by Todd Leussink on April 10, 2019 | Search

Last Updated on

Search Engine Optimisation (SEO) is as important as ever and remains one of the most cost-effective forms of marketing. It’s still a fact that your prospects are searching for products and services like yours, and huge numbers of them continue to click on the ‘free’ search results.

What has changed is what you need to do to get your share of organic traffic. SEO is more complex than it was years ago, and it continues to evolve at a fast pace with the search engines as well as technology continuing to disrupt the industry. What worked before won’t necessarily work now. Gone are the days when it was all about rankings, keyword stuffing and spammy link-building activities – now, it’s much more complicated.

Despite the increase in complexity, the demand for SEO services has increased exponentially in the last 2 years. Businesses large and small understand the value of an organic presence and many are happy to compete for visitors in this channel.

If you’re considering SEO as a way to generate leads or sales, here’s what an effective campaign is likely to involve:

  • Keyword mapping across key landing pages and blog posts to optimise for what your prospects are actually searching.
  • Updating your site’s pages and CSS files on a regular basis so search engines crawl your site correctly.
  • Producing regular, quality content that targets correct keywords including short and long-tail phrases, to produce authority and encourage backlinks.
  • Craft meta-descriptions to show in the search engine results pages.
  • Keyword research to understand search volumes and the actual searches prospects are making where you can deliver useful content.
  • Backlink audits to assess and identify potentially harmful links and removing them.
  • Technical audits to identify any obstacles affecting search engine visibility.
  • SEO-optimised copywriting across key landing pages and blog posts (although the most important thing is that the copy is “prospect optimised”).
  • Up-to-date local Google My Business Listings.
  • Schema mark-up to improve the way search engines view the content on your site.
  • Review earning strategies.
  • Ensuring your website is mobile responsive and optimised for mobile search.
  • and much, much more…

 

It’s no secret that one of the biggest challenges with SEO is measuring impact and ROI regardless of how well your analytics accounts are set up. We’re (unfortunately) in a world of last-click attribution and typically a campaign is measured by its data-driven return on investment. SEO will deliver when it comes to ROI based measures. It also has a lot more to offer.

Here is a list of common benefits of an effective SEO campaign:

  • Results are low cost (compared to PPC and paid social).
  • Long-term increase in traffic to your site and key landing pages.
  • People still trust organic search results over ads, resulting in more organic clicks.
  • Builds more trust & credibility among your prospects.
  • You can target all stages of the buying funnel with multiple SEO practices.
  • You can localise your business to key operating areas.
  • The user experience (UX) on your website will be increased, leading to higher CTR’s, lower exit rates & higher conversion rates.
  • Rank above your competitors for short and long tail keywords.
  • Target more commercially intent search terms.
  • And much, much more…

 

If SEO is a channel you are looking into, claim your free audit today. We have a whole team dedicated to ensuring your SEO needs are taken seriously. Or, grab a complimentary strategy audit below and we’ll point you in the right direction.

 

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