Digital marketing refers to the process of using the internet and other digital media channels to promote a product, service or business. Search Engine Optimisation – more commonly known as SEO – is one of the most popular forms of digital marketing.
SEO is the process of increasing high-quality targeted traffic (visitors) to a website from search engines such as Google and Bing. SEO works by increasing a website’s visibility on search engine results pages (SERPS) when someone searches for a word or phrase (keyword) that relates to the product or service offered by the website.
There are many reasons why SEO is such a popular method of digital marketing. Firstly, the traffic is completely free, unlike PPC or media buying where each visitor has to be acquired. Secondly, the traffic is highly targeted because the visitors you acquire through SEO are specifically searching for the product or service that you offer. This makes SEO an inbound marketing method.
How do you successfully optimise a website?
Fundamentally, SEO can be broken down into on-site and off-site optimisation. The first part of on-site optimisation is ensuring the keyword(s) you want to rank for are placed strategically on the pages you wish to rank. This tells Google that you are serving the content that the prospect is searching for. The second part of on-site optimisation is ensuring your webpage is well coded, device responsive and fast. Your web designer or web design company should help you with that.
Off-site optimisation generally refers to showcasing that you are a trustworthy website, this can be done by obtaining backlinks from trusted sources and ensuring business listings and data such as name, address and postcode (NAPs) are accurate everywhere.
If you have a brick-and-mortar business or a business with a physical location/office, ensuring you have accurate profiles setup on business listing sites, such as Google My Business and Bing Places, is essential to ensure you rank for local search terms that provide map results. An example of a local search term could be ‘website design Gloucester’ or ‘website design near me’.
There is no better method of driving targeted traffic to your website than SEO, so we suggest you speak to us to ensure your site is fully optimised and ready to rank at the top of Google.