In the words of Wikipedia, ‘’Search engine optimisation marketing” (SEO marketing) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results, often referred to as “natural, organic, or earned results.
In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.
What is SEO marketing?
SEO marketing may target different kinds of search, including image search, video search, academic search, news search, and industry-specific vertical search engines.
SEO marketing work differs from local search engine optimisation in that the latter is focused on optimising a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services on all devices like computers, mobile devices, and tablets. The former, instead, is more focused on national or international searches.
As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behaviour, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.
Optimising a website may involve editing its content, adding content, internal linking, doing HTML, and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.
No Website Can Stand Out Without A Stong Backbone. And That Backbone Is Technical SEO.
neil patel
Ultimately, Search Engine Optimisation is exactly that. A specialist will optimise the website so it is more available to search engines such as Google, Yahoo, Bing, and Yandex.
How do search engines work?
To be able to optimise a website correctly for the search engines, firstly, you need to know how the search engine works and what they do to find the information. In order to rank high on Google, a website user experience will need to be seamless in order for the bots to crawl the website. For these examples, we will use Google. All search engines are similar, though each algorithm is slightly different, the meat is still the same.
A search engine such as Google is a librarian. For example, If you ask a librarian for a book about World War 2, they will go away and find a book that matches three factors for them. The following factors are taken into consideration when deciding if the information is an accurate fit for the topic you are researching. Can you find the information quickly? Does the book contain the correct information you’re looking for? Has someone recommended the book to you?
The role of an SEO marketing expert
The job of an SEO Manager or an SEO Agency would be to ensure that the website is optimised as much as possible for the three main parts of SEO. If it is, then you are likely to get a huge amount of traffic from search engines such as Google.
When a keyword search is done, the Google ‘Spiders’ will then crawl billions of websites that it has indexed in that field. These spiders or bots will be looking to find information about the keywords that have been searched. The spiders or bots will enter your site, flow between the code of the site looking for this information. If they find the information that they are looking for, your website will then be pulled up to the mothership (also known as the Search Engine Results Pages). All the sites will be listed in order of relevance and trust.
Therefore, the easy way to describe what SEO marketing is (when you have explained and understood the above), is that Search Engine Optimisation is simply just giving these spiders or bots a helping hand to get to your website first.
Being an SEO marketing manager is no simple job; you must have many different skills, from being analytical to technical. You need to have a strategic brain as well as be a bit daring.
A typical SEO Manager will be doing the following on a day-to-day basis;
Responsibilities
· Develop and execute successful SEO marketing strategies
· Manage a team of SEO marketing Specialists
· Conduct keyword research to guide content teams
· Review technical SEO issues and recommend fixes
· Optimise website content, landing pages, and paid search copy
· Direct off-page optimization projects (e.g., link-building)
· Collect data and report on traffic, rankings and other SEO aspects
· Work with social media and PPC teams to optimise campaigns
· Strong organisational and leadership skills
· Keep abreast of SEO marketing and integrated marketing trends
Requirements
· Knowledge of standard and current SEO practices
· Knowledge of HTML/CSS
· Experience with SEO reporting
· Familiarity with relevant tools (e.g., Conductor, Screaming Frog, MOZ) and web analytics tools (e.g., Google Analytics, Web Trends)
· Excellent communication skills
· Analytical mindset with numerical aptitude
· BSc/BA in Marketing, Business or related field
If you are starting in the digital world, we highly suggest that you investigate getting some deep knowledge of the SEO marketing world and some SEO marketing tools. This is usually the first place that people go to when they are on the buying cycle for a product or service. Therefore, if you are at the summit of the search engine results pages, then the traffic that is generated from the individual search will be directed to your website. If you have a high conversion rate, this volume of traffic could be life-changing for you and your business.
We think that Search Engine Optimisation is the underpinning of all digital marketing work that is taking place. This is the digital channel in which customers come to you when they are looking to purchase, not you are pushing the customer for sale.
How Does Content On A Website Affect SEO?
If you keep up to date with the latest digital marketing strategies, then you know already that the best way to boost the Search Engine Optimisation (SEO) of your website is by using quality content.
The difficulty is in knowing just what the term ‘quality content’ means and how best to achieve it. For many digital marketers, there seems to be confusion and misunderstanding when it comes to using content and keywords as the main drivers of your website traffic, and SEO marketing very often gets lost in the planning and execution of content marketing.
While SEO marketing is understandably about playing the long game and using organic measures to improve your online visibility on search engines, some marketers are still hesitant because they a) don’t know how to do it well and b) don’t want to risk Google penalizing them.
When we are planning the content for a specific page, we need to remember one major player. In fact, in my eyes as a marketer, this is the most important player of all. Relevance. Google is a librarian, and if you ask for a book on World War Two, you will get a book on World War Two. If your content is not relevant to the page title, or the search terms that you are trying to rank for, then you will struggle to make any impact whatsoever.
What Is The Purpose Of SEO Marketing?
When it comes to Google and how they judge your website regarding its placing on search results, the key factor is relevance. Google and the other search engine platforms want their results to be as useful and relevant for their users as possible, which means they will rank you according to how well you provide answers for the public.
Therefore, if you’re an e-commerce store or a charity blog, then your aesthetics, content, and brand are going to be completely different. However, regardless of what it is you do, you must ensure you offer something of value and worth to your customers. Google does not like websites that are solely centered on turning a profit.
I like my content to be of a question-and-answer format. Even for e-commerce sites. This will show the search engines that you want to give value to the customer and not just try and sell them a product. For bonus points, you could use a schema markup here.
As an example, I am currently working on a site for a client that sells Jockey Wheels. Now, this is a very boring subject to most, and hard to write content for. To help I have decided to go down the question-and-answer route using my H1 and H2 Tags as the questions.
‘What is a Jockey Wheel?’ ‘How do I change my Jockey Wheel?’ ‘What is the best Jockey Wheel for my Trailer?’, these all feature in some way to give value to the customer, but they also double up as long-tail keywords which means I can get extra traffic from these smaller searchers that are being made.
Remember, your website is not there to sell a product, it is there to solve a customer issue. If you take that stance forward and realise what your website is actually for, you will have so much more joy out of your content marketing.
Always write your content with an issue in mind, work back from the keyword search, not try to fit the keyword search into your content.
If you need any help with SEO Marketing or have any questions, get in touch with HC Media Group today.
