SEARCH ENGINE OPTIMISATION
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WHAT IS SEO?
There are lots of misconceptions about Search Engine Optimisation (SEO). Where other digital marketing solutions such as AdWords are easier to understand, SEO can seem daunting. Today, most business owners understand the importance of investing in SEO, but they’re not sure exactly what it is, how much they need to invest, or what a positive outcome should look like.
Put simply, SEO marketing is the process of affecting the online visibility of a website or a web page in the ‘organic’ listings of a SERP (Search Engine Results Page) such as Google or Bing. Generally, the higher your ranking the greater your visibility, which delivers more website visitors and conversions to your business.
For example, if a person with a broken-down car searches ‘mt eden mechanic’ on Google, and you’re a mechanic based in Mt Eden, Auckland, you would probably see value in being among the top search results. A true measure of success would require full conversion tracking but if you top the list, your SEO marketing would likely be delivering results
How search engines like Google rank websites from super-popular to absolute obscurity is very top-secret. Google uses highly-complex, ever-changing algorithms that separate the best from the rest. This means that a great SEO strategy isn’t a one-off; it requires ongoing management to make sure your website is ticking all of Google’s search requirement boxes at any time.
Sound complicated? It is a little bit – but that’s why getting an SEO expert is a good idea. The team at Sprocket Digital are highly experienced with SEO marketing. We know the ins and out when it comes to successful SEO marketing for businesses like yours. Great SEO doesn’t happen overnight though; a successful SEO campaign is the result of combining hard work with a well thought out strategy and embracing the long game.
So, what does great SEO marketing look like? A complete SEO strategy involves a good balance of both on-page and off-page optimisation that’s designed to increase a website’s trust and authority online, both directly and by association. While you already know you’re awesome, Google and other search engines base your perceived popularity on your online reputation which is developed over time.
It’s easy to fall into the trap of focusing an SEO campaign around keywords with high search traffic, but this is often based on emotion rather than hard data and does not necessarily deliver a positive revenue return. SEO advertising should be structured around keywords that are proven to drive leads or sales based on actual conversion data rather than just website visits.
Unfortunately there is no silver bullet for SEO marketing and there are no guarantees in terms of time frame of results or page position. But if you partner with an expert online marketing agency that manages and measures your SEO marketing correctly, your return on investment (ROI) can be accurately calculated
While paid search continues to trend upwards in cost, SEO on average is more cost-effective than all other digital channels. A well-planned SEO strategy will be a key component within a high-performing campaign that will take the pressure off paid ads while tying everything together and creating a powerful and complete online foundation. Need to be pointed in the right direction? Working alongside an Auckland SEO expert like Sprocket Digital is a great place to start.
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