One of the most important aspects of digital marketing is Search Engine Optimisation or SEO. This is a method of incorporating keywords into your website’s copy and other written text.
The result of SEO is that your website will rank higher in search engines. This is an important method of building traffic to your website. With all the different forms of digital marketing, the search engine remains the preferred platform to find new websites and brands.
So how do you navigate the SEO landscape properly?
This guide will show you how to manage SEO for your brand.
How to Navigate the SEO Landscape
So how does one navigate the SEO landscape? How do we optimise our websites to meet SEO standards?
The first step is to understand keyword research. Learn this before you move forward. This involves using a keyword research tool to determine what keywords are being searched for within your niche. You should look at the high-ranking and low-ranking keywords and try to incorporate both into your content.
Once you’ve understood keyword research, you can move on to the next steps:
1. Local SEO
If your business has a local audience to target, you want to consider using local SEO strategies. This is one of the most important and overlooked aspects of SEO marketing.
Local SEO helps with letting your local audience know about your business. It helps your business stand out among the local competition. For instance, if one ran a kebab shop in London, one would want to ensure that their kebab shop showed up first among a search result for ‘Best Kebab Shops in London.’
Using a service such as Google My Business, you can add information about your company. This will include the name, website, contact information, address, etc. If you make sure that your social media profiles also contain this information, you will likely increase your chances of showing up higher on search engines.
2. Blog Posts
If you have been writing blog posts to promote your brand, you want to make sure to incorporate keywords into your text.
You want to make sure that your blog posts rank highly. You should include a mix of high-ranking and low-ranking keywords in the text, headings, and subheadings of your blog posts.
You should also go back to blog posts that have already been written. You should regularly update your previous blog posts with the latest trending keywords. You never know – a blog post from last year could be the catapult to help your website increase its ranking.
3. Analytics
You should make an effort to analyse your marketing efforts. Marketing analysis can be done using a service such as Google Analytics or Matomo Analytics.
Using these analytics services you can learn about how your website is faring. You will see how many visits your website and individual pages have. You will also see what pages aren’t working. For instance, if you have a blog post that has a lot of traffic, you’ll know that you should focus on this topic.
If, for instance, you have a blog post that is receiving a few hits you can decide to not continue with writing similar blog posts. Or, you can look back at this blog post and update it with the latest SEO keywords to see if you can increase its popularity.
Make sure that your marketing team is always looking at the analytics to determine the next steps in the marketing strategy.
4. Optimise for Mobile
You should also make sure that your website is optimised for mobile devices. Many internet users today will access content through mobile devices such as smartphones and tablets.
If your website is not optimised to be responsive to a mobile device, you may find that you are significantly losing traffic. Make sure your web development team knows how to optimise your website and all of its content to work well on a mobile device.
5. Incorporate Media
Your website’s content should be rich with different types of media. For instance, your blog posts should have images and links to podcasts and videos.
It’s no secret that today’s internet user wants to consume as much content as possible. You want your website to be able to provide a wealth of content. You also want to make sure it can link to the best content available.
You should also consider how interactive your website is with content. For instance, is there a video advertisement that plays when you visit the homepage? Is there an option to have each blog post listened to in audio format such as on author Mark Manson’s blog?
Incorporating media will make your website more attractive and will greatly increase the chances of ranking highly in search engines.
6. Keep an Eye on Your Competition
If you want to be ten steps ahead of your competition, you need to have your marketing team always keep an eye on them.
You shouldn’t copy everything they do, of course, but you should see what they are doing to learn what works. For instance, the first step is to look at your competition’s content.
You should aim to produce similar content. If they are writing about the ‘XYZ’ topic, then you should also be writing about this same topic.
You can also explore options to analyse the success of your competition’s website. You can see which pages on their website garner the most traffic. Use this to your advantage to produce similar content. If there is a page on their website with low content, see how you can do a better job at creating a similar webpage.
You can also try to learn what SEO services your competition uses to grow their brand.
7. Landing Pages
Finally, you should create landing pages to promote a particular product or service that your brand offers.
Continue to promote them on the main website, but having a specific website to purchase a product or sign up for your newsletter is better for attracting clients. Landing pages will also improve your brand’s reputation and this will reflect in the ranking on search engines.
Grow Your Brand
Now that you know these effective SEO strategies, you’ll have a much easier time growing your brand. Make sure to always use this guide as you work on your website’s marketing.
We also are here to help. Do check out what we offer and how we can grow your brand.
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