SEO and SEM and why they're important
SEO and SEM are those acronyms you see tossed about in every single digital marketing conversation.
They are abbreviations for Search Engine Optimisation and Search Engine Marketing. SEO is essentially how your website ranks on search engines through organic means. This can be through optimising for keywords, including particular tags in your image data or using best-practice URL structuring. These tips will focus on SEO, but it’s important to understand that SEM is a paid option to support your SEO when required.
Daily, your customers are Googling, Yahooing and trawling through the internet to find what they’re looking for. Are you appearing for them?
In order to increase your visibility and relevance to customers in search engines, a tight knit search strategy is crucial. Implementing SEO in a thoughtful and researched manner will result in your website content reaching profitable and qualified traffic. If you haven’t optimised your posts with related keywords, you’re missing out on boosting your site visitation, and in turn, converting business objectives.
There are certain factors that influence your ranking. The Google algorithm has over 200 factors of varying weight, so the design and implementation of a successful SEO campaign is crucial to your overall marketing strategy. Though, you need someone with the expertise and business experience to facilitate SEO growth, here’s a few tips to get your optimisation started:
1. Write Blog Posts
Write. And write frequently. The more content you generate, the more indexed posts you’ll have in Google. That means, if you’re using specific keywords like “Magento Gold Partner” or “Mobile Optimisation Melbourne”, and using them well, your target audience will find you.
2. Find Your Keywords and Use Them Often
When writing, using the right words is also important. The best content marketers have these trains of thought when writing content for the web: “digital, digital marketing, digital marketing australia, digital marketing melbourne, digital marketing brisbane…” and so on. It’s imperative to not only know your keywords, but use them.
The best way to discover this is using the Keyword Planner under the Tools section of AdWords. You can view how many impressions each keyword has and answer the question: Is your audience really looking at the keyword you’re about to optimise for? This will mean your keywords are more qualified and will generate a higher click-through-rate (CTR) when users are searching.
3. Include Rich Media
Using images on pages is also important. Whilst it’s crucial that pages also have a decent amount of text, when an image is included it can be optimised to boost your SEO even further. It’s important to use alt-tags and relevant file-names whenever your images are on a page.
This means that when a user does an image search for say, “Online Retailer” and your image is titled, “online-retailer-conference-2014”, your pictures will pop-up and a click-through to your site will result.
4. URL Structure
It’s important for your URLs to be structured efficiently, that way crawlers will be able to understand and read your algorithms easily.
When creating your URLs, it’s important to remember that they’re always displayed on Google. Therefore they need to be short, made of words (not numbers) and be relevant to the content they link to.
Not only is it important for Google to understand your URL, for search crawling purposes, but it’s also crucial that users understand where they’re headed. If you have simple directory structures like “ie.com.au/blog/seo-is-awesome,” a visitor can easily navigate the site and understand where a URL will take them from a search query.
Think about adding tags for your authors and beefing up their profile. Though Google did recently remove the listing of author images, it’s widely discussed that Google will soon begin to incorporate “author ranking” into its search algorithms. Which means, establishing yourself as a trusted voice of authority right now, will set you apart from others in the future.
Search marketing is now a crucial component to any great marketing strategy, as it enables you to target your audience when they’re looking for products like yours. If you haven’t thought about optimising for your audience, you should be right now.