahead of such changes if possible and responding to disturbance in search result rankings in order to keep afloat.

Keyword Research & Keyword Targeting Best Practices

Why are Keywords Important?

Keywords are another important aspect of the SEO process. As mentioned before, Google uses keywords to classify and rank websites. Much like how backlinks can act as a signal to show Google how authoritative their website is treated by the public, keywords act as a signal for Google to understand and identify the website’s purpose and content.

To determine what a website is actually optimising for, companies must first identify the terms that people are searching for. This is where keywords come into pictures. Searches, questions and enquires are all classified into parent keywords.

These keywords are terms that websites would want to optimise their website for, as it coincides with what web users are searching for. It would be detrimental for a website if it were to rank for a keyword that is not helping them land in front of the right search result page.

This could be due to a low-traffic keyword or a wrongly optimised keyword.

For example, some keywords may differ in search traffic geographically, due to the different terminologies and slang used locally. “Toilet”, “Washroom” and “Bathroom” may mean similar things in the dictionary, but only the latter is used with renovation keywords, proving the importance of synonym choices when keyword searches are involved.

Factors affecting Keyword Targeting

There are a few key factors to consider when deciding on which keyword to target for your website.

  • Search Volume. Search volume is the most important aspect of keyword research and targeting decision. The fewer people searching for a keyword, the lesser audience you get to reach.

    If there is no one searching for your keyword, there will be no audience available for your content to be found through search. Hence, it is important to target keywords with respectable traffic and search volume.

  • Relevance.  A frequently searched term is great and all, but it will not mean anything if it is neither related to your customers or you. Aim for keywords that are not only relevant and related to your line of work and services you provide, but also keywords specific enough to describe what you are doing.

    For example, instead of ‘marketing services’, consider ‘Digital Marketing Services for Professionals’. Instead of “renovation”, consider ‘HDB Renovation Packages in Singapore’.
  • Competition. The competition level for a keyword phrase affects the likelihood and ability for a newcomer to rank in that certain keyword. A website and company with an established foothold in a single keyword might prove to be too challenging to battle against.

    This aspect also highlights the importance of starting SEO efforts early. With proper SEO foundation in place, companies can remain immovable and rooted to the front page of search results.

    While it is not to say you should give up competing against the “number one” of your industry, resources might be better spend elsewhere looking for a competitive niche or comparative advantage that you might have.
  • Customer base. Ultimately, you need to understand your prospect and customer’s point of view.
    • What information are they interested in?
    • What problems do they have?
    • What could they be looking for that you may be able to provide?
    • Are there any related enquires or problems to the existing searches that your clients may also be looking for?

      These questions are good questions to ask, as they can point you in the right direction and bring you and your company closer to the middle ground, where your webpage coincides with what your clients are looking for.

Keyword Research

When it comes to keywords, there are a bunch of online resources that companies can tap into. Keyword tools like Google’s Keyword Tool, Uber Suggest, WordStream, or Ahref Keyword Explorer are all useful links that can shed some light on the keyword competition and advertising space.

Keywords are useful for other non-ranking purposes as well. Keywords can help in content creation and planning, giving you an idea of the great ideas or topics you can take inspiration from when creating relevant content. Keywords are also a crucial elements for advertisement, especially paid per click advertisements.

Another way to gather a list of keywords is to study your competitors. Established websites would already have had a lay of the land and understood what their prospective customers are thinking and searching for. Having a look at the terms that they are optimised for might not only give you an idea of their strength and weakness, but also of the things that work and the things that may not.

Through research, you can understand the SEO landscape for your industry better and find out which are the better or terrible opportunities to source out or stay away from, respectively.

Long-Tail Keywords

In addition to traditional keywords, one advanced terminology and aspect of SEO is long-tail keywords. Long-tail keywords have a 3-5% higher click rate than generic searches. They are longer in word characters and have more specific phrases. Users who search for long-tail keywords are usually more invested in the search and more likely to make the purchase.

Purpose of SEO – What else can SEO do for you?

We have described the value of SEO and what it can mean for you. SEO is about getting leads and improving businesses. However, there are many other benefits of SEO.

