SEO – MORE THAN WORDS
e are being asked more and more lately about SEO and being ‘at the top of the list’. There is plenty out there to read about SEO and you can form your own opinions but here is a quick overview of our approach. Gone are the days of the dark arts of SEO, Google Penguin and other SEO web apps have seen to it that only the relevant will prevail and good on them too!
SEO has become a buzzword in the last few years but it has been around for as long as the search engines have, it has come to the fore due to the massive amount of information now available online, there are over 500 websites produced every minute all fighting for consumer engagement. As developers we have an obligation to ‘play fair’ on-line and adhere to the rules of the search engines, if we don’t it will be detrimental to our company and our clients that rely on us to make their brand perform to the best of its abilities over all the different consumer touchpoints.
Generally people I have come across associate SEO with keywords and metadata and treat content creation/marketing as a separate entity. In my opinion if you take the phrase Search Engine Optimisation and apply its connotations (I have kept this article to keywords and content, other factors like load times, UX, UI all play a part in SEO) to your site you cannot help but blur the borders between the keywords and content. Keywords and metadata will provide initial pick up with organic search on the SERP (Search Engine Results Page) but if the content is not there to engage and provide traction as part of a purchase funnel, time spent on page, fulfill a proposed KPI or goal then the SEO in general has failed, if this happens the site will lose relevance and move down the rankings. As any creative agency worth their salt will now adhere to the SEO rules the keywords and metadata can not provide enough of a usp in such a massive volume of information, therefore the content has to work harder, be more engaging and relevant to push the brand forward.
“Ranking for the same term with multiple similar pages can reduce your top rankings due to clustering in Google. Connect content together effectively to combat this.” – Jon Earnshaw Brighton SEO
When it comes to budget and what should be spent where (keyword SEO or content) it depends on the brand. Bean Burst is a start up with a great product that bridges beauty and coffee, keyword SEO will not be as effective as content marketing in this instance as you are entering a very crowded search term environment, ‘coffee’ search term can be as relevant to an insomniac as it can to someone who wants an invigorating skin cleanse so we have pitched toward content creation, Bean Burst do a great job on social media and get results. A fundraising client of ours has a different personality so budget is better allocated to search terms and string searching to deliver the specific and relevant content.
Traditional SEO is still very important but needs valid content and an overall strategy in place to support its claims and validate its relevance. Consumers hold the power, and in this age of ‘me-commerce’ they can use it to build or break brands. Good products and trusted brands will sell though consumer advocacy regardless of online strategy to a degree but they will really grow when their whole consumer engagement experience, digital and physical is cohesive and executed correctly.