Part of delivering our service is working with clients to help identify which of their marketing efforts are actually working, and whether they are performing optimally:
However we often run into problems when it comes to SEO, for two key reasons.
1) It’s not our area of expertise and
2) Most of the businesses we work with don’t understand it either.
Fortunately we work with some amazing SEO companies across Australia so I invited Pieter S Verasdonck from Croud one the world’s fastest growing SEO agencies to share the basics of good on-site and off-site SEO.
4 Key steps to better SEO and Content Marketing in 2014
Search Engine Optimisation (SEO) or as some of us used to say “Google Optimisation”, has been a heated topic on online marketing forums and blogs since the zoo animals (Pandas, Penguins & Humming Birds, which are the names of Google algorithm updates) escaped from their cages. Needless to say, website optimisation tactics and strategies have changed forever. Out with the old spammy, in your face tactics and in with good karma and customer centric business ethics.
1. The basics of SEO
A lot of great guides on the basics of on-page optimisation (on-site SEO) can be found on any reputable online marketing blog (moz.com, searchengineland.com, quicksprout.com) or you can download free eBooks and online resources from hubspot.com or even from Google themselves.
“Modern Day SEO” Source: moz.com
In essence, the core of on-page optimisation is still the same, as are the technical SEO bits, but the importance of incorporating and utilising micro-formats/rich snippets (Structured Data Mark-up), ensuring that your website loads fast (within 2 seconds) and has a responsive design to cater for multi-device (Mobile & Tablet) engagement has moved into the spotlight.
2. Technology should make things easier.
Most of the newer Content Management Systems (CMS) are SEO friendly by default and by that we mean that a person is able to have control of the most important SEO areas and customise them as needed. Utilising an old CMS technology can be a horrible nightmare and a “money pit”, hence why SEO experts always suggest redeveloping/rebuilding your website every five years. Think of your website as a salesman that never sleeps or takes a day off, not good! Advancements happen so quickly and frequently, that a five-year-old web technology is unable to continue compete in the online environment.
To make it easier for everyone, here is a well-rounded checklist for SEO requirements for any CMS.
3. Knowing is better than guessing.
The time for guessing, or making it up as you go along, in digital marketing have gone for good (and good riddance). Nowadays we can track where the customer arrived from, which marketing messages they read and what advertising channel is the most effective in generating leads. Closing the loop, by implementing adequate tracking solutions, using web analytics and analysing the effectiveness of your marketing efforts is as important as closing an actual sale.
4. Marketing your website and services online.
As for off-site SEO, the sexiness of content marketing, link baiting with useful and informative guides, getting that all important traffic to your website and converting the browsers into buyers… Sadly, it’s as blunt as, “You Get What You Give”.
If you don’t create/write/produce digital content (blog articles, guide books, videos & photos, etc) and promote them on social or PR channels, you will have a hard time getting that phone ringing with customer enquiries or baskets full of orders. The matrix below breaks down which types of content performs best for the desired marketing effect.