Brand Building with SEO

SEO and Brand Building are like college roommates. They share the same space and have aspects of their lives intertwined that it is almost impossible to mention one without the other.

Branding is not only for big companies out there. Small and medium enterprises, specifically, can benefit from establishing a brand and identity among the community and web users.

Laying the Groundwork for future

As we have mentioned when starting off the article with, SEO is a process. Laying the seeds for success now for you the harvest the ripe fruit in the future. When you are already ranked at the top, there is no further need for you to pay for advertisements.

SEO Promotes Better Cost Management

SEO is able to help you save cost in the present and future of your other marketing channels. Not only does it work hand in hand to multiply your returns, but it is also a good avenue for you to complement your other marketing campaigns coherently.

Additionally, the amount of traffic that SEO can bring is not something that can be purchased via paid advertisements. At least, not something that should be purchased, considering the sheer volume of exposure, it will no longer be cost-effective to pay for that amount of traffic.

SEO Leads to Better User Experience

There are countless ways to improve your website and maximise user experience. With SEO, this entails providing your audience with relevant and interesting articles, providing them valuable information, or related photos and videos to support text.

Easy to navigate and mobile-friendly websites, areas which will be covered under SEO tactics, will also make for a pleasant online viewing or shopping experience. Better user experience equates to a happier sale, and potentially, a higher chance of repeating customers.

Repeating Customers

According to Hubspot, 81% of shoppers conduct their research online before visiting a local store to make a purchase. This shows that there is a high tendency for customers to visit the local version of the website after an internet search. Taking this into consideration, businesses that may not be able to sell their services or products digitally may also stand to benefit immensely from SEO.

With the variety of options online and at the customer’s fingertips, having them visit your physical store can be seen as a huge win and plus that metrics will be unable to capture.

How do you know how much time to spend on SEO? What to do for SEO?

The extent of time and effort needed for SEO would depend on the individual industry. However, the SEO process can be largely divided into three phrases:

  • Research
  • Execution
  • Revisions

Outsourcing to a Digital Marketing Agency take all these off your mind.

Optimisation

Optimise Your Website’s Content for Keywords

Now that you know what keywords all are about, let us talk about how your website interacts with such keywords and how to target keywords.

While you can optimise old articles for keywords, the reverse is also true – Keywords can be used as a source of inspiration for content creation. After all, keywords are a representation of what your prospects are searching for. Writing content aligned with those enquires allow you to streamline your website and better position yourself in the digital space.

On-Page Optimisation

What is On-Page SEO? The majority of on-site optimisation management comes in the form of periodic adjustments and improvements made to your website and its existing content.

Using tools such as Google Webmaster Tools, you get to check your website for any crawl errors or duplicate descriptions that have arisen. Apart from that, updating your sitemap and directory when there is a huge change or increase in content could also be a good idea.

For a start for the uninitiated, the initial optimisation process may be more tedious and lengthier, as there are many small aspects of the website that may have been overlooked previously.

Meta Description & Title Tags

Sometimes referred to as ‘Meta Title Tags’, these elements are responsible for setting the preview information that audience members see on a Search Engine Result Page. Title tags set the name of the browser tab

For newer website, Google does not always display the title tags you set, choosing instead to display something slightly different at times.. This may be done largely to deter manipulative websites that aim to exploit the algorithm for black hate SEO purposes.

Title tags are great opportunities to write a headline that is compelling and interesting enough to attract traffic, while including keywords that you would want your page to be ranked for. Meta descriptions are also important, forming the second half of the ‘preview’ and if used properly, can be used to benefit your website’s click-through rate.

Picture/Image names

Names of images files are also a commonly neglected element of the website that an unexperienced digital marketing firm may fail to account for. The name of image files help acts as a signal for Google searches, acting similarly to the headers and titles for your blog article, or the internal and external backlinks of your website.

Furthermore, with properly optimised sites, your image has a higher chance of appearing in Google searches when Google pulls images up as a common search result. Search engines struggle to make sense of poorly-named images.

Alt Text

Alt text is another way for Google to understand images better. It is a hidden aspect that web owners usually neglected, as it is not easy for an untrained eye to realise the potential capabilities of this function.

