When you think of what it takes to establish an online marketing strategy which includes content SEO, do you stop dead in your tracks with confusion and a touch of unease?
Well, our goal is to remove all feelings of stress or concern by acting as your translator of all things digital.
We’ll show you that you don’t need a course in digital marketing and you definitely don’t need to hire an advertising agency to get your business to flourish.
All you need is a little bit of help, which we are more than happy to provide. We are here to change your opinion and make you aware of your ever-present online ally known as SEO.
Search Engine Optimization (SEO)
SEO is the practice of implementing unpaid or ‘organic’ online marketing techniques to successfully push your website to the first of the search engine result pages (SERP).
As a result, you increase the quality as well as the quantity of your website’s traffic (while decreasing traffic to your competitors!).
By definition, marketing should allow you to place your business in the line-of-sight of your consumer. Most people pretend to know what they’re talking about when it comes to online marketing, yet, few truly understand how it works.
Therefore, not many realise that SEO is an imperative part of your business’ marketing plan. Research states that SEO ( online marketing strategies) has a positive correlation to higher sales and marketing leads.
Whether you use an advertising agency, social media advertising, organic advertising, or paid advertising, it’s a great idea to utilise SEO for your business.
This is ultimately a fancy way of saying that you structure your website and content to captivate the attention of Search engines (mainly Google). In turn, you drastically increase your chances of catching your target market’s eyes.
SEO is for Search Engines and Humans
The goal of Google is to be the most comprehensive online hub of marketing, communication and information. They seek to provide their users with the best quality information available through intelligent searching algorithms applied to specific search terms.
That may seem like a simple task. However, when you think of the billions of websites in the world, different search term combination and the amount of spam-sh content, the search bots have their work cut out for them.
It could easily be compared to sifting through a desert to find only the finest grains of sand. Then laying them out, in order of quality and relevance, for all to enjoy.
By using SEO properly, you implement strategies that allow search engines to find, understand and index your website quickly and accurately, resulting in your page being at the top of the first results page.
There are over 250 factors that Google uses in hugely complicated mathematical algorithms to decide the rank of a website. This includes everything from:
- Standard of user interface;
- Technical aspects; to
- Scrolling text.
3 Main SEO Categories:
- Technical SEO – These include foundations such as: sitemaps, robots.txt, page speed and mobile friendliness.
- On-page SEO – This includes a content audit, page titles, URL, meta-description, title tags and semantic architecture.
- Off-page SEO – includes back link building, social citations and domain authority.
Without improving the technical aspects, content SEO alone has the ability to drastically increase your websites ranking on Google. This deals with the writing and structure of your content, making it easy for people and Google to navigate.
On-page SEO deals with three main topics:
- Keyword strategy
- Site structure
Your keyword strategy is created based on the findings of your keyword research, which involves:
- Search intent: discovering what the target market actually wants to know, do or buy;
- Finding keywords: terms you want your business to be associated with and, more importantly, the terms your target audience would use to find your business.
Your target market already is asking questions, it’s your job to find out what exactly they are asking. The next step is to answer the queries with concise, quality content.
Three Steps to Keyword Research:
- State the mission of your business.
- List all the keywords you want to be found for.
- Create a landing page for each keyword.
Keywords can be divided into heads and tails. Head keywords are generally short, common and highly competitive as they generate decent traffic for websites. Tail keywords are usually longer, more specific (niche),less common and, therefore, easier to rank.
At first, your content should focus on the small number of the most commo keywords that are most relevant to your business. It’s good practice to place them on the highest level pages of the website (homepage and menu categories).
Your business is dynamic, so, it may change over time. Therefore, your marketing and keyword strategy should be flexible enough change and adapt accordingly.
The structure of your website is important for various reasons, here are two:
ONE: So that Google may read and ‘understand’ your site. This allows them to discover important aspects such as:
- What the site is about;
- Where the most important content is;
- How easy it will be to find and index content relevant to your sites purpose and intent
TWO: Ensure that you don’t compete with your own content. You may find yourself with several articles on a similar topic. A well-planned and executed internal linking structure can show Google which articles are the most important.
Site Structure is a Pyramid
Begin with the fundamentals and the basics, and as your progress down the pyramid, you can get more technical and complicated.
Use head keywords higher up and tail keywords addressed lower down in the site’s scheme.
The homepage would serve as the top tier and would contain content regarding the focus keyword which is the main keyword you want to associate with your site.
The top tiers of the pyramid would focus on cornerstone content: articles on head keywords which you are most proud of; fit the mission of the site best; and which you want to rank most with.
The next tier should form categories that refer to the preceding pages and additional tail keywords.
It’s important to link from tail to head in order to tell Google which articles to rank highest. In other words, mention tail content in your cornerstone content, and incorporate internal links between the two.
More characteristics of an ideal site structure are:
- Incorporating tags and taxonomies to give the site more structure (this assists Google in understanding how to group your articles on similar topics);
- A clear, logical site map (with unique and apt page titles);
- A Meta-description (to reflect the relation of the page to key search terms);
- A lack of duplicate and out-dated content; and
- Solving orphaned content (which don’t get any links from your other articles/posts).
Copywriting and Content SEO
Content copywriting, like all writing, must be attractive to readers in order to grab and maintain their attention.
However, this specific type requires you to attain the attention of two audiences: the human target.
The role of content copywriting is to incorporate SEO practices to make your website more visible to search engines and answer the target markets queries with high quality content.
Not only should your content be original, but also easy to read for both of our audiences (humans and Google). This is where traditional writing skills are particularly useful.
A well-written article follows a systematic path and is complete with defined paragraphs, superior grammar and immaculate spelling. Furthermore, articles must be factual and to the point.
These are all part of creating informative, easy-to-read posts that get your audience to develop trust in your brand.
Ultimately, the goal is always to answer the target audience’s questions and ensure a decent UX (User eXperience). They have posed specific questions and these require quality answers.
Digital Marketing South Africa
Many businesses focus on creating content while few focus on maximising their content’s visibility and with regards to Google. The result is that good content gets lost in a vast abyss of the very average.
What is the point of having website? It’s to have your content seen by the largest audience possible. Visibility is about increasing the likelihood that Google picks your content for result pages. The higher up your website is found, the more clicks your site will get.
In fact, SEO is all about making 100% sure that your superior content and the product/ service, or message you offer is seen and acknowledged by Google. As a result every person out there that’s looking for an answer, finds your website.
We can help you rank achieve everything it take to rank at the top of Google. For more information about our comprehensive digital marketing and SEO services and expertise, contact us.
To learn even more about the content and why it is important, make sure to read our other articles on the same topic: