Search engine optimisation or SEO
SEO covers a range of important strategies but the key point is the outcome. It is well documented that multiple high page positions for industry keywords brings a large amount of kudos to a brand.
And the traffic through Google organic search can be substantial.
But please don’t let anyone quote you insane “broad match” traffic figures. We see this a lot and it equates to the hard sell, foot in the door, close the sale and run tactics the internet gets a bad name for. No, there are not 49,000 people a month in New Zealand looking for a small niche product.
How do we structure a campaign?
• Business analysis – we want to understand every facet of your business so we can target your ideal prospects. We need to know your products or services as if they were ours. We need to know your company culture. We need to connect with the people in your organisation that will be crucial to the on-going campaign.
• Keyword research – this is a facet that is lacking in most SEO campaigns. From our business analysis we are able to dig down to identify the very best keywords which have the most relevance to your business. These are affected by linguistics, geographic modifiers, target market and website content.
• Competitive analysis – we estimate potential page positions achievable over the medium term by comparing your site authority figures with those of your competitors in order to make informed choices for site optimisation.
• Website optimisation – we optimise Title Tags, Meta Descriptions and Meta Keywords for approved target keywords using strong calls to action in the description area. This is a strategic process across a website based on page authority and the value of keywords.
• On-site optimisation – it is also important that any variations to keywords chosen are reflected in the site content. We look at keyword density, headings and subheadings, conversion optimisation as part of this process.
• Link building – in 2012 many top international SEOs are looking for a new descriptive term for this “off-site” optimisation strategy. Because of the recent “Penguin” updates which punished spammy links “link building” has developed a slightly dubious connotation. However, links are still crucial to website authority and all the top international SEOs are adjusting strategies (and even descriptive terms) to reflect the new environment. The link profile has to be completely natural. There are a large number of totally guidelines-compliant link strategies which improve site authority and subsequently improve search engine results. Factors such as anchor text have to be managed very carefully and what are known as “bad neighbourhoods” have to be avoided. I am happy to explain how this all works in more detail if required.
• Social signals – even if you have no social media presence – we do. Our social media presence is substantial – more than 75,000 followers through Twitter alone plus high reach through other key platforms. Our extended social reach is many times this number due to the relationships we have built with other leaders in this industry, so you can expect to be promoted to a substantial number of people. You will also be shared and published by many of our connections through the various social bookmarking platforms.
• Measurement and correction – installation and monitoring of Google Analytics and Google Webmaster Tools is essential. We have had examples where clients have had no idea that they were getting poor service from Hosting providers or had major faults on their sites until we installed these measurement and reporting tools. We won’t bury you in data but we will supply you with the most relevant metrics with an easy to understand summary of what progress is being made. We will also address any issues that Webmaster Tools identifies and either work with your developer or recommend our strategic development partner to fix any problems.
SEO is the umbrella term for all of your inbound marketing strategies and these may include content strategy and social media as well as the more traditional site optimisation and link building.
To make one thing very clear, from my experience Google has a much larger market share in New Zealand than other markets. Analytics results for our clients indicate that Google has a market share closer to 90% than the international 70% estimate.
In 2012 Google has also made it quite clear that they are looking very closely at a few key areas:
• Technical website compliance – structure, reliable hosting, redirects, duplication, crawl errors, site speed, webmaster guidelines compliance and more
• Content structure – titles and headings, quality of meta data, internal links, ease of navigation, images and media, outbound links and more
• Quality of content – unique value of content, grammar and spelling, word count, keyword density, dynamic nature of content and more
• Social signals – number of shares, comments, interactions, network influence, social reach and reputation
• Freshness factor – how often are you publishing quality content? Is it newsworthy, shareable?
You will need to partner with consultants who understand the concepts of agile marketing. In this space change is a constant and adjustments to strategy must be swift in order to take advantage of frequent opportunities.
Your consultant also needs to understand the value of building a high quality online brand with consistency and tenacity.
Contact us here for more information