It is often easy to edit the Alt text properties of your image files.

In WordPress, editing the alt tag is done by using the Alternative Text field in the image editor. Alternatively, you can also add the tag manually through HTML code, with the alt tag text alt=”Kitten”.

Content, Blogs, Writing

Through the use of standard HTML formatting, it is easier for search engines to understand the structure of your page and importance of each section. Content should also always be curated and created with keywords optimisation in mind. Grammar and vocabulary check also makes for a good impression upon Google’s bots and crawlers.

Proper use of headers tags can not only give your audience members a better reading experience, but also help you in your on-page optimisation efforts.

  • Header 1 should be reserved for the on-page title of your content. Ideally, it should always include a main keyword related to the article.
  • Header 2 should be used for main section titles of your article or web page. While they may include shorter keywords, long-tail keywords may find better use being placed in an H2 section.
  • Header 3-5 will largely depend on the structure and detail of your website.

URL Structure

The web address of your page plays an important role in sending a signal to search engines about its topic. Short, descriptive URLs will go a long way in optimising your site. Descriptive IRLs often include your target keyword or phrases, helping your site appeal better to web algorithms and readers.

It is recommended, if possible, to not change your URL. Changing your URL may result in broken links if the inbound traffic to that URL is not properly edited or informed.

Website’s Internal Linking Structure

  • Number of internal links. The way you opt to optimise your website and internal links could impact how various content on your site ranks in response to web user’s searches.
    Common terminology used is ‘votes of confidence’, which is used to describe the effect links have on websites. Google commonly sees links as a signal of how authoritative a website is – how trusted can it be, how legitimate is it perceived by organic traffic, how important is the information etc.
  • Anchor text. Google also takes notice of the text you use to link to pages, otherwise known as ‘anchor texts’. The descriptive text used to link to pages helps Google classify a page better. A web page that is associated with Interior Design may end up earning a renovation keyword ranking if enough anchor texts with the word ‘renovation’ are planted and used.

    This is not to say that you should be aggressive and ambitious in your linking efforts, cramming your keywords repeatedly as anchor text. Doing so might yield an opposite effect when Google sees it as manipulative behaviour or a spam threat.
  • Number of outbound links. Google also tries to relate websites in accordance with one another. Linking out to other websites could help serve as an indication of the proximity and relationship your website share with others.

    Hence, it is always useful for a website to link to relevant and established sources when crafting information or content.
  • Information infrastructure. Information infrastructure is also important for webpages. Generally, you want to push most of your published content to Google, for them to index and rank your web pages.

    Ideally, it is important to avoid having your internal search result ranking pages be ranked for Google as well, as it will present the dissatisfactory feeling to your web audience, of being redirected from one search engine result page to another.

Off-Page Optimisation

What is Off-page SEO? It refers to optimisation activities that is done away from your website, to raise the ranking of your website’s pages with search engines. Many may associate off-page SEO with link building, but off-page SEO refers to other efforts that may be too quiet to be visible.

Backlinks Acquisition

Since Google’s algorithm is still heavily focused on quantity and quality of links, having a network of supporting backlinks links to your site is incredibly helpful in driving search traffic.

On-page and technical SEO may be responsible for keeping your page up to standards, but off-site SEO remains as the pull factor to attract the attention of Google and bringing external traffic to your website.

As Google’s algorithm evolves to understand the type and quality of links better, the type of backlink acquisition methods changes as well.

Riskier and aggressive means of creating backlinks, such as purchasing backlinks in bulk, remains as a riskier choice, as backlinks that don’t create any value for your business remain as flimsy ammunition, once search engine algorithms start to shift and your rankings disappear.

Site Promotion

A slower, but more sustainable approach to developing links is through marketing campaigns. This may vary in many different forms, with the main aim being to build collaborations and relationships.

This can be done through guest blog posts, shared content, affiliate marketing or partnership links/campaigns.

Content Marketing

Content Marketing can also be a form of Off-Page Optimisation. With established pieces of content, you gain a bargaining chip when discussing or negotiating business collaborations.

