It is true that Search Engine Optimisation has a mixed reputation in Digital Marketing. Every day I receive emails telling that my Website could be at the top of Google if I undertook search engine optimisation. It tickles me that they would be sending this to a company who undertakes search engine optimisation for 100s of companies. Obviously it is automated spam but it does give search engine optimisation a bad name.
There are lot of sharks in the industry, promising top positions but doing very little. However, it is the smaller Website developer companies that do the most damage. They say that they include Search Engine Optimisation in the price of a Website but sadly this is extremely limited in scope and usually extends to stuffing lots of keywords in hidden areas (NB Search engines have practically ignored Meta Keywords for over a decade….)
Search Engine Optimisation is not Dead!
I keep hearing from misinformed or inexperienced digital marketers that search engine optimisation is dead and it is social media and content that is more important. This is simply not true! One of our most effective ways at increasing business to one of our clients’ websites is to undertake search engine optimisation. Every month we work with over 50 companies to carry out this work.
Yes social media is important. Yes having fresh content on your Website is very important. However, being found on the search engines is critical as most of your traffic should be coming from search engines.
OK, let me cut through the technical stuff and the jargon. When somebody searches for something on Google, such as “plumber in Shrewsbury”, Google looks at its listings and finds the best results it can for the person is searching. Quite simply, if you don’t say that you are a plumber in Shrewsbury on your Website, how will Google know to show your Website.
So, on a basic level, if you don’t talk about what people are searching for, on your Website, you wont get found very often.
Clearly there is a lot more to it than that but on a basic level, that is why search engine optimisation still has its place. Obviously you should undertake detailed keyword research to find out what people are searching for. You should find popular but not very competitive phrases and focus on them. You should treat every page as a separate hook to draw searchers in.
We undertake search engine optimisation for businesses in many ways.
- One off keyword research and optimisation
- Ongoing search engine optimisation under our Web Care or Total Digital Marketing services
- Search Engine Optimisation training courses giving you the skills to do it your self.
Just contact us to discuss how we can help you.
photo credit: Needle In A Haystack via photopin (license)