The role of SEO in modern digital marketing: strategies for success – part 2
In part 1 of our blog post, we defined SEO and went through the most common on-page SEO practices to optimize your website for search engines.
Search Engine algorithms are constantly changing so there is a need for continuous optimisation and adaptation to SEO strategy, which is why it is useful to have an expert provide ongoing management to websites.
A good ongoing SEO strategy would include content marketing and local SEO, so we will discuss these in more detail in this article.
Content Marketing and SEO
Content marketing is a marketing strategy which involves creating content such as blog posts, articles, video content and other media to engage and retain an audience online.
The key to this strategy is making sure the media you create is informative and engaging enough to provide value to the user. This is particularly important in an increasingly corporate world where customers are wary of being constantly manipulated and “sold to”. If you are willing to spend the time, and potentially money to create useful content for free, this helps to build trust and loyalty among an audience. Ultimately driving usership of your products and services.
To help drive traffic to your website you need to appear in search engine results for appropriate searches that are relevant to your products and services. In part 1 of this blog post we discussed the importance of a solid keyword strategy. It is vital that you incorporate your keywords into the content that you create to make sure that your content is seen by the right people at the right time. Taking our rowing machine and exercise equipment example from part 1 of this blog post, you could decide to create a series of videos showing the correct “form” for using different exercise equipment, ensuring that the title of the videos and tags were all related to rowing machines, buying rowing machines, using rowing machines etc.
Instead of waiting for your content to be found and hoping that other websites will link to you, you can employ an outreach strategy to increase the number of backlinks to your website and content.
There are different techniques for prospecting including using backlinking tools to find sites which are backlinking to your competitors content, creating better content and reaching out to these sites. There are link building tools online which you can use to collect a list of link building opportunities and send outreach emails directly from the tool.
There are more strategies for link building and prospecting which we will cover in a future article!
Optimising your website for local search results is especially important if you provide a service in a specific area, or sell local products such as local foods.
Ensure that the important locational keywords feature in your website content, including titles and descriptions.
Also claim and verify local business listings, especially Google My Business. According to Moz, it’s one of the top factors that Google will consider when ranking businesses in organic local search.
Measuring the success of your SEO efforts
If you are going to spend all this time and effort on SEO it is important to track your results! Ensure that Google Analytics is installed on your website to track traffic to all of your site pages to see which pages are getting noticed.
As well as monitoring organic traffic in Google Analytics, you can also track keyword rankings, traffic from referral sources, engagement on pages (time spent on pages), mobile friendliness, site speed, and broken links.
Hopefully throughout the course of these two related blog posts we have highlighted the importance of SEO in digital marketing. Both making sure your site is optimised and continuously adapting to changes in search algorithms to make sure your site does not get lost in the crowd.
This can be a time consuming exercise, and if you don’t have an in house marketeer who can tick all of these boxes for you, why not get in touch?
TUSK digital has SEO specialists who will dedicate time every month to making sure your website is fully optimised and your content is outreached to get the biggest bang for your buck. If you cannot create content in house we can create monthly blog posts, articles, social media content and video content to make sure that you get seen online!
Request a free consultation here