SEO or Search Engine Optimisation has been very much in vogue for quite some time now.
If you run a company, there is slim chance that you do not appreciate the crucial role that it stands to play for your business!
A research report by Credos and Enders Analysis have found out that among entire European advertising market, the biggest digital advertising market is discovered in the United Kingdom. In 2020, advertisers in the country are more likely to spend approximately 62% of the budget, which accounts for almost two-thirds, in online strategies.
Your business interest will be best served if basic SEO strategies are maintained for generating optimum return.
Keywords and Meta Tags
One of the essential components of SEO is keywords. These are particular words or phrases which are used by individuals while searching. Specific targeted keywords drive enormous traffic towards a particular business. There are different kinds of keywords that have to be taken into account. For instance, long tail keywords usually experience less search traffic but have a higher conversion rate owing to its specific nature.
Hence, it is essential to conduct thorough research as what are different keywords that would be relevant for a particular business.
Effective SEO strategies include correct keywords selection for directing targeted traffic towards the business.
Make sure that the content does have keyword stuffing. Not only would that be ineffective for your business but may also prove to be counterproductive.
Likewise, meta tags have also gained greater traction among SEO strategies.
Those are primarily text snippets that provide a brief idea about page content. It is not displayed in main text but remains visible in a page’s source code. It extends cue to search engines with respect to content description. It influences the appearance of a site on search engine results page and consequently impacts the search traffic and conversion rate.
It is important to optimise the website as a whole as well as individual web pages. Before starting with optimisation, the website will have to be well-structured. Major focus areas of on-site SEO strategies include – descriptive URLs, keyword research, meta descriptions, page titles, calls to action, and better user experience. All these factors should be taken into consideration with respect to its targeted customers.
However, a ‘vanilla strategy’ in keywords selection may not lead to the desired result.
Here are a few pointers to keep in mind –
- Keywords should be chosen in such a manner that it reflects the language of a targeted audience, and also the URLs should be kept simple.
- Keywords should be included convincingly within page title.
- Keywords and its variations should be sensibly used.
- Meta descriptions should be drafted in such a manner that it leads to a higher click-through rate.
- User experience can be enhanced by ensuring proper presentation and relevance of information.
- Calls to action should be made strong and easy at the same time to ensure effective methods of search engine optimisation.
Building of off-site authority relates to such activities that are not directly related to website. It may include guest blogging and link building, among others. Among different SEO strategies, link building takes up most of the part. Even a perfectly optimised website may also need to create backlinks. Link building imparts authority to a website, helping to develop organic ranking. In the effort of scaling up link building, relevance of the same should be necessarily maintained.
The importance of refraining from creating random backlinks cannot be stressed enough!
Guest blogging relates to publication of original content on different sites. However, such websites must not be chosen randomly. Websites should be identified beforehand on which guest blogs can be posted. While choosing different sites for SEO strategies, specific requirements of the host should be taken into consideration, along with the type of traffic it attracts. Such a website may also be connected via social media.
Even with all the SEO strategies that may be adopted, quality content reigns supreme.
The acceptance of a particular website among the targeted client base is dependent on the content. It conveys description of business, the products and services as well as their mission and vision. However, content in a website can primarily be of three kinds – service content, marketing content, credibility content.
See what these different content means –
- Service content would focus on what the business offers. It enables customers to determine whether it caters to their requirement
- Marketing content is mainly geared towards positioning the business or brand as a market expert. It is mainly a presentation of the business before the prospects.
- Credibility content is subtle in manner, and it nudges prospect to engage with the brand or business
The outcome of the SEO strategies can be tracked; there are various tools that one may consider to use, such as – Google Webmaster Tools, Google Analytics, among others. Such tools would help to track ranks gained by the site on account of the strategies adopted and also determine the lacunae present in the particular strategy.
However, it must be noted that search engine optimisation is a time-tested process, and it is likely that the results may not be seen within a short time. Consistent analysis and tracking of progress are crucial to gain insight as to whether the adopted strategy is proceeding in the right manner.
If we are to take a look at the observations emanation for the industry, it can be understood that these strategies hold its own ground.
A research study by a leading media investment company, Group M, indicated that the digital marketing industry in the United Kingdom has grown by 4.8%. The projected worth of the industry in the UK is held to be approximately £24 billion. Collective developments show the lucrativeness of the industry owing to the demand for such services by businesses.
In this context, it can be understood that by maintaining these elementary SEO techniques may effectively use digital marketing.