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SEO and Digital Marketing

What is SEO?

A quick myth debunked – “Will SEO get my website to the top of Google?”.

That’s just not the point.

True story. We once had a client boasting/complaining that he had come from an agency where he had just spent £10,000 to get the term “printed latex balloons” to the top of Google.

We can still hear the tumbleweed rolling.

We checked (we have the tools to check) and counted the number of people who had searched for “printed latex balloons” in the previous month.

It was quite a round number.

The point is, given enough time and money, you could probably get anything to the top of Google.

But if you start in the wrong place, you’ll more than likely climb the wrong mountain. And, after all that effort and expense (and frostbite), you’ll probably find no customers up there to greet you.

So Just What is SEO?

Put simply, SEO (Search Engine Optimisation) is using marketing and technical practices to maximise profitable website traffic.

It is definitely not a quick fix or suitable for a short term solution because SEO is a medium to long term strategy which takes time. The rewards of which are rankings in the natural search results of Google where all the clicks are free so you don’t require having a budget in place to remain visible to the Search Engine Results Page.

By working on the tags, titles and other parts of a web page which send signals to Google (and other search engines). SEO makes the optimised content more prominent and more rankible by search engines when it is laid out in the right way.

Unlike the case of the printed latex balloons, it’s also a great idea to have an SEO professional to conduct keyword research which will ascertain whether there is any search volume behind the choice keywords that you have in mind. SEO companies have online tools which allow such analysis and we can report to you on how many times that keyword is searched in a given timeframe and also how difficult it will be to rank for the keywords.

SEO can also compliment other activities within Digital Marketing such as Pay Per Click (PPC) Advertising.

If a PPC landing page is fully optimised using SEO tactics then this can lead to an enhanced Quality Score which is a factor Google uses when calculating click costs based on the relevance of the page that the ads are to land traffic on. A higher quality score means lower click costs as the Quality Score is doing to heavy lifting so the click cost doesn’t need to to serve the ads in the optimal places on the Search Engine Results Page.

So when creating a page for your website it’s a great idea to optimise it for search engines so it ranks in the natural search, and if you want to have instant gratification and to land traffic on that page sooner rather than later then the smart move is to land PPC ads onto the page to drive further traffic and garner quicker results.

Please do get in touch if you want to know more about SEO, PPC or any aspect of Digital Marketing.