When looking for something, the Internet is most people’s go-to space nowadays. For almost everything.
Whether searching for information, a product or recommendations, people look at a screen - a mobile, laptop or tablet, or at times, all three - and type in what they’re looking for. It’s our job to make sure our clients are popping up for relevant searches above their competitors in search engine results pages. And of course, to act ethically at all times.
Changing search habits.
As people change their online search habits, and search engines come up with new algorithms, the role of an SEO team continuously evolves. Sure, we still get our kicks from poring over spreadsheets, keywords and data and all that is involved in technical optimisation, but we’re just as excited to drive sophisticated content marketing strategies and integrating social communications into a natural search strategy. It might seem like it, but SEO is not alchemy, it’s a science, with a dash of the arts in there for good measure.
We’re multi skilled, multi taskers who like to be kept on our toes. Here’s looking at you, Google!
Get your house in order.
Before you bother with exciting content marketing or get carried away with PPC campaigns, your current website needs to be clean as a whistle and performing at its best.
Technical optimisation is a fundamental element of effective search engine optimisation. As soon as we start working with a client, we use the latest tools and research techniques to carry out full SEO audit, flagging up errors or opportunities for optimisation. We’ll review everything from usability, accessibility and site speed performance, to evaluating site structure, relevancy of keywords and content performance, and of course check out all of those links!
You’ll often find us working alongside our UX, design and dev teams during the website build process to make sure a client’s website – and we include site architecture, content, titles, urls, tags, links, metadata, social integration in that planning process - hits the ground running as soon as we press the big green “go live” button.
Foundations laid. Where next?
When the world of SEO was flapping about Google’s Panda algorithm update back in 2011, we were sitting pretty. Our approach has always been underpinned by the belief that websites exist to provide online users with the most relevant, valuable experiences a brand can deliver. And from that, brands’ websites are rewarded with improved search rankings. It’s a holistic approach, and one that works. That’s why Panda didn’t faze us. Content is at the core of our approach. We start with website copy, and then look at client objectives, advising a range of rich content including written articles, digestible infographics, and compelling films to craft the most effective multi-channel, multi-media content marketing strategy for clients. A content marketing strategy that appeals to target users, and search engines alike.
Social and Seo.
The relationship between search marketing and social media strategies is going strong. It’s a beautiful thing really. Our teams collaborate on a daily basis to plan, manage and measure the performance of both search and social strategies.
We’ll share keyword research with our community and social media managers in planning campaigns and social listening activities. And likewise our social experts share social data with our search team to inform future content marketing strategies, making sure clients are planning to produce content that their target audience is interested in, is searching for, and will more likely share with their communities
Social shares are hugely important to search rankings. Put simply, by sharing, people show that they think our clients’ content is interesting, informative, engaging. They dig it, and dig our clients. Social shares demonstrate quality content, relevancy and authority. Search engines love this type of affirmation from social communities as much as we do, and reward websites by lifting them up the search engine results pages.