Increase organic traffic with a long term multi-faceted search engine optimisation campaign
Search Engine Optimisation, also known as SEO, is key to any website marketing campaign. The strategy behind Search Engine Optimisation is to increase traffic by getting your website listed higher on search engine results for targeted keywords and phrases related to your business.
For example, achieving rankings that appear on the first page of a Google search, i.e. in the top 10, will help generate more organic traffic to your website. Higher rankings are even better.
Search Engine Optimisation is a multi-faceted process. Each strategy interacts with the other to appeal to the search engines and generate more traffic to your website. The more traffic you can attract to your website, the more opportunities you have for conversions.
6 Steps of the SEO Process
Search Engine Optimisation is an ongoing process, even after you get your website ranked on the first page. Your rankings will fall if you are being less proactive than your competitors. While there are often fluctuations in rankings due to seasonal and market pressures, trends that persist over several months will require a change in strategy to rectify.
Synchromedia is committed to constant performance reviews and will supply you with regular reporting and analytics to see exactly where your website traffic is coming from and which pages are performing well. The following are some of the strategies we may employ when developing your Website Marketing Growth Plan.
SEO Conversion Strategies
Once you have attracted potential customers to your website, the goal is to convert them. Conversions look different for each business. Successful website conversion indicators could include a prospect clicking on your ‘Contact Us’ page, submitting an email enquiry form, clicking on a button for a discount code, downloading an article, signing up for a newsletter, booking an appointment through your website, clicking on a ChatBot or making a purchase directly through your website.
Key to any SEO Conversion Strategy is a website that looks and feels good, is informative and is easy to navigate. Most importantly, your website must provide numerous opportunities for potential customers to engage with you using effective Calls to Action.
SEO Content Writing
SEO Content Writing is a specialised form of marketing based on writing website copy related to targeted keywords and phrases. SEO content writing aims to write website content attractive to search engines so that your website ranks higher. The Website Content Writing needs to correlate strongly with the keywords and strike the perfect balance between keyword saturation and engaging content that is accurate and informative. SEO Content Writing goes hand in hand with Website Content Writing. While it is possible to optimise existing content, best practice website content writing will be written with keywords in mind.
SEO Blog / Article Writing
In many ways, SEO blog or article writing is similar to SEO Content Writing. The main difference is SEO Blogs, and articles can target keywords and phrases in a very focused manner. Popular forms of SEO Blogs and articles include case studies around a particular product or keyword, discussion articles and product updates. SEO Blogs provide the perfect mechanism to regularly add new content to your website without changing its basic structure. Regularly adding new content is one of the keys to increasing and maintaining rankings.
SEO Keyword Rankings
Clients often ask, “How do I get my website higher on the search engines?”
It makes sense to assume that the more visible your website is, the more traffic it will generate. Improving keyword rankings is definitely desirable. However, higher rankings are not the end game. The ultimate goal is to generate more business from your website. While SMG can help you achieve higher rankings and generate more traffic, we will always suggest strategies to help you improve your conversions.
Pre-Launch Search Engine Optimisation
Once we have built your new website, we will spend time optimising the new website for the key phrases applicable to each page. This involves installing and configuring an SEO plugin for your site and then going to each page and setting up the following:
Meta Title Tags – The title tag is the title element of a web page that summarises the content found on a page. It will appear at the top of the browser when looking at the webpage and in other key places such as search engine results pages and external sites such as Facebook or Twitter. The title tags should contain keywords that tell the search engines what each page is about and should be specific to each page.
Meta Description Tags – Meta description tags are bits of back-end code in the header of a web page. They help search engines understand the content on a page. A page’s meta description is essential because it is usually shown whenever that page appears in search engine results. Well-written and compelling meta description tags can attract more users to click on your website from the search engine results.
H1 tags and H2 tags – These are tags within the backend code that help the search engines see what is important on the page. The H1 tag (Or heading 1) is most important for letting the search engines know about the page and should include the keywords applicable to the page it’s on.
Content Optimisation – Each page on your website should have a focus keyword that you want to be ranked for. We compare each page that ranks highly in the search engines for your focus keyword with your website and compare the content keyword density for those high-ranking pages. Matching the keyword density with the top-ranked pages means we are not overdoing the keywords within the page (Not keyword stuffing).
Image Alt Tags – Each image will have Alt Tags. These tags help Google work out what is in the picture and can help rank the website. The Alt Tag also appears if you roll over the image with your mouse.
These Pre-Launch Optimisation Strategies will help your site maintain its Google rankings after the site is launched.
SEO Website Linking Strategy
A website linking strategy, also known as link building, is crucial in improving search engine rankings. Search engines like Google consider links as a fundamental factor in determining a website’s credibility, authority, and relevance. When other reputable websites link to your site, it signals to search engines that your content is valuable and trustworthy. A well-executed linking strategy can result in several benefits contributing to higher search engine rankings.
However, it’s essential to emphasise that link-building should be done ethically and with a focus on quality rather than quantity. SMG avoids engaging in spammy or manipulative link-building practices, as search engines can penalise websites that violate their guidelines. Instead, we focus on building relationships, creating valuable content, and providing valuable resources and content that others would naturally want to link to.
Google Page Speed Optimisation
Google PageSpeed Optimisation, also known as Google PageSpeed Insights or simply PageSpeed, refers to improving the loading speed and overall performance of a website to provide a better user experience.
PageSpeed optimisation involves analysing various factors that impact a website’s loading time, such as:
Server Response Time: Ensuring that the web server responds quickly to requests from users’ browsers.
Browser Caching: Utilising browser caching to store frequently accessed resources on the user’s device, reducing the need to re-download them on subsequent visits.
Image Optimisation: Compressing and optimising images to reduce their file size without significantly sacrificing quality.
Minification: Removing unnecessary characters like spaces, comments, and line breaks from code (HTML, CSS, JavaScript) to reduce file sizes.
Reducing Redirects: Minimising the number of redirects a user’s browser must follow before reaching the desired content.
Eliminating Render-Blocking Resources: Managing the loading of JavaScript and CSS files to prevent them from blocking page rendering.
Prioritising Visible Content: Making sure that the most important parts of a webpage load quickly, so users can see and interact with content without waiting for the entire page to load.
Mobile Friendliness: Ensuring that the website is responsive and optimised for mobile devices, as mobile performance is a significant factor in Google’s ranking algorithms.
Using Content Delivery Networks (CDNs): Distributing website content across multiple servers geographically to reduce latency and speed up content delivery.
Minimising Third-Party Scripts: Limiting the use of external scripts and resources that can slow down page loading.
SMG uses Google PageSpeed Insights to evaluate a web page’s performance and provide a score and specific recommendations for improvements. It gives insights into how well a page performs on both mobile and desktop devices. The tool also offers suggestions and guidelines on addressing issues and enhancing page loading speed.
By implementing Google PageSpeed optimisation techniques, SMG can enhance user satisfaction, reduce bounce rates, and potentially improve their search engine rankings, as Google considers page speed as one of the factors in its ranking algorithm.