While acquiring backlinks through content may be slower than other advertised methods, content marketing lays a ‘slow and steady wins the race’ approach by engaging in traditional public relation for your business.

Creating and promoting valuable content that coincides with the keywords you wish to rank for can go a long way, but is also a labour-intensive task.

You will need to identify the leaders in your industry and your niche, and determine who will be more likely to share your content. Choosing the right partners in this space could lead you to gain momentum for your website’s growth.

The main idea is to leverage on partners within your vertical in exchange for valuable content. 

Technical Optimisation

Technical SEO is a far larger and different ball game, as it requires an analysis of the backend working of the website. For many businesses with sufficient resources devoted to link-building and content creation, Technical SEO may be the final missing piece to unlock more potential leads and

Page Speed

Increasingly, search engines are placing a higher emphasis on sites that are loading fast. This metric is not only beneficial for search engines, but it also makes your user experience more pleasant.

When was the last time you patiently waited for a website to load instead or closing the tab/window and heading to a similar site that carries the same example?

As if to hint at their increasing focus at site loading speed, Google has its tool, Google PageSpeed Insights, for website owners to audit their website and know which areas require changes to have a faster loading site.

Mobile Friendliness

Mobile accounts for approximately half of the web traffic worldwide. In the third quarter of 2020. Mobile devices have consistently accounted for near 50% of global website traffic since 2017.

This is a huge surge since the previous decade. In time to come, mobile traffic might outweigh desktop traffic by a landslide.

Until then, there is a need for website owners to build their websites for desktop viewers, but also consider mobile viewers as well. Mobile friendliness websites are all about having equally efficient and pain-free user interface and experience, even on a small screen.

As always, Google is helpful in this aspect, providing a Mobile-Friendly Test Tool for website owners to test their website.

Broken Pages & Error 404s

Working pages are a crucial technical SEO metric. Pages need to be equipped with the correct code to return to search engines. Wrong codes may result in ‘Page Not Found: Error 404’.

Having too many broken pages or non-working pages may result in Google removing your website from their index, a detrimental development in your SEO journey.

Redirect Links

The incorrect usage of redirect could have a negative impact on your website’s ranking. Frequent redirect links include 301 and 302 redirects. The former represents a permanent redirect while the latter signifies a temporary redirect.

Using the wrong one could send wrong signals to Google, causing it to move its link equity and ranking power to the new URL incorrectly.

Additionally, constantly changing your website’s URL structure could result in broken links, hurting referral traffic and the inter-network of your internal linking.

Danger of Duplicate Content

Internally duplicated content run the risk of diluting your link equity between the two pages. Google, and your web audience, may start to view two pages as the same. Think about it as pouring a glass of water from a jug, but now you have to split the volume into two glasses instead.

Having two pages of duplicates gives you lesser chance of competition for keyword phrases and clutters your site unnecessarily. Instead, consider writing content in varying depths, providing more insight and information of different tiers.

XML Sitemap

There are a number of free tools that can help web owners generate XML sitemaps. XML sitemaps can be quite useful to help search engines understand your website’s infrastructure better.

Many have suspected that it helps boost a site’s keyword ranking and SERP ranking.

Measurement of SEO Results

Each key metric represents an aspect of SEO that you can use to keep track of your SEO strategy results. This can be useful in finding out if your SEO strategy is paying off and guide you in reformatting your game plan or marketing campaigns.

Improvement in Keyword Rankings

While ranking for a list of keywords is only part of your end goal, improvement in your website’s ranking is one of the most direct feedback you can receive about your SEO strategy. Usually, it takes about four to six months for SEO to start seeing results. However, it is not uncommon to witness improvements in small incremental amounts.

Ranking status is a good representation of your website’s ‘health’. Certain plunges are worth a second look, but overall, it should not be misused as a KPI.

Organic Traffic

Traffic flow works better as a KPI-tracker, as it gives you an actual representation of the volume of web visitors your website receives. Through Google Analytics, you can even find out their average lingering length, where they are travelling around your website, and how they arrived on your website in the first place.

It is important to note the specific pages that drive traffic and goals, as it can be used as a successful example of what your customers are interested to see more of. 

