It starts with optimizing your website with keywords and phrases. You may already have a good idea which words people use to find your business but it’s important to keep an open mind and do your research. The results may surprise you. The Google Keyword tool can help you find the most popular words and phrases. In short, SEO helps you find what you need on the web (Killoran, 2013)
So what is exactly do you understand by the term SEO? Search Engine Optimisation (SEO) is described as a cluster of strategies and techniques used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (Parikh & Deshmukh, 2013). So basically, the aim of a SEO strategy is to increase the visitor traffic to a specific website and make them our customers. But my question is, is it beneficial to all companies? What about small companies? Surely, it’s a lot of work? The truth is SEO actually requires resources, time and money. And it’s continually evolving, which means companies must predict and anticipate changes in the future and need to create a SEO strategy that is prepared for these changes to succeed in the long run.
Search engines are incredibly significant in the guidance of marketing techniques, organisations can utilise the online opportunities to accomplish marketing goals. To ensure that advertisements are at the top of search results lists some organisations pay to be displayed, they do this to guarantee that they’re seen. This type of promotional tool is referred to as search engine optimisation (SEO). SEO can be costly but nevertheless is it effective, with the potential to produce large amount of brand awareness if used correctly.
“It has long been held that one of the major goals of marketing is to generate and maintain brand awareness; this is seen as particularly important in low-involvement situations where consumers may engage in little active search information to aid choice.” Macdonald et al (2000).
Brand awareness effects the decisions that consumers make, this is because users are more likely to consider brands they know. This brand knowledge can be referred to as a consideration set, organisations aim to be selected from the consideration set (Macdonald et al, 1996).
What is SEO? Search Engine Optimisation (SEO) is essentially the process maximising where your website ranks in an internet search (Spais, 2010).Popular internet search engines, such as Google, Yahoo, and Bing, store information on website content for every website available, and use ‘ranking algorithms’ to churn this information in to ‘search results’ which are ranked in terms of how ‘relevant’ the site it to your search (Beel, 2010). These search results are crucial to your business because the position your site is ranked will impact your visibility to customers (Newlands, 2014).Try it right now, punch a few key words for your business into Google and see where your site ranks. First? Fifth? Eighth? Are you even on the first page of results? More importantly, where do your competitors rank? The higher your business rank’s, the easier it is for your customers to find you, and if people can’t find you, you’re losing access to that digital revenue stream.
Boutet and Quoniam (2012) reinforce the importance of being on the first page of Google – a person seeking information cannot equally value all the results provided by the search engine. Why? Well, it’s simple – you don’t review every single result that Google offers and if you do… you have way too much time on your hands. In fact, most people (myself included) limit their search to just the first few pages. Therefore, having your website on the first page of Google gives your website a sense of ‘legitimacy’. As users of the internet, we trust Googles judgement, we wouldn’t think “hang on Google is tricking me here… it’s giving me the wrong information” No! We see Google as our information providing guru, but that doesn’t always mean Google has got it right. If a website does not have an effective SEO strategy, google may not rank this website highly. Therefore it is imperative in today’s society that your website ticks all the right boxes…
Digital sponsorship is becoming popular due to it’s attractive medium and interactive and dynamic nature. It allows rich media such as video streaming and personalisation technologies. (Drennan & Cornwell, 2004) discuss how these attributes make it possible for sponsors to target their market more effectively, heighten involvement of their target audience, and measure the effectiveness of their sponsorship activities.
The benefits of online sponsorship when done right are many and the return on investment can be great. Similar to offline sponsorship, brand awareness is improved within a select target audience and the relationship with consumers can become more dynamic. (Arts & Business Northern Ireland, 2010) state that there is also a benefit in building long term relationships and that these relationships often last longer than the initial project. In a more digital marketing approach sponsorship is really good way of building inbound links which will ultimately help search engine page ranks.
Using online optimisation requires deciding on the right keywords for your target audience. Google recommends that keywords should be relevant to the customer, specific and that there should be the right number (Google, 2015).This blog will look into the process of finding the right keywords and give a few examples for illustration purposes.(Shih, et al., 2012) have identified an implementation process for keyword research and selection which in my own experience I found really useful so we’ll start with that!
Content marketing is defined by the Content Marketing Institute (2015) as ‘a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.’
In other words its the creation of media and a way of engaging with your audience, ultimately acting as a tool to drive traffic to your website. Driven by the power of Web 2.0, traditional forms of media such as magazines, newspapers and television have had to make room for the new kids on the block; Tumblr, Buzzfeed, Facebook and YouTube to name a few.
Content serves many purposes, ranging from sales generation; building brand authority; link building and customer engagement . Ultimately, however, its focused on delivering information that makes your buyer more intelligent, (Content Marketing Institute, 2015).
Parikh and Deshmukh (2013) define search engine optimisation (SEO) as a cluster of strategies and techniques designed to increase the amount of visitors to a website through attaining a high ranking position on the search results page of a search engine.
Content optimisation is the organic SEO route to making your website more visible on search engine rankings.To do this, you basically need to tailor your website to appease the search engines vastly complicated and cryptic algorithms that determine your websites page rank.
This blog will focus on keyword optimisation and try to simplify the complex algorithms used by search engines (in particular Google) to identify the most key, keyword points!