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Is SEO Really a Failing Technique?

We are going to investigate..

The big old topic of SEO and look into the reasons as to why people feel this is a fading technique. As specialists in this particular area of online marketing we have clocked up a decent amount of time working with the discipline and from where we are standing, SEO is still very much alive and kicking. As with most techniques in business it comes down to how well it is executed, so let’s start from the top.

Think about your business and everything you do for your company. Network, charitable events, meetings, occasions, win contracts, sell the best new products and create something new and innovative. Now think about your website, social media and blog. Do you talk about all of these things that are clearly linked to your business? When you break it down, Search Engine Optimisation is in fact quite a simple and methodical process related to everything mentioned above. It’s even one that many businesses carry out each and every day without really knowing it. Don’t get us wrong, there are many layers to such a strategy with analytics being one of the more fundamental, but as a whole this discipline is straight forwards. All you need is the right amount of time to get it right.

At Inner City Digital we don’t just look at SEO when assessing the needs of our clients. We look at Digital Marketing as a whole and this is because everything you do online for your business will affect traffic to your website and this in turn has a knock on effect to how much trust is awarded to you by the search engines (we’re talking about Google here)! This trust given to you plays a huge part in where important keywords rank on the search results pages. We must investigate that final point in a little more depth…

Keyword Rankings of Yesteryear

Back in the old days it seemed to be all about the keywords and where they ranked. SEO companies would fight fearlessly and tirelessly in order to gain their clients first page positions for huge generic key terms in order to cash in on the potential traffic. If you got a decent SEO they would go one step further to ensure target keywords were actually converting thus offering you a decent return on investment. Unfortunately though, many would baffle clients with technical jargon, get their clients to page one but when presented with ‘I’m getting the traffic but no more conversions’, would not be able to help any further. We’ve even heard stories whereby SEO’s have told clients that once keywords are ranking in the top ten their job is done. It’s a VERY scary world and yet another reason as to why this sort of a subject should be taught in schools to some level, but that’s another blog for another day.

Keyword Rankings of Today

Still important? Yes, to some degree. But which keywords will work for you? What products and/or services do you make the best profit margins on? What do you want to focus on as a business? Do you want traffic from a single source or a range of sources? Do you actually need to be number one for everything or does it come down to where you are found? So many questions and we’d like to say such little time but as we have mentioned in previous blog posts, SEO is a forever strategy so you do in fact have all the time in the world (with the right strategy and level of analysis of course).

So how does SEO work in a way that we can all understand?

  • Ensure your website is responsive (mobile friendly)
  • Keep your website up to date with content – re-fresh this every quarter as a rule but more often if you have something worthwhile to add
  • Blog regularly and consistently. This is a big one. Show the search engines you have a lot to say within your industry. Now this doesn’t always have to be surrounding your industry but you will always find a way to link back to it. We once wrote a particularly interesting piece over on Pulse about Icing Sugar. This managed to link in nicely with blogging – it’s all about being creative and the sigh-worthy saying of ‘thinking outside the box’! The point is, when you blog regularly using both internal and external links, Google see’s your shutters are open for business and will come back to your website and crawl before offering you some of that good old trust we mentioned earlier.
  • And speaking of blogs, have a look at the customers you have recently worked with. Do they have websites? Could you write a guest blog to go on their website that links back to yours? This is where the magic happens. Now if their site happens to be related to yours in some way then the worth you will be awarded by Google will be a little more, but even if it isn’t, search engines take so much more into consideration including how well used a website is, how optimized it is and so on. These factors will all impact your website via a guest blog.
  • Use social media to talk about your industry, your business and to show some personality. Social media is exactly how it sounds ‘social’. So many people make the mistake of trying to sell, sell sell and this will inevitably never work long term. Build relationships. Talk to others, get involved and give advice, hints, tips, information. Share local events, answer comments, share pictures, videos and competitions. When you have social media linked to your website, all of these updates alongside engagement from comments again shows the search engines that your shutters are open for business. You’re out there talking to your audience and getting involved. This leads to one result – additional trust from….. yes, you’ve guessed it, Google!
  • Do you have something great to tell the world? Have you taken on staff? Started working with apprentices? Passed some exams? Are you offering the next best thing to sliced bread? If you have something to say, SHOUT ABOUT IT with a press release. Bdaily is great for this but please use these sites wisely. Make sure you have something to say and remember, you are writing it from a business related angle. This isn’t a way of gaining a link to your site through spam – big no no. Most sites have strict editorial guidelines to prevent this from happening now anyway so you can’t go too far wrong.
  • Tie all of these elements together and you have the makings of a pretty decent start to an SEO campaign. The key is consistency.

Surrounding the above comes the technical side which requires some skill, research and knowledge and this is where the professionals come in. You are busy running a business – doing what you do best in an industry you know inside out and back to front. We are doing the same……

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Helen Kerr

Helen writes on subjects such as SEO, PPC, Social Media, Web Design and Digital Marketing as a whole. Her 13 years of industry experience means her content is of the highest quality and reputable.

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