Why do you need SEO marketing?

Have you ever wondered how search engines decide who appears top of the organic search portion when you type in a query? Search engine optimisation helps websites increase their position in the search engine by implementing best practice recommendations established by the webmaster guidelines or through valuable insights via SEO intelligence tools such as our own Roadmap technology.

The purpose for SEO is to drive more traffic from relevant queries within search engine by ranking higher in the search results thereby acquiring potential new customers who may never have known about your brand.

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What are the SEO basics?

Over the years search engines are continuously developing complex search algorithms to improve the way people discover websites and content and with over 250 signals and over 600 core algorithm changes, it is important that your website adapts to the ever changing search landscape.

Here are a few of the basics you should be considering for your SEO marketing strategy.

  • Keyword Research — understanding the type of queries your customers are typing into a search engine and the intent behind their search. A comprehensive keyword research strategy will define the direction for you website and provide the foundations for your content.
  • Link Profile – Your link profile is made up of all the websites which link back to your website via their content. Each link is classed as a vote by search engines that are then used to rank your content for more prominently within the search index. However, each backlink is not treated equally because search engines will use the authority and topic of the domain to assess how the beneficial the link should be for your websites rankings.
  • Technical Optimisations – search engines use robots which visit and crawl the majority of webpages across the internet. These robots will crawl every website differently but will follow a variety of different methods to index and discover new content. Due to the technical and functional way in which pages are collected by the search engines you need to ensure that search engines can crawl and process the information hosted on your website.
  • User Experience – we have found user experience to be a developing signal to help search engines interpret the accessibility and ease of use of your content. Engagement metrics such as dwell time, bounce rate and exit rates can determine how useful your content is to your audience.
  • Mobile Optimisation – The evolution of the smartphone paved way for the mobile web. More people are using their mobile devices to discover and consume new content overtaking those of desktop queries. Search engines have since deployed mobile friendly algorithms which rate each of your webpages to determine if a searcher can easily engage with your content on a mobile device.
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Delivering a robust search strategy

In too many occasions websites have taken a fundamental step in the wrong direction and do not employ the SEO basics to their overarching marketing strategy. They often place SEO silo and left out of the wider marketing plan which can have an adverse effect customers who are actively looking to discover and engage with content.

At Stickyeyes, we believe that the SEO should be a core component of the wider marketing mix providing the infrastructure and insights needed to help maximise visibility from relevant keywords and components within search engines.

We have delivered award winning SEO campaigns for some of the world’s most recognised brands, take a look at our case studies to find out more.