Leads and Sales

Improvements in profit numbers is another method that websites can gauge SEO success. After all, SEO is a marketing technique, and as all business marketing campaigns aim to do, SEO is meant to eventually increase your sales and leads, bringing profit to you and your company.

Many websites can opt to track this form of leads through a Contact Us form. An additional column to indicate how your audience member found you can give you a deeper understanding of your sources of online traffic.

Web-based traffic are commonly detailed and informative. This is a stark contrast from the traditional billboards and newspaper ads. Capturing non-tangible factors such as brand awareness and life-time value may remain tricky.

While there may still be flaws, metrics and data are the key driving point behind SEO success stories. They allow companies to pivot and change their marketing direction and focus, renewing their resources to be put towards better use.

Additional SEO Practices & Considerations

For most web owners, getting the basics of SEO right, understanding the keywords and direction you want to target and dedicate your resources to, equipped with a strategy, is probably enough to get you started on your digital marketing efforts.

However, for bigger and more complex businesses with more competitive industry, the digital landscape for these websites may call for a more unique and experienced approach.

International SEO

International SEO is the practice of capturing ranking sites in different languages and different countries. If you are trying to capture international markets, it would require a significant amount of resources to achieve the desired results, as marketing campaigns have to be ongoing simultaneously, across different time zones. With a mixture of geo-targeting, localised signals and stags, you can target content to users around the world. The internet, after all, is not bounded by geographical restrictions.

Each country should be targeted individually due to its unique characteristics. While International SEO is nothing new nor ground-breaking, the scale of the operation is significantly larger than traditional SEO effort. Hence, multiple campaigns are usually outsourced to various agencies across different countries, which would have a better understanding of the local context.

Continuous, technical, and marketing support is required to grow your company’s international structure, popularity, and digital footprint.

Local SEO

For smaller business owners, local rankings for your industry would already account for valuable organic search traffic. Local SEO has become increasingly important for the success of any business offering local products or services. With the growth of mobile internet access and mobile devices, geographical proximity becomes more important as a factor affecting search results.

When it comes to local SEO, localised content and context is important. There will also be a higher emphasis placed on some business details, such as addresses and contact information, during the digital marketing process. Location-based factors now play a larger role. Hence, they should be taken into consideration in the respective content marketing and link building strategies.

SEO for Professionals

While retrieving backlinks, performing research on keywords and competitors may grant you enough traction to optimise your site’s digital footprint, there are still many factors to consider and aspects to uncover in the SEO process. Your SEO results will be directly related to the number of resources – in terms of time and money – you have. To give your business the best return for your investment, it might be a wise choice to employ the use of an external marketing resource.

Hiring an experienced digital marketing firm could save you time and resources while allowing you to focus your attention on your existing and soon-to-arrive clients. This is especially true for Professional Services, such as doctors, lawyers, accountants, auditors, which might not have an issue stretching their budget, but simply lack the required time to commit to a recurring timeslot due to the higher opportunity cost.

Relevant Read: SEO For Professionals

Conclusion

Ultimately, SEO at its core is circling the same few principles and the relationships between those four:

  1. Algorithmic changes in Search Engines (E.g., Google)
  2. Your Audience – What are they searching for?
  3. Your Website – How are you appearing in front of your audiences, through the search engines.
  4. Your SEO Strategy – How are your digital marketing campaigns helping you achieve better businesses?

Organic visibility on Google is of the upmost importance for any online businesses or companies looking to gain online leads in the world today. Otherwise, you are just leaving your door open for your competition to enter your space and snatch your customers away.

There are plenty of other digital marketing services that work hand in hand with SEO. Running multiple campaigns across multiple channels is a common practice. When planned and executed with discipline, these campaigns can lead to exponential growth in business and leads.

We work closely with our clients to develop an industry-specific strategy to identify areas of strength and improvement, to uncover potential opportunities for capturing market presence and online leads. Developing an SEO strategy that sets you apart from your competition could generate hundreds of extra leads and revenue for you and your company. The fastest-growing professional services companies today are capitalising on the digital marketing space. SEO plays a pivotal role in that. The right strategy makes or breaks.

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